Advocate vs Ambassador
A brand advocate is an unpaid customer who recommends a brand voluntarily; a brand ambassador is a contracted paid creator promoti…
Influencer Marketing Glossar
Klare Definitionen der Begriffe aus Influencer-Marketing und Creator Economy — von UGC und Honoraren bis CPM, Whitelisting und UWG-Kennzeichnungspflicht.
Workflow & Operations
Affiliate Marketing
A performance-based arrangement where a creator earns commission on every sale driven through their unique link or code.…
Beauty Influencer Agency
A specialist UK agency that sources, briefs and contracts beauty creators — cosmetics, skincare, fragrance, K-beauty, men’s groomi…
Brand Ambassador
A creator under a long-term contract to represent a brand — typically 6–12 months, with recurring deliverables and category exclus…
Brand Deal
A paid partnership between a brand and a creator where the creator produces content featuring the brand.…
Briefing
The document a brand sends a creator before content production outlining requirements, do’s, and don’ts.…
Content-Led Marketing
A go-to-market approach where content (blog, video, podcast, social) does the lead-generation work that paid ads or outbound sales…
Creator Economy
The global market of independent online content creators and the platforms, marketplaces, and brands that pay them.…
Creator Fund
A platform-run program that pays creators directly from the platform’s ad revenue — separate from brand partnerships.…
Deliverable
A specific unit of content the creator owes the brand under the booking — e.g. one Instagram Reel, one TikTok video, one carousel …
Escrow
A third party holds the brand’s payment until the creator delivers approved content — protecting both sides.…
Food Influencer Agency
A specialist UK agency that sources, briefs and contracts food, restaurant and pantry-vertical creators on behalf of brands, in ex…
Gifting
Synonymous with product seeding — sending free product to creators without a posting requirement.…
Influencer
An influencer is a content creator with an engaged, trusting audience whom brands pay to publish sponsored content — the brand buy…
Influencer CRM
An influencer CRM is software that brands use to manage creator relationships end to end — storing contacts and media kits, tracki…
Influencer Mapping
Influencer mapping is the process of identifying, categorising, and organising the creators relevant to a brand or category — sort…
Influencer Marketing Management
Influencer marketing management is the operational discipline of running influencer campaigns end-to-end (discovery, contracts, co…
Influencer Marketing Strategy Agency
A specialist UK agency that shapes brand-level influencer strategy ahead of execution — messaging architecture, sales-cycle attrib…
Influencer Outreach Explained
Influencer outreach is the brand-side process of identifying, contacting, and negotiating with creators for paid campaigns or gift…
Influencer PR (Influencer Relations)
Influencer PR (also: influencer relations) is the brand-side discipline of cultivating relationships with creators as media and cu…
Influencer Relations Agency
A PR-framed specialist agency that runs long-form creator relationship management — ongoing nurture, PR-package programmes, ambass…
KOL Management
Key Opinion Leader management: the brand-side discipline of cultivating long-term relationships with creators who hold sustained c…
Media Kit
A creator’s portfolio document showing audience demographics, past campaigns, content style, and pricing.…
Paid Amplification
Running paid social ads using a creator’s content as the ad creative — usually under the brand’s ad account.…
PR Package
A PR package (also called a PR box) is product plus branded packaging plus a short personalised note that a brand sends a creator …
Product Seeding
Sending free product to creators in the hope (but not contractual obligation) that they’ll post about it.…
Product Seeding Explained
Product seeding is when a brand sends free product to creators with no contract obligation, hoping for organic content in return.…
Sponsored Post
A single piece of content posted by a creator that has been paid for — directly or in-kind — by a brand.…
Sports Influencer Marketing Agency
A specialist UK agency that sources, briefs and contracts sports creators — athletes, fan-creators, fantasy-league commentators, s…
Compliance & Recht
Brand Risks (Creator Campaigns)
Risk categories a brand faces in creator campaigns: regulatory (ASA/FTC/AGCom non-disclosure), reputational, commercial (fake-foll…
Brand Safety
Brand safety is the set of practices that keep a brand’s advertising and creator partnerships from appearing alongside harmful, of…
FTC Disclosure
The legal requirement to clearly disclose any material connection between a creator and a brand in promotional content.…
Paid Partnership
Instagram’s and Meta’s native disclosure label for sponsored creator content — both the regulatory disclosure and the platform fea…
Social Media Etiquette
Social media etiquette is the set of norms governing how creators, brands, and users behave on public social platforms — disclosur…
Usage Rights
The legal terms governing how, where, and for how long a brand may use content produced by a creator.…
Whitelisting
The practice of a creator granting a brand permission to run paid ads from the creator’s own social media handle.…
Metriken & Analyse
CPA for Content Creators
Cost per acquisition: the cost a brand pays to acquire one customer through a content creator referral (sale, signup, or lead). Br…
Engagement Rate
The percentage of a creator’s followers who interact (like, comment, share, save) with a typical post.…
Impressions
The total number of times a piece of content appeared on screen, including repeated views by the same user.…
Influencer Marketing Dashboard
An influencer marketing dashboard is a single reporting interface that pulls a creator campaign’s KPIs into one real-time view (re…
Influencer Marketing KPIs
Influencer marketing KPIs are the measurable metrics brands use to judge whether a creator campaign worked — spanning reach and en…
KPI (Key Performance Indicator)
The specific, measurable metric a campaign is being judged against — reach, engagement, sales, app installs, etc.…
Organic Reach
The number of unique users who see a post through unpaid distribution (the algorithm’s native feed), not boosted ads.…
Posting Cadence
The frequency a creator publishes new content — daily, weekly, or multiple times per day. Brand vetting signal: cadence-collapse p…
Reach
The number of unique users who saw a piece of content at least once during the measurement period.…
ROI (Return on Investment)
The ratio of revenue generated by a campaign to the campaign’s total cost.…
Honorare & Vergütung
CPC (Cost per Click)
The cost paid per click on a tracked link in a creator post — a conversion-focused pricing metric.…
CPE (Cost per Engagement)
The cost per like, comment, share, or save on a creator post — the engagement-focused complement to CPM.…
CPM (Cost per Mille)
The cost per 1,000 impressions — the standard reach pricing metric in influencer marketing and paid media.…
Pay-per-click (PPC)
Pay-per-click (PPC) is a digital advertising pricing model where the advertiser pays a fee each time their ad is clicked, rather t…
Rate Card
A creator’s published list of services and prices — typically per platform, content type, and deliverable count.…
Audience-Größen
Macro-Influencer
A creator with 100,000 to 1 million followers — high reach, more polished content, costs an order of magnitude more than micros.…
Micro-Influencer
A creator with roughly 10,000 to 100,000 followers — small enough to maintain high engagement, large enough to drive measurable ca…
Nano-Influencer
A creator with under 10,000 followers — typically the highest engagement rate per follower and the most affordable to work with.…