Why Does Ambassador Marketing Work So Well To Capture Gen Z?

Ambassador marketing is a way that brands promote their products or services through collaborations with individuals. These individuals are often called brand ambassadors, and are paid to represent or endorse what a company has to offer. And before you jump to the conclusion this is basic influencer marketing, it’s a tad different. When it comes to influencer campaigns, the focus is often on reach and scale. For ambassador marketing, the focus is shifted to prioritize long-term partnerships, authenticity from the creator and to build community trust. All of these reasons highlight why ambassador marketing has become so popular with Gen Z: this is exactly what they want from brands. 

The reason ambassador marketing works is because it leverages trusted creators who’ve built highly authentic connections between brands and their audience. With the continued placement of a brand’s product or service and seemingly honest feedback, it doesn’t feel like a one-off influencer campaign. As Gen Z begins to clock the paid product placement from brands (hi, Bloom Nutrition) and look into a creator’s background to find credibility and shared values, they’re more likely to listen to a campaign that is honest. 

Why does ambassador marketing resonate with Gen Z?

As we’ve already touched on, Gen Z’s expectations around online ads have shifted. Our Youthtellers (ages 15-28) have told us that they scroll past any obvious paid ads because they feel untrue. And according to recent surveys, 85% are hitting ‘not interested’ on any ads that seem fake or like a random cash grab from a creator. 

Ambassador marketing cuts through everything young people hate about influencer marketing by compensating creators who already use a product or service and embedding recommendations that feel more like a trusted friend giving advice rather than someone trying to sell you something. The biggest difference with ambassadors is that, unlike influencers, they don’t need to have large followings. Some can, but ambassadors are often smaller creators, community figures or anyone else who holds some cultural capital. 

What are examples of ambassador marketing done well?

Many of Gen Z’s favorite brands often lean into ambassador marketing. Athletic shoe brand Merrell, leaned into ambassador marketing for a shorter campaign that ended up racking up 14 million views. The difference between this campaign and traditional influencer marketing? The brand partnered with young creators to highlight their already documented love of the outdoors and had them blend the brand into videos they were already creating instead of simply asking for a one-off campaign. 

Other brands that stand out when talking about ambassador marketing are E.L.F Cosmetics, which has built long lasting relationships with creators on TikTok to highlight their products in everyday routines, and Nike, which has invested in multiple athlete and student ambassador programs that tie their product to actual performance stories. 

Each of these examples work because they add products into a moment rather than just asking for stand alone advertisements. 

What are the benefits of ambassador marketing for brands?

Ambassador marketing works so well because it creates a feedback loop of trust and relevance. When long-term ambassadors keep showing consistent representation, it makes the brand feel more approachable and even embedded into certain aspects of culture. This strategy also encourages co-creation, since many ambassadors will give advice on campaigns alongside the brands. The result then ends up being content that feels much less like a sales pitch and more like active participation in the community a brand is trying to promote to. 

What challenges come with ambassador marketing?

Despite its many benefits, ambassador marketing isn’t perfect. Choosing the wrong ambassador can alienate audiences, especially if the pick feels like an influencer grab. As Gen Z has consistently proven, they are willing to disengage from brands that they view as tone-deaf or ‘fake’ in their campaigns. This is why the biggest challenge to ambassador marketing is who you select as the front-facing ambassador, because you need to pick one that genuinely cares about your product and aligns with your values, not just someone who fits into your target audience. 

FAQs

Why does ambassador marketing work better than traditional ads? — Because it feels authentic, conversational, and community-driven, reducing resistance to advertising.

Does Gen Z prefer ambassador marketing to influencer marketing? – Yes. Ambassador marketing’s long-term partnerships feel more genuine than one-off influencer posts.

What’s the main risk of ambassador marketing? — A poor fit between ambassador and brand can damage credibility and push audiences away.

Is ambassador marketing cost-effective?

— Yes. Although it requires investment in relationships, the return in trust and loyalty often outweighs short-term ad spend.