Everywhere you look it seems like more and more brands have jumped on the ambassador bandwagon. I’m sure I’m not alone in receiving a consistent stream of DMs from brands touting their ambassador programs. Combine that with many of the more established brands that have either opened or will soon open their applications for 2022, and brand ambassadorships seem to be at an all-time high.
Over the years I’ve been lucky enough to be a part of some great (and a couple of not-so-great) ambassador programs. Here are a few things to consider before you hit the submit button on your next application.
Do you really love the brand? — This one may seem obvious, but if you are not a true fan of the brand, just stop right here. As an ambassador, you should be able to authentically share with others your love of the brand…both in words and consistent use of the product.
Are there any potential conflicts? — Will representing the brand present any conflicts for you in your professional life? Or, what about other brands you may already be working with – do they offer a product in the same category? For example, if you love the hats of one brand, can you promote them if a brand you’re currently working with includes hats as part of its product line? Some brands may consider this a conflict.
What are the program requirements? — Consider how often are you expected to post via social media? Blog posts? Are you expected to attend live events (when they return)? The range of commitments is as diverse as the number of ambassador programs out there, and no two programs are alike so be sure you know what you are committing to. You owe it to the brand and yourself to be clear about what you can and are willing to do.
What are the program rewards? — Is the brand providing you with free products or are they offering a discount on your purchases? I was recently contacted by a company that wanted the sun, the moon, and the stars, but in return, they were only offering a very modest discount. Consider whether this will be a mutually beneficial relationship – your time and your reputation are both valuable.
Do you have the right audience? — Will promoting the brand fit with the rest of your content or will it feel like it’s coming out of left field?
Brand ambassadorship programs can be a lot of fun and a great way to connect with others…and they can also be a lot of work. So, choose wisely.
How do you choose a program?
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This was really interesting! It’s not something I’ve ever been asked to do, but I suppose in my book blogging I’m a brand ambassador for a couple of small indie publishing houses, who send me (in one case ALL) their publications in return for an honest review in good time. I do that because I like their books and would buy them anyway, plus I get them early!
Liz Dexter recently posted…Some mini-reviews for Shiny New Books
What a great relationship you have with these publishing houses!
Oh goodness, when I said all I meant all of one imprint, though, the British Library Women Writers, in case you had visions of me buried under a huge pile of books!!
Still sounds like a nice connection to have 🙂
Oh Michelle, is this EVER timely LOL I was an ambassador, a few years ago, for an electrolyte replacement product. It was a product that I liked (some) , but genuinely did not love and felt like a hypocrite promoting it. That was one decision I jumped on without thinking it through because I was so excited to be an “ambassador.” You really hit it on the head with your point about not doing the company (or yourself) any justice if it’s not something you feel genuinely good about.
Thanks Kim – I think given all of the work involved with being an ambassador we really should only invest that time into brands we love.
This is great.
I’ve dropped out of a few because the benefits were not worth the time or I didn’t use the product.
Usually the ones I want do not pick me because I do not have enough followers.
Thanks Darlene. You’re not alone on the “not enough followers” for some brands.
Well, I don’t get a lot of DMs, but the truth is I’m not very active on social media any more & that’s what brands want — totally understandable.
I absolutely agree you’ve got to love the brand. I know people who just want to get free stuff (although as you pointed out, there isn’t as much free stuff these days).
Conflicts are a good point, too! Also brands change — sometimes for the better, sometimes not, so you have to re-evaluate the relationship sometimes.
Chocolaterunsjudy recently posted…5 Ways to Shake Off Burnout
Good point – brands do change so it is important to pay attention and make sure those changes align with your interests.
I get offers for ambassadorships almost daily and ignore 99% of them. Most programs are ill-conceived at best and yes, I must truly love the product before I commit.
I’m really not a fan of all of the DMs and can only imagine what those “programs” must look like!
This is great info to consider before signing on with a brand.I have done a few that were a lot of work without much return to me. I have dropped most of them. Being an ambassador can be a lot of work and can also prohibit you from doing a collab w another brand that you also might like.
I’ve scaled back too, even from some brands I really like because of the program demands.
All great points here! I think it’s obvious to readers when someone is promoting something they don’t really 100% stand behind.
I agree Jenny – I think if you’re not authentic it comes through.
This is so good. I turned down one because their requests as far as posts did not at all align with what I’m comfortable doing, and appreciated that was disclosed up front so we could both make informed decisions. There’s one I hope to be chosen for, but I’m not optimistic.
I feel like those that need to beg on DMs aren’t the ones that people are organically interested in, unfortunately. At least the ones that seem to bug me, and they do no research so it comes across as spam.
I appreciate it when brands are upfront about their expectations – saves both sides a lot of time. And, yes some of the DMs are so bad I am often tempted to write back “Have you looked at my feed?!” LOL
Great points to consider. Sometimes I wonder if brands appreciate how much time and effort is required for a good social media post, because they can ask for a lot with little in return. I am much more influenced when friends suggest a product than when “celebrities” do.
I know what you mean – I’m finding more and more that the expectations are just too high for what we receive in return. And yes, celebrity endorsements do nothing for me either.
I wrote a post about this topic a few years ago after seeing some fellow bloggers accept ambassadorships from brands they never use. Grrr. Great food for thought. I’m definitely cutting back on all this, although I wouldn’t mind being picked for the Brooks run happy team!
Yeah, I know what you mean…I’ve never understood why you’d want to be an ambassador for a product you’ve never used.
I’ve scaled back as well but did apply for the Brooks team too 🙂
These are all excellent considerations. There are some truly great ambassadorships out there, but they are not always the right fit, and we should all be discerning when it comes down to accepting those ambassadorships!
Exactly!