The Influencer Marketing Association

The official trade organization committed to protecting the authenticity and ethics of influencer marketing. 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.

OUR STRATEGIC PILLARS

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.

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

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.

STANDARDIZATION

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

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

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. 

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.

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 on how to establish and maintain proactive, collaborative, and creative environments, even as the industry continuously evolves. 

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