The world of digital marketing is loaded with various concepts and different ideologies that support businesses in one way or the other. Every business organization, these days, has its digital wing. A digital wing is a department in organizations where social media teams, digital branding teams, content writers and search engine optimizers work together to make the brands’ website and digital presence stronger than their competitors. Having a strong impact and presence on social media is a thing and this is why every brand wants to have a social media brand ambassador locked in the promotion of the services and/or the products.
Similarly, the role of an influencer is also very important for businesses. Have you wondered why high-end brands go for famous influencers to promote their products and/or services? That is because these influencers have a huge audience that watches them and listens to them. Many brands and professionals are confused when finding out the relevant and perfect influencers or social media brand ambassadors for their campaigns. A decent understanding of who is who is essential to finalize and propose an effective marketing plan.
Who Is Who?
Now the tricky question is “is a social media brand ambassador different from an influencer?” This can only be answered after looking at the scope of both, that is, a social media brand ambassador and an influencer. Some people usually get confused and consider both as the same and synonymous to one another. Here is quick definition:
- An influencer is a famous person who has a huge following over the internet, and they keep promoting brands that suit their image and target fan following.
- A social media brand ambassador is someone who has a strong presence on social media platform like Facebook, Instagram, TikTok or Twitter etc.
So, technically there are many differences between a social media brand ambassador and an influencer. Some of those differences are mentioned as under.
The Big Difference
The understanding of who is an influencer and who can be a suitable social media brand ambassador is something that needs to be very clear and crisp for the brands before engaging the right resource. Keeping that integral understanding in focus the basic difference between a social media brand ambassador and an influencer is mentioned here:
- A social media brand ambassador is a part of a long-term marketing campaigns that is carried over social media platforms and their responsibility revolves around the creation of relevant social media content for the target audience on a regular basis (like weekly, monthly etc.). Most of these ambassadors are involved in the marketing process for a lasting period.
- An influencer is someone who has a massive following and reach; they are engaged by the brands for a relatively short-term period. Influencers have the authority, right information and command over the product niche. Their words actually influence the buying behavior of the users.
There is a specific difference in the communication style of an influencer and a social media brand ambassador. An influencer uses their personal tone to communicate to their audience regarding how they use the brands’ products or services and what impact the brands’ offerings have on user’s life. Whereas, a social media brand ambassador is someone who mostly shares brands’ message in the way brands want them to communicate. It’s like an extension of brands’ ad posting platforms so that more people from different walks of life can be targeted.
There is no doubt that today, both social media brand ambassadors and influencers are the most needed resource for brands that want to connect with their audience at a larger and greater level. The reach of both is very significant for the brands in terms of promotion and marketing. They both provide brands with additional windows to showcase their products and services to their followers. Those followers have (in most cases) a direct impact of the endorsements offered by the ambassadors and influencers. Brands get extended ad-placement channels by hiring social media brand ambassadors and an authoritative influencer brings in the reliability and trustworthiness.
Another interesting difference between the social media ambassadors and influencers is that an ambassador charges lesser for multiple social media posts and long-term promotional campaign than an influencer. An influencer charges a hefty amount of money for short-term projects and a few videos on their social media or YouTube channels. The reason behind the difference in charges is the number of audience that they both have; an influencer has a larger number of audiences as compared to social media ambassadors.
Best Practices Followed By International Brands
One of the best practices that is followed by the international brands is that they hire celebrities as influencers because of the scope and outreach that they have internationally, and they hire a good number of social media brand ambassadors to endorse their products and services for a longer term. The content direction is provided by the brands to the brand ambassadors and they create a communication message highlighting the brand and share it on their social media platforms at frequent intervals. An influencer, on the other hand, is given the basic brief and they come up with more interesting storytelling and how they incorporate and use those products or services in their day to day lives.
In the modern world of marketing, the marketing briefs are planned in such a way that they have a concrete roadmap prior to executing the campaign. Social media brand ambassadors and influencers are headhunted beforehand. The reach of the posts, engagement ratios and share-ability factors are just a few elements that are focused before locking any social media brand ambassador and influencer. The impact of social media and the internet is massive these days, and brands are very well aware of this fact. This is the reason why this particular marketing strategy is adopted by every leading brand worldwide in recent times. But the most important thing is that one should be very clear between the definitions, roles and responsibilities of the influencers and social media brand ambassadors. Don’t be confused. As per researches and speculations, the total ad spending might exceed the mark of 10 Billion dollars in the next year. This signifies the vitality of hiring ambassadors and influencers.