Companies invest in brand ambassadors as a marketing tactic to gain recognition and trust from their target consumers. As people are likely to buy something that other people recommend, marketeers consider brand ambassadors to be a more effective promotional strategy compared to traditional advertising. For this reason, it isn’t surprising as to why online influencers have become such a huge phenomenon in the business world within recent years.
Essentially, a brand ambassador is someone who acts as a brand’s representative.Over time, the role of brand ambassadors has evolved and the prominence of social media platforms today, make a considerable social media presence and a larger-than-average social following a must-have quality for this role. Brand ambassadors should be willing to utilize their networks in order to help spread brand awareness and hopefully increase a company’s sales.
A brand ambassador is responsible for representing the company in ways that are in line with the brand’s current communication and marketing strategies. Therefore, a brand ambassador is required to participate in event marketing, represent the brand positively in a multitude of social settings, assist in content creation (social media posts, product reviews, blogs, etc.), generate brand awareness through word-of-mouth marketing, as well as provide feedback and insight on brand’s products
One key characteristic of a brand ambassador is his or her social credibility. Not only do they have to be someone with social capital, but they also have to be someone that the public sees as being trustworthy. If not, consumers would not end up buying any products that these people promote.
Furthermore, the more connection there is between the brand ambassador and the brand, the better the results would be for the company as this would increase the credibility of the collaboration between the two parties. Having said that, it is important that brand ambassadors have a high affiliation with the brand itself. This can be measured through their familiarity and personal resonation with the brand.
Salary of Brand Ambassadors
The amount of money that brand ambassadors earn will differ greatly depending on the company and their marketing budget. However, if we are looking at an hourly rate, brand ambassadors earn an average of about $10-16 per hour. In some cases, companies will pay ambassadors on commission rather than an hourly rate in order to incentivize their actions.
According to Glassdoor, Indeed, and Payscale, the national average salary for a brand ambassador ranges from about $20,000 a year to up to $58,000 a year, with the standard salary being somewhere in the $40,000-50,000 range.
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