New research from influencer marketing agency Billion Dollar Boy has shown a significant upward trend in brand ambassador programmes, with nearly three-quarters of marketers planning to increase their investment in the coming year.
The study, which surveyed more than 500 senior marketers and brand managers across the US and UK, uncovered several key trends.
Some 61% of marketers increased investment in brand ambassador programmes over the past 12 months and 73% plan to increase investment further in the next year. US marketers are leading the way, with 85% planning spending increases compared with 61% of UK marketers.
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Marketers cited reasons such as improved authenticity of content and partnerships, faster content approvals and better campaign engagement as their key reasons.
“Brand ambassadors have been a marketing mainstay for as long as celebrities have lent their faces to products and services,” said 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.”
He added, “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.’”
