Media credit: Courtesy Natalie Danett
Natalie Danett, a GoPuff ambassador, said her partnership with the delivery company gave her a new respect for influencers’ ability to post original content that flutes brands.
Students use delivery services all the time, but one service allows you to show off all of the items delivered for cash.
College students across the country are working to become brand ambassadors for snack and alcohol delivery company GoPuff. This service allows brand ambassadors to make some cash without having to work in grocery stores and other food services during the pandemic.
The Hatchet spoke to Natalie Dannett from 2020 about her experience as a GoPuff ambassador in the age of the COVID-19 pandemic:
How did you become a GoPuff ambassador?
Natalie Dannett: I work in a job that doesn’t pay a lot of money. I’m doing a year of service so I’m earning a scholarship rather than a salary, which means I earn less than the minimum wage, which is hard to live on. I didn’t feel safe getting a second personal job like a restaurant, retail business, things like that. So I thought, “How can I make even the smallest amount of money to pay for groceries or the like without leaving home?” And I think I googled something like “home” or something and all these sites were saying, “Be an influencer!” And I thought. “I can’t be an influencer, I have no followers.” This is not the lifestyle I’m looking for, but I actually knew a girl from my hometown who was a GoPuff ambassador. And she was much more of the influencer type. She’s got a YouTube channel, she’s trying to make it into this room, but I just said, “Oh, I bet that’s pretty easy.” So I googled the GoPuff ambassador application. It was a google form. I filled it out. And then, a few days later, I got an email saying I was accepted.
How is your work with GoPuff?
ND: For every story I post on my Instagram, I make between $ 2 and $ 5, usually closer to $ 5. And that’s when you republish an image that GoPuff created as the graphic design team created it. If I post a picture of my story that I took, like a picture I took of my GoPuff snacks, then I’ll make more like $ 10-15. And for real posts, like images that show up on my feed, I make $ 30-40 per post. On Halloween, I thought, “I’m not really comfortable posting GoPuff content to my regular feed in a normal world.” But on Halloween I said, “Who cares? I’ll just dress up as a GoPuff. “
What obligations do you have as a brand ambassador for GoPuff?
ND: As far as I know, I am not required to make any number of posts per week or per month or anything. So we’re using an app called the Social Ladder, which a lot of other Ambassador-type companies use. She translates what you post into points and those points into dollars. As I mentioned earlier, one Instagram story could make me $ 5. So that would be worth five points. And so for everything I do, I have to confirm that I did it on the Social Ladder app so that I can get the points and then earn the money. However, as far as I know, there is no contractual obligation for me to post a specific amount of content. There are guidelines regarding the photos we can post … They say things like, “When you post an Instagram post, it needs to be clear that it is a GoPuff post with no subtitles.” So you have to show the product in a positive light.
How has your work affected your attitude towards social media influencers?
ND: It’s harder than you think. Reposting pre-made graphics is so easy, but it’s nearly impossible to create original content to showcase something without looking annoying, fake, or like a sale. And I think influencers with a lot of followers on the internet tend to get a lot of hatred for posting sponsored content. But the thing is, that’s how they make their living. I have a kind of appreciation for people who can do it now when I really didn’t have it before.
Can you live comfortably as a GoPuff ambassador?
ND: Disclaimer, I don’t know about the business. Someone who knows a lot about the business and knows a lot about trends and success may answer this differently than I do. But I imagine companies like this getting a lot more popular and then crashing and burning. And I don’t know whether we are in this much more popular phase or not. I find it hard to imagine that these companies like Uber, Lyft, Uber Eats, Grubhub, and GoPuff are all similar, like they don’t have ambassadors. Delivery drivers often have the short end of the staff. So ultimately I don’t know how sustainable that is. And from an ambassador’s point of view, it’s really easy for me, but it wasn’t enough to be like a second income. It was just kind of a side concert when I wanted an extra $ 20, you know?