Marketers are putting more money into brand ambassador programs, and it’s easy to see why. Across both the US and UK, there’s a clear upward trend in investment. As these programs move from short-term influencer campaigns to long-term brand partnerships, their impact is undeniable. They’re helping companies establish stronger connections with their audiences, with a focus on creating lasting relationships that feel authentic.

The momentum here is set to keep growing. In fact, by 2025, we can expect even more investment in brand ambassadors. These trends represent a new direction in how brands are choosing to engage with creators and their communities.

This shift is particularly noticeable in the US, where 85% of marketers are planning to increase their investment in ambassador programs over the next year. Compare that to just 61% of UK marketers, and you can see a pattern emerging. More US marketers are seeing the potential in these partnerships, likely due to the strong ties these programs form with niche audiences.

When marketers are asked why they’re expanding these programs, the answers aren’t surprising. They’re looking for better content authenticity, faster approvals, stronger ROI, and better campaign engagement. The reality is, brand ambassador programs create the kind of ongoing, genuine content that truly resonates, and not just one-off promo pushes.

The data supports this too. Consider the following:

  • 61% of marketers in the US and UK have increased their investment in ambassador programs over the past year.

  • 73% of marketers plan to increase investment in ambassador programs over the next 12 months.

  • 85% of US marketers plan to boost spending in the coming year, compared to 61% of UK marketers.

The benefits of brand ambassador programs

The key advantage of brand ambassador programs lies in how they build trust and engagement through authenticity. When a creator aligns with a brand over time, it becomes easier for their audience to see them as a real advocate, not just a paid promoter. Content that feels genuine is more likely to connect with people, and that’s a fact marketers can’t ignore.

What’s more, brand ambassador programs speed up the entire process. Faster content approvals mean that brands can move quicker and stay relevant in a fast-moving world. And don’t forget about the ROI either, as ambassador programs are an investment that consistently delivers.

Campaigns see better engagement when ambassadors are involved. These creators, while talking about the brand, are also building something together with it. This translates into more meaningful interactions, whether it’s through comments, shares, or direct purchases.

Marketers are finding these programs to be more cost-effective than many traditional marketing strategies. That’s a big deal. With the financial pressures many businesses face, a model that offers both lower costs and higher returns is worth exploring.

Lastly, the long-term relationship with ambassadors ensures that the brand’s messaging becomes clearer and more consistent. When creators are invested in a brand over time, they get to know it better. This leads to more effective storytelling, which translates into higher brand recall.

Consider the following supporting data:

Benefits of brand ambassador programs

Benefits of brand ambassador programs

Brand ambassador programs leverage the creator economy

As the creator economy grows, brand ambassador programs are regaining importance. They help companies connect with niche communities more effectively than many other marketing strategies. These ambassadors are genuine advocates who help create content that fits seamlessly into the creator’s life and audience.

In the past, brands might have relied on influencers for short bursts of attention. But today, as the market matures, ambassador programs provide something more lasting. Partnering with creators over time, brands maintain visibility and also deepen the relationship with their target audience. These programs provide the consistency that brands need to build a trusted image and a loyal customer base.

These long-term partnerships also give creators a greater sense of ownership in the brand’s message. This empowers them to become more involved in content creation, resulting in content that feels more authentic to their audiences. As these creators play a larger part in shaping the marketing strategy, brands can better tailor their messaging, not only to a wider audience, but to specific, engaged groups that are aligned with their values.

“Thomas Walters, Europe CEO and co-founder of Billion Dollar Boy, stated that brand ambassadors are regaining prominence as brands recognize their importance in reaching niche communities and building long-term, trusted relationships with creators.”

Final thoughts

If your brand isn’t already investing in building genuine, long-term relationships with ambassadors, you’re missing out on an opportunity to tap into a new wave of trust and authenticity. As the creator economy grows, the brands that will thrive are those who understand that real connections drive real results.

Tim Boesen

January 9, 2025

4 Min