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Plain-language definitions of every term you'll meet in influencer marketing and the creator economy — from UGC and rate cards to CPM, whitelisting, and FTC disclosure.
A brand advocate is an unpaid customer who recommends a brand voluntarily; a brand ambassador is a contracted paid creator promoti…
A performance-based arrangement where a creator earns commission on every sale driven through their unique link or code.…
A specialist UK agency that sources, briefs and contracts beauty creators — cosmetics, skincare, fragrance, K-beauty, men’s groomi…
A creator under a long-term contract to represent a brand — typically 6–12 months, with recurring deliverables and category exclus…
A paid partnership between a brand and a creator where the creator produces content featuring the brand.…
The document a brand sends a creator before content production outlining requirements, do’s, and don’ts.…
A go-to-market approach where content (blog, video, podcast, social) does the lead-generation work that paid ads or outbound sales…
The global market of independent online content creators and the platforms, marketplaces, and brands that pay them.…
A platform-run program that pays creators directly from the platform’s ad revenue — separate from brand partnerships.…
A specific unit of content the creator owes the brand under the booking — e.g. one Instagram Reel, one TikTok video, one carousel …
A third party holds the brand’s payment until the creator delivers approved content — protecting both sides.…
A specialist UK agency that sources, briefs and contracts food, restaurant and pantry-vertical creators on behalf of brands, in ex…
Synonymous with product seeding — sending free product to creators without a posting requirement.…
Influencer marketing management is the operational discipline of running influencer campaigns end-to-end (discovery, contracts, co…
A specialist UK agency that shapes brand-level influencer strategy ahead of execution — messaging architecture, sales-cycle attrib…
Influencer outreach is the brand-side process of identifying, contacting, and negotiating with creators for paid campaigns or gift…
Influencer PR (also: influencer relations) is the brand-side discipline of cultivating relationships with creators as media and cu…
A PR-framed specialist agency that runs long-form creator relationship management — ongoing nurture, PR-package programmes, ambass…
Key Opinion Leader management: the brand-side discipline of cultivating long-term relationships with creators who hold sustained c…
A creator’s portfolio document showing audience demographics, past campaigns, content style, and pricing.…
Running paid social ads using a creator’s content as the ad creative — usually under the brand’s ad account.…
A PR package (also called a PR box) is product plus branded packaging plus a short personalised note that a brand sends a creator …
Sending free product to creators in the hope (but not contractual obligation) that they’ll post about it.…
Product seeding is when a brand sends free product to creators with no contract obligation, hoping for organic content in return.…
A single piece of content posted by a creator that has been paid for — directly or in-kind — by a brand.…
A specialist UK agency that sources, briefs and contracts sports creators — athletes, fan-creators, fantasy-league commentators, s…
Risk categories a brand faces in creator campaigns: regulatory (ASA/FTC/AGCom non-disclosure), reputational, commercial (fake-foll…
The legal requirement to clearly disclose any material connection between a creator and a brand in promotional content.…
Instagram’s and Meta’s native disclosure label for sponsored creator content — both the regulatory disclosure and the platform fea…
Social media etiquette is the set of norms governing how creators, brands, and users behave on public social platforms — disclosur…
The legal terms governing how, where, and for how long a brand may use content produced by a creator.…
The practice of a creator granting a brand permission to run paid ads from the creator’s own social media handle.…
Cost per acquisition: the cost a brand pays to acquire one customer through a content creator referral (sale, signup, or lead). Br…
The percentage of a creator’s followers who interact (like, comment, share, save) with a typical post.…
The total number of times a piece of content appeared on screen, including repeated views by the same user.…
The specific, measurable metric a campaign is being judged against — reach, engagement, sales, app installs, etc.…
The number of unique users who see a post through unpaid distribution — the algorithm’s native feed, not boosted ads.…
The frequency a creator publishes new content — daily, weekly, or multiple times per day. Brand vetting signal: cadence-collapse p…
The number of unique users who saw a piece of content at least once during the measurement period.…
The ratio of revenue generated by a campaign to the campaign’s total cost.…
The cost paid per click on a tracked link in a creator post — a conversion-focused pricing metric.…
The cost per like, comment, share, or save on a creator post — the engagement-focused complement to CPM.…
The cost per 1,000 impressions — the standard reach pricing metric in influencer marketing and paid media.…
Pay-per-click (PPC) is a digital advertising pricing model where the advertiser pays a fee each time their ad is clicked, rather t…
A creator’s published list of services and prices — typically per platform, content type, and deliverable count.…
A creator with 100,000 to 1 million followers — high reach, more polished content, costs an order of magnitude more than micros.…
A creator with roughly 10,000 to 100,000 followers — small enough to maintain high engagement, large enough to drive measurable ca…
A creator with under 10,000 followers — typically the highest engagement rate per follower and the most affordable to work with.…