The Australian Influencer Marketing Council (AiMCO) has launched its inaugural salary benchmarking guidelines for the influencer industry in Australia and New Zealand.

The 'Creator Economy Salary' report, developed in partnership with recruitment and business agency The Expand Group, provides salary guidelines for a range of roles within the influencer industry, including commercial, technology, and product roles.

The guidelines offer salary expectations for account, brand, influencer marketing and agency roles, as well as individuals working in the product, data, and technology fields. This includes solutions and back-end/front-end engineers, and those in C-suite roles. The report also includes benchmarks for staff retention and training.

Currently, around six million Australians identify as creators, with 19% labelling themselves as influencers. A 2021 survey conducted by Socialbakers found that 70% of Australian marketers reported using influencer marketing in their overall strategies. 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's membership has grown to more than 100 members from a range of industries, including marketers, media/creative agencies, talent agencies, PR agencies, creators, legal/tax companies, and technology platforms. 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.

"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 AiMCO Managing Director, Patrick Whitnall. "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."

"Salary benchmarking is not just a number; it's a tool for building a thriving influencer marketing ecosystem in Australia and New Zealand," said The Expand Group Head of Social Media & Influencer Marketing, Dan Openshaw. "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."