Quality creative drives trust, brand salience, and profit, IMTB tells delegates at the Follow Me conference in Paris this week
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Delivering a keynote speech at Follow Me Paris 2025, IMTB told delegates that quality creative drives trust, brand salience and profit.
In a session titled: 'Capitalising on the inflection point of influencer marketing', Guthrie explained that the biggest driver of trust in influencer marketing is the quality of the creative.
Consumer trust drives more sales, which in turn entices advertisers to spend more money within our industry enabling influencers and advertisers to build more entertaining, impactful content so creating a flywheel effect.
The model shows how influencer trust builds on each effort to create momentum for growth. Trust isn’t just about good ethics — it’s good practice for good business, he explained.
Conversely, the biggest trust diminisher in influencer marketing is the failure to effectively mark ads as ads - creators not being upfront about their commercial relationships with brands.
IMTB was speaking at Follow Me, the premier trade show for European influencer marketing, digital creation and social commerce professionals.
About the Influencer Marketing Trade Body
The IMTB is a UK-based not-for-profit trade association dedicated to building a robust, sustainable future for the influencer marketing industry through increased accountability, governance and a unified voice.
Launched in October 2021 with six founding members, the IMTB now counts circa. 30 progressive creator economy companies as members.
IMTB represents influencer marketing on the Committee of Advertising Practice ("CAP"), the UK advertising’s rule-making body.
It co-owns the Influencer Marketing Code of Conduct alongside ISBA. The Code aims to standardise good practices and guidance with brands, agencies and creators. It covers areas including disclosure, transparency, pay parity, and effective representation.
IMTB sits on the government's Online Advertising Taskforce as part of its influencer marketing workstream.
IMTB co-runs the Digital Creators All-Party Parliamentary Group, designed as a forum for creators to engage policymakers - acting as a vital bridge between the UK’s creators and Westminster
IMTB is an Advertising Association member. Our director general sits on the AA's council.
In 2024 IMTB co-founded the European Influencer Marketing Alliance - a federation of professional influencer marketing organisations across Europe. EIMA provides a unified voice for creator economy constituents to regulators, legislators, media, academics and other key stakeholders at a time of tremendous growth within the industry but also a time of increased legislative and regulatory scrutiny.
Member organisations sign up to our code of conduct when joining the IMTB. The code articulates specific requirements for members. These are the behaviours that members must demonstrate when they are providing business services and ensure our members are always responsible, accountable, transparent and competent.