Background
The growth of social media influencers and content creators in recent years marks a shift from traditional media to a ‘creator economy’.
Step 1: Define your influencer or content creator strategy
Having a clearly defined strategy when engaging with influencers/content creators will minimise any reputational risk for Victorian Government entities.
Step 2a: Finding the right influencer or content creator
Always choose an influencer/content creator who discloses their social media partnerships clearly and strives to be inclusive, open and apolitical.
Step 2b: Vet influencer or content creator to avoid reputational risk
Victorian Government entities should vet potential influencers/content creators (and ambassadors) thoroughly to ensure they are an appropriate choice for government communications.
Step 3: Engage your content creator or influencer
Once you have decided to engage with a content creator/influencer, you must ensure there is a written agreement in place between the influencer/content creator and your entity.
Step 4: Submission to DPC or the Advertising Approvals Group (where relevant)
Where influencer or content creator activity forms part of a paid advertising campaign that requires DPC and/or Advertising Approvals Group approval, you must include the following information as part of your campaign submission.
Step 5: Monitoring and measurement
Consider how many people you want to reach, and how an influencer will achieve this for you, and use these objectives to shape your campaign’s evaluation framework.
Agreement between the media supplier (OMD) and DPC on engaging with influencers or content creators
This table outlines whether the specific type of influencer/content creator arrangement can be engaged through the government’s media buy (MAMS) contract with its contracted media supplier, OMD.
Updated