Are Brand Ambassadors Worth the Investment? [2018]


The short answer is yes.

According to the 2017 Edelman Trust Barometer the trust of CEOs is dropping while trust of “everyday people” is on the rise.

First things, first. What is a brand ambassador?


A brand ambassador is someone who is paid (or bartering) to endorse or promote a particular company’s products or services. Like a friend that your consumers can trust.

Successful brand ambassadors come with a strong personal brand that can attract, persuade and influence people. They are able to use social selling to sell your product or service to their audience.

As a business owner or marketing manager, it can be difficult to determine if a brand ambassador is worth the investment. But, they are.

Use these 4 metrics to get started tracking your success with brand ambassadors:

  • Brand reach during a campaign. This is done by looking at how many people your ambassador has reached with promoting your product or service. You can find this using their social insights and short links such as (,, tinyURL).

  • Traffic to your site and event. Traffic is a clear indicator if your ambassador’s content is compelling. It tracks the number of people going to your website or purchase link after your ambassador has noted your product or service.

  • Product sales. Measuring this is easy. Look at how much money your brand ambassador’s campaign has brought in. Then subtract their ambassador fee and measure your ROI. Anything above 25% is good.

  • Quality of the posted content. Control what your ambassador can and cannot do with your product or service. This can help ensure eye-capturing, compelling content is created during the campaign.

Alex Lutz