All good advocacy programs empower devoted people to bring products, messages, and brand awareness to their networks. 50 leading companies tell what a brand ambassador does.

What Does a Brand Ambassador Do? 50 Top Companies Explain

What do brand ambassadors do? They align with great companies and products they love. Together, they form long-term partnerships to grow the brand and spread the word organically. 

Are you thinking of becoming a brand ambassador? Fantastic! This is the perfect time.

Or perhaps you’re a company aiming to broaden your marketing horizons with this approach. Great choice! It’s an ideal time to initiate an ambassador program.

At its essence, advocacy is trust and genuine recommendations. Years ago, someone might have chosen a particular bicycle because a friend praised its performance and durability. Such endorsements heavily swayed their buying decisions. Today, in the era of social media, a favorable tweet about a bicycle can impact a broader audience. In essence, consumer advocacy thrives on trust and word-of-mouth, a principle that’s intensified with the advent of digital platforms.

Marketing seem to be in a constant evolution. Changes are driven not just by tech advancements but also by strategies that prove successful. Over the last decade, ecommerce entities have transitioned from traditional advertising, leaning more towards peer-to-peer connections, notably via ambassador marketing. The global fascination with social media, combined with effective approaches like ambassador programs, has opened vast opportunities for individuals.

Get clear 

Before we get into what this person does, let’s define what is a brand ambassador and make sure we’re clear.

A brand ambassador is a person who authentically creates buzz with their network because they genuinely like a company. Ambassadors are often loyal customers and promoters who generate content, awareness and sales for a company.

Does this sound like you? 

Now that you understand the definition better, we can unpack the role and talk about the actual work. 

This article will focus on the functions and responsibilities. We’ll also discuss what these individuals do to spread the word, how they interact with their audiences and the companies they work with, the responsibilities they have, how do they work, and whether or not they receive compensation for their efforts.

The foundation of every good brand program is passionate individuals who connect with a company or its product. They collaborate with businesses to introduce products, convey messages, and enhance awareness within their networks. The precise setup varies for each organization.

What does a brand ambassador do?

What are the responsibilities of a brand ambassador? The scope of involvement ranges quite a bit depending upon the company and the goals of the program. To understand their primary responsibilities, we looked at 50 companies that use Roster as their all-in-one platform for managing their efforts.

All good advocacy programs empower devoted people to bring products, messages, and awareness to their networks. 

The number one thing they do is SHARE. In fact, 98% of all companies we examined specifically highlighted “share” on their application.

It’s no surprise that this is the primary responsibility. Remember the definition above: 

Ambassadors create a buzz with their network.

Those with strong social media profiles and plenty of social connections are favored by corporations looking to form brand ambassador programs. To be considered for the role, applicants need to have a personal internet presence. Having profiles on social media sites such as Instagram is critical.

What Does a Brand Ambassador Do? Share and Engage

Advocates generate buzz and chatter in many impactful ways. They spread the word about products they genuinely use and love. The endorsement feels genuine to friends, family, and followers, making it more influential than traditional advertising.

To illustrate, 92% of consumers trust recommendations from friends and family over any form of advertising. (Nielsen)

Based on our study, these are the key audiences and communities that companies are eager for their advocates to engage with and keep informed.

  • Share your enthusiasm with your friends!
  • Share with your friends and family how much you love our products!
  • Share your experiences.
  • Share your journey with our merchandise through photos and videos!
  • Recommend our products to your family and friends.
  • Offer your custom discount code with family and friends.
  • Detail your routines with our products. (Be sure to tag us, we might repost!)
  • Enhance our image by introducing a presence in stores.
  • Be our representative.
Courtesy of @morrellsamoire, Purple brand ambassador

Some companies have unique or specialized requests for their representatives. Merchandise that might need more in-depth explanation or education is ideal for advocacy programs. For example, a health food business asks that its advocates communicate the benefits of genuine nutrition and its offerings.

On, which sells Swiss performance running shoes and clothing, sends all its advocates with apparel and shoes. In return, On expects its On Run Crew members to wear the gear during runs, workouts and races. In On’s words,

“The easiest way to share is to wear.”

PNG (Pinnacle Nutrition Group) uses a smart and easy way to spread awareness.

We ask PNG ambassadors to hold PNG sports bottles at all podium celebrations and apply PNG logos to athletes, helmets, jerseys, or graphics.” 

In a very authentic way that’s impossible to replicate, they share their love, experiences, knowledge, and custom discount codes with their individual friends, family and customers.

Brand ambassadors share

Photos and videos 

In analyzing how some of the leading companies collaborate with their advocates and super fans, we observed several common patterns. The top requirement was to create and share PHOTOS, with 93% of these companies highlighting this activity on their recruitment form.

Going hand in hand with photos is making and sharing VIDEO. In fact, creation of videos is specified in 73% of applications.


Tying for first place at 93% in the share category is creating CONTENT. Essentially, photos are content, so photos probably rank first as the most essential responsibility they have.

And, of course, they need to share the photographs and content with friends, family and other consumers.  

Courtesy of @good.boys.nash.mac, KONG Box brand ambassador

There are many ideas for UGC. Companies frequently request the following types of photos, videos and content.

  • Share stories that align with the company’s mission.
  • Describe your experiences with the products.
  • Show pictures or videos of you using the item.
  • Share images of you getting or ordering products.
  • Highlight key moments with the products in visuals.
  • Share images focused on the products.
  • Share your thoughts about the product with visuals.
  • Show how you use the products in images or videos.

As an ambassador, make sure you create and share content that authentically features, showcases and documents how you use the products.

Content that tells a story and connects it to your lifestyle and community is particularly effective.

What Does a Brand Ambassador Do? Create and Share

Ambassadors engage

Close on the heels of top requirements, companies desire their advocates to ENGAGE. A significant 91% want their representatives to actively participate with them. This engagement varies, with, for instance, 20% of companies wanting their advocates to join in campaigns.

If you’re asking “how does being a brand ambassador work?” The answer is, “engage with your friends and family and engage with the brand.”

  • Spread positivity and good health amongst the community.
  • Refer our products to your clients or patients.
  • Regularly engage and participate in campaigns we invite you to join.
  • Regularly engage in our Wellness Campaigns—you’ll love them!
  • Participate as you see fit in our monthly campaigns.
  • Participate in the campaigns (once a month) that you see fit.
  • Participate in the campaigns that you see fit in exchange for product incentives.
  • Participate in the campaigns in exchange for rewards.
  • Perform in-store demos while engaging with consumers and selling products.
What Does a Brand Ambassador Do?
Courtesy of @homeandkind, Blendtec brand ambassador

Tag brands

As an advocate, you should always tag companies and include relevant hashtags, even if a company doesn’t specifically request it. Moreover, all companies expect you to follow them on all their social media channels.

Product feedback

Since ambassadors are often both customers and ardent supporters, they have the chance to engage directly with company executives and product designers. One in every three businesses emphasizes product feedback as both a responsibility and a privilege of collaborating closely.

  • Provide feedback regarding products.
  • Give feedback about opportunities to expand presence and sales.
  • Share valuable input on opportunities to enhance the overall experience.
  • Please provide us feedback about our company, product, marketing, service and anything else that can help us get even better.

Product development

Ambassadors don’t just promote exceptional products; they also play a role in product development and innovation. This continuous communication with loyal customers and avid users is invaluable for companies.

This collaboration is equally beneficial for the individual users. Those who engage with products regularly can come up with innovative ideas to enhance them. When influential people and companies join forces, they establish robust connections and enduring partnerships. If you’re pondering the role, it’s all about fostering partnerships.

Paid positions

t times, the role is categorized as an employment position. Notable companies like Red Bull, Wilson, PINK, Coca-Cola, and many others offer paid ambassadorships, which often resemble part-time jobs.

Compensation structures can differ significantly. Some may not offer any payment, while others provide a share of referral sales. High-profile influencers can command thousands for their endorsements and posts. Typically, these roles come with an hourly wage. Learn more about paid positions with the Ultimate Guide to Brand Ambassador Salary in the US.

They commonly track their working hours themselves and submit them to the company.  

Responsibilities include:

  • Enhance the company’s presence in stores.
  • Ensure optimal product placement.
  • Manage stock to keep items available on store floors.
  • Set up and maintain display units.
  • Train store staff about our products and company values.
  • Assist customers and support store sales.
  • Perform in-store product demos.
  • Provide feedback on our products, marketing, and services.
  • Work 15-35 hours per month.

Besides traditional salaries and sales commissions, one might wonder how else they can be compensated. Certainly, they can benefit from affiliate programs, where they earn a percentage from sales generated by their referrals.

Beyond monetary rewards, you may ask how they can be further recognized. Well, they often receive complimentary products and exclusive invitations to special events as part of their appreciation and compensation.


Again, ambassadors are people who are enthusiastic about a company and its products. They share this passion with their world of family, friends, followers and consumers.

With genuine interactions, they build company recognition and accelerate sales. These cheerleaders help companies grow with grass-roots marketing through personal connections and trust.

When it comes to understanding what an ambassador does, there is one key thing to remember. Ultimately, a brand ambassador is an extension of the company and, most notably, a long-term ally.






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