AMAA announces industry council for influencer marketing

Anne Freier | September 4, 2019


The Audited Media Association of Australia (AMAA) recently announced the launch of an industry council for influencer marketing.

The aim of the Australian Influencer Marketing Council (AIMCo) is to help develop best practices for companies that work within influencer marketing.

Among them, AIMCo values transparency, accountability, and the adherence to best practices.

“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 Josanne Ryan, CEO at AMAA.

The group has been working with organisations to learn more about issues marketers face when running influencer campaigns.

The agenda set out by AMAA include advice on selecting influencers and contractual obligations as well as content rights usage information. The finalised guidance document will be released over the coming weeks.

“Our hope is AIMCo creates an agenda of guidance and confidence around advertising disclosure, content usage and metrics for social media influencers,” said Patrick Whitnall, Head of content and sport for Publicis Media.

For Detch Singh, the co-founder and cEO at Hypetap, a company that provides influencer marketing solutions, AIMCo has the potential to make influencer marketing campaigns safer in the long run.

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