glossary

A performance-based marketing strategy where creators earn a commission for driving sales or actions through unique referral links.

Formerly referred to as whitelisting, practice where brands are given access to an influencer’s social media account to run paid ads, using the influencer’s content for promotion.

A set of rules and calculations used by social media platforms to determine which content appears in users' feeds.

The quality of being genuine and relatable, often considered a key factor in successful influencer marketing campaigns.

An agreement between a creator and a brand to promote products or services, typically in exchange for payment, free products, or other compensation.

Content created by influencers or creators that features or highlights a specific brand, often labeled as sponsored.

Ensuring content aligns with a brand’s values and avoids controversial or harmful associations.

A state of physical and emotional exhaustion experienced by creators due to the demands of content production and audience engagement.

A prompt in content encouraging the audience to take a specific action, such as "Like," "Subscribe," or "Shop Now."

The ecosystem of independent content creators, influencers, and entrepreneurs who use digital platforms to create, share, and monetize content, products, or services.

A platform or tool provided by social media companies (e.g., TikTok Creator Marketplace) to connect brands with creators for collaborations.

When influencers advise their audience to avoid or not purchase certain products, often seen as a trend against consumerism or excessive promotion.

The specific content (e.g., posts, videos, stories) that an influencer agrees to create as part of a campaign.

The process by which new audiences find a creator’s content, often influenced by algorithms or platform features like "Explore" pages.

A metric that measures the level of interaction (likes, comments, shares) a piece of content receives relative to the creator’s total followers.

Premium content offered by creators to paying subscribers or members, often through platforms like Patreon or OnlyFans.

Rules set by the Federal Trade Commission requiring transparency in sponsored content and paid partnerships.

Groups or organizations formed by creators to advocate for their rights and provide resources for professional development.

A compensation model in influencer marketing that combines a fixed upfront fee with performance-based incentives, such as commissions or bonuses tied to specific results like sales or engagement.

An individual with a social media following who can influence their audience's purchasing decisions.

Software or tools that facilitate collaborations between brands and influencers, offering features like creator discovery, campaign management and analytics.

A term used to describe content creators and influencers who primarily build their audience, share expertise, and engage followers on LinkedIn. These influencers typically focus on professional niches such as career development, industry trends, leadership, or business growth.

Content that is longer in duration or word count, such as YouTube videos, podcasts, newsletters or blog posts.

A type of audience in paid social media advertising that mirrors the characteristics of an existing audience, typically used in targeting campaigns.

A native ad format within Meta's advertising ecosystem that allow brands to amplify organic content created in partnership with influencers, creators, or other businesses. This ad format enables brands to boost influencer posts directly within their ad campaigns, while maintaining the feel of organic, authentic content.

Creators with a smaller but highly engaged following.

The process of earning revenue from content through ads, sponsorships, merchandise sales, tipping or other means.

Content that naturally aligns with the platform’s format and user expectations, enhancing authenticity and engagement.

A compensation model where creators are paid for each individual post created for a campaign

The practice of sending free products to influencers in the hope that they will review or share them with their audience.

The total number of unique users who see a creator’s content.

A measure of the effectiveness of an influencer marketing campaign, calculated by comparing the cost of the campaign to the generated revenue or impact.

Adapting existing content for use on different platforms or channels or in new formats to maximize reach and engagement.

The concept that people are influenced by the actions and approvals of others, often demonstrated through likes, shares, rating and reviews, and testimonials.

A revenue model where creators offer exclusive content or perks to subscribers in exchange for a recurring fee.

A professional who represents creators and helps negotiate deals, manage partnerships, and develop career opportunities.

A social commerce feature within the TikTok platform that allows brands and creators to sell products directly to users through in-app shopping. It integrates shoppable videos, live-streaming sales events, and in-feed ads, enabling a seamless shopping experience without leaving the platform. Creators earn commissions when purchases are made through their content.

A native ad format on TikTok that allows brands to boost organic content (whether from creators or themselves) to reach a wider audience while still maintaining the feel of a regular TikTok post.

The practice of openly disclosing sponsored or paid partnerships to maintain audience trust.

Content created by users or fans rather than the brand, often used in marketing campaigns to build authenticity.

Content that rapidly gains widespread attention and sharing across platforms, often achieving millions of views.

A monetization program that allows creators to earn ad revenue from their videos once specific criteria are met.

The different ways creators earn income, such as ads, sponsorships, merchandise, memberships, and courses.