Influencer Marketing Glossary

A

Activation

Activation of consumers is an important part of the marketing mix, where all forms of communication come together to motivate consumers to perform a desired action. Brands can leverage influencers to create excitement and engage consumers with the product very early on. Best practice is to invite influencers to a launch event and leverage the influencer-generated content afterwards in a paid campaign.

Activation Status

Activation Status refers to the probability of how easily an influencer can be activated. In the Fourstarzz Media Influencer Marketing platform, we mainly feature influencers who are “Vetted”. “Vetted” (or curated) influencers have passed a quality check and are more likely to reach a brand’s collaboration request.

Affiliate Marketing

Affiliate marketing is an online sales tactic where referral partners are rewarded for helping a brand drive a conversion. Although influencer marketing is mostly seen as a tactic to drive brand awareness, marketers have successfully transferred this tactic into influencer marketing. In that setup, marketers and influencers sign an affiliate agreement. Influencers agree to create content and promote the brand or products on an ongoing basis, and receive as compensation a percentage of the final sales.

Agency

An influencer marketing agency provides a great variety of services to brands. Typically, a full-service influencer marketing agency is involved in creating the influencer marketing strategy, managing the influencer relations, and helping brands to integrate the influencer-generated content into their social media strategy. A good influencer marketing agency offers content amplification services as well.

Agency Service Fee

Influencer Marketing Agencies normally charge a fee for the services provided. A proposal from an influencer marketing agency normally includes both costs for influencer fees and the agency fees.

Ambassador

An influencer ambassador represents a brand, and can be the face of a marketing campaign for a period of time. Brands who engage influencers in a brand ambassador program normally sign contracts with the influencers. In that agreement, the ambassador agrees to create content exclusively for the brand.

Amplify

Content Amplification means to boost the influencer-generated content using Facebook Ads, Instagram Ads, or LinkedIn Ads. By combining the best of the two worlds—creative content from influencers with targeting options of Facebook Ads—marketers can re-purpose influencer-generated content. This tactic allows marketers to further increase reach, impressions, and engagements within their target audiences. It is a great tactic to optimize influencer marketing content and target hyperlocal markets.

APP

App is the short form of application. At Fourstarzz Media, we have developed an app, which is a web-based application to find social media influencers.

API

API is the abbreviated term for Application Programming Interface. It is a set of functions and commands that allow programmers to integrate applications into external systems. For example, Facebook API or Instagram API allow companies to integrate into their analytic systems.

Audience

The audience of an influencer are the followers, meaning the people who are following the influencers. To ensure a successful influencer marketing campaign, the audience should be the main selection criteria for marketers.

Audience Interest

In the Fourstarzz Media Influencer Marketing Platform, each influencer profile displays the audience interest, meaning the categories, which resonates the most with an influencer's audience.

B

Backlink

Backlinks are important to support your SEO strategy and drive leads to your own website. A backlink is a link to your website from another website. It consists of two parts: a) an anchor text, and b) the URL link. Bloggers or YouTubers are a great source for optimizing a backlink structure.

Benchmark

Benchmarks are used as a point of reference to determine success or failure. You can request your Influencer Marketing Campaign Benchmark from Fourstarzz Media.

Best Practice

Best Practices are lessons, guides, or step-by-step explanations that help marketers learn from successful influencer marketing campaigns. An example of a Best Practice is to amplify influencer-generated content via PPC campaigns.

Blog

Most social media influencers or brands have a blog. A blog is an online medium to share content, best practices, or opinions.

Blogger

A blogger is someone who owns a blog. The most well-known types are fashion blogger, lifestyle blogger, food blogger, and travel blogger. Marketers love to collaborate with bloggers, as it is a great way for a business to get promoted in a very authentic way.

Brand Awareness

Brand awareness is the top of any sales funnel. Consumers need to be aware of a brand before they consider buying a product or service. Influencer Marketing is an extremely efficient way to increase brand awareness, as influencers can introduce a brand or a product to their trusted audience in a very authentic way.

Brand Generated Content

Brand generated content refers to content which is generated by a company. Brand generated content is used in influencer marketing to collaborate with celebrities or sports influencers. Those influencers have a massive following, but are not necessarily the best content creators. Marketers can therefore best leverage them by creating content themselves, and letting these influencers share that content via their social media accounts.

Briefing

At Fourstarzz Media, we are using briefings to provide a clear context and idea about a collaboration. Briefings include details on expected deliverables and requirements of influencers that a brand is collaborating with. Briefings are important for running successful influencer marketing campaigns, as they provide enough guidelines to steer an influencer in the right direction, but leave sufficient room for the influencers' creativity.

Business to Business (B2B)

Business to Business, often abbreviated as B2B, describes a business whose customers are other businesses. For example, Fourstarzz Media is a B2B business, as our customers are other businesses (such as e-commerce startups, shopfiy merchants, or advertising agencies) rather than consumers.

Business to Consumer (B2C)

Business to Consumer is often abbreviated to B2C. It describes a business whose customers are generally consumers and not businesses. Some of our customers, like BMW or Philips, are B2C companies, as they market and sell their products directly to people.

C

Call-To-Action (CTA)

A call-to-action is a commanding phrase that draws people to perform a special task. When planning an influencer marketing campaign, it is important to define what you want to measure. If you want to increase website clicks, you should ask the influencers to include a call to action to “Click on the website”. If you want to increase your followers on Instagram, influencers should include a call to action to “Follow brand account xyz”.

Campaign

An influencer marketing campaign is the term 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 to distribute content.

Campaign Strategy

The campaign strategy defines a set of parameters for a given campaign. We at Fourstarzz Media start with the creation of a campaign strategy. Based on the goals, the campaign strategy includes: a) the most relevant social media channels, b) whether a campaign should include paid amplification or not, c) content strategy, and d) the KPI’s and measurement criteria. Fourstarzz Media has developed a special tool called the Campaign Navigator to create a specific campaign strategy based on the tool's smart algorithm.

Campaign Strategy

The campaign strategy defines a set of parameters for a given campaign. We at Fourstarzz Media start with the creation of a campaign strategy. Based on the goals, the campaign strategy includes: a) the most relevant social media channels, b) whether a campaign should include paid amplification or not, c) content strategy, and d) the KPI’s and measurement criteria. Fourstarzz Media has developed a special tool called the Campaign Navigator to create a specific campaign strategy based on the tool's smart algorithm.

Case Study

A case study showcases a successful influencer marketing campaign. It illustrates marketers what can be achieved and how it was achieved. You can see a couple of case studies on our homepage at fourstarzz.com.

Celebrity Influencer

Celebrity influencers are influencers with a very large following on social media. Typically, celebrities gained their fame outside of social media my being a media personality, athlete or musician. Celebrities use their social media accounts to share their life with their followers, but their social media profile often is not their number 1 priority. That differentiates them from digital celebrities, who have gained their social media following by creating great content (i.e. YouTube gamers etc.).

Click-Through-Rate

Click-Through-Rate (CTR) is a ratio that defines how many people clicked on a link to your website. It is measured by (# of clicks/ # of total impressions). You want to look at the CTR to define the effectiveness of influencer marketing. As it is a ratio, the click through rate is a great way to compare multiple influencers and compare as well an influencer marketing campaign against other social media activities. You can optimize your CTR by providing incentives, like voucher codes or a contest on a landing page.

A commission is one type of payment. Commissions are normally paid as part of an affiliate agreement. There are multiple commission types possible. Commission per click, commission based on a profit share or revenue share.

Commission

Content

Content includes everything an influencer creates: pictures, texts, videos, inforgraphics etc. Influencers built their community based on creating high quality content that adds value. If the quality of the content is not good enough, the influencer will lose followers. Therefore there is an intrinsic motivation for creating outstanding content, which can go viral. Marketers can leverage those content experts in an influencer marketing campaign.

Content Approval

Content Approval refers to the process of marketers approving the influencer generated content before it goes live. That is a crucial piece to ensure a) accuracy of brand representation and b) measurability. We suggest to contractually agree on this approval process and set expectations what will be checked. Best practice is to check only factual things and that the right hashtags, links and call to actions are included in the content. All creative, style related components should not be part of the content approval process - we believe that is part of the creative freedom you need to grrant the influencer. A good project management and planning is needed, so that feedback can be given timely.

Content Calendar

Social Media Managers create a content calendar to plan social media posts. Influencers, too, plan their content. If you are collaborating with influencers, check with them when they have a next slot free for the branded content.

Content Creator

Content creator and influencer are often used as synonym, but we think there is a difference. While celebrities are influencers, we think creators are those social media personalities who created a community due to their generated content: bloggers or youtubers have become known due to their videos or great blogposts.

Content Management System (CMS)

A content management system is a software that helps you manage content. Hootsuite for example, is one of the leading content management systems.

Content Marketing

Content marketing is a marketing tactic that relies on creating a constant stream of engaging content, distributing it via social media and therefore providing potential customers an added value. Content are blog article, social media posts, videos or e-books, guides etc. The goal of content marketing is to position a brand as a thought leader, providing relevant information for each stage of the sales funnel. Influencer marketing is a great way to boost content marketing strategies. Brands that collaborate with influencers, can re-purpose the influencer generated content at scale.

Conversion

The term conversion is most often used when a marketing campaign generates a purchase. The campaign conversion in that example is a potential customer that is turned into a paying customer. More generally, conversions are the achievements of predefined goals. For example, conversions could also be a potential customer that signs up for a newsletter, or provides an email address.

Cost-per-Acquisition (CPA)

CPA is a marketing metric that defines the cost of acquiring a customer. You can use CPA to measure the financial impact of an influencer marketing campaign.

Cost-Per-Click (CPC)

Cost-Per-Click (CPC) is another marketing metric that measures the cost of a potential customer clicking on one of your links that is positioned in a marketing campaign. CPC helps marketers understand the costs of acquiring a new lead. It is a key metric to compare influencer marketing with other digital marketing activities.

Cost-Per-Mille (CPM)

Cost-Per-Mille (CPM) refers to the cost per one thousand views. It defines the cost of reaching 1,000 potential consumers. It is a key metric in influencer marketing, as views and impressions can be most easily forecast based on the number of visible followers or subscribers of an influencer's account.

Cost-Per-Engagement (CPE)

Engagements are all visible actions a follower takes: likes, shares, comments, clicks. Therefore, cost-per-engagement is a metric which measures the cost for one engagement. You can calculate it by dividing the costs of your influencer campaign by the number of generated engagements. CPE is an important metric to benchmark your campaign.

Collaboration

We find it is important to think of the the work between a marketer and an influencer as a collaboration. Influencer Marketing is only successful if the collaboration creates a win-win-win situation for the marketer, the influencer, and the followers of the influencer. A collaboration includes both parties – the marketer and the influencer – and enables them to have a say in the content. While the marketer leads and defines what is the final purpose, the influencer knows her audience the best and needs to take the creative lead. Therefore, only if there is a true collaboration will influencer marketing create measurable results.

Collaboration

D

Data-Driven

Data-driven means that decisions are made based on numbers and data rather than on emotions. We believe that the influencer selection process need to be data-driven. Therefore, we are providing the Fourstarzz Influencer Marketing Platform, a tool that allows data-driven influencer discovery and selection. There are two sets of data that we suggest you look at: influencer data and audience data. Influencer data includes the amount of followers and the average engagement rate of an influencer. These measures help marketers determine the potential reach and conversions. However, it is important to look at audience demographics, such as age, gender distribution and audience interest. Fourstarzz Media also provides a predictive ROI calculator, which combines all these data points into one easy decision metric.

Deliverables

Deliverables are the expected action items an influencer has to do. They include content, but could also include event participation, etc. .

Demographics

Demographics, or audience demographics, is a term that is used to describe the gender and age distribution of an influencer's audience. It is a key selection criteria when engaging influencers.

Digital Marketing

Digital marketing is an umbrella term that refers to marketing tactics happening online. Digital marketing can be split into paid and organic marketing methods, and includes SEO, SEM, Social Media Marketing, Paid Ads and Influencer Marketing.

Disclosure

Disclosure is the action of transparently stating that a post or content piece has been sponsored by a certain brand. There are clear FTC guidelines that influencers have to follow. Disclosure is an extremely important part of influencer marketing, as it ensures that potential clients have a clear understanding of what is a paid endorsement and what is not. We believe that clear disclosure rules are extremely important, as it forces influencers and influencers' agencies alike to create authentic content.

A distribution channel is the medium used to post or amplify content. Distribution channels can be blogs, Instagram, twitter, YouTube, Facebook, Linkedin, Pinterest or any other social media channel. When content is being repurposed, the distriution channel can include a brand's newsletter or paid ads.

Distribution Channel

Drive Traffic

Influencer marketing is great in driving traffic to a website or landing page. Driving traffic means generating traffic. To do so successfully you need to ensure that influencers include a clear call to action in their content.

E

Earned Media

Earned media is coverage that a marketer earned by doing something. Example: (one's own) social media post is being shared. Earned media is the opposite of paid media.

eCommerce refers to a purchase or transaction done online. eCommerce is one of the fastest growing areas, and influencer marketing is a great way to create awareness for eCommerce shops online. Shopify, Amazon, eBay, Magento etc., are some leading eCommerce platforms.

eCommerce

Engagement

An engagement is an action or reaction to a social post. Engagements can be likes, comments, shares or clicks on a specific link. The goal of any digital marketing and influencer marketing campaign is to trigger as many engagements as possible. Influencers know their audience, as each piece of content they create triggers these engagements. Influencers constantly optimize the type of content and topics to ensure a maximum of engagements. Brands can leverage that knowledge and transfer the influencer strategy as well to their own social media activities.

Engagement Rate

Engagement rate is the ratio of followers reacting on a social post to the total number of followers. The engagement rate for a post is calculated based on the sum of all likes, shares, comments or clicks, divided by the number of followers. The average engagement rate takes into consideration the average engagements of the last posts.

E-Sports

E-Sports is a term that describes electronic games. E-Sports includes games played on consoles or computers, as well as online games. E-Sports are often organized as tournaments or streamed live. One of the leading streaming platforms is twitch.com

F

Facebook is one of the biggest social media platforms in the world. Facebook owns Facebook.com, as well Instagram.com and the social messenger service WhatsApp. Facebook offers one of the best channels for paid advertising. Although Facebook has lost its importance for influencer marketing, it remains an important digital marketing and amplification channel for influencer-generated content. We have noticed a high engagement rate with older audiences on Facebook.

Facebook

Facebook Live is a Facebook feature that allows users to live stream video content to their followers and audience. Facebook Live videos are published live, and remain on the platform for users to see after the video has ended

Facebook Live

Filter

Filter is an editing layer for pictures. Filters are available on Instagram and Snapchat, and can be applied when uploading a picture. Influencers are using filters to create a standardized look and feel for their accounts, or to emphasize a certain mood.

Follow

To follow someone describes the action of subscribing to a certain social media channel. The goal is to receive regular updates on that specific channel or influencer profile.

Follower

A follower is a person who has subscribed to an influencer social media account.

Follower Range

Follower Range is used to classify an influencer based on the amount of followers. The most classical ranges are nanoinfluencers, microinfluencers, macroinfluencers, and celebrities.

Fourstarzz Media

Fourstarzz Media is a global Influencer Marketing Platform and Influencer Marketing Agency.

Full Managed Service Influencer Marketing Campaign

A Full Managed Service Influencer Marketing Campaign is a service from an Influencer Marketing Agency. In that case, the client defines objectives and budgets of an influencer marketing campaign. The Influencer Marketing Agency then performs all tasks, including influencer discovery, influencer contracting, influencer marketing campaign strategy, influencer content creation, content amplification, and reporting. A Full Managed Service is great for brands that are not building out in-house resources yet. In combination with consulting, it is a great way to get started with influencer marketing and leverage the knowledge of a specialized influencer marketing agency such as Fourstarzz Media.

G

Goals

Goals define the expected outcome of a certain marketing activity. To create and measure a successful influencer marketing campaign, marketers need to define what they want to achieve and how they want to measure it. Once defined, marketers can find the right influencers and create the right campaign strategy to reach those goals.

Google Analytics

Google Analytics is free online analytics tool to measure and analyze website traffic. Marketers need to install the code on their websites to use it. Google analytics is key as well to get website traffic and audience demographics from bloggers before a campaign starts.

Google Analytics

Growth hacking is a method to drive massive amounts of traffic to a website by engaging in rather unconventional marketing methods. When done correctly, influencer marketing can be a great growth hacking method.

Growth Hacking

Guest Post

A guest post is a blog post written by an expert on someone else’s blog. Guest posts are a great way to tap into other audiences and create awareness. Brands can invite social media bloggers to write a guest blog on the brand's own blog. Once published, influencers can authentically drive traffic to the website. Or brands can create a guest post on a blogger’s page, sharing industry and insider knowledge with the influencer’s followers. Guest blogs are an important SEO strategy to create back links.

Hashtag

A hashtag # is a key word or phrase, used to group content together. If used correctly, Hashtags have the same effect as keywords on search engines. Influencers are already using hashtags effectively to grow their audience. By adding multiple hashtags, which are relevant in the niche of a social media post, influencers increase their potential reach. Especially after Instagram allowed users to follow hashtags, this became a great way to reach new audiences.

G

Impressions

Impressions is a "reach metric" and defines how many people have seen the content. Impressions are different from the potential reach, which describes the number of followers. The impressions are important, as it provides a clear indicator about the potential impact. Due to recent changes of algorithms on Instagram and Facebook, not every piece of published content is easily seen by all followers. Comparing the average impressions with the reach of an influencer also helps you to understand how active the followers are. The higher the impressions per post, the more people are actively viewing the influencer generated content.
While impressions for video content on Facebook, YouTube and Instagram can easily be checked (ie: the number of video views), brands need to ask influencers for the statistics of posts.

Influencer

Social Media Influencers are bloggers, Instagramers, YouTubers or Twitter posters who can influence other people’s behavior.

Influencer Marketing Platform

An Influencer Marketing Platform helps brands and social media influencers collaborate together more easily. Fourstarzz Media offers an Influencer Marketing platform that features rich influencer profiles. It includes audience demographics, past post-performance, and influencer location. Brands can hence make data-driven decisions regarding which influencers would make the best fit for collaborations. Additionally, Fourstarzz Media offers CRM style tools to manage influencer marketing campaigns more effectively.

Instagram Ads

Instagram Ads is an ad format on Instagram. Brands can use the Facebook Ads manager feature to launch an advertising campaign on Instagram. It is a great way to promote content to a very specific target group. Instagram Ads takes the same format as an normal Instagram post and can include images or video content. A combination of influencer generated content and Instagram ads has been proven to be extremely powerful, as it integrates the best of the two worlds-- extremely engaging content with great targeting possibilities.

Instagram

Instagram is a social media platform and has become one of the key players for digital advertising and influencer marketing. Instagram allows users to create profiles and share pictures as well as videos with their followers.

Instagram Marketing

Instagram Marketing includes all tactics that use Instagram as a marketing channel. Influencer Marketing has especially evolved as an effective tactic to complement organic and paid Instagram marketing tactics. The best practice of successful brands is to re-use influencer generated content on their own Instagram channel.

Instagram TV

Instagram TV evolved after Instagram focused creating more video content. While InstaStories limits the user to only 15 seconds of videos, InstagramTV was developed to allow longer video content. The best practice is to create an InstagramTV post and include it on the Instagram Feed.

Instagram Influencers

Instagram Influencers are influencers who focus on Instagram as their main channel. Typical topics are lifestyle, fashion, travel and beauty, and picture content plays a key role in demonstrating the content.

Instagram Influencer Agency

An Instagram Influencer Agency is an agency that helps brands to connect with Instagram influencers. An Instagram Influencer Agency offers a wide range of services, including campaign management and content amplifications.

Instagram Stories

Instagram Stories are an Instagram feature that allows users to upload video content to Instagram. Instagram Stories often consist of different segments that are 15 seconds long. The videos expire within 24 hours (similar to Snaps on Snapchat), and are not featured in the main feed. The advantage of Instastories is that they have video content, and influencers can add Swipeups to the landing pages. The swipeup functionality is available to any Instagram account with more than 10k followers.

Instagram Stories

K

Key Performance Indicator (KPI)

A Key Performance Indicator is a success metric and is defined during the campaign planning phase. KPI’s measure the success of a campaign. It is crucial to define a KPI for an influencer marketing campaign. Measurement and selection of influencers are based on the campaign’s KPI.

Key Opinion Leaders

Key Opinion Leaders are especially useful in the Asiatic region. Key Opinion Leaders is a synonym for influencer, as influencers are experts in a specific niche or industry.

Key Opinion Leaders

Key Opinion Leaders are especially useful in the Asiatic region. Key Opinion Leaders is a synonym for influencer, as influencers are experts in a specific niche or industry.

L

Like

A Like is a feature on social media platforms, such as Twitter, YouTube, Instagram or Facebook, that allows users to provide positive feedback. If they enjoy certain content, they can provide immediate feedback. Likes are a key KPI for influencers when creating content. The immediate feedback allows influencers to better understand their followers and create content that is relevant for the audience.
Macro Influencer
A macro influencer is an influencer who has more than 250,000 followers on a single social media platform. Macro influencers are a great way for brands to create awareness. Macro influencers most often feature multiple topics, and they have more of a national presence than a regional following.

Like

M

Macro Influencer

A macro influencer is someone who has more than 250,000 followers on a single social media platform. Using macro influencers is a great way for brands to create awareness. Macro influencers most often present multiple topics, and they have a more national than regional following.

Media Kit

A Media Kit can be described as the CV of an influencer. In their Media Kit, an influencer provides detailed information about reach, audience demographics and impressions. It is also used to showcase previous brand collaborations and examples of content. Additionally, influencers use their Media Kits to provide a first price indication. A brand that wants to work with an influencer should either ask for the Media Kit or use an Influencer Marketing Platform like Fourstarzz Media to get the detailed profile information, before contacting the influencer.

Media Spend

Media Spend is the amount of money or the budget spent on a certain marketing campaign. Influencer Marketing Media spend most often includes the fees for the influencers, content buy-outs and amplification costs.

Micro-Influencer

A micro influencer is an influencer that has between 10,000 – 100,000 followers on one platform. This definition varies from country to country. Micro influencers most often have a fairly local following, and usually focus on just one or two topics. Using micro influencers is a great way to create content at scale and benefit from the higher engagement rates. As micro influencer marketing campaigns start to be impactful, if 25+ micro influencers are combined into one campaign, tools like Fourstarzz Media, that help find and manage micro influencers across different cities, are extremely helpful.

Millenials

Millennials are a demographic cohort of people born in the 1980’s and 1990’s who reached young adulthood in the 21st century.Many brands are leveraging influencer marketing to reach that key target group.

Mommy Blogger

A Mommy Blogger is a mother who is sharing her parental experiences on a blog and/or social media channels. Mommy bloggers are a very interesting type of influencer due to the width of topics they normally cover. Additionally, they are talking to the most influential target group when it comes to buying decisions – mothers.

Mommy Blogger

Mobile Optimized Content

Mobile Optimized Content refers to content that can be displayed without restriction on desktop and mobile devices. Influencer Marketing is done mainly on Social Media, and therefore is mobile friendly.

Mobile Optimized Content

N

Nano Influencers

A nano influencer is a social media personality that has between 1k-10k followers. Nano influencers are often just starting their “influencer career” or are non-professional social media influencers. As the word nano describes, their radius is often limited to their wider group of friends and family. Nevertheless, collaborations with nano influencers, especially for smaller companies or eCommerce companies, are a great way to get content, such as product reviews or social proof, at scale.

Niche

A niche is a small, specific segment of a market. Brands which are able to tailor their market message for specific niches have a higher probability of conversions. Influencer marketing plays a key role in personalizing these messages. There are influencers for each niche, and they have already tailored and adapted their content for their niches. Leveraging multiple influencers allows a brand to easily get a personalized message into those niches.

O

Optimize

Optimization refers to the process of constantly improving a piece of content. The goal is to get better response rates, such as clicks or engagements, from that content. Optimization in influencer marketing is created by working with multiple influencers and measuring the results of the campaigns. Brands can then select the content tactic, or the influencers, that performed the best for a longer term collaboration.

Organic

Organic means, that a reach was generated without the help of paid advertising. The organic reach can be measured by looking at the reach before content gets amplified or boosted via paid ads.

Outreach

Outreach describes the process of contacting influencers for the purpose of collaboration. In the outreach process, the brand and the campaign goals are introduced to the influencer. The key to successful outreach is personalizing the message for each influencer and explaining how the influencer can benefit from the collaboration. Influencers depend on the trust of their audience, so they will select collaborations that offer the best fit with their audience.

Marketers can work more efficiently on outreach to influencers by using in-depth information about audiences, such as that offered by Fourstarzz Media. By filtering for influencers who are already targeting the right audience, marketers can increase their efficiency during the outreach process and ultimately ensure a campaign's effectiveness.

Owned Media

Owned media is any media that is created by a brand and featured on the brand's own channels. Owned media may include content such as social media or blog posts, images, infographics, white papers, eBooks or webinars.

P

Pageviews

Pageviews is a metric that indicates how many visitors have visited a webpage or blog post during a certain period of time. The pageviews metric is an equivalent to impressions for blog posts. An influencer can retrieve this data from Google Analytics

Paid Media

Paid Media is any content or coverage that is purchased, such as Facebook ads, Instagram ads and PR.

Paid Post

A Paid Post is any social media post or blog post that an influencer posted in return for compensation, which can be monetary or take the form of products or vouchers.

Pinterest is a social media platform that is built on the idea of pinboards. Users can create boards on specific topics and pin visual content such as pictures or infographics on these boards. The pins provide information and also include a link to the underlying media, such as a blog post or video. Pinterest is a great traffic source.

Pitch

A pitch is the process of convincing someone to do a collaboration. For example, an influencer can pitch to a brand or a brand can pitch to an influencer. During the pitch, the pitching party needs to provide arguments on why a collaboration or cooperation might be mutually beneficial. Creating a convincing pitch is a crucial part of the outreach process.

Podcast

A podcast is audio content that is delivered on a regular basis around a particular topic. Podcasts are often recorded by industry experts and are often combined with social media content.

Product Test

A Product Test is a crucial part of authentic influencer marketing campaigns. Brands are sending their products to influencers so that they can test them and create authentic content around the product and the test. It is crucial that the influencer is not restricted in what they can say. Best practice is to provide the influencers with certain key features that need to be included in the test.

Public Relations (PR)

Public relations describes a strategic communication role. The main goal of public relations is to manage the communications around a brand, and PR companies will ever since have leveraged influencer marketing to reach the target audience with a certain message.

R

Reach

The Reach of an influencer is the combined number of followers an influencer has. Therefore, reach defines the potential audience size an influencer can reach with the message.

Return On Investment (ROI)

Return on investment is the return per invested amount. It is a metric of measuring the success of a marketing campaign. In Influencer Marketing, ROI can be measured in multiple ways.

Repost

Repost describes the action of sharing the content of another person on its own social media channels. Influencer-generated content is often reposted regularly. Brands use the tactic of reposting influencer-generated content on their own social media channels, in newsletters, or on their blog pages, to benefit from the engaging influencer-generated content and to personalize their brand.

Retweet

A Retweet describes the action of someone sharing a Twitter post.

S

SaaS Platform

A SaaS Platform is a Software as a Service platform. For example, Fourstarzz Media has built a SaaS Influencer Marketing Platform.

Sales Funnel

A Sales Funnel describes the path of a consumer from first awareness until final purchasing decision. In general, it can be said that the higher the price or the more complex of a product, the longer the sales funnel. Influencer Marketing is a great way to optimize the touch points along the sales funnel.

Search Engine Optimization (SEO)

Search Engine Optimization (SEO) is the tactic of optimizing your website’s content in a way that it is easily found on search engines like Google or Bing. As potential customers are looking for certain key words on search engines, SEO involves the practice of creating content that includes these keywords. Additionally, it involves the tactic of being considered relevant to this keyword. Brands can do that by working together with relevant influencers or websites in that specific niche. Influencer Marketing has been proven to be very successful in optimizing the SEO strategy of companies.

Search Engine Marketing (SEM)

Search Engine Marketing (SEM) is the tactic of paying for a higher position in the search results of a search engine.

A share is a form of engagement used on Facebook, YouTube or blog post. A follower can share the content of an influencer on their own social channels.

Snapchat

Snapchat is a social media platform focused on short-lived video content.

Snapchat Marketing

Snapchat Marketing is the tactic of marketing a product or service to an audience on Snapchat. Involving influencers on Snapchat is a best practice.

Social Media

Social Media is the collective word for all content which is shared on blogs or social media platforms

Social Media Platform (SMP)

A Social Media Platform is an online platform built for users to socialize and connect with others. Some examples of Social Media Platforms are Facebook, Instagram, Youtube, Pinterest and Twitter.

Social Proof

Social Proof can be defined as a recommendation or showcase to other consumers that the product is worth it. Customer reviews are a social proof, especially if done by an expert or key opinion leader such as an influencer. Influencer Marketing is a great way to generate social proof. By letting influencers review products they generate content and show the product in an organic way in use. This content can then be re-purposed on the social channels of the brand or the website.

Subscriber

A Subscriber is a person who follows a YouTuber.

T

A tag links to other social media users (people or brands) on a post. Tags are typically done by using the @ symbol. Influencers use tags to introduce brands to their audience. By clicking on the tag, the users then go to the brand's social media profile.

Tag

A talent manager is a person who is representing typical celebrities or macro influencers. The talent manager helps the influencers with all business relations, ensuring that they have the time to concentrate on what they do best – create content.

Talent Manager

Target Audience

The target audience is the perfect client a brand wants to activate or reach with a specific marketing campaign. For the success of an influencer marketing campaign it is important to match the influencer's audience with the target audience

Tracking Links

A tracking link or a trackable link is used to measure success in digital marketing campaigns. With the help of a tracking link you can measure how many people clicked. If set up correctly (i.e. UTM parameters) brands can measure not only clicks but also sales with the help of tracking links.

Transparency

Transparency is a key factor in Influencer Marketing. It refers to the fact that influencers need to disclose a paid partnership. Influencers have to disclose this by mentioning it clearly at the beginning of any post.

U

User

Users are the clients of a software or SaaS influencer marketing platform.

User-Generated Content (UGC)

User-Generated Content is content created and later shared by users and customers. Influencers can encourage their followers to generate user-generated content. Best practice is to launch a contest in which participants create content and tag it with a specific hashtag.

User Interface (UI)

A User Interface is the front end of the software, and the part that the user interacts with. The back end, in contrast, is all the algorithms, databases, etc. which ensure that all actions taken on the front end by the user are performed correctly and show the right results.

Unboxing Video

An Unboxing Video is a typical format in influencer marketing in which a YouTuber receives a product and creates an explanatory video around the product. Normally, the unboxing involves a deeper explanation of what is being delivered, how it has been delivered, and how the product needs to be prepared for its first use.

Unique Visitor (UV)

Unique Visitor is a metric to define how many unique individuals have been on a website.

V

Views

Views is a synonym of impression, but especially used for video content on Facebook, YouTube, or Instagram.

Viral

If a piece of content goes viral, then it has been seen by a great number of people in a very short period of time. Influencer-generated content has a higher probability of going viral due to the number of followers influencers tend to accumulate.

Viral Marketing (VM)

Viral Marketing is a marketing strategy of creating content that could go viral. It involves analytics to understand what videos or posts went viral in the past, and to create similar content.

W

Webinar

A webinar is an online meeting or online presentation that provides a deeper explanation of a certain topic. Most often, a webinar is performed by an industry expert who shares knowledge and best practices.

Word-Of-Mouth Marketing

Word-Of-Mouth Marketing is probably the most successful marketing strategy in human history. It relates to people talking about a certain product and sharing their opinion. As people are heavily influenced by recommendations from other people, word-of-mouth marketing is a very effective marketing tactic. Influencer Marketing can be described as word-of-mouth marketing at scale, as influencers are testing and recommending products to their audience.

Y

Youtube

YouTube is a social media platform to watch and share video content. YouTube is owned by Google and is one of the most used search engines. YouTube is a key platform in regards to influencer marketing.

YouTube Influencer

A YouTube Influencer or Youtuber is a person who creates regular video content and shares it on their own Youtube Channel.

YouTube Influencer Marketing

Youtube Influencer Marketing refers to the marketing tactic of collaborating with content creators on Youtube.

Youtube Pre-Roll Ads

Youtube Pre-Roll Ads are paid advertising videos a user has to watch before they can see the real youtube video.