Brand Ambassadors

Celebrity endorsements have been popular since the 1760s, when Josiah Wedgwood and Sons, manufacturers of pottery and chinaware, used royal endorsements to sell their products. These endorsements prompted regular people to buy Wedgwood products because they wanted to dine like a king or queen. Marketing historians trace the origins of modern brand ambassadorship to the late 1800s, when large national and international companies such as Coca-Cola, Cadbury, Colgate, and Jack Daniels were founded and began marketing their products via ads that featured well-known people. The emergence of the film, radio, and television industries in the 20th century—and the continuing popularity of professional sports leagues—created a large group of recognizable actors, announcers, sportscasters, and athletes that companies could hire to promote their products and services.

The creation of social media sites such as Facebook (which launched in 2004), YouTube (2005), X (formerly Twitter) (2006), Instagram (2010), Snapchat (2011), and TikTok (2016) has created an explosion of information and entertainment. Celebrities use these sites to build their brands and reach fans. Social media sites are also utilized by regular people who have built large followings, which gives them the power to influence public opinion and help sell products and services. Companies have recognized that social media influencers (who are a specialized type of brand ambassador) and other well-known people can help market their products and services. As a result, demand has increased for brand ambassadors to represent businesses on social media, blogs, and other Web sites; on radio and television; in print advertising; and at in-person events.