“I think formalizing this is a great idea because it allows both sides, the creator and the brand, to be able to compare apples to apples,” he said. “By reading forms and better understanding the brand and what they’re looking for, sometimes we’ve understood it’s not the best fit.”
In recent years, several business-to-business tools have sought to help companies source and partner with influencers. In 2017 and 2018, there was an explosion of influencer marketing platforms, where brands could source influencers for one-off deals. However, because of the unregulated nature of the business, some who used those platforms were left without payment.
Eleni McCready, the senior director of brand media and community development at Lilly Pulitzer, said she views AMP as a step toward further professionalizing the industry and leveling the playing field.
“It’s taking things off the social networks and really legitimizing it and saying, ‘Here’s a business tool for brands to use to attract new talent,’” she said. “The beauty of people being able to apply is there are incredible content creators that we might never see or it might get buried in the DMs if you don’t look for a couple days.”
Mr. Nord hopes that as more companies leverage AMP hiring in the industry will become more streamlined and clear. “Our hope is that influencers are going to start demanding brands have this space and will start to be a thing brands need,” said Mr. Nord. “I don’t see a world where a couple years from now every brand doesn’t have a tab where people can apply to work with them.”