Influencer Marketing Glossary

Influencer marketing is a very young source of marketing, yet still, a lot of words and terms related to it has evolved. Influencer marketing is particularly an industry with a lot of buzzwords, and words which have almost an identical meaning.

However, the difficult part of mastering the meaning of all the necessary words is that people are using them in the wrong contexts, incorrectly or for the wrong reasons. This, of course, causes confusion within the industry when people can’t agree on a word’s true meaning.

This glossary is divided into two categories:

Basics: These are words every marketer and business owners need to know about.

Evaluation words: When you’ve finished an influencer marketing campaign, you need to evaluate your results. The words brought up are regularly used in results evaluation of influencer marketing.

Influencer marketing glossary (Basics)

Influencer marketing

A form of marketing that focuses on using thought leaders and trusted individuals on social media to spread the message of brands. Instead of targeting the market as a whole, brands use influencer marketing by working only with thought leaders in their own industry.


Having the power to change and affect people’s minds, opinions, actions and thoughts based on your very own opinions and words.


A person that holds the ability described above. Often due to a large following, having a trusted voice or being someone who people look up to.

Social influencer

A social influencer is a person with influence who uses social media as a tool of communication with those who the person has influence over.

 Influencer identification

The art of filtering away the noise, and identifying the influencers who really matter for a brand. This is most often done by brands when they want to find influencers who are a perfect match for the brands and thereby run a targeted campaign with great results.

Shortly described: Finding the most suitable influencers for a brand.


An ambassador is someone who represents a brand and is often one of the public faces for that brand over a period of time. An ambassador is usually someone with influence and someone people look up to, for example, a celebrity or an influencer.

Influencer campaign/influencer marketing campaign

An influencer campaign, or influencer marketing campaign is an influencer marketing strategy put in action and runs over a certain amount of time. A campaign is not only an influencer marketing post, for example, but a campaign also includes everything around it such as strategy, goals and sometimes also evaluation.


A person who publicly speaks positively about your brand.


A micro-influencer is someone with a smaller following than “normal” influencers. While marketers have a hard time agreeing on a certain follower amount that defines a micro-influencer, micro-influencers are often people with a following of 10K-100K followers on any given social platform.

While micro-influencers have a smaller following, they usually tend to have a higher engagement, which means they can generate just as good results as regular influencers can.

Macro influencer

Macro influencers are individuals who have a following of over 100K followers on any given social media platform.


A niche is a specific focus on a particular interest or people with specific characteristics. For example football or bicycle niche.


A call-to-action is what it sounds like. A certain sentence, word, or phrase that tells people to take action and do something. Calls-to-action are often used in marketing, nonetheless, influencer marketing to get people to do something, for example, shop from a store, join a giveaway or sign up to a newsletter. When working with influencer marketing, getting the influencer to also include a clear call-to-action is important for success. If you market a product but then leave the people interested wondering what they should do, you’ll miss out on great opportunities.


A collaboration is a partnership between two parties who through the partnership work together to achieve a common goal.

Target audience

A target audience is the group of people who you want to target, whether it is a brand or influencer. The target audience is the ideal group of people who align with your core values and are most likely to be interested in you and what you have to offer.


Authenticity is often a word spoken about when discussing influencer marketing campaigns. In this context, the authenticity is how trustworthy the recommendation of the influencer is. For example, would the influencer use this product even if they weren’t paid to market it?

If not, the followers of the influencer will easily see through the marketing post, and the influencer will lose credibility and trust as a result.

Influencer marketing glossary (Evaluation)

Brand awareness

Brand awareness is how well people know about your brand, and also how many people know about your brand.

For brands who run influencer marketing campaigns, brand awareness is a common goal, because brand awareness is the first step to getting a conversion.


Click-through-rate, also known as CTR is the measurement of how many people clicked through on a particular link from a page.

CTR is often used as a measuring tool in influencer marketing to see how much interest in your brand the influencer drove, more specifically, traffic to your website.

If you are a brand who sell products online, seeing the click-through-rate of a link from an influencer can be valuable, as not all people who visit your website buys something immediately.

Engagement Rate

The amount of engagements a social media posts receive. On social media, the engagement is usually engagements such as comments, likes, and reposts.


Impressions are the total amount of times people have seen a piece of content. When talking about impressions regarding influencer marketing, it’s a great metric to understand how many people the influencer reaches.

However, the number of impressions should not be confused with impacts, or even that they have read the post. Sometimes, people just scroll past a post without reading it.

Some brands make the mistake of believing that the total likes of a post is the total reach of the post, however, the impression number is often a lot higher.


A backlink is a link pointing to your website that is placed somewhere on the web, and in influencer marketing context, normally on blogs.

One of Google’s website ranking criteria is the number of backlinks a website has, and the value of those links. If you get backlinks from high authority websites, your site will rank better in Google, and in that way get more organic traffic and potential customers.

When you work with high-authority bloggers, you can get a backlink to your website, and get both direct traffic from the influencer’s own website, and also, long-term more traffic from Google as a result of the partnership.


A commission is a share of a sale that the person who referred the sale gets everytime they generate a sale.

This is a partnership structure between brand and influencer that is not too common, where the influencer gets a share of the sale every time they succeed to generate leads and ultimately conversions.


A conversion is when the marketing source, in this case, the influencer, succeeds to achieve the set goal of a marketing campaign, for example, increase sales or get newsletter signups.

When a sale is made, a conversion is made – if that was the set goal of the campaign.


When influencers talk about their reach, they are talking about their total follower amount. Either all their social media platforms combined or on individual platforms. For example: if you have 100K followers on Instagram, your reach is 100K.

So, there are essentially two words you should keep track of when talking about reach:

Combined reach: the total follower number on all social media platforms combined

Reach: The total follower number on one social media platform.

Earned media

Earned media is all type of exposure that you get a result of an influencer marketing campaign.

For example, if an influencer marketing campaign that had great success leads to a newspaper wanting to write an article about you, both the campaign and the article is earned media from the initial campaign.

Earned media does not only include media in the form of newspapers, but it includes any type of coverage, marketing and exposure you receive as a result of an influencer marketing campaign.

It can be word of mouth marketing, referrals, backlinks to your website etc. as well.

Return on investment (ROI)

ROI is the value you get back as a result of the investment you made.

Some people tend to believe that ROI solely is measured in sales.

Described in the easiest way: How much money did you get back from the money you invested? If you got more money back than you invested, it was a good investment.

However, this way of thinking us only true to some extent. While making a sale is the end goal, there are some things that are the first steps of making a sale that some marketers completely ignore.Often times, they set up a marketing campaign with an influencer, wait a week and see how many sales they got as a result. If they didn’t get the results they hoped for, they will say that influencer marketing is worthless and that it generates bad results, but that’s because there’s more to it.

Often times, they set up a marketing campaign with an influencer, wait a week and see how many sales they got as a result. If they didn’t get the results they hoped for, they will say that influencer marketing is worthless and that it generates bad results, but that’s because there’s more to it.

ROI is first and foremost not only measured in sales but plenty of other things as well. The ROI of an influencer marketing campaign can be increased brand awareness, increased traffic, more newsletter signups, more followers etc. That’s why it’s important when measuring results of an influencer marketing campaign to take notes of all generated results from the campaign.

Lastly, it’s important to know that all sales will not be made directly after people see a marketing post from an influencer. People need time to think, and they might buy from you weeks or even months after the influencer marketing post was made, as a result of the influencer marketing you ran.