Creator Marketing

Brand Ambassador Checklist: How to Choose the Right Content Creators

April 24, 2023

When it comes to brand ambassadors, one size does not fit all. If you’re looking for content creators to showcase your brand online, you want them to align with your company values and vision.  

Did you know there are over 10,068 brand ambassadors currently employed in the United States? It is so important to make sure their personal brands and posts resonate with your target audience. Ideally, there may even be some crossover between your followers and theirs.

As a result, successful creator partnerships can drive growth and boost your company’s digital presence–and the market continues to grow. Take a look at these stats:

  • 52% of marketers lean on creators to strengthen their social community, with 41% saying they want to work with content creators to promote their brand values.
  • The total creator economy market size is around $104.2 billion and is set to grow on par with the trajectory of the Gig Economy.
  • There are over 30 million creators on Instagram, 3 million on Twitch, 13 million on YouTube, and 2 million on other social platforms.

Authenticity wins in today’s market, and today’s consumers are more likely to invest in products backed up by customers like them. So brief, engaging UGC videos—like consumer product demonstrations on TikTok Live, short-form video reviews, and more—are grabbing people’s attention.

At Bambassadors, we help brands create authentic partnerships with content creators that are passionate about the brands they work with. With 88% of consumers today saying that authenticity is important when deciding what brands they like and support, we are on a mission to empower our clients to continue scaling with the help of creative assets that are genuine, high-quality, and engaging.

Ready to get started? Take a look at the checklist we use to match content creators with top-tier brands.

✅ They Understand Your Audience

When partnering with UGC creators, make sure their content aligns with your target audience. You need an ambassador who understands your customers’ wants and needs—or is in that demographic themselves.

Think about it: it wouldn’t make sense for a beauty industry influencer to make content for a supply chain logistics company. (Although we’d love to see that crossover campaign.)

During the research process, ask yourself and your team the following questions:

  • Does this content creator speak to buyers in your niche market?
  • Does their content speak to your buyers’ pain points?
  • Are they knowledgeable about your product and/or industry?
  • Do they relate to your target audience?

On top of talking to the right people and having industry knowledge, you want to find UGC creators who gear their creative assets toward your buyer demographics’ preferences:

  • Baby boomers prefer watching long-form, in-depth product reviews on YouTube.
  • Millennials and Gen X prefer email newsletters, blog posts, and quick social media tutorials
  • Gen Z likes watching TikToks, Instagram Reels, and YouTube Shorts.

The right influencer will be on the platforms your buyers frequent and know how to talk and relate to them.

✅ They Create High-Quality Content

Partner with brand ambassadors who produce high-quality content. While creators don’t need expensive cameras or flashy setups to create engaging videos, the successful ones leverage editing apps and portable tools that are affordable and adaptable.

The right creator finds the balance between making content that is authentic and professional. They ensure their audio is clear and their videos are well-lit and without pixelation. At the same time, they are unafraid to experiment with text, music, props, and editing tools to keep users engaged. They should be well-versed in creating videos optimized for today’s social networks and are open to learning new tips and tricks as algorithms change.

Whether they are making a video review or livestreaming their unboxing, you want their content to be high-quality and dynamic. Just remember not to favor sleek and highly produced over authentic and relatable.

✅ They Are Collaborative and Align With Your Company

No one likes working with someone who won’t collaborate, and this is especially true in content creator partnerships. You want to partner with creators who are open to receiving feedback and will fine-tune their content based on your notes.

Here are some ways you can collaborate with your brand ambassadors:

  • Ask them to share their creative concept ideas.  
  • Take a look at social media analytics and come up with ideas to foster engagement.
  • Show your UGC creators your upcoming marketing strategies and messaging and ask for feedback.
  • Offer your creators feedback on how to better align their content with your vision.

The best partnerships are the ones where both parties are candid, encouraging, and open to creativity and new ideas. It never hurts to schedule a call with your UGC creators and have a brainstorming session about how to take your campaign to the next level.

Overall, the brand ambassadors you choose should align with your company’s values and mission. If they are knowledgeable, engaged with your buyers, and passionate about collaborating with brands, they can prove impactful to your marketing efforts.

Ready to find the right brand ambassadors? Let’s chat.