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Glossary

In influencer marketing, amplify means to optimize the content and take steps to make it perform better, such as paying to boost it on Facebook or using a content distribution model to increase impressions, engagements and/or clicks or reach a new, extended audience.

Category: Glossary

In the context of influencer marketing, an agency can be one of two things – it’s either a marketing, media, advertising or public relations agency acting on behalf of a brand (e.g. running influencer campaigns) or it could be a talent management agency that represents influencers. Either way, agencies work on behalf of a client to develop, execute or contribute to influencer campaigns and/or secure opportunities for their client.

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Audience can mean one of two things, it’s either the group of consumers that the brand is trying to reach (their target audience) or it is the cohort of people that follow a particular influencer. Influencer marketing works best when the audience the brand wants to attract is demographically and geographically the same as the audience of the influencer.

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A backlink is a link pointing to a website from another website. It’s important to build a high-quality backlink profile to support any SEO strategy in order to drive leads to a website from referral partners. High profile bloggers and websites are preferred over social media influencers when seeking backlinks to a website.

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Brand awareness means increasing exposure and recall of your brand among consumers. Brand awareness is a common goal of an influencer marketing strategy, particularly for brands that are launching or releasing a new product and want consumers to know about it.

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A “Brief” is used in influencer marketing to provide clear context, deliverables and requirements to influencers from a Brand on a particular job campaign request. Sending Creators a brief before hiring them is the proper way to manage expectations and insure content is delivered to the Brand’s satisfaction.

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A call-to-action is a commanding phrase, sentence or word that draws people to perform a desirable behavior. When working with an influencer, it is important that they include an effective call-to-action in their content to drive their followers to do something that benefits the brand. For example, a call-to-action might be sharing a website link to drive traffic, encouraging new sign ups to a newsletter, distributing a discount code to increase sales or any other behavior that gets consumers closer to a conversion with the brand.

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A campaign is the execution of a strategy to achieve a goal. In influencer marketing, the term campaign is used to describe a particular strategy, period of time or the work that contributes to a particular goal. Brands create an influencer marketing campaign and invite influencers to collaborate and contribute to the campaign in a creative capacity or for content distribution.

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Click-Through-Rate (CTR) is used to calculate the proportion of web users who followed a hyperlink to a particular page from an original piece of content. In influencer marketing, understanding the CTR of an influencer collaboration is important to identify whether the influencer drove traffic to your website.

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Content is a collective term used to describe an image, video, blog post and/or written material.

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When brands are working with influencers, they may ask that the content is approved by their team before it is published by the influencer. This is common practice to ensure that the content is on brand and does not contain anything that might be damaging to the brand (such as a legal consideration or a conflict of interest).

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A “Content Calendar” is an editorial schedule that a Creator uses to plan content for their platform(s). A content calendar could be a diary, spreadsheet, calendar app or wall planner and keeps the flow and continuity consistent for the audiences.

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Cost-Per-Click (CPC) is used to understand the cost of a consumer clicking on a marketing or advertising initiative and landing on a brand’s website or specific landing page. Understanding the CPC helps marketers assess whether the campaign was successful, and the cost of acquiring new leads. CPC is also known as Pay-Per-Click (PPC).

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Cost-Per-Mille (CPM) or Cost-Per-Thousand (CPT) refers to the cost per one thousand views or impressions. It is the cost you will pay, or have paid, per 1,000 units (impressions or views) and is often used in marketing and advertising to understand the cost of reaching 1 x consumer.

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Like CPC or CPM, Cost-Per-engagement (CPE) is a measurement term that refers to the cost that is required or was spent per engagement on the content.

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Disclosure is the action of making it known to consumers whether a brand has engaged an influencer to produce content as an advertisement or marketing initiative.

Disclosure is becoming increasingly popular in the influencer marketing space as more guidelines, rules and regulations come into effect around the world

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An engagement is where a consumer takes some kind of action on content. For example: liking, commenting, sharing, reacting or re-tweeting are all forms of engagement.

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Engagement rate is the proportion of an influencer’s audience that actively interacts with their content.

For example, to calculate engagement rate for an Instagram account, look at the account’s last 12 posts and work out the average engagement per post (likes + comments for all posts divided by 12) and then divide the average engagement rate by the number of followers. To get a percentage, times that total by 100. The average engagement rate for Instagram is 1-5%.

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Full Commercial Content Usage means you have negotiated and secured the right to use influencer generated content across your channels in any way without crediting the influencer.

By default, if you have paid an influencer to post about your brand, or even if they have done it of their own accord, you don’t own the content. While you can share it on your social channels if you follow the industry best practices for sharing influencer content, you don’t own the image, which means you don’t have the right to alter it in any way, share without crediting the influencer or use it to advertise your products.

If you have secured Full Commercial Content Usage Rights by negotiating and, in some cases, paying the influencer an additional fee, then you are able to use the content as you see fit and without credit on your online and offline channels.

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An influencer is an individual who can drive another person, or a community of people, to take some kind of action. An influencer can be someone with one follower or one million followers, as long as their audience trusts their opinion and is encouraged to respond and take action.

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Instagram Stories is an Instagram feature that allows users to upload daily videos to the social networking site. The videos expire within 24 hours and are not featured in the main feed.

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A Mommy Blogger (or Mummy Blogger depending on where you’re from) is a woman who shares her parenting, family and motherhood journey with her community via a blog or social platform.

A Mommy Blogger is anyone who blogs about topics that are relevant to other Moms and has children of their own. Mommy bloggers are an important part of the influencer marketing space and are a core target market for many campaigns.

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A niche is a small segment of the population that has unique and very specific characteristics. Businesses often appeal to a niche audience via their products or service offering.

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A paid post is a post on a blog or social media channel that has been paid for, or where some form of compensation (monetary or otherwise) has been provided. Paid post is often used to describe influencer content that has been published in collaboration with a brand.

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Reach is the total number of followers an influencer or brand has on a specific social media platform or as a combined total of all of their platforms. It’s essentially the size of the audience, so if an influencer has 45,000 followers on Instagram and 23,600 on Facebook, their combined reach is 68,600. Teach = audience size.

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Search Engine Optimization (SEO) is the practice of helping your website have visibility in search results on search engines.

It’s critical that your website is SEO friendly to ensure you are ranking for your keywords and topics in search results so that potential customers can find you when looking for information about your business or industry. Many brands use Influencers to create blog content to drive backlinks to their website, an important SEO strategy.

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A tracking link is a link that is included in digital marketing campaigns, and particularly in influencer marketing, to help brands track, measure and report on the success of an influencer collaboration.

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A try-on haul is a type of content, typically video, in the fashion industry where influencers are sent a number of different clothing pieces and share the fitting room experience with their followers as they try on the new range.

Try-on hauls can be prearranged by the brand, or it could be something that happens organically in conjunction with a number of other brands who have sent the influencer products to try.

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Views is a measurement term used to describe the number of people who consumed or watched a piece of content, and is specifically used on video content. Views are similar to impressions or pageviews.

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An exclusive YouTube video is a YouTube video that is about a particular brand and does not feature any other brands or competitor products. In influencer media kits, especially YouTubers, there is often a special rate for exclusive YouTube content that only features your brand. Typically exclusive videos cost more than non-exclusive videos.

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A “Non-Exclusive” YouTube video is a YouTube video that includes multiple brands and products, including even direct competitors.  In influencer media kits, especially YouTubers, there is often a special rate for non-exclusive YouTube content that features a Brand in conjunction with other Brands and products. Non-exclusive videos are typically less expensive to purchase from a Creator than exclusive videos because the Brand and product is mentioned in addition to others.

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A YouTuber is a digital influencer with a large and active presence on Youtube and an engaged community of subscribers. They are typically most known for their work on YouTube and Brands engage with them to create and share video content.

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