Throughout my career, I’ve worked with celebrities, political figures, athletes, influencers, brand ambassadors, content creators, and, most recently, student ambassadors. Call them what you may; at the core, they all share the ability to sway opinions at scale. Of course, this swaying works in both directions, and brands take the calculated risk to work with them to gain positive sentiment. Higher Education is no stranger to influencers; some call them student ambassadors, while other universities get more creative and employ a university pride term. As of Fall of 2022, FIU launched a student ambassador program called FIU Creators. We chose this name as content creation will be their core duty, and the term influencer has acquired a negative connotation. Is your university or brand ready to work with student ambassadors? Here are the reasons for and against student ambassadors.
The Pros of Student Influencers or Ambassadors
Student ambassadors lend a genuine voice to your student channels. As a result, the content they create is more likely to be relatable to their peers. In addition, as students are digital natives, content creation tools come naturally to them; thus, the quality of their content might be better than you expect. As you evaluate candidates, check for their posting frequency, quality, and engagement. We often fall into a content creation style or pattern; student ambassadors can help break the monotony with their content and advise on your content creation strategy.
Another point of contention is whether your student ambassadors will post directly onto university channels or select what to share. My team chose the latter. We send our FIU Creators a monthly list of content ideas and university events, and they pick what they’d like to do. This way, we provide a level of guidance.
The Cons of Student Influencers or Ambassadors
You are handing over part of your reputation and brand equity to your student ambassadors. If your leadership is obsessive about quality, tone, and voice, this type of program might not be for your institution. On the other hand, if you are willing to lend your brand equity to them, then a partnership might be possible. Another risk is for your brand to become involved in a crisis by association if they have controversial opinions or become embroiled in an issue.
Another issue that can come up is whether or not your student ambassadors are paid. If your university is public, then additional scrutiny might happen. Also, how much is this sponsorship taking away from their genuine view of the university? Will their influence suffer if the wider student body knows they’re paid? For example, our FIU Creators program is not paid but has a series of perks, including branded merchandise, VIP access to some university events, and content creation seminars.
Final Word of Advice
As they start creating content, other departments and areas want them to do promotions, partnerships, and content. Do not overwhelm your student ambassadors. They are enrolled for a degree; content work is not a priority. Protect their voice, their creativity, and their community.
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