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The Influencer Marketing Association

was established in 2018 as the first official trade organization committed to defining, growing, and protecting Influencer Marketing practices. The Influencer Marketing Association defines influencer marketing as the art and science of engaging people who are influential, primarily on digital media, to advocate for brands in the form of sponsored content. These influencers are creators who use their individual voices to
share brand messaging with their audiences.

OUR VISION

We believe that Influencer Marketing is a meaningful, substantial, and ever-evolving advertising practice. Influencer Marketing is a well defined discipline with shared, industry-wide ethical and measurement standards.

OUR MISSION

The purpose of the Influencer Marketing Association is to grow, protect, and define Influencer Marketing practices. The Influencer Marketing Association advocates on behalf of influencers and creators, marketing professionals, brands, and consumers by ensuring that all parties understand, agree to, and meet industry standards. By working with diverse and experienced industry professionals we strive to serve as the foremost resource for industry best practices, measurement standards, and trends.

OUR STRATEGIC PILLARS

01.

ETHICS

Our first commitment is to ensuring ethical standards are widely understood and adopted across all Influencer Marketing practices. This includes clarifying and following FTC guidelines and establishing best practices for fraud detection.

The IMA will serve as a neutral, unbiased organization that will provide guidelines for industry-wide ethical best practices.

02.

DIVERSITY

Advertisers must represent their consumers. We are dedicated to promoting a diversity of perspective and voices, both in our own organization and for the global industry.

The IMA will provide education and resources that help Influencer Marketing professionals adopt anti-racist practices.


03.

STANDARDIZATION

Through advanced, rigorous, and expansive data analysis, the Influencer Marketing Association aims to answer the most challenging questions facing our industry:

  • What should we be measuring?
  • How should we be measuring it?
  • What is my ROI?

The IMA will develop industry standards for measurement, metrics, and analytics.

04.

AUTHENTICITY & TRANSPARENCY

Achieving industry-wide standardization requires industry-wide transparency. Measurement and ROI cannot happen in a black box. 

The IMA will help practitioners better understand performance metrics by providing resources that allow for objective evaluation. 



05.

HUMAN-FIRST APPROACH

The Influencer Marketing industry is founded on the principle that peer-to-peer messaging is the most effective marketing practice. Human beings are not ad units. Over-commoditization of influencers/creators is antithetical to our industry and to our mission.

The IMA will help practitioners keep “human-first” top of mind.

06.

GROWTH

Ensuring growth of the Influencer Marketing industry will require constant reevaluation to keep pace with changes in media, platforms, demographics, and consumer tastes. As such, the Influencer Marketing Association is committed to being a nimble and flexible organization.

The IMA will advise brands, agencies, networks and influencers on how to establish and maintain proactive, collaborative, and creative environments, even as the industry continuously evolves. 

Kristy Sammis - Blue (1)

The leaders of the Influencer Marketing Association represent the diverse ecosystem of our industry: brands, agencies, platforms, and individual creators. They are each experienced practitioners and dedicated professionals, committed to achieving the IMA’s mission and vision.

KRISTY SAMMIS

CHAIR, EXECUTIVE DIRECTOR

Meet the Board