Gen Z skips 82% of ads as quickly as possible, which can make it difficult for brands to reach younger audiences. So, how can brands grab the attention of Gen Z? By marketing through student ambassadors.
Working with student ambassadors allows brands to connect with other students directly through someone who feels more relatable and trustworthy. From creating user-generated content to hosting events, student ambassadors are able to serve as trustworthy brand advocates. So, what is a student ambassador, and why are they important for your brand?
The Role of a Student Ambassador
What is a Student Ambassador?
A student ambassador is someone who brings a brand to life both online and on campus. As influencer marketing is becoming one of the best strategies to target consumers, student ambassadors have been able to put a face to a brand and build trust when it comes to college campuses.
Enlisting student ambassadors to promote your brand on campus can help increase brand awareness and sales in key college markets, as well as give your brand direct access to a younger demographic. If you’re planning to start a student ambassador program for your brand, here are a few things to look for:
Characteristics to look for in student ambassadors
- Well connected and involved on campus (clubs, Greek Life, internships, sports, etc.)
- Prior experience with marketing or interest in growing their marketing skills
- An established online presence whether it’s high engagement and/or followers
- Good at creating content that aligns to who the brand wants representing them
- Shows interest and alignment in your brand’s purpose and values
Tasks Carried Out by Student Ambassadors
- Instagram Feed & Story Posts
- Bring brand awareness and increase trust and sales
- Creating and hosting events both virtual and in-person
- Flyering and door hanging on and near campus
- Hosting events and guerilla marketing on or near campus
- Creating partnerships and presentations with organizations
- Speaking to local bars/restaurants to collaborate on an event or exclusive deals
Characteristics of Successful Student Ambassadors
- Putting effort to align their content with the brand
- Using proper language to represent the brand
- Meeting deadlines and showing up on time
- Taking advantage of the network and opportunities the brand offers
Incorporating Student Ambassadors with Your Brand
Brands that incorporate student ambassadors are able to connect to their target college campus in a genuine way. Not only are brands able to build awareness and a better reputation on campus, but students are able to learn more about sales and marketing through hands on experience.
Bumble is well known for its Bumble Honey Ambassador Program. Their student ambassadors, also known as Bumble “Honeys”, create user-generated content, host virtual and in-person events, support guerrilla marketing efforts, and more. Through their student ambassadors, Bumble is able to build awareness on campuses across the country to promote their app that includes features like Bumble Date, Bumble BFF, and Bumble Bizz. The Bumble Honeys create content that aligns with the brand, create more playful and friendly messaging, and advocate for what the brand values, including women empowerment and Black Lives Matter.
The Importance of Student Ambassadors
One of the main reasons that brands incorporate ambassadors into their marketing strategy is to put a trusted face to their brand. Although celebrities and macro-influencers are still viable ways to drive awareness, a student is more likely to trust someone they deem relatable, like a friend on campus, who recommends a brand. 82% of consumers are more likely to buy a product from a micro-influencer (like a student ambassador) than from a macro influencer (like a traditional Instagram influencer or celebrity). Brands have realized the importance of having consumers trust their products, and consumers are turning to their friends who have already tried the product. Students come in contact with other students on a daily basis, and it’s easier for them to spread messages through word of mouth marketing that students will accept. If a student were to hear the same message from an ad or salesperson, they are less likely to trust that source. Through an ambassador community, brands have access to a student’s personal network that they have already established a sense of trust with.
The future of student ambassadorship is bright. As brands look for ambassadors to represent their campus, students are becoming more aware of picking the brands they want to work with and presenting themselves appropriately. Students are taking advantage of the part-time role to grow their skills, network, and opportunities that come with being a student ambassador.
Ready to build your own ambassador community on campus? Learn more at the links below.