Working with influencers is one of the hottest trends in the industry however our research indicates that many marketers do not yet feel fully confident in the management of influencer marketing activities.
ISBA has consequently produced a suite of new guidance to enhance member understanding of influencer marketing and provide practical support in areas such as briefing and contracting with influencers. We will be adding these new guides and more information on influencers to the site throughout July, so be sure to keep an eye out!
It’s a fast-moving subject so our guidance will continue to evolve as the influencer marketing industry continues to grow. We will address the latest trends, concerns and governance to ensure members have everything they need to negotiate this growing marketing discipline.
Contract Terms for Advertisers Working with Social Talent
There is no doubt that the use of vloggers has opened the doors to a new form of highly effective marketing for some brands. However, research carried out by Gravity Thinking for ISBA in 2018 identified that 80% of ISBA members are planning on increasing their influencer marketing budgets in 2018 but that of the 89% of ISBA members using influencers 60% didn’t feel confident about working with them.
In October 2018, ISBA launched a suite of contracts to improve influencer marketing effectiveness, including a new one for micro-influencers. The suite of contracts addresses some of the key challenges when using influencer marketing including identifying fraud, fake followers and non-disclosure of commercial arrangements. The contracts include terms for working directly with social talent and for working through digital first talent agencies.
These contracts are unique as there are currently no other frameworks for the influencer industry available. Copies of the contracts are now available via the download tab above or alternatively, contact Traci Dunne for more details.
If you are interested in talking more about influencer marketing or if you would like to find out more about how ISBA can help with an influencer marketing talent management or platform pitch then get in touch with us for a confidential chat.
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