The Australian Influencer Marketing Council (AiMCO) has launched an accreditation program to demystify the creator landscape and unlock creativity.
The program has been designed to help the industry develop its staff capability and to assist creators get across best practice and regulatory aspects.
AiMCO accreditation will include a two-program suite focused on influencer marketing essentials, a step that hasn’t been taken before in helping the industry to mature and develop specialist skills.
Sam Kelly, managing director at Hello Social, said the peak industry body for influencer marketing in Australia has identified an opportunity and filled a gap in the market.
“An opportunity for even greater consistency and education to ensure continued industry-wide craft and talent development,” said Kelly.
The six week, self-paced program has been built by the industry, for the industry. AiMCO Influencer Marketing Essentials is for future and emerging leaders with up to five years industry experience.
The program includes six course modules that will provide the tools, frameworks and processes to help leverage the power of influencers, have them amplify messages and spark audience action for a brand.
It's been constructed by the Australian influence community with input from dedicated industry specialists across marketing, media, and agencies (creative, PR, talent & tech agencies) for the future leaders of our industry.
Tegan Boorman, chair of AiMCO, said there’s been webinars and industry guides for some time now that have helped build capability around best practice and what's happening in the industry.
“It's one way that we can really bring the industry together to share that knowledge in a way that will help upskill people to where they optimally need to be,” she said.
“It will then level some of the issues that we're seeing pop up in the sector and assist each of the industry players to train their staff and to help people clients understand some of the minimum requirements and how things work across the landscape.”
Boorman notes that the program is a sign the influencer and marketing industry is growing up.
“When we're actually speaking to talent or speaking to brands, we say this is where you can go for this information to help you understand what some of the key issues are, so that you can seek further advice if you need to,” said Boorman.
Brands and talent can then identify what the key challenges are from there, she says.
“It’s a coming of age somewhat for the industry, enabling people to better develop, understand and navigate the landscape.”
Rapid growth in the sector has meant its increasingly seen as a dependable marketing channel for brands, says Kelly. Over the last two financial years, there has been a 480% increase in influencer investment. Kelly notes he expects to see these numbers continue.
“These numbers don’t only rely on brand spend, we need to ensure we have a strong labour market and supply of talent who can continue to manage these increasingly complex campaigns,” he said.
“This accreditation course is one of many programs we have on the table to help protect and grow the sector.”
Upon completion of all six modules and knowledge tests, industry recognition is received in the form of an AiMCO Accreditation Digital Badge; to be downloaded and uploaded to LinkedIn profiles.
Also featured in the program is two live Q&A panels with industry leaders sharing their knowledge on the subject matters.
The online-based modules consist of a combination of video lectures, theory, real world examples, practical exercises, case studies, and quizzes, to foster active learning and engagement.
On where the program is headed, Boorman said it’s set to make the creator space more of a consistent, level playing field.
“I think it will actually become the norm, that it'll be expected that if you're working within the influencer marketing space you have done the AiMCO Accreditation program,” said Boorman.
“It will become the minimum standard.”
AiMCO Influencer Marketing Essentials will be offered multiple times throughout the year, with the first semester starting August 14.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.