The key difference between influencers and brand ambassadors lies in the nature of their relationship with the brand and the duration of their engagement. Influencers are often hired for specific, short-term campaigns or projects. Their collaborations are mostly project or campaign related, and their main focus is on using their reach and influence on social networks to reach a specific target group. Their involvement is generally limited to the duration of the campaign.
In contrast, brand ambassadors build a long-term, deeper relationship with the brand. They are not only active for a specific campaign, but represent the brand over a longer period of time. These people are often true fans of the brand and share their enthusiasm and conviction in a way that goes beyond simply promoting products. They are involved in brand communication, share their personal experiences and contribute to strengthening the brand image. Their tasks are more varied and often include participation in marketing campaigns, presence at events and active participation in social networks and beyond.
So while influencers are primarily valued for their ability to spread a particular message quickly and widely, brand ambassadors are long-term partners who are integrated into the brand identity and strategy and represent the brand through their overall appearance and commitment. They act as genuine, living representatives of the brand values and philosophy.