What’s the difference between influencers and brand ambassadors? In digital marketing, there’s a very common strategy used by brands to promote a particular service or product on social media. This is the use of people with a certain level of fame and reputation to obtain better results. This way, brands can improve their visibility, range, and engagement.
These people can be influencers or brand ambassadors.
But what is each one? How are they different? Which one is better to promote?
Let’s define each and determine which is more appropriate.
What is an influencer?
An influencer is a person who lives in digital media, especially social media. They stand out for their personality and, most times, credibility. Their main goal is to influence the decisions of people and their behavior. In other words, they convince people to buy a product or service through reviews.
They are well-known people and have a high number of followers and audiences. However, the latter isn’t a mandatory requirement. After all, there is a category for every kind of influencer according to their followers:
- Nano-influencers: those who have between 1,000 and 10,000 followers.
- Micro-influencers: those with between 10,000 and 50,000 followers.
- Mid-level influencers: between 50,000 and 500,000 followers.
- Macro-influencers: with a balance between 500,000 and 1 million followers.
- Mega-influencers: They range from 1 million to 5 million followers.
- Famous influencers: they have over 5 million followers. Some famous influencers are Kim Kardashian, Cristiano Ronaldo, Serena Williams, among others.
As you can see, you don’t have to have millions of followers to be an influencer. What matters is the trust your audience has in you. Only in this way will they listen to what you recommend. But what makes up an influencer?
In this case, you must be creative to offer original and innovative content. Talk about interesting and different topics related to your field. For example, if you’re a fashion influencer, you can talk about the best wardrobe combinations. Your goal is to entertain your audience so that they stay with you.
Authority over the audience
This means the ability to influence the decisions of your followers. It determines whether people trust you enough to buy a product or service.
Relationship with the brand
Similar to the last point, it consists of how well you know and trust the brands you promote. If you don’t want to risk your image and reputation, you should only work with proven and verified products and services.
You must be assertive and sure of yourself when talking about a product or service. If your audience sees you unsure of what you’re talking about, they won’t listen to you.
This point is very important as it makes you accountable for what you post on social media. It’s all about the commitment an influencer must have with the brand and its followers.
You must have a level of social relationship to be able to communicate with your followers. This way, you’ll gain new followers and develop empathy with the public.
This point refers to the level of rapport that the person has with the public. However, it also includes the level of activity that they maintain in their platforms. As a rule of thumb, the greater it is, the higher the engagement.
It’s closely related to the number of followers a person has, which, although it was commented, isn’t a determinant to be considered an influencer. The higher the number, the greater visibility of its content.
The importance of an influencer
There are many strategies in the digital marketing world that will make your business grow and strengthen. Among the most common, we find that the use of influencers isn’t a mandatory requirement.
Certainly, a company can stand out without the presence of these people. However, including them can speed up the process of visibility and positioning of your company.
It’s a fact that hiring influencers creates very positive and effective results in campaigns. After all, the people who identify with and follow this character will associate the company or brand with a high level of credibility and reputation.
What is a brand ambassador?
A brand ambassador is a person, famous or not, responsible for representing a brand, its products, or services in a positive, responsible and conscious way, with the intention of increasing sales.
Brand ambassadors can be famous people, recognized in a certain medium or market, as well as ordinary people such as employees of the same company or even frequent customers.
Among its features are:
Knowledge of digital marketing
They shouldn’t be experts in the field but rather have the basic notions. In other words, they must understand what they are doing and their goal. This way, they can ensure their commitment to achieving the objectives.
Whoever works as an ambassador must have a dynamic, proactive, reputable, communicative, and empathic personality.
It’s also important to demonstrate natural leadership skills, capturing people’s attention while building trust and confidence.
Here the presence of high levels of morals, ethics, and values is required in conjunction with the commitment to the brand.
Presence in digital media
Although a brand ambassador doesn’t need a number of followers as high an influencer, it’s necessary that the ones they have are potential clients and go hand in hand with the brand’s values.
The main objective is to sell but through the establishment of solid relationships with the followers or public.
The importance of a brand ambassador
Let’s talk here about the valuable contribution that a brand ambassador gives to a company. In short, they’re people who participate as essential agents in the development and positioning of a brand,
The combination of digital marketing knowledge, leadership, and charisma is a successful formula for attracting customers and positioning a product or service. Besides, they offer a first-hand experience by being shown many times using the promoted product or service, which builds trust in the viewer.
Because they are often common people, who are in constant contact with the product, communication is much more effective and truthful.
What differentiates a brand ambassador from an influencer on social media?
- Influencer: must be a well-known or famous person.
- Ambassador: it can be a well-known personality as well as a common person, clients, and even employees of the company.
- Influencer: You must have a certain number of followers to be considered as such.
- Ambassador: You do not need a minimum number of followers to work with a brand.
- Influencer: must have the ability to create content to promote the product.
- Ambassador: must have knowledge of digital marketing, but it is not a requirement that they generate the content to be displayed.
- Influencer: they usually charge an amount in exchange for the service.
- Ambassador: You can receive remuneration or products as a form of payment.
- Influencer: the means of action for promotion is mainly focused on social networks.
- Ambassador: the field of work is broader because they can participate in offline activities, such as organizing events classes, among others.
The choice of one of these figures will depend on your goals, as well as your budget.
Whichever option you choose, keep in mind they must follow the mission and vision of your company.
This way, they will be able to correctly represent your product. Besides, remember that whoever you choose will be the image of your business for a certain period of time.
Stay in touch with us by subscribing to our monthly newsletter, and stay up to date with all topics related to digital marketing.