"We all need to band together": Why creators shouldn't fear certification

Creators should not let fears about certification deter them from helping shape common industry standards, according to an early adopter of the Institute for Responsible Influence's programme.

Julie Croner is vice president of community development at Health Union and has spent more than a decade in healthcare influencer marketing while also partnering with brands on her own social channels.

She believes many creators are worrying about the wrong things as the industry moves towards greater professionalisation.

The Institute for Responsible Influence launched the certification in April, to give brands and agencies a clearer way to identify creators who understand advertising rules. Participants who complete the 90-minute course and pass an assessment receive a certification seal and will eventually be listed in a searchable database intended to help brands identify trained creators.

Health Union is a member of the Institute's advisory council.

Speaking to The Daily Influence, Croner said she regularly encounters two concerns from creators considering certification.

"Some creators are scared that if they get certified and then do something wrong, they'll be dinged for it. And others don't want the cert because they don't want to follow the rules at all."

She argued those concerns overlook a broader question about whether the creator economy should establish common professional standards.

"We all need to band together and decide where the standard is."

Croner said that perspective stems from years working with both creators and brands in the healthcare sector, where advertising compliance is closely scrutinised.

"Pharma brands are always worried about safety and following legal regulations. It's the first question in every conversation."

"When I saw the Institute for Responsible Influence building the standard for the broader creator space, I recognised exactly what they were doing," she said.

Although the certification is still in its early stages, Croner believes it could eventually become a useful signal for brands looking for creators who understand advertising rules.

"My hope – and my prediction – is that it becomes the standard."

She also believes the Institute's planned searchable database of certified creators could become valuable if brands begin using it to source talent.

Croner said she had been approached for a paid video opportunity after completing the certification, having not done that kind of work for several years.

For Croner, the case for certification ultimately comes down to protecting the trust creators build with their audiences.

"I've spent almost 15 years building trust with my audience. That's the most invaluable thing I have. I'm not willing to ruin it."