While ambassador programs aren’t anything new, in recent years we’ve seen brands placing increased emphasis on long-term partnerships with creators, and reaping the benefits. An increase in the sheer volume of content and a desire to find new ways to build meaningful relationships with consumers has led some brands to turn away from one-off creator partnerships and, instead, to explore partnering with fewer creators over a longer period of time, increasing the frequency of exposure and in turn, building unrivalled brand awareness and trust.

In this report, we leverage custom research to explore the important role that long-term partnerships are playing in the creator marketing space and how consumers are engaging with them. The volume of content that consumers are exposed to isn’t decreasing and it will be those brands that harness the power of authentic and trustworthy creator collaborations, which stand out from the noise in the future.