The rules of collaboration between brands, agencies and creators can increasingly less be viewed as a local topic. Markets differ, but the questions of responsibility, transparency, performance measurement and relationships between everyone involved are almost the same everywhere. This is precisely why the experiences of individual markets are becoming valuable beyond the borders in which they were created.
In such an international context, IAB Croatia’s Guidelines for Better Influencing have also found their place, having been included in the IAB Global Creator Week archive. Among the 28 resources currently available from different parts of the world, the Croatian document is available under the title Guidelines for Better Influencing.
The guidelines were developed to provide brands, agencies and influencers with a clearer framework for higher-quality and more responsible collaborations. By entering the global archive, the recommendations created for the needs of the Croatian market have become available to the wider IAB community, alongside the practices and materials of other national organisations.
And a look at the entire archive shows just how quickly the area that the creator industry must address today is expanding. Alongside national influencer marketing guides, the resources include the German Influencer & Creator Marketing Playbook, Swedish recommendations for content labelling in creator marketing, and British educational materials intended for creators.
There is also research dealing with measuring the creator economy, the use of artificial intelligence, social commerce, investment in this segment of advertising and the potential of influencer marketing for brand growth. Together, they provide an interesting overview of an industry that has long moved beyond the stage in which discussions focused only on follower numbers and post reach.
The inclusion of the Croatian guidelines in such a collection therefore gives them a broader context. A document created in response to the needs of one market now stands alongside international examples that are trying to answer the same question: how to professionalise an industry that is growing faster than the rules, standards and practices that are meant to accompany it.
IAB Croatia’s Guidelines for Better Influencing, as well as the other materials, are available in the archive of IAB Global Creator Week.
