Influencer marketing glossary
The key terms and metrics from campaign planning, creator selection and reporting, explained briefly and with examples.
Performance & KPIs
- Cost per engagement (CPE)Cost per engagement shows what a single interaction such as a like or comment cost on average.
- Cost per view (CPV)Cost per view shows what a single view of a video cost on average.
- CPMThe cost per mille (CPM) shows what 1,000 contacts reached by a post or campaign cost.
- Earned media value (EMV)Earned media value estimates what a campaign's reach would have cost if you had bought it as advertising.
- Engagement rateThe engagement rate shows how many likes and comments a post gets relative to the channel's followers.
- Interaction rateThe interaction rate shows how many likes and comments a post gets relative to its views.
- Reach and impressionsReach counts how many different people saw a piece of content. Impressions count how often it was displayed in total.
- ROASReturn on ad spend (ROAS) relates a campaign's attributed revenue to its cost.
- ROIReturn on investment (ROI) shows how much profit a campaign made relative to its cost.
Campaign management
- Ad disclosureAd disclosure makes it clear that a post is advertising, for example with “Werbung” or “Anzeige” in Germany.
- AttributionAttribution assigns sales, sign-ups or other goals to the campaigns and creators that triggered them.
- Branded contentBranded content is content that a creator publishes on behalf of or together with a brand.
- Influencer briefingAn influencer briefing tells creators what a collaboration should achieve, which content is expected and which requirements apply.
- Influencer giveawayIn a giveaway, a creator raffles off products, often in exchange for a follow, a like or a comment.
Creator evaluation
- Audience demographicsAudience demographics describe who follows a channel, for example by age, gender and location.
- Brand fitBrand fit describes how well a creator's content, tone and audience match a brand.
- Brand safetyBrand safety describes whether a creator's content poses a risk to a brand's image.
- Fake followersFake followers are bought or automated accounts that follow a channel without being interested in its content.
- Lookalike creatorsLookalikes are channels that resemble a specific creator in content and audience.
- Media kitA media kit is a creator's data sheet with followers, reach, engagement, audience and often prices.
- Micro-influencersMicro-influencers are creators with 10,000 to 100,000 followers and an often closely connected, topic-focused community.
- Nano-influencersNano-influencers are creators with fewer than 10,000 followers.
Check creators before you book
With Nindo you see views, engagement and audience for every creator at a glance. You no longer wait for media kit screenshots and plan your campaign with real numbers.
Request a demo
