First-Of-Its-Kind US Creator Certification Launches To Increase Trust In Influencer Marketing

A first-of-its-kind certification program has launched to increase trust in influencer marketing.

The creator economy is valued at more than $191 billion and is expected to exceed $525 billion by 2030, according to data from Exploding Topics. An estimated 86% of marketers have worked with paid creators based in the U.S., leading to more than 27 million people influencing consumer choices and contributing $37 billion to the creator economy, according to a press release shared by the Better Business Bureau’s (BBB) nonprofit arm called the Center for Industry Self-Regulation.

While these stats are promising for the future of the creator economy, the data also sheds light on a gray area. Trust is inconsistent across influencer content. In fact, only 5% of consumers “fully trust influencer content,” yet 58% still make purchases based on influencer recommendations, according to research from BBB National Programs.

To improve trust, consumers are seeking transparency in sponsored posts. When disclosures about sponsorship are missing, 70% of consumers feel misled, and when disclosure is clear, 71% say it increases trust. As a result, BBB National Programs has launched the Responsible Influence Certification Program, backed by a coalition that includes TikTok, #paid, Creators Guild of America, Independent Beauty Association, American Association of Advertising Agencies, Uncommon Creative Studio, and more, according to a press release shared with AFROTECH.

The program is part of an initiative intended to establish “transparency, accountability, and trust in the U.S. creator economy,” the press release read.

“Our Responsible Influence Certification Program raises the bar for the creator economy,” said Jennifer Santos, program lead for the Institute for Responsible Influence, in the press release. “We are fortunate to work with an extraordinary Advisory Council of leading brands, top agencies, and respected industry organizations to shape a framework that empowers creators, helps reduce risk for brands, and will ultimately earn the trust of consumers.”

The Responsible Influence Certification Program will provide creators with resources, including a 90-minute video-based curriculum covering the Federal Trade Commission Endorsement Guides, industry advertising standards, responsible brand partnerships, and other government requirements. Creators will also need to pass an assessment.

“The launch of the Responsible Influence training and certification program underscores the industry’s commitment to responsible, transparent creator marketing,” said Global Head of Brand Safety at TikTok, Francis Stones, in the press release. “Creators are the lifeblood of TikTok, and we’re proud to partner with the Center for Industry Self-Regulation and its Institute for Responsible Influence (IRI) on an initiative that raises standards across the marketplace.”

Upon completion, creators will receive a seal as proof of certification. They can join a searchable database to be discovered by brands, and will receive continuous support.

“Creators who complete IRI training give brands confidence that they understand advertising standards, supporting a safer, healthier advertising ecosystem for both brands and consumers,” Stones commented.

Eric D. Reicin, president and chief executive officer of BBB National Programs and the Center for Industry Self-Regulation, said:

“Certified creators will signal to brands and consumers their professional commitment to creating content that meets the highest standards of honesty, accountability, and transparency. Consistent with our mission, the certification program will unite creators, brands, and platforms to raise industry standards and demonstrate how voluntary, self-regulatory frameworks can strengthen trust.”

To get certified, you can visit https://learn.responsibleinfluence.org/ecommerce/.

The post First-Of-Its-Kind US Creator Certification Launches To Increase Trust In Influencer Marketing appeared first on AfroTech.

The post First-Of-Its-Kind US Creator Certification Launches To Increase Trust In Influencer Marketing appeared first on AfroTech.