Secret tools and hacks

February 15, 2023

Last update


05 MIN.

Power Up Your brand With Quality UGC: Creating an Ambassador Program

Learn how to create an ambassador program to generate quality user-generated content for your social media and advertising strategy.

Arthur Regnier

Arthur Regnier

Power Up Your brand With Quality UGC: Creating an Ambassador Program

Crack the potential of your brand: creating an ambassador program to generate quality UGC for social media and advertising

Creating an effective ambassador program can be a daunting task, especially when your goal is to gain high-quality user-generated content (UGC) for social media and advertising. 

But with the right strategy, it's possible to leverage influencers, create authentic customer experiences and boost brand awareness. 

In this blog post, we will explore how to build a successful ambassador program complete with information about collecting UGC, choosing the right influencers, and creating marketing campaigns with the potential to reach new customers.

Let’s get started!

What is an ambassador program?

An ambassador program is a sort of influencer marketing strategy that helps increase brand awareness and engagement by creating authentic customer experiences. It involves finding the right influencers to represent your brand, setting specific goals, developing creative content, leveraging platforms to reach target audiences, and establishing metrics to measure success.

How to create a successful ambassador program?

When creating an ambassador program, it is important to identify the right influencers for your brand, because they will be representing your product or service! You should also create a detailed strategy and set specific, measurable goals for your campaign. Developing creative content ideas that will engage customers and leveraging social media platforms such as Instagram, YouTube, or TikTok are also important steps in creating a successful ambassador program. Finally, you should establish metrics to measure the success of the program and make sure you follow up regularly with the ambassadors you’ve chosen.

Top tips to generate quality UGC with your brand ambassadors

Utilizing hashtags, videos, and stories in campaigns is a great way to capture more attention from potential followers. Additionally, offering incentives such as discounts or freebies can help attract more customers and encourage them to share their experiences with your product or service. 

Providing insights into customer behavior through tracking activities on social media or analyzing reviews can help you understand what customers like about your brand and how you can improve it going forward. Furthermore, building relationships with influencers by engaging them regularly can have huge potential for raising brand awareness amongst their followers.

Advantages and disadvantages of having an ambassador program

Having an ambassador program has certain advantages such as increased brand awareness, improved engagement rate, greater insight into consumer behavior, accessibility to potential new customers, and cost-effective marketing solutions. However, it also has some disadvantages such as a lack of control over how the ambassadors portray your brand or an inability to track how successful customer purchases were as a result of the program.

3 brands that have launched an ambassador program with success

  • DIOR’s ambassador program Dior has launched a superb ambassador program with the creation of an Instagram account dedicated to UGC: content generated by the luxury brand's greatest ambassadors. The @diorbeautylovers account is a perfect showcase for all the brand's products used by its ambassadors. This account features photo and video UGC, which will influence consumers in their purchases.
  • LEGO’s ambassador program Lego had a great idea: launch the hashtag #legoideas. It has over 400k Instagram posts and over 100M views on TikTok. That's a great performance! Ambassadors offer building ideas to inspire others: mutual help, virality and community!
  • BLISSIM’s ambassador program The brand of beauty boxes sent every month has launched a very nice campaign of reviews and UGC generation thanks to the UGC platform Wiink. The contents were gathered and downloadable on the platform. There were more than 3,400 reviews on Google and Trustpilot and almost 20,000 pieces of content created that could be used in ads or on product pages. They were created by the brand's fans with nearly 750,000 interactions and 12M reach. We estimate the time saved at 5 hours per week!

How can brands measure the success of their ambassador programs and the quality of their UGC?

Metrics such as the number of posts created, engagement rate, reach/impressions, sentiment analysis (positive vs negative comments), conversion rates from clicks/views into sales, etc. can all be used to measure success. 

In addition, qualitative information such as ambassador feedback can also help brands understand the effectiveness of their program, in order to modify the ongoing strategy.

What will the future hold for brand ambassadors?

The future of brand ambassadors will likely be shaped by several factors, including advancements in technology, changes in consumer behavior, and the evolution of marketing strategies. Here are a few potential possibilities:

  • Increased use of influencer marketing: Brands are likely to continue leveraging the power of social media influencers to reach and engage with their target audience. This may involve partnerships with established influencers, as well as the development of brand ambassador programs.
  • Greater use of data and analytics: Brands will likely use data and analytics to better understand their target audience, measure the effectiveness of their ambassador programs, and optimize their strategies.
  • Emphasis on authenticity: Consumers are becoming increasingly savvy and are looking for authentic, trustworthy sources of information and recommendations. Brands will likely place a greater emphasis on selecting ambassadors who align with their values and can genuinely connect with their audience.
  • Hybrid digital-physical campaigns: Brands may incorporate both digital and physical elements in their ambassador campaigns, using digital platforms to reach a wider audience and physical events to create more meaningful and memorable experiences.
  • Increased use of technology: Brands may incorporate technology such as virtual and augmented reality, artificial intelligence, and blockchain to enhance the customer experience, create more engaging content, and increase transparency.

Ultimately, the future of brand ambassadors will be shaped by the evolving needs of brands and consumers, as well as the availability of new technologies and marketing strategies.


An ambassador program is always a good idea.

Creating an ambassador program is an effective way to trigger quality user-generated content (aka UGC) for social media and advertising campaigns. Identifying the right influencers for your brand and developing creative content ideas that will engage users are key elements in this approach. 

Moreover, using hashtags, videos, and stories in campaigns can help boost visibility and ensure successful customer purchases. Despite its advantages such as increased brand awareness and improved engagement rate, there can be some drawbacks associated with having an ambassador program such as a lack of control over how the ambassadors portray your brand or inability to track how successful customer purchases were as a result of the program. 

Finally, when creating an ambassador program, companies need to keep in mind the potential risks as well as the benefits to maximize the success of this type of influencer marketing strategy.

the writer
Arthur Regnier

Arthur Regnier

Head of Growth @Wiink

Arthur Regnier is Head of Growth for Wiink, a SaaS platform specializing in ambassador programs. He worked for marketing agencies for several years, and then with a SaaS platform that connects brands and influencers. He then worked for an Edtech company and then joined Wiink. He loves both his team and his job!

Omnilink (in bio)

Create your landing page in minutes. Generate a trackable link in bio, and watch as your traffic flocks to your page!

Omnilink (in bio)Use Omnilink for FREE

for weekly updates

Get your weekly dose of quality content in the form of blog articles, podcast episodes and expert tips and tricks. Why hesitate? Sign up now!

Thank you !
Oops! Something went wrong while submitting the form
Emily Marsh
Icon ESm2

Discover our podcast

Every week, Emily interviews top brands, renowned influencers, and hidden agencies with one goal in mind: to understand what happens backstage of their social media strategies.

Listen to esm2
Social Media Calendar

Social Media Calendar

Get your hands on our free, downloadable 2022 Social Media Calendar with over 250 trending dates, all preloaded and ready to use.

Download for Free
Customer stories

Customer stories

Read about how other business, agencies and entrepreneurs were able to level up their social media game with the help of powerful analytics and expert strategies.

Inspiration this way
YouTube tutorials

YouTube tutorials

Need a hand using the multiple features Iconosquare has to offer? Wondering how you can use them to maximize your perfromance on social media? Check out our tutorials on YouTube.

Best pratices

How do you perform on social media?

Find out in a minute using our audit.

How data-driven social media marketers get the job done