How To Become a Brand Ambassador: Your Guide

By Indeed Editorial Team

Published 2 August 2021

The Indeed Editorial Team comprises a diverse and talented team of writers, researchers and subject matter experts equipped with Indeed's data and insights to deliver useful tips to help guide your career journey.

Brand ambassadors are becoming increasingly popular in marketing. Brands pay individuals with large social media followings to promote their products online. Brand ambassadors are often referred to as influencers, as they can speak directly to consumers and sway their shopping habits. Understanding the career path for brand ambassadors can help you achieve this role. In this article, we discuss how to become a brand ambassador with a step-by-step guide, details of the profession's main responsibilities, required skills and average salary figures.

How to become a brand ambassador

Brands from all over the world hire ambassadors to market their products. Here is a step-by-step guide on how to become a brand ambassador:

1. Create an online presence

The first step to becoming a brand ambassador is creating a significant online presence. Most brand ambassadors use one or more social media platforms. It can take some time to build up a good base of followers. To build a high number of followers, you can aim to:

  • Be consistent with what and how much you post

  • Reply to comments and messages you receive

  • Follow people back who have followed you

  • Engage with other people's content

  • Use hashtags

Over time, you can notice what content gets the most traffic and capitalise on it. Continue sharing the things people enjoy and rethink the content that doesn't work. Some platforms allow you to track statistics and trends, such as the optimum time of day to post. You should take advantage of all these tools, especially when starting out.

2. Market yourself

When you're building your social media presence, it's important market yourself. This can help you ensure brands can see your value. Think of something that you enjoy or you're good at and build your social media presence around it. Some examples are fashion, beauty, food and lifestyle.

You can create content with just one theme to create a cohesive experience for consumers visiting your social media profiles. This can help you show brands that you can successfully engage their target audience. Once you feel comfortable in your own brand, you can start reaching out to other brands.

Related reading: How To Sell Yourself in 25 Words or Less (With examples)

3. Know your audience

It's important to recognise your audience and tailor your content to suit them. If there are brands you want to work with, do some research to learn about their demographic. Look at their own social media pages to identify which posts followers engage with the most. You can pay attention to age, gender and location.

4. Post interesting content

The most successful brand ambassadors post content that their followers want to see. They think of interesting ways to take and edit photos or videos. They also ask their followers what they want to see the most. Brand ambassadors can do so with tools such as online polls. Aim to maintain authenticity and post original content so the audience can distinguish your posts straight away.

Focus on quality, not quantity. Post just often enough to stay engaging to your followers. Consider uploading content that has value to your targeted demographic. You can schedule posts for a particular date and time across the week or month through third-party websites to ensure you are posting consistently.

5. Foster relationships

Next, you can seek relationships with companies. Contacting small businesses can help you begin making connections. A startup brand may not have the budget to pay for expensive influencers, but you may be able to negotiate a small fee. This can be mutually beneficial as both you and the brand can receive exposure. You can work together in these sorts of partnerships to create organic content.

Once you start to gain a steady number of followers, you may start receiving messages or emails from brands wanting to work with you. You can try to only accept offers that remain authentic to your style and brand. One of the best ways to do this is by only promoting products that you believe in. Having an authentic page can help you become a desirable ambassador and can give you a steady flow of work.

What does a brand ambassador do?

Brand ambassadors spend their working hours creating engaging content to sell products. They may have deals or contracts with specific brands regarding what and how much to post. Some examples of the daily duties of a brand ambassador may include:

  • Checking and responding to messages and emails

  • Checking notifications on their various social media platforms

  • Reaching out to brands for job opportunities

  • Taking photos and filming videos

  • Editing photographs or video content

  • Recording podcasts

  • Engaging with followers

  • Scheduling content to post

  • Creating plans for future content

What skills does a brand ambassador need?

A brand ambassador needs a range of skills to be successful in marketing products. Below are some of them:


Brand ambassadors often become successful by coming up with innovative ways of marketing online. There are many different platforms that offer ways to share content creatively. For example, some platforms allow users to upload short videos using interesting sounds.

Ambassadors have used this to their advantage by adding their personal and creative style to it. For example, professional dancers create fun videos for others to learn and enjoy, whereas a makeup artist may make a video instructing others on creating a makeup look. Or a personal trainer might make how-to videos for working out from home.


Both written and verbal communication are important for brand ambassadors. Ambassadors can communicate clear messages to their followers to create interest and desire around certain products.

Brand ambassadors can also use written communication skills to contact the brands they are working with through email. They can also be clear and assertive when discussing rates and deadlines.

Relates reading: Communication Skills: Definitions and Examples


It's important for brand ambassadors to remain professional, as brands tend to seek ambassadors who post content that promotes a positive reputation. It's important for brand ambassadors to build good rapport with the brands they are working with. This reflects positively on their reputation may in turn result in other brands' desire to work with a particular ambassador.

They can also respond to their own followers graciously and maintain a humble relationship with them. Their followers are the main driving force behind their success. Remaining close to them is key.

Related reading: The Ultimate Guide To Professionalism


Brands want to work with influencers who can personify their values. Ambassadors can do this while remaining authentic. If a brand requests certain content, they can adapt it to suit your style whilst maintaining the original messages. They can seek brands that they relate to. The ambassadors can then demonstrate how they can translate the brand's values into engaging content.

Related reading: Soft Skills: Definitions and Examples


One of the most important aspects of being a brand ambassador is dependability. Followers depend on ambassadors for reliable, honest advice. Successful influencers have built their brands around being dependable. This also applies to the brands they work with. Collaborations and partnerships with other brands need to be fostered. Brands can depend on their ambassadors for good content.

Salary for a brand ambassador

Brand ambassadors usually earn pay depending on their following and engagement levels. The more followers an influencer has the higher their rates may be. The average brand ambassador earns an hourly rate of $30.46. Some brand ambassadors may set their own rates or negotiate with brands on project-based rates.

Working conditions for brand ambassadors

Brand ambassadors usually work on a freelance basis or have a contract with a promotional agency. Most ambassadors start out as freelancers. Once they have built a large profile, agencies may approach ambassadors. The agencies are then responsible for finding ambassadors partnership opportunities and take a percentage of the ambassadors' pay in exchange.

Most brand ambassadors have flexible working hours. They usually work from home or out on location. Well-known brand ambassadors often receive free products from companies or receive free travel to promotional events. Companies do this in the hope of a free online endorsement or thank you from the ambassador.

Salary figures reflect data listed on Indeed Salaries at time of writing. Salaries may vary depending on the hiring organisation and a candidate's experience, academic background and location.

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