The world of brand ambassador programs opened doors for aspiring influencers at UT. Popular brands like Kendra Scott, Poppi, Bubble and Celsius often recruit college students to join ambassador programs—a new form of marketing where students become the face of the brand on campus. These students promote the brand’s products through social media and campus events.
Communication and leadership sophomore Ashton Harvel works as a member of the Kendra Scott Gems, a community of college students representing the Kendra Scott brand. Harvel said she’s always wanted to share more content on her social media.
“It’s a little intimidating to just enter into the social media space posting about yourself, so (the Kendra Scott Gems program is) a reason to put yourself out there, ” Harvel said.
These brand ambassador programs allow students interested in content creation to gain access to the world of social media influencing. Harvel explained that a brand will typically gift products or services to the members of its programs in exchange for content shared on the ambassador’s social media platforms.
While students participating in the Gems program aren’t compensated, the members are typically gifted a piece of jewelry each month. Harvel says there isn’t a minimum posting requirement, but they are encouraged to post each month.
“Ideally you post a couple of times on your Instagram story, one TikTok and one Instagram feed post, but every month is different,” Harvel said. “They work specifically with college students, so they understand that (our schedules) month to month look different, so they’re pretty lenient.”
These programs not only help students interested in kick-starting their social media presence but also serve as a pathway for those passionate about pursuing a full-time career in marketing and digital content creation.
Gia Perry, a sophomore arts and entertainment technologies student, founded Longhorn Digital Marketing, an organization offering students interested in digital marketing the opportunity to network with industry professionals and students.
Perry said brands use ambassador programs as an innovative and effective marketing strategy. While it’s common for social media users to see influencers like Alix Earle promoting products through paid sponsorships, it’s different to see someone—like a college student—sharing their love for a brand.
“They’re not millionaire influencers. They’re just normal people … it’s a lot easier to take their recommendations (or) their advice and you feel like you trust them more,” Perry said. “It could be your friend or just a girl that looks like you.”
Sunya Ajani, freshman youth and community studies student and Kendra Scott Gem, said her time in the program played a key role in her decision to transfer into UT’s advertising school. The Kendra Scott Gems program offers monthly meetings with different members of the Kendra Scott team and professional development talks, a resource Ajani said allowed her to gain insight into the advertising field.
“I feel like having that resource made me realize that I would like a job in advertising for the rest of my life, so … this brand ambassador program is a good way to get some career experience,” Ajani said.
While the program helps students learn more about content creation and marketing, Ajani said it also offers valuable opportunities to connect with peers who share similar interests.
“That networking aspect of being a part of these programs (definitely) helps a lot. You build a network of all these people who are doing different things in different parts of the country,” Ajani said. “You never know, maybe one day you’ll end up being their coworker.”
Students can start getting involved with brand ambassador programs by looking into popular brands to see if they offer any opportunities. Ajani’s best advice for those interested in applying to a program is to “just go for it.”
