Most ambassador programs die right after the first round of rewards. The ones that keep growing treat ambassadors differently: not as promoters, but as co-builders. We've turned our ambassador playbook into a 3-minute video, including the full breakdown of the program we ran for Creao ( @CreaoAI ). What it covers: 1/ Selection is 80% of the outcome. Run it as a funnel: open application, community observation, then a trial period before anyone gets the title. Choose resonators, not just influencers. 2/ Ambassadors close a gap money can't: local context. One team in one country can't speak the culture of ten markets. Ambassadors already live there. 3/ Every incentive layer has a job. Base rewards set the floor, growth rewards drive activity, identity rewards build pride, and a promotion path gives people a future. 4/ Give it a rhythm. A shared task board, a monthly sync, a monthly report, and a seat in the planning room for your best people. 5/ Two playbooks that work. Bluefin ( @bluefinapp ) runs three tiers, so users level up from task-doers to co-creators. UniversalX ( @UseUniversalX ) bet on mid-tier creators instead: smaller budget, more authentic content, reach beyond what they planned. 6/ The results compound. Four months with Creao: 20+ trained ambassadors, 300+ pieces of content, 3M+ impressions, 3,000+ sign-ups, and CPM down from $160 to $15. Full video below 👇