27 Influencer Marketing Terms You Should be Aware of!
Digital marketing in general has many buzzwords, and new ones are constantly being added! Maybe you are already working with influencer marketing or are interested in getting started with it. In any case, it is a good foundation and security for you as a customer to keep track of the various KPIs and other influencer marketing terms.
For us, it is important that our customers understand the entire process of influencer marketing, and that there are clear agreements that all parties understand and feel safe with. Therefore, we have developed a digital influencer marketing dictionary with the most relevant terms worth having close at hand!
Influencer marketing terms
1. # Hashtag – Collected content under a so-called hashtag. Used to advantage strategically in your influencer marketing campaigns on various social media platforms. A hashtag categorizes your content and makes it searchable for other users of the platform.
2. Adlink – Adlink is an advertising link where the influencer receives money when someone clicks on (payment per click) or makes a purchase via the link. Adlinks show that the post contains a link to a product or service.
3. Always on – Constant presence during the year with relevant content in channels where consumers are located, instead of investing in a few large marketing campaigns per year.
4. Ambassadorship – An ambassador is traditionally a representative or advocate of a brand, product, specific activity or service, usually over a longer period of time than a few individual campaigns. When considering starting work with one or more ambassadors, it is important to define all expectations and what the compensation should look like.
Many times, an ambassadorship also leads to the influencer being seen in other communication and advertising that the brand does outside the influencer’s channels. That is, both in their own channels and against third parties.
5. Advertising Labeling – As an advertiser, you are responsible for ensuring that the marketing you perform is properly excellent. The advertising marking must, in accordance with the Marketing Act, take place directly and have a clear sender. The following terms can be used:
- Advertisement collaboration
- Advertising collaboration
6. Association value – Being associated with an influencer’s brand means that her values and trust are transferred to you as an advertiser, a very cost-effective way to build goodwill.
7. Audience insights – Information and details about the target group such as e.g. age, interests, special behaviors and willingness to buy.
8. Content calendar – A content calendar is a document, excel sheet, mobile app or website where you can plan all your blog and social media posts. A content calendar helps you shape and keep the company’s tone-of-voice, as well as keeping track of all the different posts across all your active channels.
Everything you do on social media and other channels reflects your brand – the better organized, the easier it is to create successful results (and minimize stress).
9. CPA (Cost-per-Acquisition) – Cost per conversion. For example, if you sponsor a post on Instagram for SEK 1,000, and it gives you 100 customers, the CPA will be SEK 10. (1000kr / 100 = 10kr)
CPE (Cost-per-commitment) – Cost per committed person. An amount you as an advertiser pay every time someone integrates with your ad.
11. CPM (cost-per-mille) – Cost per 1000 impressions
12. CTA (Call-to-Action) – A CTA seeks your attention and is a call to the next step. A CTA is used everywhere. Everything from Instagram texts to emails and various forms of ads. You probably recognize “Book now!”, “Follow the link in my cinema for more info!”, “Register today!”, “Read more!” etc. Depending on what the agreement with an influencer looks like, a CTA can be determined in advance if the company wishes to drive the target group traffic to a specific product or website.
13. CTR (Click-through-rate) – Or click-through rate as it is called in Swedish, means the number of times someone clicks on a link or some form of button that leads on to something else on social media or online. It is always reported as a percentage.
For example, if you market a product on Instagram and your CTA prompts you to “Buy here”, your CTR is based on how many people click on that link / button. On Instagram Stories, you measure, for example, how many people choose to “swipe up”. The equation for a CTR looks like this: the number of clicks / impressions = CTR. Which means that if your ad has been shown 100 times and 1 has clicked, then your CTR will be 1%.
14. Demographics – Where the target group is geographically, based on country and city.
15. Engagement – Likes + comments / followers * 100 =%
16. Impressions – The number of times your content is viewed.
17. Followers – The number of followers on a channel, e.g. Instagram
18. Influencer – Also known as influencer, content creator, opinion leader or brand ambassador. An influencer means a person who speaks on social media and other channels to influence the attitudes and actions of readers and followers with the same interests. A person who is himself a sender of his channels and has a following that is larger than just “friends”. An influencer influences and engages his followers over time.
19. Interaction – Total number of interactions with a post (like, comment, share, save)
20. Campaign – Campaigns are organized marketing efforts that work towards a single goal. An influencer marketing campaign has a purpose, for example to highlight a product launch, as well as a goal to, for example, increase product awareness, sales and / or become top-of-mind.
There can be several influencers who work together on a campaign in different ways. It can also mean that the influencer spreads the information in his social channels, as part of a larger campaign.
21. Conversion – A conversion occurs when a follower or visitor takes a desired action, such as signing up for a news email, booking a demo meeting or shopping for a product on your website. You can advantageously divide your various conversions into Macro and Micro conversions.
Macro conversions are the major conversions such as a completed purchase. Micro conversions can consist of sharing a post on Facebook or having a visitor fill out a form on the site.
22. KPI (Key performance indicator) – Key figures that are measurable, with a specific time period.
23. Link building – Asking influencers in their respective channels to create links to a website to increase its visibility in search engines (SEO). Channels such as a blog, Youtube or similar.
24. Link in bio – An abbreviation many influencers use in their posts on Instagram to direct traffic from their post to the desired landing page and website. In short – “See link in the profile”.
25. Mentions – Appointment on a platform of a trademark or account. Can also be called shout out.
26. Micro-influencer – 10,000 followers> 100,000 followers (Instagram)
27. Reach – Reach means how many registered accounts see or can potentially see your post. Reach on Instagram can, for example, mean the number of followers the influencer has or views of a post. Organic reach means the number of people you can reach without marketing your content.
Are there any other influencer marketing terms you miss or do not know? Contact us and we will add more and help you further!