One of the key principles of modern communication is connecting authentically with people. Social media and influencers serve as the bridge between brands and users, with the goal of turning them into consumers. What matters isn’t just what you’re selling, but how you sell it, and that’s where brand ambassadors excel.
You might not have been looking for a moisturizer, but your favorite influencer, who is a brand ambassador for a cosmetics company, always uses the same one. When she shares a discount code, you buy it. You do it because you trust her and admire the care and appearance of her skin.
The relationship between brands and consumers in the digital age
Social media has brought a new way of communicating. Since its emergence, brands have had to adapt to its ever-changing languages and codes. Being present on social media requires:
- Consistency
- Review and updating to evolve at the same pace as the platforms, with the goal of connecting with all types of audiences—especially younger ones, who are the most active users.
But it’s not all advantages. Users demand original content that stands out from the rest. Currently, the trend on social media is to present oneself in a natural and authentic way, moving away from mere promotion. That’s why, at LF Channel, we firmly believe that brand ambassadors play an essential role: they communicate and promote products without overwhelming potential customers with overly technical information, while also strengthening the emotional connection.
For a brand ambassador to be effective, companies must choose profiles that align with their values and way of operating, while also demonstrating authenticity and closeness with their followers.
Many times, people assume that only profiles with hundreds of thousands of followers can represent a brand. However, some profiles may not stand out for their audience size but do so for the influence they have over it. So-called micro-influencers are an important asset to consider when creating and building this type of relationship.
What is a brand ambassador
A brand ambassador is a reliable and credible profile who promotes not just a product or service, but everything the brand stands for. They are responsible for conveying the brand’s vision, values, ideas, and messages to their followers on social media. To ensure that the relationship between the brand and the ambassador builds trust with potential consumers—and is therefore effective—they must possess certain key qualities:
- Genuine connection with the brand to establish bonds with the audience
- Alignment with the brand’s values and lifestyle
- Consistency in content
Differences between an influencer and a brand ambassador
An influencer is a social media content creator who can affect their followers’ purchasing decisions and, at times, may be hired by a brand to carry out a specific promotional campaign.
A brand ambassador, on the other hand, is a content creator who has a long-term relationship with the brand they promote. They don’t just participate in occasional actions; they represent the company over an extended period. This means they are involved in all major communication initiatives of the brand throughout the contractually agreed timeframe, such as Christmas campaigns, Black Friday, summer promotions, anniversaries, or even over multiple years.
What it means to be a brand ambassador
An influencer who becomes a brand ambassador turns into the company’s spokesperson on social media. They convey everything the company wants to express, and by aligning with its values and principles, they strengthen its credibility and reputation.
A clear example: a person who creates content testing burgers cannot be an ambassador for a vegetarian products brand. This partnership would be completely inconsistent, as the brand’s animal-friendly values would clash with the influencer’s lifestyle, creating significant distrust among users and negatively affecting the credibility of both the brand and the content creator.
Brands and brand ambassadors
An example of a brand ambassador is Dulceida with the cosmetics brand KIEHL’S. The influencer collaborated with the brand in 2025, serving as its spokesperson in Spain. In this case, it makes sense to associate her profile with a brand specialized in skincare, since her content focuses on lifestyle and she often discusses beauty and fashion on her social media. Therefore, it’s a topic that interests her followers and feels entirely natural to them.
Another example is the singer Amaia Romero, who joined the team of ambassadors for Tous in 2025. Through this collaboration, the jewelry brand aimed to reach a younger audience by connecting with values such as sensitivity, authenticity, and creativity, all of which Amaia represents. It’s interesting to see how, in this case, Tous aligns itself with a singer, linking the brand to art and positioning it in consumers’ minds as a company that supports culture.
