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Brand ambassadors are most important for influencer marketing

Author's avatar By Robert Jones 29 Nov, 2016
Essential Essential topic

With the news that social influencers being a big hit with hard-to-reach men online, recent research suggests that brand ambassadors and ongoing relationships with brand ambassadors are the most effective forms of influencer marketing.

The study was conducted online with 1,753 influencers and 102 marketers, by Tapinfluence and Altmeter and investigated marketers impressions of influencer marketing and discussed how they are using it.


Ongoing ambassadorships and product reviews are the most effective forms of influencer marketing, as ranked by marketers. Only Less than 11% believe affiliate marketing links are effective, whilst many marketers are also using brand ambassadors for mentions of event coverage, relationships are crucial to the long term success of this form of marketing.

The study also found that only 50% think sponsored content is the most effective form of influencer marketing, yet almost 82% use sponsored content, whilst 52.5% use brand ambassadors. This suggests there is a disconnect between that is perceived as being effective and what marketers actually do. There could be many reasons for this, perhaps content marketing has previously proved it's value and brand ambassadorships are more risky, or more expensive. Maybe ROI has been harder to prove?

  • Source: Tapinfluence: The Influencer Marketing Manifesto By Brian Solis
  • Sample: Online questionnaire between February 26, 2016 and April 29, 2016. 1,753 influencers and 102 marketers responded.
  • Recommended resource: Influencer Outreach Guide
Author's avatar

By Robert Jones

Robert Jones is a specialist in CRO, UX Research, insight and digital Marketing. He is CRO Analyst at Enjoy Digital. He has a Psychology Masters of Research, has run large digital marketing campaigns to build research panels and worked in insight roles for Vision Critical, ASDA and WhatUsersDo. He also managed all of Smart Insights member resources and published several guides including "How to conduct Persona Research" as well as contributing over 100 blog posts to the Smart Insights blog. When he isn’t working on marketing campaigns he is most likely eating authentic Italian food or planning his next short trip. You can connect with Robert on LinkedIn or follow him on Twitter.

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