There is no fixed definition, and brands use all three words differently, so the written terms tell you more than the label does. As a rough guide, an influencer is usually engaged for specific content in return for money or products, an ambassador relationship tends to run longer and ask more of you, and a brand rep usually shares a personal code and receives an offer on her own orders. At Ancarta, becoming a Brand Rep starts with an application, and every woman who loves to move is welcome to apply.
If you have been offered one of these roles, or you are wondering which one suits you, the useful question isn't what it's called. It's what you get, what you are asked to do, and what you need to tell your followers. Here is how to work that out.
Is there an official difference between a brand rep, an ambassador and an influencer?
Not in a way you can rely on. These are marketing words, not job titles with a set meaning, and two brands can use the same word for very different arrangements. One brand's "ambassador" is another brand's "rep".
One thing doesn't change with the label. If a brand gives you something in return for promoting it, your audience should be able to see that. The AANA, the industry body behind Australia's advertising Code of Ethics, says the Code requires influencer marketing to be disclosed in a way that is upfront, clear and obvious. It also notes that the regulator is looking at influencers of all sizes, that gifted products need clear disclosure too, and that small accounts with loyal followings need to be especially clear.
What does an influencer arrangement usually involve?
An influencer arrangement is usually about a specific piece of work. A brand asks for a set number of posts, a video or a review, and pays in money, product or both. The details are often agreed before anything is posted.
Before you agree to that kind of work, it helps to know:
- how many posts are expected, and by when
- whether the brand approves your content before it goes up
- whether the brand can reuse your photos or videos, and for how long
- whether you can work with similar brands at the same time
The AANA also points out that if an agreement covers a set number of posts and you post more, those extra posts still need to be disclosed. Labelling them #notanad or #notspon may be misleading.
What does a brand ambassador usually do?
"Ambassador" usually suggests a longer relationship. You might represent a brand over months rather than one campaign: wearing it, posting about it, and sometimes appearing at events or agreeing not to promote competitors. Some ambassador roles are paid and come with a contract. Others offer product or a discount and nothing more.
Because the word is stretched so widely, read what a particular ambassador role actually asks of you. A long relationship can be a good one, but it should be clear from the start.
What does a brand rep usually do?
A brand rep arrangement usually centres on codes. You get a personal code that gives your friends and followers a discount, and an offer on your own orders. Some programmes let anyone sign up; others ask you to apply, and some set posting expectations.
How do you work out which one you're being offered?
Ignore the name and look for the answers to these questions in the written terms:
- What do I get? A payment, product, a discount or an offer on an order. If something is described as free, check whether you have to buy something to get it.
- What do I have to do? A number of posts, a deadline, a minimum following, or nothing in particular.
- Does it cost anything to join? A joining fee or a paid "starter kit" is a warning sign. Our guide to getting free activewear covers the red flags in more detail.
- Who can use my content? Check whether the brand can reuse your photos and for how long.
- How do I disclose it? Look for what the brand expects, and remember the disclosure standards above apply whatever the role is called.
- How do I leave? A fair arrangement tells you how to stop.
- Who runs it? You should be able to see the business behind the programme and read its terms before you sign up.
What does "Brand Rep" mean at Ancarta?
At Ancarta, Brand Representatives are a close community of women who wear Ancarta in their everyday lives and share it in their own way. Joining starts with an application, and every woman who loves to move is welcome to apply. We keep the community small so we can get to know and support each Brand Rep, and we read every application personally.
The Invitation & Community Terms set out what that means. Brand Reps are independent participants in a customer offer and referral programme. The terms say joining doesn't create an employment, agency or partnership relationship, and Brand Reps aren't staff or contractors. Members receive a private welcome offer for their own wardrobe and a personal code for their community, and you can leave the programme at any time by letting Ancarta know.
When Brand Reps share their code, the terms make them responsible for disclosing their relationship with Ancarta where the law requires it, for example with "#ad" at the start of the caption or the platform's paid-partnership label.
To apply, message @ancarta.co on Instagram or email support@ancarta.co with your Instagram handle, how you like to move and a few lines about why Ancarta feels like you. We want you to succeed, so our guide to becoming an Ancarta Brand Rep has tips for a strong application.
Frequently asked questions
Are brand ambassadors paid?
Sometimes. Some ambassador roles pay money and come with a contract, some offer product, and some offer only a discount. The terms of each role tell you which.
Do I need to be an influencer to be an Ancarta Brand Rep?
No. Every woman who loves to move is welcome to apply. We look for a genuine love of movement and wellbeing, a considered aesthetic and a community that trusts what you recommend.
How do I become an Ancarta Brand Rep?
Apply by messaging @ancarta.co on Instagram or emailing support@ancarta.co. Every application is read personally, and there is no fee to apply or join.
Is an Ancarta Brand Rep an employee?
No. Our terms say the programme doesn't create an employment, agency or partnership relationship. Brand Reps are independent participants in a customer offer and referral programme.
Do I have to disclose that I'm a brand rep?
Where the law requires it, yes. Ancarta's terms make Brand Reps responsible for disclosing their relationship with Ancarta, for example with "#ad" at the start of the caption or the platform's paid-partnership label. Australia's advertising industry code expects disclosure to be upfront, clear and obvious, including for gifted products.
Can I stop being a Brand Rep?
Yes. The terms say you can leave the programme at any time by letting Ancarta know.