The role of a brand ambassador is as classic as a vintage red, yet the landscape has bubbled over with fresh fizz since 2020. Picture the influencer marketing scene–now a bustling bazaar valued at $16.4 billion as of 2022, teeming with brands eager to clink glasses with the social media elite. From the glitter of celebrities to the charm of trending bloggers, every match is a strategic tango, where longevity and authenticity lead the dance. These savvy bloggers, the maestros of their digital domains, have cottoned on to the sweet spot–fostering enduring partnerships with brands that echo their rhythm and rhyme.
What is a brand ambassador?
Collaboration between brands and bloggers is becoming increasingly popular with larger name brands, with many seeking out the best online content creators to represent them. Over all other forms of advertising, 84% of people choose recommendations from family and friends and value their opinions highly when looking for a product. This is why many brands are now seeking out popular bloggers as they can reach a new and wider audience of people to advertise their product to. Brands may offer commission on products sold via the blog, or they may offer a free product in return for advertisement. Some offer long-term sponsorship, which involves more commitment from the blogger to represent the brand.
What are brands looking for?
Brands seek out ‘real’ people who connect positively with their audience and write engaging copy. Their blogger of choice should expect to raise awareness of the brand, drive traffic to the brand as well as their blog, and increase sales of the brand’s products. Brands are usually looking for someone who already has a significant following and has regular traffic to their blog. They are also looking for bloggers and influencers who can remain professional when responding to their audience or the media as this may have an impact on the reputation of the brand.
Bloggers who connect with a brand create sponsored content, often reviewing a particular product or product range that fits in with their regular blog content. Bloggers may have one-off deals or build long-term relationships, depending on the success of the partnership and how lucrative it may be for both the blogger and the brand. This often depends on the blog content’s performance. An example of a successful brand ambassador is that of the teen blogger and vlogger Zoella. Due to her ‘girl next door’ approach to make-up tutorials, she became an ambassador for various beauty brands, even creating her line.
Bloggers who want to be brand ambassadors often reach out to PR agencies and brands directly, showing them their unique selling point and their blog traffic statistics. Bloggers who already connect with a brand or have advocated it in their content before may be approached by the brand to promote their products as the brand has awareness that this blogger has already become a spokesperson for their products or services.
Blogging as a business
Blogging is an excellent way to share your hobbies and interests with a like-minded audience, but if you plan to monetize it, it then becomes a business. Businesses have business plans, models, values, and structure, so becoming a brand ambassador will not necessarily happen overnight. Those who plan to become brand ambassadors, particularly young entrepreneurs, may wish to get a mentor to help them carve out their brand and style. It is reported that 92% of small business owners found that mentors had a significant impact on the growth of their business in the early stages. Bloggers who want to connect with brands to expand their revenue may benefit from finding other bloggers who are willing to mentor them and have successfully become ambassadors themselves.
Authenticity is key to success
Reputation and building trust with your audience is the key to being a successful blogger with longevity. People in your circle who have been following you for many years, are more likely to trust your opinions on the products you endorse. However, being a brand ambassador can be extremely lucrative and it can become tempting to advertise every brand that comes knocking. This can be detrimental to a blogger or social media star as it may come across as less authentic the more products you introduce into your content. Instead, sticking to a few choice brands that align with your blog content and business model is likely to build a more loyal fanbase and generate a steady income.
Bloggers who are committed and spend time building and engaging with their audience are more likely to attract the attention of brands who want to collaborate. Should you find that traffic is increasing regularly to your blog, it may be time to start reaching out to brands to make connections. Blogging can be a very lucrative business provided you build and sustain relationships with brands and maintain a positive reputation in the field.
