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AiMCO unveils salary benchmarks for influencer industry

The first-of-its-kind salary benchmarking guidelines for Australia and New Zealand’s growing influencer industry has been unveiled on Tuesday morning, created by the Australian Influencer Marketing Council (AiMCO).

The guidelines span across commercial, technology and product roles, with salary expectations across the board, including for C-suite roles, via AiMCO’s ‘Creator Economy Salary’ report, created in collaboration with recruitment and business agency The Expand Group.

The report also includes benchmarks for staff retention and training.

“The past year has seen unprecedented expansion in our sector across Australia and New Zealand. This evolution has elevated our industry, necessitating a new breed of adept professionals within innovative clients, agencies, brands, and platforms,” said Patrick Whitnall, managing director at AiMCO.

“This set of standards aims to enlighten our community and professionals about their intrinsic market value, offering a clear perspective on their contributions to the influencer landscape in ANZ and beyond, across various professional capacities.

“AiMCO is dedicated to leading by example, ensuring our members and the extensive pool of industry talent are well-prepared for the future. This report serves as a foundation for developing additional standards – and regional variations and standards that recognise the diverse fabric of our industry are scheduled for the coming months.”

According to Group M Nexus, approximately six million Australians currently consider themselves to be creators, with 19% calling themselves influencers – and influencer use and spend is rapidly growing.

AiMCO membership has grown to more than 100 agencies and specialists to reflect this, from a range of industry including marketers, talent agencies, media or creative agencies, creators, and tech platforms.

A 2021 survey conducted by Socialbakers found that 70% of Australian marketers had reported using influencers in their overall strategy, while the global influencer marketing sector is expected to grow US$24.1 billion (AUD$37 billion) by 2025, up from US$6 billion in 2020 (AUD$9.2 billion), according to a different report by the ACCC.

Dan Openshaw, head of social media and influencer marketing at The Expand Group, said: “Salary benchmarking is not just a number; it’s a tool for building a thriving influencer marketing ecosystem in Australia and New Zealand.

“By fostering transparency, empowering individuals, and making data-driven decisions, benchmarking benefits both the industry and its passionate professionals, paving the way for a sustainable and successful future.”

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