The Future Of Influencer Marketing: Ambassadorships
The trend of longer-term partnerships has risen in the influencer marketing industry. As the industry continues to grow with the number of influencers and users, the landscape has become more saturated.
Generating stronger connections between influencers and brands is becoming increasingly important to heighten campaign impact, influence consumers’ purchases, and increase brand awareness. Brands can achieve this through ambassador programs. This entails naming a high-profile influencer to share content for the brand for a long period of time.
Ambassadorships puts influencers at the forefront of a brand’s social media marketing efforts. By routinely posting branded content on their social media, the influencer cements their connection with the brand, while also creating and maintaining brand awareness for their own following. This allows for higher potential impressions for consumers. Ambassadorships are bi-directional. The influencer benefits from multiple opportunities for content creation. The brand receives the original content for marketing purposes and becomes synonymous with the style and allure of the influencer. This can help positively reshape perspectives on the brand.
Another appeal is the ability to create exclusivity with the client. The influencer cannot promote any products or services in the same category during the ambassadorship. Traditional exclusivity agreements for brand collaborations are for a short period of time after posting. However ambassadorships allow brands to maximize their exclusivity with the influencer without worrying if the influencer will work with a competitor any time soon.
Ambassadorships require more than social media postings. They also extend to traditional advertising such as print campaigns and event attendance. Influencers become a spokesperson for the brand while also posting on social. By creating content outside of social media platforms, influencers have the potential to reach a broader audience. This benefits both the brand and influencers personal following. The appeal of choosing a social media influencer to be a spokesperson over a celebrity is arguably the intimate connection followers feel towards influencers. Influencers skilled in engaging with their followers and generating a “relationship” with them prove to make successful brand ambassadors.
In 2016, Pantene named Chiara Ferragni, high-profile influencer, designer, and blogger behind “The Blonde Salad,” their global ambassador. For nearly two years, Ferragni has appeared in television commercials for the brand in Italy, Spain, and Portugal. She shares her Pantene campaigns on her social media channels, furthering the reach of the campaigns. She has over 11 million Instagram followers, making her ability to drive sales and elevate brand awareness unmatched. The long-term partnership has created a strong connection between the haircare brand and the dominant influencer.
Brands have also integrated their ambassadors into product development. This strengthens the relationship of the brand and the influencer. A notable example is Arielle Noa Charnas of Something Navy’s capsule collection with Treasure & Bond. The blogger designed pieces exclusively sold at Nordstrom. She promoted the collection to her over 1.1 million Instagram followers. The campaign reportedly drove more than $1 million in sales in less than 24 hours. Popular items sold out quickly and even created a secondary marketplace with significant markups due to the high demand. Nordstrom projects sales for the restock of the collection to be between $3 million and $5 million this season alone.
When a high-profile influencer becomes synonymous with a brand, the potential for increased sales for a specific item or an entire collection increases. The odds of a successful campaign increases even more if the influencer has personally helped develop or create the product. Looking forward, it is likely that brands will partner with influencers to create ambassador programs more frequently.
To form a long-lasting relationship with an influencer or have a one-off influencer partnership, contact firstname.lastname@example.org or visit CROWD.