Beginning as a social media influencer and content creator has lots of challenges. We’ve provided an Influencer Marketing Glossary in a series of posts to help ease the overwhelming terminology!
Activation
When a brand chooses you as the ideal influencer for one of its collaborations, such as content creation or event attendance, that’s activation.
Added Value Post
This is a post or piece of content that you create for a brand without applying extra charges.
Allowlisting
This allows a brand to access an influencer’s advertising permissions on a social media
platform. A brand can then post its ads directly to the influencer’s account.
Always on Campaign
When a brand and influencer develop a long-term partnership of influencer promotion—for instance, continual promotion every week or month–that’s
an “always on” campaign. That contrasts with “one-off” campaigns.
Audience Retention
This refers to how long you “retain” your audience when they watch your video. It’s measured as a percentage of how much of the video users watch on average. Videos with high audience retention rise in the rankings because algorithms recognize that viewers find the content too valuable to stop watching early. In contrast, low audience retention signals that a video doesn’t provide what viewers want.
Brand Awareness
For someone to buy something, they have to know it exists! That’s the goal of brand
awareness campaigns: alerting potential customers to a company’s products or
services.
Broadcast Rights
Brands can’t just use your content however they like without your permission. They can legally run your content on TV when you sell them broadcast rights.
Caption/Copy
The text must accompany influencer marketing content if you want it to rank well; it helps people understand what your content is even about and, in the case of videos, why they should watch it. That includes things like text beneath posts or YouTube video descriptions.
CPM [Cost per 1,000 impressions]
This advertising metric applies to all ads, not just content from influencers. CPM helps brands understand which campaigns give them the most bang for their buck.
CPV [Cost per view]
Much like CPM, this helps brands measure how cost-effective their campaigns are. It describes the cost of each view on a campaign’s video.
Creative Influencer Brief
A brief explains the outline of what a brand wants you to include in the content for its campaign. The brief might consist of precise instructions or just a broad overview, depending on the brand and your relationship with it.
CTA [Call To Action]
A CTA is one of the most straightforward and well-known classics of marketing. It directly asks content consumers to do something. Typical influencer CTAs you’ve probably heard include “Like and subscribe!” and “Click this link to sign up for the newsletter.”