AiMCO lifts the lid on industry-first salary benchmarking guidelines

AiMCO salary report

Approximately six million Australians identify as creators, and 19% identify as influencers.

The Australian Influencer Marketing Council (AiMCO) has unveiled its salary benchmarking guidelines tailored to the influencer industry in Australia and New Zealand.

Developed in collaboration with recruitment and business agency, The Expand Group, AiMCO’s Creator Economy Salary report offers salary insights for various roles within the influencer ecosystem, spanning commercial, technology, and product sectors.

See Also: AiMCO’s Patrick Whitnall on influencer marketing being taken seriously

Covering account management, brand representation, influencer marketing, and agency positions, as well as roles in product development, data analytics, and technology, the guidelines provide clarity on salary expectations. This includes positions ranging from backend/frontend engineers and C-suite executives.

This report, the first of its kind in the region, not only delineates salary prospects but also establishes benchmarks for staff retention and training initiatives.

These guidelines arrive amidst substantial growth in the ANZ influencer marketing sector, with approximately six million Australians identifying as creators, and 19% identifying as influencers.

Influencer use and ad spend has also rapidly increased – a 2021 survey conducted by Socialbakers found that 70% of Australian marketers had reported using influencer marketing in their overall strategies. Estimates suggest the global influencer marketing sector is expected to grow to US$24.1 billion by 2025, up from US$6 billion in 2020, according to a report on social media services by competition watchdog ACCC.

AiMCO managing director, Patrick Whitnall, said: “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.

“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.”

AiMCO will host a webinar for members to discuss the new guidelines on March 5 at 9.30am, featuring a panel of industry leaders and experts. Members can RSVP here.

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