If you’re an active blogger or social media maven, chances are you’ve either been a brand ambassador or a brand advocate…and you might not even have known it!
Companies all over the world can’t ignore the fact that “social” is no longer an approach or strategy, but a requirement in promoting their business and products. That’s where the Big 4 social platforms come in. If you aren’t familiar with the Big 4, we consider Pinterest, Instagram, Facebook and Twitter to be the largest and most influential platforms across social media.
One of the biggest changes in the social world over the last few years has been the emergence of “social influencers”. While before products were only endorsed by celebrities, now it seems almost anyone who has a large and engaged following on social media can be tapped to become a spokesperson for a brand, simply based on their audience and social reach.
In the social realm there are brand ambassadors and brand advocates- and while they may sound similar, there are some vast differences between the two and it’s important to be able to recognize who you’re dealing with on social media.
- Are paid by a brand or company to endorse their products of services.
- Are usually not paid for their promotions and usually share their love of a product out of loyalty to a brand.
- Can be a paid spokesperson or speaker at events, commercials, or social media ads.
- Their platforms typically include word of mouth, social media and website reviews.
- Can be a “celebrity” or someone with popular influence such as a well-known blogger.
- Are usually a satisfied customer or employee who wants to share their love of a company.
Length of the Relationship
- Usually only maintain their relationship with a company for as long as a pre-determined contract outlines.
- Can continue the relationship with a company for as long as they are happy and engaged with the brand.
- Are driven by a business agreement. Their goal is to fulfill a contract and meet business goals outlined by the company at the start of the relationship.
- Their main goal is to support brands they love and help other consumers.
- Are usually an expert in the field that relates to the brand or product they are promoting. For example, when the Kardashians promote waist trainers or beauty products, it is because they are believed to be experts in those industries.
- While they may not be considered “experts” in certain fields, they bring trust and a level of gained expertise to the industry through their credibility.
- Are motivated to grow their social audience and to be compensated for their efforts.
- Are motivated to help friends or brands that they love by spreading awareness.
If you need a more visual representation of the difference between a brand ambassador and a brand advocate check out this awesome infographic we created just for you!