The Audited Media Association of Australia (AMAA) has formed a new industry council for local influencer marketing (AIMCo). The aim of the council is to create a collaborative forum to develop best practice standards for companies working in the influencer marketing industry. The key principles include a commitment to transparency and accountability to build trust; adherence to best practice and disclosure standards; and to promote positive marketing outcomes in influencer marketing. Industry members that have helped develop the code of practice include Gleam Futures, MediaCom, Publicis Media, Q-83, Wavemaker, and HelloSocial amongst others. The code of practice includes advertising disclosure, influencer vetting, contractual considerations such as content rights usage and metrics reporting. The final code will be released in the next few weeks following further meetings. The council will also facilitate ongoing industry discussion to help push the agenda forward for influencer marketing. “It’s been great to see the enthusiasm and commitment the influencer marketing community has brought to this process. The move to collectively embrace industry best practice and embed this into their business model signals the maturing of influencer marketing,” said AMAA CEO, Josanne Ryan.“Over the past year our clients have questioned the trust and transparency of influencers, it made it important that we brought together the industry, across agencies, agents and vendors, to create a council to lead best practice and champion the business outcomes of this growing marketing sector. Our hope is that AIMCo creates an agenda of guidance and confidence around advertising disclosure, content usage and metrics for social media influencers,” commented Patrick Whitnall, head of content and sport ANZ at Publicis Media.The AMAA will be sitting on a panel discussion at VidCon in Melbourne at the end of this month to chat about the industry’s involvement in forming the new council.
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