Influencer Marketing vs. Brand Ambassadors: What’s the Difference

If you’ve spent enough time researching different marketing strategies, you’ve likely come across two seemingly similar concepts: influencer marketing and brand ambassador marketing. Don’t think these concepts are synonymous, though. 

Read on to learn more about the differences in influencer marketing versus brand ambassador programs, plus a look at how each tactic can drive customer acquisition, retention and revenue growth for your business.

What Is Influencer Marketing?

Influencer marketing campaigns are often based around established D2C social media influencers with a dedicated following that ranges from a few thousand to millions. That said, you may also work with B2B influencers, news outlets or other publishers during an influencer campaign. 

Influencers earn an income by partnering with various brands and promoting their products or services to their audience. This can be through collaborative content, unboxing videos, exclusive coupon codes, affiliate links or other methods. Then, influencers earn a commission on every sale. 

Investing in influencer services can deliver positive results and increased revenue without a substantial upfront investment. While numerous factors lead to a positive campaign, one of the key features of influencer marketing is that your influencer partners are only paid if their promotions successfully drive conversions. That means no upfront investment on your part and a highly motivated partner with an existing, engaged audience.

What’s a Brand Ambassador?  

Like an influencer, a brand ambassador is typically an individual who promotes a brand’s products or services on their social media platforms. However, brand ambassadors often have well-established, long-term relationships with brands rather than short-term partnerships with any brand in their niche. As a result, brand ambassadors will usually continue to promote a brand’s products or services online or in person for longer periods.  

Brand ambassadors may be online personalities or even employees or long-time customers. In some cases, brand ambassadors receive a commission, payment or free products for their promotional services. However, in others, brand ambassadors are simply willing partners who share your products or services with their followers, friends and network. 

Key Differences Between Influencer Marketing and Brand Ambassadors

We’ve already discussed some of the similarities and differences between influencer partnerships and brand ambassadorships. Take a closer look at some of the key characteristics that define each marketing strategy.

• Relationship with brand: Often, brand ambassadors already use your product or service and may have even posted about it online before becoming an official brand ambassador. On the other hand, influencers may be unaware of your product or service before engaging in an influencer campaign with your brand. 

• Duration of partnership: While this isn’t always the case, influencers are often used for short-term campaigns or one-off promotions, while a brand ambassador generally works with a brand for a longer period. That said, some brands develop long-term partnerships with influencers and leverage their broad reach to drive ongoing brand awareness, customer acquisition and increased conversions and revenue.

• Exclusivity: Influencers often work with multiple brands within a singular niche, whereas brand ambassadors may exclusively promote your products or services. 

• Payment method: Influencers generally earn commission on conversions. Brand ambassadors may also earn commissions, but many will promote a brand, products or services for free—though brands should consider offering free products, incentives or store credit as a way to thank them for their loyalty.
• Promotional tactics: There’s a lot of nuance to the different ways influencers and brand ambassadors promote products, but it ultimately comes down to organic conversations versus advertisements. Brand ambassadors tell others about your brand online, in person or both, in an organic way. On the other hand, influencers generally focus on online promotions and advertisements that show their audience how they use a product.

Pros of Brand Ambassadors vs. Influencers

When weighing the pros and cons of an influencer campaign versus a brand ambassadorship, it’s more important to consider which option aligns with your needs, the objectives of your next marketing campaign and your brand.

Benefits of Using Influencers in Your Marketing Strategy

Influencers offer numerous benefits to bolster a marketing campaign, including: 

• Quick entry into a new market: Because influencer partnerships are typically shorter than brand ambassadorships, influencer campaigns provide a prime opportunity to enter a new market quickly, get your product or services in front of an engaged audience and boost traffic to your site. One study found that influencer campaigns for new products led to an ROI of up to 11 times higher than standard rates.

• Better engagement: Collaborating with an established influencer can lead to more engagement by putting your brand’s content in front of new eyes.

• Cost-effectiveness: Influencers are generally only paid when they complete a sale, resulting in minimal upfront investment or long-term costs on your part.

Increased customer acquisition and conversions: Studies show that influencers increased customer acquisition and conversion rates by as much as 70-80%. What’s more, 45% of Gen-Z buyers are more likely to purchase a product recommended by an influencer than a traditional celebrity, while 69% of shoppers overall trust influencer recommendations.

Advantages of a Brand Ambassador Program

Take a look at some of the advantages a brand ambassador can offer: 

• Long-term growth: Brand ambassadors are often in it for the long haul with your brand. They may even have been fans and promoters of your products or services before becoming an official brand ambassador. 

• Relatable brand image: Brand ambassadors play the role of a friend or family member when it comes to promoting your brand. They fill in the gap between buyers and your brand, providing real, relatable recommendations that look and feel authentic. In return, their audience is more likely to convert, with a Nielsen study showing that 77% of consumers are more likely to trust this type of brand recommendation. 

• Exclusivity: Brand ambassadors are generally more exclusive than influencers, opting to promote your products or services for a longer period rather than potentially working with multiple brands in the same niche. 

Credibility-based conversions: Brand ambassadors, like influencers, are considered experts in their niche. However, brand ambassadors are also experts on your brand. Their followers trust their recommendations and value their opinions—which, in turn, increases acquisition and conversion rates.

Which Approach Is Right for Your Brand? 

Choosing between a brand ambassador and an influencer marketing campaign can seem like a difficult choice—but it doesn’t have to be. When you partner with a team like ours at Acceleration Partners, you’ll get customized insights and tailored affiliate marketing strategies that suit your brand, products and services. We’ll connect your organization with vetted influencers and ambassadors that align with your vision, goals and target audience, leading to increased customer acquisition and scalable partnerships that yield a significant return on investment. 

Discover how our proven methodologies can boost sales, drive customer retention and scale your affiliate program. Contact us today to learn more.