Advocacy Marketing

7 Tips on How to Find Brand Ambassadors

March 26, 2021
Stacy Wells

Companies are pivoting away from traditional marketing strategies as the cost of digital advertising on search engines and social media continues to rise. Not only are ad prices going up, but the effectiveness is also decreasing. Ambassador marketing gives marketers a unique alternative. Many organizations find brand ambassadors build trust and authenticity; something paid ads do not deliver.

If you wonder how to find brand ambassadors, welcome!

Perhaps you are starting from scratch and would like to set up an ambassador program. Or maybe you want to grow your current community of enthusiasts.

Either way, we know the best ambassadors leave regular clues that make them easy to recruit.   

First, let's define what a brand ambassador is, so we're on the same page.

A brand ambassador is a person who genuinely loves a company and authentically generates buzz with their network, regardless of their social media following. Ambassadors are often loyal customers and promoters who generate content, awareness, and sales for a company.

The following list combines industry best practices and methods the most successful programs use to recruit brand ambassadors and do your brand ambassador search.


  • Create your brand ambassador application form
  • Use Google Sheets or a platform like Wooly to organize people who apply

Create an Ambassador Application Form

Requesting people apply to be a brand ambassador endorses your program and makes it accessible. Without a form, people apply via DMs or email. Brands even get applications when they don't have an ambassador program. 

Ambassador application forms outline the program, create visibility, and give the brand something tangible to promote.

If you're just launching your ambassador program, the details can be kept in a spreadsheet. Transfer the answers from your application form to a Google Sheet or Excel where you can manage your ambassadors. An easier option is to use an ambassador marketing platform like Wooly to create applications, automatically collect the information, and upload it into a CRM.

Many brands create an application and post it on their website. This approach is much more automated and scalable.

At a minimum, make sure potential ambassadors share the following details:

  • Name 
  • Email
  • Phone Number
  • Address
  • Social profiles


  1. Convert brand ambassadors from your website
  2. Announce ambassador program via email
  3. Post-purchase email invites to become an ambassador
  4. Banner or module in every email
  5. Announce ambassador program on social media
  6. Feature ambassadors in IG story highlights
  7. Package inserts

Convert Brand Ambassadors From Your Website 

First and foremost, your brand ambassador application must be easy to find. Your website is the perfect place to house your ambassador application. Plus, people on your site organically find out about the program and apply! 

Websites are the perfect touchpoint to inspire visitors to join your ambassador team. Publish a link in the website footer that announces "Become an Ambassador" or "Join our Ambassador Team." 

Recruit brand ambassadors by adding a graphic or banner to every blog post's end. Insert program links on your Contact and About web pages. 

Another idea is to use your post-purchase communication. Include messaging about ambassador opportunities on your "thank you for your purchase" pop-up and email. 

Announce Ambassador Program With a Customer Email

The number one source to find ambassadors passionate about your brand is your current and past customer base. These individuals like your brand. They purchase and use your products, which is a huge clue they're a fan.

1800 contacts builds lasting customer relationships with their ambassador program and Wooly. Learn how

Send an email to past customers thanking them and announcing your brand ambassador program. Share the details about your program and invite them to join. One approach is to recruit all repeat customers to participate in the ambassador program and accept everyone. A less inclusive strategy would ask customers to apply. 

Tips for your customer recruiting email:

  • A catchy subject line
  • Quick review of your brand's mission
  • Explain your ambassador program 
  • Invite the customer to join the ambassador team 
  • A discount code for product
  • Review of other ambassador incentives
  • Clear call-to-action or CTA
recruit brand ambassadors through customer emails
Back Home recruits brand ambassadors through customer emails

Post-Purchase Email with Brand Ambassador Invites 

Again, customers are the best source of adoring supporters. An effective way to encourage participation in brand ambassadors programs is to send an email after purchases.

Include the ambassador invitation into an automatic email sequence. Make it part of your post-purchase campaign. It works best if the email hits the customer's inbox between 2 to 14 days after receiving their physical product. This way, they have time to use or try the product. 

Also, you capitalize on their initial excitement of receiving your product.

The ambassador program at Woven Nook produces over 100 user generated content posts per month and an 8.4x return on investment. The brand incorporates every one of these 7 tips to help their customers become a brand ambassador.

Tips for post-purchase emails which have led to massive success:

  • An engaging subject line 
  • Authentic thank you for purchase
  • Establish your connection with the buyer
  • Introduction of your program 
  • Invitation to become a brand ambassador
  • A discount code for future product
  • Review of other ambassador incentives
  • Clear CTA
People who purchase your products are more committed ambassadors
People who purchase your products are more committed ambassadors

Banner or Module in Every Email 

This is an excellent evergreen recruitment strategy and will ensure you always have a steady stream of applicants. All you have to do is design the banner once and automatically include it in your email templates! 

Announce Ambassador Program on Social Media

If you have invested time and resources into your social media strategy, you probably have a strong brand community on social media. Leverage your social community by announcing the program to your followers. Post links to your ambassador program and application page. Prompt followers to learn more and apply. 

Create an eye-catching graphic and pin it to your Twitter and your Facebook pages. Promote your ambassador program on Instagram and inside your YouTube videos and video descriptions.

Tips for finding brand ambassadors on social media:

  • Briefly post the benefits of becoming an "insider"
  • Explain the process
  • Make the process simple and easy to follow
  • Link directly to the application page 
  • As always, have a clear call to action
Followers on social media already love your brand
Followers on social media already love your brand

Feature Ambassadors in IG Story Highlights

Another great approach on social media highlights both the program AND your ambassadors. You can pin an Instagram story highlight called “Ambassadors” and repost your ambassador’s content along with a swipe up link with info to join the program. 

Ambassadors love seeing their content featured and it’s a great way to create a community feeling for the program so others will want to join!

Repost content from your brand ambassadors‍
Repost content from your brand ambassadors

Package Inserts 

Add a special invitation to your brand ambassador program in every product shipment. You can include a QR code or the link to the application page for them to apply. 

Who doesn't love opening the package they've been waiting for? This is the perfect time to unite the thrill of new merch with sharing the joy and earning ambassador perks. 

Tips for parlaying deliveries into brand ambassadors:

  • Add a QR Code that sends the customer to your ambassador application page
  • Provide a simple link to your website
  • Let them know what the benefits of being a brand ambassador
  • Drive applications with a clear CTA
Target customers for ambassador programs with your shipping package
Target customers for ambassador programs with your shipping packages


Following these 7 tips will save you SOOO much time manually reaching out to people.

Ambassadors who join your program through these sources will also cost less, stay engaged longer, and be more excited about the program because they truly care about your brand. This will lead to more content, higher awareness, and more sales in less time.

One last thing, we recommend setting up automated recruitment strategies to keep a steady volume of incoming applications. The best way to recruit people is by leveraging multiple touchpoints.

Here's a recap of the places to recruit brand ambassadors:

Publish application on your website - house the form on a landing page and link within your website. 

Send invitation email to customers - share the news about your ambassador program and directly invite them to join. 

Post-purchase email - Capitalize on the excitement and send a dedicated email 2-10 days after customers receive their product. 

Email newsletter banner - an excellent evergreen recruitment strategy that ensures you always have a steady stream of applicants.

Social media posts and stories- leverage your social community by announcing the program to your followers and driving them to the application page. 

Packaging insert - add a special invite to their product shipment! You can include a QR code or the link to the application page for them to apply.

How to find brand ambassadors
How to find brand ambassadors PDF

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