First-Of-Its-Kind US Creator Certification Launches To Increase Trust In Influencer Marketing

A first-of-its-kind certification program has launched to increase trust in influencer marketing. The creator economy is valued at more than $191 billion and is expected to exceed $525 billion by 2030, according t o data from Exploding Topics. An estimated 86% of marketers have worked with paid creators based in the U.S., leading to more than 27 million people influencing consumer choices and contributing $37 billion to the creator economy, according to a press release shared by the Institute for Responsible Influence. While these stats are promising for the future of the creator economy, the release also sheds light on a gray area. Trust is inconsistent across influencer content. In fact, only 5% of consumers “ fully trust influencer content, ” yet 58% still make purchases based on influencer recommendations, according to research from nonprofit BBB National Programs. To improve trust, consumers are seeking transparency in sponsored posts. When disclosures are missing, 70% of consumers to feel misled, and when disclosure is clear, 71% say it increases trust. As a result, BBB National Programs, which targets industry self-regulation in the U.S., through its 501(c)(3) nonprofit foundation Center for Industry Self-Regulation, has launched the Responsible Influence Certification Program, backed by a coalition that includes TikTok, #paid, Creators Guild of America, Independent Beauty Association, American Association of Advertising Agencies, Uncommon Creative Studio, and more, ac…