A brand ambassador is someone who promotes a company or product on social media, often building trust and excitement among their followers. Think of them as a friendly face who shares their love for a brand—whether it’s an influencer posting on Instagram, a TikTok creator making fun videos, or even a loyal customer raving about their favorite product. At Brandwatch, we see brand ambassadors as key players in turning online chatter into real engagement.
What is a brand ambassador?
In simple terms, a brand ambassador is a person who teams up with a brand to spread the word about its products or services, usually on social media. They’re not just one-off promoters—they often have a long-term relationship with the brand, sharing posts, answering questions, and joining campaigns. Unlike influencers who might do a single sponsored post, ambassadors stick around, acting like a bridge between the company and its audience.
For example, a fitness guru might become a brand ambassador for a sportswear company, posting workout videos in their gear on Instagram. Or a coffee lover could share their morning brew routine on TikTok, tagging their go-to brand. These folks help brands connect with real people in a way that feels natural and human.
Why brand ambassadors matter on social media
Brand ambassadors are a big deal because they bring trust and personality to the table. People are tired of flashy ads—92% of consumers say they trust recommendations from someone they know over traditional marketing. That’s where ambassadors shine. They’re relatable, they’ve got followers who listen, and they make brands feel less like faceless corporations and more like friends.
They also boost engagement. When a brand ambassador shares a post, their audience is more likely to like, comment, or even buy something. Plus, they can reach corners of the web that brands might miss—think niche communities on X or trending hashtags on TikTok. For Brandwatch users, tracking these ambassadors with tools like Consumer Research or Influence can reveal how much buzz they’re creating.
How brand ambassadors work their magic
So, how do they do it? Brand ambassadors use their social media platforms to:
- Create content—like photos, videos, or stories—that shows off the brand in action.
- Engage with followers, answering questions or jumping into conversations.
- Join campaigns, from product launches to hashtag challenges.
A cool trend we’re seeing in 2025? Video is king. Ambassadors are leaning into Instagram Reels and TikTok to make short, snappy clips that grab attention fast. It’s less about polished ads and more about real, off-the-cuff moments that spark connection.
Brand ambassadors vs. influencers: What’s the difference?
Here’s a quick breakdown: brand ambassadors are in it for the long haul, often passionate about the brand they represent. Influencers might just pop in for a one-time gig. Ambassadors build a deeper bond—like a coffee shop regular who knows your order—while influencers are more like a guest passing through. Both are awesome, but ambassadors bring that extra layer of loyalty.
Why it’s useful for you
Whether you’re a marketer or a Brandwatch user, understanding brand ambassadors can level up your strategy. They’re not just loudspeakers—they’re trust-builders. Use them to amplify your brand’s voice, then track their impact with Brandwatch tools like Influence or Consumer Research. You’ll see what’s working, who’s talking, and how to tweak your next move.
What to do next
Ready to harness the power of brand ambassadors? Start by identifying people who already love your brand—check X or Instagram for fans posting about you. Then, reach out, build a relationship, and let them share their story. Want to measure their impact? Dive into Brandwatch Consumer Research to see the data behind the buzz. You’ve got this!