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Influencer Marketing Glossary

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pquaye
April, 11, 2022

Influencer Marketing Glossary

In an industry filled with jargon and buzzwords, the influence landscape can be difficult to navigate. This problem is confounded when terms are used interchangeably, or even, incorrectly. On the flip side, having a solid foundation of “what’s what” will help you master this worthwhile craft.

A

Ad Block: Internet browser extensions that allow consumers to block digital ads from appearing on websites they visit.

Advocate: Anyone who publicly speaks positively about your brand.

Audience Insights: Audience insights go beyond demographics to provide more in-depth information about your audience. These insights include shared characteristics, followers, and more.

Audience Segmentation: A process that involves grouping your brand’s audience by similar characteristics.

B

Brand Awareness: The general amount of recognition that your brand receives. Huge brands like Coca-Cola have a large amount of brand awareness, while a new mom-and-pop shop might have some local brand awareness but zero global brand awareness.

C

Celebrity Influencer: Pretty self-explanatory. Celebrity influencers are celebrities and are characterized by their huge followings. Think: Justin Bieber, Selena Gomez, any of the Kardashians. Also known as VIP Influencers.

Citizen Influencer: The average people you follow on social. Think: Casual bloggers, fans, the person in your friend group or at your workplace who always seems “in the know” and whose judgment you trust. 

Click Through Rate: Found by dividing the number of people who clicked on a link by the number of people who were initially exposed to the link. A good way to track success on your Influencer Marketing campaign.

CMO: Chief Marketing Officer. These are the people who are probably making the Influencer Marketing decisions around your company.

Conversion: The proportion of people viewing an advertisement and ending up making a purchase through the URL associated with the content. Conversion is measured by influencers using tracking links or promo codes.

E

Earned Influence: An unpaid form of influence (think digital word of mouth) that focuses on creating long-term relationships with influencers and their audiences through social media.
Emoji: Small images used to express objects or emotions and that can be added to texts, emails, and posts on Twitter, Facebook, and Instagram. Basically, they’re fancy emoticons.

Engagement Rate: The amount of interaction a piece of content sees. For example, engagement rate could be calculated by looking at the number of Likes, Retweets, and Mentions a campaign sees. 

G

GIF: Very short video clips usually lasting 3-5 seconds and often used for humor. When used well, they can spike engagement on a post.

Global Search: The most successful brands look beyond Twitter to engage influencers on multiple social networks like Instagram. Insightpool’s Global Search allows you to search influencers on a range of networks.

Guest Post: When a website invites another writer to publish content on their website.

H

Handle: A Twitter user’s username. Example: @whoopro

Hashtag: #. No longer a pound sign. Thanks to Twitter, it’s now a hashtag. Hashtags are used to track conversations around a certain topic or event.

I

Impressions: A metric used to show the social impact of Influencer Marketing by measuring the overall exposure a post received. In simple terms, it is the number of times your content is displayed, no matter if it was clicked or not.

Influencer: Anyone with the ability to influence how others think or make decisions.

Influencer Marketing: A marketing strategy that involves identifying and engaging with influencers and their audiences in an effort to increase brand awareness, brand-audience engagement, and sales. There are two types of Influencer Marketing: Earned Influence and Paid Influence. 

L

Like: An engagement metric used to track the number of interactions on a post. 

M

Mention: A post sent directly to a user by tagging their handle. Mention campaigns send 1:1 messages directly to influencers.

Micro-Influencer: Part of the Power Middle. They have a relatively large reach but are highly relevant to their audiences, who take their thoughts and opinions seriously. Examples include professional experts, bloggers and social media influencers with about 5,000 – 20,000 followers.

N

Niche Influencer: Similar to Professional Influencers in that they have a very specific topic focus, but are seen as semi-professionals. Examples include bloggers and social influencers.

O

Organic Influence: Also known as Earned Influence, Organic Influence is social influence that happens naturally and does not involve payment or compensation of any kind.

P

Paid Influence: Paid Influence focuses on paying social influencers to create content that will see high reach and engagement among audiences. 

Power Middle: The Power Middle is a grouping of influencers that have the perfect mix of Reach and Relevance. Examples include Micro-Influencers and Citizen Influencers with an average of 2,500 – 25,000 followers.

Professional Influencer: Influencers that are known for their expertise in a specific topic.

R

Retweet: An engagement metric used to track the number of interactions on a tweet by viewing who shared it to their own followers. 

Reach: Reach is the total number of people who see your content

S

Segment Management Funnel: Visually tracks how influencers and their audiences are moving from being unaware of your brand (Discovered) to engaging with your brand (Engaged) to advocating for your brand (Advocates).

Social Impact Score: A score that measures a brand’s Core Relevance, Extended Relevance, Reach and Extended Reach.

Social Influencer: Anyone with the ability to influence how others think or make decisions through social media.

T

Trending Topic: The topics being most talked about in current time. On Twitter, these are shown on the left of your Newsfeed.

Unboxing:  A specific type of video content that depicts an influencer opening, reacting to, and using various products. It implies, a brand sending a package of products while the video shows the influencer unboxing the contents. In a haul video, the influencers have purchased the products themselves and shares the reviews of the items they bought.

User-Generated Content: Any content that users create themselves and share on social. Examples include tweets, images, videos, and audio.

V

VIP Influencer: Influencers with huge followings and who tend to have a greater Reach than Relevance among their followers. Think: Justin Bieber, Selena Gomez, any of the Kardashians. Also known as Celebrity Influencers.

W

Word of Mouth: A natural, honest of sharing opinions, thoughts, and recommendations from one consumer to another.

Word of Mouth Marketing: A form of marketing that encourages word of mouth by reaching out to influencers and audiences who have already displayed an interest in your brand or industry.

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