Though marketers are increasingly leveraging influencer marketing to engage consumers in a more authentic way, concerns over lack of regulation, transparency and fake accounts still remain.
To formalize the industry and help marketers maximize their investments, the Association of National Advertisers (ANA) has convened the Influencer Marketing Advisory Board.
A group of senior-level marketers leading the new Board will be tasked with establishing industry-wide measurement guidelines to address inconsistent usage and reporting methods across various social media platforms, and to reduce influencer fraud.
In addition, the Board will develop guidelines to increase diversity in influencer marketing, create equitable pay systems and ensure supplier and partner diversity across all areas of influencer marketing.
The invitation-only board is chaired by Casey DePalma McCartney, Sr., director of public relations, digital engagement, Unilever. Other members of the Board include senior marketing leaders from Mastercard, Target, Sephora, Cigna, Hilton, Procter & Gamble, PUMA, Nationwide, Reckitt Benckiser and SAP.
The creation of the Board follows a recent ANA survey that found measurement and return on investment (ROI) are the top challenges with influencer marketing.
Though 39 percent of marketers say they’re unsure of influencer marketing’s impact due to a lack of accurate measurement, 71 percent said they were satisfied with the overall results of influencer partnerships. Only six percent reported dissatisfaction.
This isn’t the industry’s first attempt at improving the influencer marketing system. Earlier this year, Qianna Smith Bruneteau and a group of 12 major influencers created a nonprofit, invite-only group called the American Influencer Council (AIC). Their goal is to develop a global code of influencer marketing ethics, provide mentorship to future influencers and give professional influencers recognition for their contributions to the economy.
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