ABC unveils first audit of social media and influencer marketing

The ABC, the industry-owned auditor, has revealed results from its first-ever audit in the area of influencer marketing in a departure from its traditional remit of written-word media owners.

The methodology audit, which covers Kitly, a management tool for influencers and creators, aims to reassure media buyers looking for organic social media ad space and ensure its methodology for measuring and reporting influencer marketing is accurate.

ABC conducted the report to make sure Q83’s Account Performance Audit Report (APAR), which is available to talent agencies and creators globally on its platforms Kitly and Kitly Business, matched the proprietary reporting of social media platforms, used accurate terminology, and consistent definitions of metrics.

The APAR has also been added to ABC’s Certified Supplier programme to demonstrate it reports data to industry-agreed standards.

Scott Guthrie, director general, Influencer Marketing Trade Body (IMTB) said, “As champions for professionalism within the influencer marketing industry, we’re pleased to see Q83 working with ABC to deliver confidence and trust through the transparency delivered by way of this independent audit. A first for our industry that aligns perfectly with our mission to secure a sustainable, professional future for influencer marketing.”