Introduction: What is Brand Ambassador Marketing?

Brand ambassador marketing, or ambassador marketing, is a powerful way for brands, particularly e-commerce brands, to connect with customers authentically. A well-managed brand ambassador program recruits loyal customers and vets them with an application. It then incentivizes accepted brand ambassadors to share user-generated content about the brand with their social circles and online communities. For the best content, you’ll need content briefs.

In this blog post, we’ll explore how comprehensive content briefs make all the difference in the quality of your brand ambassadors’ content. Content might include product reviews, Reels, TikToks, Facebook posts, and more. Read on to learn how to get the best possible content from brand ambassadors with just a little organization and planning on your part. 

Importance of Quality Content in Ambassador Marketing

Ambassadors represent your brand online, so their content directly reflects your brand’s image and messaging. With this in mind, ensuring ambassadors create content that aligns with your brand’s standards is paramount. 

The best way to solicit high-quality user-generated content is to lay out your expectations in a straightforward content brief. Don’t worry if you aren’t familiar with content briefs — we are here to help! 

Content Creation

Understanding the Role of Content Briefs

A content brief is a comprehensive document that provides ambassadors with all the necessary information and guidance to create content that aligns with your brand’s vision. It typically includes campaign objectives, target audience demographics, content guidelines, visual references, and key messaging points.

The more clarity and direction you provide, the more on-brand your ambassadors’ content will be. A well-written content brief allows brand ambassadors to get creative and stay true to their unique voices while also meeting your expectations.

Key Components of Successful Content Briefs

At BrandChamp, we’ve helped many successful brands put together thriving brand ambassador programs. That means we’ve been involved in countless content briefs and have seen what works and what doesn’t. 

A few characteristics of top-notch content briefs include: 

  • Straightforward Objectives and Goals: Clearly define the purpose of the content and the desired outcomes you wish to achieve. Is it a glowing product review or a holiday-themed video? Are you trying to drive sales or raise brand awareness?
  • Target Audience and Brand Persona: Provide insights into your target audience demographics and the persona your brand embodies. 
  • Detailed Content Guidelines: Outline specific requirements for the type of content, tone of voice, and key messaging.
  • Visual Elements and Brand Aesthetics: Include visual references such as logos, color schemes, and imagery to maintain brand consistency.

How Content Briefs Can Help Your Ambassadors Thrive

Effective communication is critical to fostering a collaborative partnership with your brand ambassadors. When you give ambassadors the right tools, they will enjoy creating content on your behalf and do it more often. We love that content briefs accomplish the following: 

  • Empower Ambassadors through Communication: Establish open lines of communication to encourage ambassadors to ask questions, seek clarification, and share their ideas and feedback.
  • Create Clear Expectations: By providing detailed content briefs, you eliminate ambiguity and ensure that ambassadors understand what is expected of them, fostering a sense of accountability and ownership.

Tips for Keeping Engagement High

Content Creation

If brand ambassadors don’t feel valued, their engagement will suffer. To maximize ambassador engagement and creativity when it comes to content creation, consider these ideas:

  • Leverage Ambassador Creativity: Encourage ambassadors to infuse their unique perspective and creativity into their content while staying within brand guidelines.
  • Recognize Unique Perspectives: Celebrate the diverse perspectives and voices of your ambassadors by showcasing their content and highlighting their contributions.

Content Brief Template

There are examples of content briefs all over the internet, but you don’t need to overthink this. To streamline the content brief creation process, simply customize the following template for your brand’s unique needs:

Content Title: [Insert Campaign/Content Title e.g. Instagram Reel featuring Product XYZ]

Content Objective: [Provide a brief overview of the content’s goals and objectives. Specify what you aim to achieve through this content, whether it’s increasing brand awareness, driving sales, promoting a new product, or fostering engagement.]

Target Audience: [Describe the target audience demographics, interests, and preferences. Understanding the audience will help ambassadors tailor their content effectively.]

Brand Persona: [Highlight the key attributes and values that define your brand’s persona. This will guide ambassadors in creating content that resonates with your brand’s identity.]

Content Guidelines: [Specify the type of content required (e.g., Instagram posts, Stories, Reels, TikTok videos). Provide guidance on the tone of voice, messaging, and style to maintain brand consistency.]

Key Messaging Points: [List the key messages or talking points that ambassadors should include in their content. These could be product features, benefits, promotions, or brand values.]

Visual References: [Include visual assets such as logos, images, or mood boards to guide ambassadors in creating visually appealing content that aligns with your brand’s aesthetic.]

Content Requirements: [Outline any specific content requirements or restrictions, such as including certain hashtags, tagging the brand’s official account, or adhering to specific content formats.]

Posting Schedule: [Specify the dates and times when ambassadors should post their content. Provide any relevant deadlines or milestones for the campaign.]

Communication Channels: [Provide information on how ambassadors can reach out for clarification, feedback, or assistance. Include contact details or preferred communication channels.]

Additional Notes: [Include any additional instructions, tips, or suggestions to help ambassadors create compelling content and maximize their impact.]


Crafting content briefs for your brand ambassadors is essential if you want high-quality, authentic content that resonates with your audience. (Check out our free case studies for examples of ambassador marketing success!) By providing clear direction, empowering ambassadors, and embracing their creativity, your brand can unlock the full potential of ambassador marketing and build meaningful relationships with your audience. You’ll attract more loyal customers and develop the ability to scale your brand ambassador program more than you ever imagined. For comprehensive brand ambassador management, check out BrandChamp’s streamlined software. You can accept applications, assign activities, and reward brand ambassadors — all in one place!