I cannot think of anything I would love more than an endless, free supply of my favorite energy drink, snack, or clothing brand. Due to this incessant hunger, I have become increasingly jealous of student brand ambassadors.
Student brand ambassadors are students who have either been hired or recruited by a specific brand to be their voice on campus. However, these students have far more important roles to play for companies than to remain the subject of my envy. Student brand ambassadors can provide something to audiences that big business cannot — relatability.
In the grand era of online marketing, companies are constantly fighting for the attention of their audiences, and college students in particular play a very important role in this battle. Considering college students in the U.S. account for $347 billion in annual discretionary spending, our age demographic is vital for marketing teams to take into account.
While these students pursuing in-person and online influence through their brand ambassadorship are often mocked for taking themselves too seriously, they are able to offer something valuable to companies by meeting college audiences at their own level. The competitive nature of these jobs is a harsh reality. However, one could argue that they offer students a platform to make a name for themselves in the world of business.
Shopping itself has been revolutionized by younger generations, ushering in a new era of social shopping: a form of shopping in which consumers utilize social media when making their purchasing decisions. Gen Z and millennials participate in this form of shopping with 80% citing that they found out about certain products on social media, or even regard certain influencers as trusted sources.
Similarly enough, in recent years, there has been an increase in college students pursuing microinfluencing. These students can have channels and pages with posts ranging from “outfit of the day” videos to promoting brands as ambassadors. On a campus like The University of Alabama’s, these influencers have found their fair share of success.
With such a large student body and strong Greek life presence, there is no doubt that our school is a place where brand ambassadors can thrive. I cannot count the number of social events I have been to or seen posted that just so happened to be sponsored by a particular brand. And it seems like every other week, there is a new pop-up in the student center.
Brands know the importance of our attention and our spending. Thus, they put student brand ambassadors in a unique and sought-after position in which they use their status to their own advantage. Not only are these students creating invaluable connections and strengthening their own marketing capabilities, but they are also able to make a little cash on the side, as they should.
I know I, for one, would much rather trust another college-age woman and her favorite makeup recommendations than a corporate representative. This is because, in my eyes, and the eyes of other students, these ambassadors are our peers. And being compensated for what they do is more than acceptable.
When chosen correctly, these ambassadors are voices on campus that whisper into the ears of students, encouraging them to buy from a certain company either by chatting at a tabling event or by giving them samples of the latest drink or trendiest skincare. They are shaping the spending habits of our school and making money for the biggest brands in America.
Besides our ability to generate literal billions in revenue, these attributes are what make Gen Z an even more vital tool for brands to utilize. So, the next time you receive a Lucky Energy drink from a table on the Quad, know that that refreshing sip is a beautiful byproduct of the influence of our generation.
