The ambassadors invade us!

On social networks, ambassadors are everywhere.Impossible to avoid them.They appear as representatives of brands and highlight, sometimes with little subtlety, the companies with which they conclude partnerships.For outdoor companies, this is the fashionable strategy to reach consumers.What does this universe hide and how do we become ambassador?Géo outdoor inquired.

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Each spring, as soon as the rivers are freed from their ice prison, Taiga Board, a Quebec Pagaie plates company, is flooded.Not by the overflow of rivers, but by emails from more or less known people."Today, everyone wants to become ambassador.The reason is simple: people are looking for discounts or downright free of charge, "notes Nicolas Jolicoeur, 41, co -founder of the company.

Taiga Board is not the only strongly requested firm.The Chlorophylle outdoor clothing company and the Sony cameras confirm the existence of this phenomenon."More and more people are looking for a way to monetize their passion," adds Pierre Villeneuve, technical and digital trainer at Sony Canada, a multinational who has her share of ambassadors, including Catherine Simard, who has 130000 subscribers on Instagram.This social network, focused on photo content, is considered a dominant communication platform for ambassadors, far ahead of Facebook.

However, it is not because social networks are full of ambassadors of all kinds that it is easy to become one.Unfortunately, even if your Instagram account has 10,000 subscribers, where you can admire you in a swimsuit on all the beaches on the planet, this does not mean that you will arouse the interest of marketing experts."The Instababes little attracts brands," get along with specialists Jenève Gervais and Marie-Hélène Leclerc, of the Republik agency.

Because companies do not recruit ambassadors only for their reach on social networks.Their quest is to find references in their respective fields.Éric Deschamps, Ambassador of the sepaq and chlorophyll, is a renowned animal photographer, whose images enchant social networks.Alexis Pageau, host of the Hooké program, is a fly fishing expert.Normal that Sail recruited her as a partner.Hugo Lavictitoire, founder of KSF, a surfing, sup and kayak school in LaSalle, represents Taiga Board."Authenticity and credibility are two primordial characteristics for brands," explains Jenève Gervais, Content editor at the Republik Agency.