Incentives and Motivations - Brand Ambassadors
Contests, recognition from brands, promoting causes, a chance to show off, and exclusive access to products and services are incentives that motivate people to become brand ambassadors and post on social media. Below are details about these incentives.
- Brands can use contests to motivate their audience to post about the brands on social media.
- Being able to compete with other users publicly, with the possibility of a prize, is an excellent motivator for a brand's users to post about it on social media.
- Contests could be in the form of encouraging the audience to post stories, photos, and videos, as well as asking them to vote for their favorites. The brand would then select winners and award prizes. They could also share some content generated from the contest, which could further create a buzz about the brand's product on social media.
- For example, offering an AFL grand final weekend for four, Gatorade ran its "G Challenges" campaign by asking its "customers to film, tag, and share a series of AFL footy challenges over the course of six weeks." Gatorade selected some entries and republished them across its social media channels and gave weekly prizes, further encouraging the audience to have positive conversations on Instagram and Facebook.
- GoPro, the camera manufacturer, offers users an opportunity to win a daily mention. It also offers large cash prizes through its "Creator's Challenge." As a result, about 6,000 videos from GoPro users are posted online every day.
- Consumers crave self-validation, and brands can leverage this need. One way to do this is by interacting with them to make them feel seen.
- Brands looking to utilize brand ambassadors could identify social media users who have already made posts about the brands, thank them for the post, as well as reply to their comments that follow. This would make them feel special and help cultivate a fun and reciprocal relationship with the customer, thereby motivating them to keep posting consistently, and also inspiring other customers to post about the brand.
Promoting a Cause Using a Branded Hashtag
- By creating a unique hashtag that is linked to a brand, particularly one that elicits a strong message, the brand can encourage people to share their stories and photos on social media.
- For example, Aerie, the lingerie and sleepwear brand, through its #AerieReal campaign, encourages women of all body types and sizes, ages, races, including those with visible disabilities and conditions, to post photos of themselves in its lingerie.
- The cause has resonated with its followers, with close to 200,000 Instagram posts using the #AerieReal hashtag in 2018 and a 38% rise in same-store sales in the same year.
Opportunities for Customers to Show Off
- Rubbing off hashtags, brands can encourage users to show off their products and allowing them to be truly creative on social media. This is especially useful as 76% of customers are more likely to trust content shared by other users rather than the brand itself.
- For example, using the hashtag campaign, #BMWrepost, BMW lets its customers showcase their beloved cars on Instagram by posting pictures. This campaign, which thrives on user-generated photography and creativity, has made BMW the most successful automotive brand on Instagram, garnering 10 million Instagram followers.
- Providing exclusivity to customers, such as allowing them early access to new products and services, and giving them VIP statuses at local brand events, encourages influencers and customers to become brand ambassadors and publicize the brand.
- Exclusivity allows brand ambassadors to create exclusive, unique content, which they share with their social media audience.