What is a brand ambassador?

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A brand ambassador is a loyal customer or germany b2b leads influencer who promotes your brand to their audience through their social presence. Unlike traditional influencers who might work with various brands simultaneously, ambassadors have a deeper connection and longer-term relationship with a single brand. The fact that ambassadors are typically already brand superfans makes it easier to sustain a longer-term relationship.

GoPro’s brand ambassador program demonstrates this strategy. It leverages passionate customers who use their products to capture unique content and share their experiences on social media. This approach has helped GoPro build a strong community of loyal users and advocates.

Brand ambassadors provide genuine endorsements that build trust within their network. They use their platforms to share personal experiences and testimonials, creating a more authentic connection between the brand and its audience.

An Instagram post of a man paddle-boarding. He is a Go Pro brand ambassador
What is a brand ambassador program?
A brand ambassador program is an initiative where brands partner with loyal customers, influencers or industry experts to endorse their products and services. These ambassadors are your ride-or-die fans. They know your brand, “get” your mission and are the first to “Like” and comment on your latest posts. The program leverages the ambassadors’ enthusiasm and established credibility to reach a wider audience.

According to Sprout’s 2024 Influencer Marketing Report, more than 80% of marketers agree that influencers are essential to their social media strategy​​. A brand ambassador program simplifies working with multiple influencers simultaneously, offering a structured and consistent approach that can grow over time.