By working with brand ambassadors, who are typically vetted more seriously and often have longer term contracts, marketers can assuage many of the worries they may have when considering influencer marketing.
"There is a lot of fear right now about influencer marketing," said Danielle Wiley, founder of Sway Group. "By engaging with a brand ambassador, you can mitigate the (perceived) risks of influencer marketing by aligning with a very small group of influencers that can be vetted more thoroughly."
Mae Karwowski, CEO of Obviously, highlighted the added scrutiny in influencer marketing, especially regarding influencers' public responses to news. Marketers seek 'trusted partners' amid election uncertainties.
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