20 Definitions To Include On Your Influencer Marketing Glossary
Influencer marketing has been the gateway to the advertising and marketing industry for many people. One of the most difficult hurdles facing newbies is the number of acronyms, and terms that marketers use to refer to industry-specific tactics. Every day it seems there’s a new one to add to the list.
We’ve put together this handy glossary of commonly used influencer marketing terms. Print it out, pin it next to your desk, add to it yourself!
Acorn Influencer Marketing Glossary
Influencers promote the brand’s message to their audience using content channels such as blogs, websites and social media. The goal when amplifying is to reach consumers who may have not heard of the product, or brand before, through content shared by influencers in the campaign.
2. Brand Advocate
A person who genuinely recommends a brand to their network without having to be compensated for their opinion. Authentic advocates are often hired as influencers because their authentic affinity better promotes a brand during a campaign.
3. Client Alignment
Not all influencers meet the needs of brands. We check whether the content they publish would suit the kind of content our clients look for. This might mean selecting influencers who exclusively publish food and recipe content, or reach a niche audience.
An action that shows a person reacted to the content: clicks, shares, comments, and downloads fall into this category.
5. Evergreen Content
Evergreen content is defined by its long-lasting value to readers. The content remains highly relevant over a long period of time and ranks highly in search engines like Google and Bing. Content created by influencers has a good chance of becoming evergreen because it’s authentic and relevant to their followers.
Impressions are the number of times your content is delivered to someone’s feed. Your follower doesn’t have to engage with the content for it to count as an impression. It gets even more complicated when that follower can count as multiple impressions. For example, if someone shares your post, and that person has a follower in common with you, that counts as two impressions, even though it’s the same content.
A person who can persuade a group of people to perform an action, thanks to a greater than average ability to communicate with a large audience, on niche topics, and with attractive content.
8. Influencer Marketing Campaign
A set of marketing activities led and organized by the brand and/or an expert marketing agency and conducted for a limited amount of time. The activities involve recruiting influencers, publishing content about a brand or product, sharing that content with the influencer’s audience, and measuring its success in drawing engagement and purchases.
9. Influencer Compensation
Influencers are always rewarded for their participation in a campaign. Most of the time this reward is a sum of money agreed upon with a contract before the campaign begins. Sometimes influencers are rewarded with free products, coupons, or other “in-kind” payment.
10. Influencer-Generated Content
Content created exclusively by the influencer. This could be photos, blog posts, social media posts, videos, live videos etc.
11. Influencer Identification
Selecting influencers for a campaign or network who are best equipped to reach the brand’s target audience. Influencer identification tools use algorithms to filter through data such as influencer audience size, social network usage, engagement history, content quality and more.
12. Influencer Marketing
Influencer marketing uses individuals with a sizable audience to promote your brand’s message through authentic and compelling content. The individuals have influence over potential buyers and work with brands to create content that markets a product, or service, without being disruptive.
13. Influencer Network
An influencer network is made up of a number of bloggers and social media advocates who fit certain requirements set by an influencer agency and/or brands. These prerequisites might include one or more of the following:
- Having a minimum number of followers on social media
- Being skilled in producing engaging content and high resolution photography
- Deep knowledge in a specific industry or category (fashion, food, parenting etc)
- Generating engagement on content through likes, and shares
14. Generation Z
Born between the years 1998 and the present, Generation Z are the first post-millennial generation who grew up with mobile technology and social media. In 2017 this puts them in the 0-18 year old age bracket.
Maximum impact for an Instagram influencer is an audience size within the 10,000 to 100,000 range. (Digiday) This is who we define as micro-influencers. The term micro-influencers came about to distinguish those who drive high content engagement but do not count millions of people within their audience.
A generation of people born between the years 1981 and 1997 are commonly referred to as millennials due to their growing up and reaching adulthood in the new millennium.
The reach of an influencer is measured to see how many people the influencer is potentially reaching with their posts. We calculate this by multiplying the number of posts by how many followers see it, and then adding the number of followers who shared the content with their own audience.
18. Referral Traffic
Using Google Analytics to measure website traffic, marketers can analyze where visitors are coming from, so that you can double your exposure in the next campaign. The three measurable categories for referral traffic include Direct, Search & Referred.
19. Repurposed Content
Content produced by influencers during a campaign can be used again by the brand in digital ads, print media, in-store promotional material or even in television ads.
20. Sponsored Content
If an influencer gets compensated for content, whether it be as long as a blog post, or as short as a tweet, then it is considered to be paid (sponsored) content.