New research from global creator agency Billion Dollar Boy shows that the use of brand ambassadors is on the rise, with 61% of surveyed marketers across the UK and US having increased investment over the past 12 months. The rate of increase is set to accelerate next year, with 73% reportedly planning to invest more in ambassador programmes over the next 12 months.
The research, which canvassed the opinions of more than 500 senior marketers and brand managers across the UK and US, also the top reasons for expanding ambassador programs:
- Improves the authenticity of the content/partnership (36%)
- Allows for faster content approvals (34%)
- Delivers strong ROI (34%)
- Delivers better campaign engagement (32%)
- Builds better relationships with the creator(s) (32%)
- Improves the creator’s understanding of brand messaging (31%)
- Are more cost-effective (28%)
- Increases recall (28%)
“Brand ambassadors have been a marketing mainstay for as long as celebrities have lent their faces to products and services,” says Thomas Walters, Europe CEO and co-founder of Billion Dollar Boy. “But within the context of the creator economy, their popularity has ebbed and flowed as short-term influencer campaigns became prioritised for quick results.”
“Now though, our research shows how they’re making a resurgence as brands recognise their value in reaching niche communities and navigating the complexities of the modern marketing landscape, with trusted and agile relationships enabling brands to move at the ‘speed of culture’.
“By empowering creators to play a bigger role, marketers can also enhance their understanding of brand identity and key marketing objectives while strengthening creator relationships. Ultimately the survey results show the impact this has in levelling up influencer partnerships for both awareness and sales objectives through repeat advocacy.”
You can find out more about Billion Dollar Boy and its latest research here.