Marketing Briefing: Why marketers believe brand ambassadors alleviate influencer marketing concerns

Marketers are mitigating potential risks in influencer marketing by working with more brand ambassadors. They are doing this as a response to incidents like the Bud Light uproar and due to heightened brand safety concerns in the current political climate. Brand ambassadors are typically vetted more seriously and often have longer-term contracts, which helps marketers assuage worries associated with influencer partnerships.

Brand ambassador relationships are becoming more appealing to marketers for several reasons:

• Brand Safety: Ambassadors are thoroughly vetted, reducing the risks associated with influencer partnerships.
• Exclusivity: Marketers want to avoid investing in influencers who may later work with competitors.
• Cost-Effectiveness: Ambassador programs often cost less and can bring in more revenue than paid advertising.
• Brand Image: Ambassadors can improve brand image by regularly interacting with audiences and sharing positive brand experiences.

Brand safety concerns are evolving due to the influence of Gen Z, who are more socially-minded, outspoken, and political than previous generations. This has led to morality clauses that prohibit 'overtly political' posts becoming rarer. Gen Z's comfort with their bodies and sexuality, along with changing paradigms of professionalism and reputation, means that brand marketers need to define more precisely and transparently what is acceptable when working with ambassadors and influencers.