15 Dec 2016

How to Pick the Right Brand Ambassador

With the rise in popularity of social media, influencers and third party content, brands are clamoring to figure out a

15 Dec 2016
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With the rise in popularity of social media, influencers and third party content, brands are clamoring to figure out a marketing strategy that intuitively incorporates these new marketing formats in order to obtain a competitive edge.  One of the most popular ways brands are aligning with influencers is through brand ambassadorships.

 

With so many influencers showcasing large followings and a steady stream of content, it can be confusing as to which influencer would best represent your brand. Here are four simple tips on how to pick the right influencer for your brand:

 

  1. Profile - A good brand ambassador is an influencer with a decent following who has been creating content for at least a few years. A decent following ranges from 5,000 to over a 1 million subscribers. The key thing you're seeking is an influencer with experience. You want to be sure this person is consistently posting content and that there are no large gaps of time between the posts. Influencers with good sized followings treat their platforms with a sense of professionalism which ensures they will treat your brand ambassadorship with the same respect and attention.
  2. Personality - When seeking a good brand ambassador, you will want to seek someone who fits the identity of your brand. For example, if your brand manufactures healthy skin care products, your best brand ambassadors will be women and men who are health conscious, have great skin and who speak about healthy alternatives when it comes to beauty, food and wellness. The key is to seek those who are already in alignment with your brand vision.
  3. Credibility - A good brand ambassador has the trust and validation of his/her audience because of the consistent and trustworthy content he/she has churned out over the years. Take the time to sift through some videos or blog posts and see how they handle product reviews and hauls. Are they honest about the products or do they blindly endorse any and everything they receive. A good influencer will not sell themselves to the highest bidder - they will only promote and highlight products they believe in, use and stand by. Their credibility translates into brand awareness, loyalty and recognition for the products they endorse on their channels.
  4. Professionalism - In order to foster a healthy and successful relationship with an influencer, it's highly important that he/she is professional. Being that this individual will be an extension of your brand to the public, its best to pick an influencer who converses with his/her followers in a professional manner. In addition, the influencer should be open to feedback from you in regards to campaigns and content so that both parties are happy with the arrangement. You can gather a lot about an influencer just by seeing how they conduct themselves via their social media channels. Do an audit of their Facebook, Twitter and Instagram platforms.

Signing up with a great brand ambassador can be the difference your company has been seeking. From increased consumer exposure to increased revenue, there are a myriad of benefits that come from working with an experienced influencer.

 

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