Influencer Marketing ABC: Your A-Z Terms Guide

A

• Advertising Disclosure: Also known as Ad Disclosure, is the legal requirement for influencers to clearly label paid or commercial content as advertising on platforms like Instagram, TikTok, or YouTube to ensure transparency with their audience. In almost all countries within Europe as well as in the US, authorities require a clear indication of advertisement. In most cases it needs to be the first word of a caption or clearly indicated in clips. It is important to write that indication in the local language to ensure that no consumer is potentially deceived.

• Affiliate marketing: A cooperation in which creators or influencers receive commissions for sales or clicks via special links or codes. This is often used on Instagram, YouTube and blogs to achieve measurable results. With the advent of TikTok Shop, TikTokers are also increasingly participating directly in sales or profits depending on their performance.

• Algorithm: The often secret formula behind the feed. The algorithm determines what becomes visible and what disappears into nirvana. If you understand patterns, you can place content strategically and increase the likelihood of it going viral. Among other things, a strong hook that prevents people from simply scrolling further is essential to survive online. Shock at the beginning, be exciting, entice with important information right at the start. Fast, dynamic cuts are also an important part of exciting content.

• Always-on campaigns: Permanent presence instead of short-term hype with one or two big campaigns are relevant for all brands that want to be seen online permanently and thus increase the chance of actually increasing sales. Influencer marketing is more of a marathon and matching for a wedding, rather than a sprint with several one-night stands. We have compiled more information for successful campaigns here.

• Audience: The community of followers, their demographics, interests and behavior determine success. Therefore, get to know them and analyze the respective target groups of your selected creators before working together. IROIN® by Stellar Tech supports you with clear data on Instagram, TikTok, Twitch and YouTube so that you can quickly and effectively find the right influencers and analyze their profiles.

• Authenticity: The centerpiece. Without honest content, even the greatest reach loses its impact and fizzles out because users do not perceive the content correctly. Important: Authenticity does not mean that posts should not be staged, planned or edited. It is often much more about reaching the community at eye level and taking their needs seriously.

• Awareness: The first step in the marketing funnel, which is about drawing the attention of the target group to a brand or product. Influencer campaigns, for example, use the organic reach of the creators to increase brand awareness, e.g. through viral TikToks or Instagram Reels, or YouTube clips.

B

• Brand advocates: Customers or fans who voluntarily advertise - without a contract or incentives - but with heart and genuine enthusiasm. This is often an absolute win for brands, as examples such as dm or More Nutrition show.

• Brand alignment: Do creators really fit the brand? It is important to ask yourself this question before entering into a cooperation, instead of putting on a tight corset so that it somehow fits. Reach and target group affinity are important. Nevertheless, a partner simply has to fit the image or the brand essence.

• Brand ambassador: Long-term influencer partnerships in which the creator actually becomes the brand voice. As a rule, these are already established VIPs or celebrities in the broader sense, but also large macro or mega influencers such as one of the Kardashian family members.

• Brand lift: The measurable image gain after a campaign, often measured by sentiment analysis, which measures the mood in comments, or a very clear measurement through surveys of how much a brand has become better known. One indicator of increased resonance online can be the more frequent mention of a brand. Our Holy Trinity of Creator Search allows you to do just that with Feature Relations - find out more here.

• Brief: A document that, in the best case, clearly states in one or two pages what storyline is expected for a campaign, what the gos and no-gos are and what the rough framework might look like. However, a brief is not a script or screenplay and must give creators enough freedom so that they can work optimally for a brand. This avoids scandals, shitstorms and reduces the effort required for content approvals. We have put together a few useful tips and a brief template for you here.

• Buy-outs: Buy-outs in influencer marketing refer to a one-off payment to an influencer to acquire the partial or full rights to use the content created, such as photos, videos or posts. This allows brands to use the content indefinitely for their own advertising purposes, e.g. on websites or in ads, without paying additional fees. Buy-outs are often more expensive than standard collaborations, as they guarantee exclusivity and long-term use, and are specified in detail in contracts.

C

• Celebrity influencer: Large following in the millions and often present outside of social networks. Caution: However, celebrities do not necessarily have a high reach and the community is often reluctant to accept advertising. They are therefore suitable for a larger multimedia bang, but are less likely to be strong sales drivers due to the frequent lack of proximity to the community.

• Co-creation: Joint production of content between brands and influencers for maximum authenticity and often also time and cost savings due to the asynchronous and decentralized organization. Tip: On Instagram in particular, it is possible to set up reels and posts as a co-author so that a post can appear in the creator's feed as well as the brand's.

• Content creator: In recent years, this term has become established as a neutral term for different types of creators. Influencer is increasingly tainted with negative connotations and does not quite apply to many in the industry. However, it is also a collective term that encompasses classic influencers of various sizes, but also includes creators. They often have less organic reach, but have strong storytelling skills. Some therefore also call them talents or artists. Another specialization is the UGC Creator. This type of creator primarily creates content that is then used for advertising and usually does not have to perform organically, but should be as approachable as possible.

• Consideration: This goes beyond awareness. For example, potential buyers check whether the product or brand is relevant to them. Influencers promote consideration through authentic content such as tutorials or reviews that build trust and interest.

• Content Graph: The content graph analyzes the interests and preferences of users based on their consumption behavior, such as videos viewed, posts saved or search terms, and is in contrast to the social graph, which is based on social connections. On platforms such as TikTok, Instagram (especially in the Explore area) or YouTube, the content graph can be found in algorithmically curated feeds that deliver content according to relevance for the user, e.g. reels or "For you" videos. The trend is clearly moving towards the content graph as platforms use data-driven algorithms to maximize engagement by presenting content independently of social relationships.
• Conversion: It is the final step in which the target group performs an action, e.g. a purchase or a registration. Influencers drive conversions through clear call-to-actions, affiliate links or discount codes in posts or stories.
• CPA: Cost per action indicates the cost per desired action, such as purchase, registration or download, in an influencer campaign, e.g. through promo codes or affiliate links on TikTok or Instagram. This KPI is central to performance marketing as it directly evaluates the efficiency of conversions.

• CPC: The cost per click is the cost a brand pays per click on a link or ad in an influencer campaign, e.g. on affiliate links or sponsored posts on Instagram, TikTok or YouTube. This KPI measures the efficiency of paid advertising efforts by dividing the total cost by the number of clicks and is particularly relevant for campaigns with conversion goals such as website visits or purchases.
• CPM: known in German as TKP (Tausend-Kontakt-Preis), refers to the cost per 1,000 impressions. This KPI is used to evaluate the cost efficiency of campaigns, whereby the aim is usually to achieve as low a value as possible. With our free IROIN® Calculator, you can easily calculate the costs for your desired content using a CPM.
• Creator economy: The creator economy comprises the ecosystem of content creators who generate income from collaborations, monetization or fan support through platforms such as Instagram, TikTok or YouTube. It drives innovations such as UGC, virtual influencers and new monetization models such as TikTok Shop or YouTube Memberships. But also the founding of companies and brands that can be a stable pillar for revenue.

• Cross-platform: In influencer and social media marketing, this means that campaigns are used on multiple channels. This involves coordinating and adapting the content or message for TikTok, Instagram, YouTube or Twitch. It is often advisable to book creators who work natively on one platform instead of using one person for all networks. We have more information about cross-platform campaigns for you here.

• CTA (Call to Action): The clear request to buy something directly. In the past, this was classically associated with the Instagram swipe-up. Nowadays, there are different types of links, although it is always advisable for a creator to actively call for action.

D

• Dark post: A dark post is a sponsored ad on platforms such as Instagram or TikTok that does not appear publicly in the advertiser's profile or feed, but is only displayed to a specifically selected target group. On Instagram, such "unpublished ads" are placed via the Meta Ads Manager as reels, stories or feed posts, based on demographics or interests, without affecting the organic feed. On TikTok, often known as "Spark Ads", an influencer creates a video, enables the "Show as Ad Only" option, and shares an authorization code that brands use in TikTok Ads Manager to target the ad. Dark posts are ideal for discreet, data-driven campaigns as they enable precise targeting without changing the public appearance.

• Discovery Reports: They provide precise statistics on the demographics of Creatorn's community, including age, gender, location (country and city) and interests. With these data-driven analytics, accessible via the IROIN® Influencer Marketing Suite or Chrome Extension, brands can verify the authenticity and reach of creators on Instagram, TikTok and YouTube. This allows them to minimize wastage by targeting influencers with the right target demographics

E

• Earned Media Value (EMV): It measures the monetary value of the unpaid visibility a brand receives through influencer campaigns, such as organic shares, mentions or viral content on platforms like Instagram or TikTok. As a key ROI tool, EMV helps to quantify the value of reach and engagement compared to paid advertising. For example, a viral reel that generates thousands of views could have a high EMV, underlining the effectiveness of the campaign. This is a metric from the PR world, so exact benchmarks will vary from company to company. S

• Engagement rate: The engagement rate is still one of the most important KPIs in influencer marketing and measures the ratio of interactions - such as likes, comments, shares and saves - to the reach or number of followers of a post. It shows how strongly a target group interacts with an influencer's content.

• Exclusivity: A creator is sure to only work with one brand per industry, for example only with a cosmetics or fitness company. This exclusive partnership ensures stronger brand loyalty and authenticity, but drives up costs considerably, as influencers demand higher fees in order to forego other collaborations in the same industry. Such agreements are particularly common with macro or mega influencers to avoid competitive campaigns. An appropriate and binding time limit should be clearly stated in the contract.

F

• Fake followers : Fake followers are purchased, inactive or automated accounts that artificially increase the number of followers of an influencer without delivering real interactions. These include bots with generic comments (e.g. "Nice!"), mass followers (profiles with few posts that are followed by many) or inactive users with no activity. To identify them, we analyze audience demographics, engagement patterns and follower growth curves to identify unnatural jumps, low interactions or suspicious profiles so that brands can select authentic influencers with real reach.

• Follower growth: Is the growth of an influencer's follower count over a period of time, often measured in weeks, months or years. It shows how quickly an influencer is gaining reach and is influenced by organic interactions, viral content or targeted marketing strategies. Steady, natural growth is a good sign of stable growth. A sudden increase or decrease should be analyzed critically, as it can be an indicator of manipulation through the purchase of followers or competitions.

G

• Giveaways: A popular tool where influencers give away prizes (e.g. products, vouchers or trips) to generate likes, follows, shares or comments, promising rapid growth in reach and follower numbers. Types include simple "Like & Follow" competitions, "Tag-a-Friend" campaigns, story interactions (e.g. quiz answers) or more complex challenges in which users create their own content. Despite their potential for viral distribution, they are often considered negative as they attract many fake fans who are only interested in the prize and not in the brand or the influencer. As a result, the engagement rate remains low and advertising messages rarely reach a loyal, relevant target group, which limits the effectiveness of campaigns.

I

• Image Authenticity Disclosure: Image Authenticity Disclosure refers to the legal requirement to indicate whether images or videos have been edited (e.g., using filters, Photoshop, or AI tools) to ensure transparency about their authenticity, particularly in influencer marketing. This is critical to avoid misleading consumers about appearances or product performance. Most countries, like the UK, USa or Germany, lack specific laws for edited images but may address misleading edits. France and Norway lead in mandating explicit disclosures, influencing global trends toward transparency in visual content:
  
  
  • France: Since 2017, the Public Health Code (Article L2133-2) mandates that commercial photos with digitally altered body appearances (e.g., slimmed waists) must include a visible label like “Photographie retouchée” (retouched photograph). Non-compliance can lead to fines up to €37,500 or 30% of ad spend. This applies to platforms like Instagram or TikTok.
  • Norway: The Marketing Control Act was amended in 2022 to require influencers to label edited images in ads (e.g., altered body shapes or faces) with a standardized disclosure like “#retusjert” (retouched). The Norwegian Consumer Authority enforces this, with fines for violations to prevent deceptive beauty standards.

• Impressions: They refer to the total number of views of a piece of content, such as posts, reels, stories or videos on platforms such as Instagram, TikTok or YouTube, including multiple views by the same user. Terms such as "views" (often on TikTok and YouTube) or "plays" are used interchangeably. Impressions measure how many times a piece of content has been viewed, regardless of whether a user sees it multiple times, and are crucial for assessing the visibility and frequency of content views in influencer campaigns.

K

• KPIs (Key Performance Indicators): Key figures or measurable targets that evaluate the success of activities, such as engagement rate, reach, conversions, clicks or earned media value (EMV). They help brands to analyze the effectiveness of content on platforms such as Instagram or TikTok and to optimize campaigns. For example, the engagement rate measures interactions (likes, comments, shares, saves) in relation to reach, while conversions show how many users perform a desired action (e.g. purchase or registration). The selection of relevant KPIs depends on the campaign goals, be it brand awareness, customer loyalty or direct sales.

M

• Macro influencers: They have over 100,000 followers and are ideal for achieving a wide reach on platforms such as Instagram, TikTok or YouTube. They appeal to broad target groups and are suitable for campaigns aimed at brand awareness, such as product launches or viral trends. However, due to their high visibility, they demand higher fees and their engagement rate can be lower than that of smaller influencers.

• Media kit: This is effectively the "CV" of an influencer, containing important information such as follower numbers, target group demographics (age, gender, location), engagement rate and successful collaborations. It serves as a basis for brands to decide on collaborations and is often provided as a PDF. A strong media kit highlights the influencer's strengths, e.g. past campaigns on Instagram, YouTube or TikTok, and supports professional negotiations. With UGC Creatorn, it is also a portfolio similar to that of an artist or model.

• Mega Influencers: They have over 1 million followers and are often celebrities, such as actors, musicians or social media stars, with an enormous reach on platforms such as Instagram or YouTube. They are perfect for global campaigns and maximum visibility, but demand very high fees and often have lower engagement rates as their target group is less personally connected. However, their prominence guarantees strong brand awareness.

• Mid tier influencers: They usually have between 100,000 and 500,000 followers and offer a strong balance between reach and credibility. They have an engaged audience and deliver solid performance, especially for campaigns on Instagram or TikTok that are designed to drive both awareness and engagement. Their costs are more moderate than macro influencers, which makes them attractive for medium-sized brands.

• Micro influencers: They have 10,000 to 100,000 followers and are characterized by high engagement and authenticity, often in niches such as fitness, beauty or travel. Their smaller but engaged audience leads to high engagement rates (often 5%+), making them ideal for targeted campaigns on Instagram or TikTok. They are cost-effective and suitable for brands that want to target loyal communities. We have listed here why Miko Influencers should definitely be booked more.

N

• Nano influencers: They have fewer than 10,000 followers and are characterized by maximum proximity to their target group, which guarantees minimal wastage in campaigns on platforms such as Instagram or TikTok. Their small but loyal community trusts their recommendations, which leads to high engagement rates (often over 10%). They are cost-effective and ideal for local or highly targeted campaigns, such as the promotion of niche products or regional services. However, their content is usually not of particularly high quality and not yet professionally visualized.

• Niche influencers: They are experts in specific areas such as food, finance, gaming or sustainability and appeal to a clearly defined target group. Regardless of their number of followers (from nano to macro), they offer high credibility and relevance, as their content on platforms such as YouTube, Instagram or TikTok serves specific interests. They are perfect for brands that want to address precise target groups, as their expertise and authenticity encourage strong loyalty and engagement.

O

• Organic reach: The number of unique users who see a piece of content, such as a post, reel or video on platforms like Instagram, TikTok or YouTube, without paid advertising. It results from natural interactions, such as follower engagement or general charisma favored by the algorithm, and is an indicator of the authenticity and relevance of an influencer. In contrast to paid reach, it depends on the quality of the content and the loyalty of the target group, but is often more difficult to plan for - especially with TikTok.

P

• Product placement: A commercial integration of a product or brand into an influencer's content, for example in Instagram reels, TikTok videos or YouTube posts, without appearing like a disruptive commercial. Ideally, it is presented as a natural part of the storyline or lifestyle, e.g. a drink in a vlog or an item of clothing in a post, in order to subtly reach the target group. Such placements must be labeled as advertising in accordance with advertising law to ensure transparency.

• Promo code: A promo code is a trackable discount code that influencers offer to their followers to encourage purchases or promotions and measure the performance of a campaign. Typically shared in posts or stories on Instagram, TikTok or YouTube, it allows brands to directly attribute conversions, e.g. "SAVE20" for a 20% discount. Promo codes are a classic in influencer marketing as they deliver measurable results and encourage the target group to take action.

R

• Reach: This measures the number of unique users who have seen a piece of content, such as a post, reel or video, on platforms such as Instagram, TikTok or YouTube. Unlike impressions, which include multiple views, reach counts each user only once, regardless of how many times they have viewed the content. This metric is key to determining the actual size of the audience reached in influencer campaigns and evaluating the effectiveness of brand awareness.

• ROI: The return on investment measures the total return of an influencer campaign in relation to the costs invested, both financially (e.g. revenue through sales or conversions) and in terms of media (e.g. earned media value through reach and engagement). A positive ROI shows that the benefits exceed the costs.

S

• Seeding: Seeding refers to the free or discounted distribution of products to creators in order to generate organic mentions, reviews or content on platforms such as Instagram, TikTok or YouTube. The aim is to promote awareness and authenticity without direct payment. Seeding is particularly effective with nano- or micro-influencers, but can be risky as the creation of content is not guaranteed and there is little control over how it is presented. It is also possible to simply borrow products, but this should be clearly discussed in advance and set out in a contract.

• Sentiment analysis: Sentiment analysis or social listening is the evaluation of comments, reactions and mentions in influencer campaigns in order to assess the mood of the target group - positive, negative or neutral. Tools analyze terms and emojis in Instagram comments, TikTok reactions or YouTube discussions to understand the perception of a brand. This analysis helps brands to optimize the impact of campaigns and respond to criticism or praise to strengthen brand reputation.

• Social Graph: The social graph describes a user's network of social connections, based on friendships, follower relationships or interactions such as likes and comments, and is in contrast to the content graph, which focuses on content. It is central to organic reach through social networks, but is becoming less important as platforms increasingly prioritize the content graph to reach users with relevant content regardless of connections.

• Social proof: Social proof refers to the psychological effect in which the credibility of a brand increases through the public support or recommendation of influencers, customers or communities. Examples include positive reviews, testimonials or influencer posts on Instagram and TikTok, which create trust. Social proof is crucial for purchasing decisions, as potential customers are more likely to choose products that are positively highlighted by others, especially trusted influencers.

• Spark Ads: Spark Ads are a special form of advertising on TikTok that allows brands to promote organic content from influencers or their own profiles as paid ads to increase targeted reach. The influencer uploads a video, activates the ad function and shares an authorization code that the brand uses in the TikTok Ads Manager to play the video to a defined target group. Spark Ads appear more authentic as they appear like regular content and can also be used as dark posts.

U

• UGC Creators: UGC Creators (User-Generated Content Creators) are influencers or users who create authentic content such as photos, videos or reviews for brands that appear to have been generated by the community. On platforms such as Instagram or TikTok, they produce content that brands can use for advertising, e.g. in ads or on websites. UGC creators are often less expensive than traditional creators and deliver credible content that appeals to the target group and encourages engagement.

V

• Virtual influencers: Virtual or AI influencers are computer-generated, fictitious personalities who act like real influencers on platforms such as Instagram or TikTok, e.g. Lil Miquela or Noonoouri. They are controlled by agencies or brands, offer full control over content and messages and are not affected by personal scandals. Despite high production costs, they are attractive for innovative campaigns, but often have lower engagement because they lack human authenticity.

W

• Watchtime rate: The watchtime rate measures the average amount of time users spend watching a video on platforms such as YouTube, TikTok or Instagram Reels in relation to the total length of the video. It shows how engaging the content is - a high watchtime rate indicates strong viewer loyalty. This metric is crucial for algorithms that promote the reach of videos and helps brands to assess the quality of influencer content.