When launching or scaling a brand ambassador program, one of the most important questions is how are people going to find it? This article dives into examples of how brands use various channels to promote their program and create a flywheel for consistent applications and growth.
Social Media
Treat your ambassador program like a new product drop by building anticipation, generating buzz, and making it feel like the must-join club.
A strong marketing and comms plan will turn your program into something followers actively want to be part of. Keep recruitment top of mind by promoting consistently across channels and showing off what makes membership special.
TikTok
Announce your program with a bold message that entices your followers to join (example here)
Show your followers what ambassadors can earn, create, and experience through your program (example here)
Highlight exclusive perks like early access, special rewards, and insider status to make the program feel premium (example here)
Showcase your members by reposting their content on stories and on the grid
For example, Boohoo posts a "Collective Roundup" every Thursday where they feature girls on their Instagram stories who are part of the program
DM people who tag your brand and personally invite them to apply. These are often your most engaged fans!
Run Instagram ads for your program to expand reach and tap into new audiences
Tip: you can make your current members feel special by shouting them out on social, which is also a recruitment tactic!
Broadcast Channel
On Instagram, a broadcast channel is a one-way messaging tool where creators and brands can send updates directly to followers who opt in. Think of it like a group chat where only you can post, and your followers can react to messages but not reply. This can be used to:
Share ambassador program announcements
Drop your application link
Highlight top-performing members
Give sneak peeks of rewards or challenges
Since your most engaged customers are typically the ones to join your broadcast channel, it's a powerful tool for converting followers into active ambassadors.
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Send a Program Invite to reach out to engaged customers inviting them to join your ambassador program
Promote in marketing emails to shout out your program and increase awareness
Include a link in your email footers: to direct interest to your landing page to make it easy for interested customers to learn more
Tip: Determine which communication channel your customers and ambassadors respond best to, focus your efforts on that channel for the best results!
Website
Advertise the program with a banner at the top of your website, similar to how you would showcase a sale
Include a link in the footer to your program’s landing page, making it easy for interested visitors to apply
Add an influencer list block on the homepage to showcase your creators. This acts as an incentive for potential ambassadors to be featured and sparks interest in joining the program.
Tip: Have your eCommerce team target specific SEO keywords related to your ambassador program to boost its visibility in search results
Media
Issue a press release to raise awareness and generate interest in the ambassador program
Provide Influencers working on paid collaborations with a storefront and affiliate code
Referrals & Nominations
Include a 'referred by' field in your sign-up form to reward current members for referring new applicants to the program
Offer a limited-time referral bonus where ambassadors can earn a higher reward for referring new applicants within a specific time frame
Let current ambassadors nominate fellow creators to join the program. Your team can then reach out to these nominees and invite them to apply
External Platforms
DM on Social: Use tools that allow you to track brand mentions, such as LoudCrowd or ManyChat, to send a creator a personalized (or automated) DM to thank them and invite them to apply.
Influencer Discovery Tools: Platforms like Aspire, Upfluence, or Influencer Club help you discover micro and nano influencers that already aligned with your brand.
Community Platforms: Leverage niche communities like Reddit threads, Discord servers, or Facebook groups where your audience is active. Drop program invites in relevant discussions or partner with community leaders to spread the word.
Affiliate Networks: Consider listing your ambassador program on affiliate platforms where content creators are already looking for brand partnerships.
At the end of the day, there's no one-size-fits-all strategy, but testing across various channels will point you in the right direction. Let us know what’s working for you... we’re always expanding our strategies!
Check out more best practices from our brands here.