Brand Ambassadors vs. Influencers: Which is Right for You?

They both wear the brand—but only one might be the right fit for your goals.

In today’s marketing landscape, few questions get asked more than this:
“Should we work with influencers or brand ambassadors?”

And honestly? There’s no one-size-fits-all answer.

Both bring undeniable value. Both can build awareness, drive engagement, and even shift perception. But their roles, relationships, and returns are not the same—and understanding those differences is critical when planning your next campaign.

So, what exactly sets them apart?
Here’s what you need to know.

Influencers Offer Reach. Ambassadors Offer Relationship.

Let’s start with the basics. Influencers are typically hired for short-term campaigns where the goal is mass visibility. Think product drops, awareness spikes, or new audience testing.

Brand ambassadors, on the other hand, are in it for the long haul. They’re often brand users turned advocates—people who live and breathe your values and engage with your audience over time.

Brand example:
Glossier built its cult following with a community ambassador model—empowering everyday superfans to share products, stories, and tutorials. Meanwhile, brands like Charlotte Tilbury often tap A-list influencers for glam campaign spikes and seasonal launches.

Why it matters: Influencers get eyes. Ambassadors build trust. Which one serves your current goal?

Influencers Drive Hype. Ambassadors Drive Loyalty.

Influencer campaigns thrive on the wow factor—launch day energy, unboxings, and high-performing social posts that get people talking fast.

Ambassadors, meanwhile, often work behind the scenes (and in the comments), nurturing conversations, creating consistency, and becoming a recognisable face over time.

Brand example:
Adidas UK uses a hybrid model: they collaborate with celebrities for tentpole launches, but build deeper, local credibility through their long-term Creators Club ambassador network. That blend keeps the brand aspirational and accessible.

Why it matters: If you’re after lasting impressions and repeat engagement, ambassadors win every time.

Influencers Create Buzz. Ambassadors Create Belief.

A big influencer might sell a product—but that doesn’t mean they sell the brand. Their content often reflects their personal style and audience, which doesn’t always align perfectly with your tone or mission.

Ambassadors, however, are selected based on brand alignment. They’re trained, informed, and engaged in two-way communication with your team—so their messaging feels consistent and credible.

Brand example:
Lululemon works with yoga instructors, wellness coaches, and community leaders who act as ambassadors year-round. They don’t just post—they host events, offer feedback, and live the brand. The result? A fiercely loyal customer base and standout brand advocacy.

Why it matters: Believability beats virality—especially for high-consideration products or services.

Influencers Work in Sprints. Ambassadors Work in Seasons.

Influencer content is often campaign-based and time-sensitive—perfect for product launches or key calendar moments.

Ambassadors, meanwhile, provide an always-on brand presence. That consistency is especially powerful for experiential campaigns, field marketing, and brand activations where your audience benefits from seeing familiar faces.

Brand example:
Nike employs community ambassadors across schools and cities in the UK to run sport initiatives and represent the brand IRL. These long-term relationships reinforce brand trust at a grassroots level while influencer content delivers spikes around product launches.

Why it matters: Campaign or community? Your brand might need one—or both.

Influencers Are Paid Media. Ambassadors Are Owned Advocacy.

Let’s talk budget and control.

Influencers typically charge per post, per story, or per campaign—and come with their own tone, creative style, and terms. You’re buying into their audience and platform.

Ambassadors often work on a retainer or incentive model. While they may have smaller followings, the content they create is more likely to be reusable, on-brand, and consistent—giving you more mileage over time.

Brand example:
BrewDog launched a grassroots ambassador programme that offered perks, early access, and exclusive content creation opportunities. Instead of paying for reach, they nurtured an army of authentic advocates.

Why it matters: Influence fades fast. Advocacy sticks around.

Why Not Both?

This isn’t about choosing sides—it’s about choosing strategically.

✔ Launching a new product with a bang? Go influencer.
✔ Looking to build brand equity over time? Choose ambassadors.
✔ Want reach and resonance? Combine both for a hybrid model.

At LIVE Agency, we help brands pair the right people with the right strategy.

Need help deciding what’s right for your campaign?
Let’s build something brilliant—together.