I am the founder and CEO of Melanin & Money, a comprehensive hub for entrepreneurially minded Black women; Soulful Systems, a boutique online business management agency supporting high level entrepreneurs with sustainable systems; and Wellness Delivered, a self care and community care brand.
The Creator Economy is rapidly growing, which means there is a lot of information on the internet streets. The Content Creator & Influencer world has developed its own vocabulary which can be confusing for any newcomer to the space. It is potentially overwhelming enough to scare some people away entirely, but today we’re solving that problem. Below, I’ve outlined 80 common terms you’ll see within your Content Creator & Influencer career that will help you get a seat at the table.
1. Influencer: somebody who has the ability to influence others, typically through social media.
2. Content creator: somebody who creates content, typically for social media. This can include anything from blog posts and videos to Instagram photos and Snapchat stories.
3. Micro-influencer: an influencer with a relatively small but highly engaged following. These influencers are often seen as more authentic and trustworthy than their larger counterparts.
4. Content Marketing: the process of creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience — with the goal of driving profitable customer action.
5. Influencer Marketing: the process of working with influencers to promote a brand or product. This can take many forms, from sponsored posts to ambassador programs.
6. Nano-influencer: an influencer with an extremely small but highly engaged following. These influencers are often seen as more authentic and trustworthy than their larger counterparts.
7. Ambassador: an influencer who represents a brand over an extended period of time and often has some sort of formal agreement or contract in place.
8. User-Generated Content: content that is created by users, rather than brands or influencers. User-generated content can take many forms, such as text posts, photos, videos, and reviews.
9. Pitching: The act of reaching out to media outlets in an attempt to get them to cover your story. Pitches can be done via email, social media, or even in person, and should be tailored to the specific outlet
10. Algorithm: A set of rules that determine what content is shown to users on social media platforms.
11. Niche: A specific topic or interest that is targeted by an influencer or brand. Niches can be very broad, such as fashion, or very specific, such as plus-size fashion.
12. Whitelisting: This is when brands will put budgets behind your content for ads. They typically get advertiser access to your content and boost your post. This budget is separate from what the brand pays you. When brands whitelist your content they can target specific groups of people and utilize your likeness as a creator and/or influencer.
13. Usage Rights: influencers typically have to sign over usage rights to the brands they work with. This means that the influencer doesn’t own the content they create for the brand, and the brand can use it however they want (e.g. in ads, on their website, etc.).
14. Brand deal: an agreement between an influencer and a brand, in which the influencer promotes the brand’s products or services in exchange for compensation.
15. Licensing: Influencers can license their content to brands, which means that the influencer retains ownership of the content but allows the brand to use it for a specific purpose (usually in ads or on their website). This is typically done in addition to other forms of compensation, like free products or cash.
16. Net 30, 60, 90: Influencers & creators typically have to wait 30-90 days (net 30, 60, 90) to receive their compensation from brands. This is usually outlined in your contract. Pro-tip: negotiate payment terms if this isn’t in alignment with you.
17. Influencer contract: a formal agreement between an influencer and a brand that outlines the terms of their relationship. This contract usually includes rates, deliverables, and disclosure requirements.
18. Exclusivity: An agreement between an influencer and brand that the influencer will only promote products from that particular brand. Exclusivity agreements can be made for a specific period of time, or for an unlimited amount of time.
19. Kill Fee: The payment the creator will receive if the brand decides to terminate the campaign or cancel the contract.
20. Call To Action: Any type of directive that influencers include in their content, telling people what to do next (e.g. “click here to buy,” “use this coupon code,” “DM me” etc.).
21. Evergreen Content: This is content that is always relevant and doesn’t go out of date (unlike time-sensitive content like news or event coverage). This is the kind of content that performs well over time and can be repurposed or reused in different ways.
22. Sponsored Post: a piece of content that is created by an influencer on behalf of a brand, usually in exchange for compensation. These posts are usually clearly labeled as sponsored or #ad to comply with FTC guidelines.
23. Affiliate link: a special link that allows influencers to earn commission on sales generated from their content. For example, if an influencer includes an affiliate link in a blog post about skincare products, and somebody clicks on the link and buys something from the linked website, the influencer will earn a commission on that sale.
24. SEO (Search Engine Optimization): the process of optimizing a website or piece of content to rank higher in search engine results pages (SERPs). This can be done through on-page optimization (like using keywords and tags) or off-page optimization (like building links and generating social media engagement).
25. Hashtag: a word or phrase prefixed with the “#” symbol that is used to categorize or organize content on social media. Hashtags can be used to track topics, events, or campaigns. They can also be used to make content more discoverable.
26. Keyword: a word or phrase that is used to describe the content of a piece of writing, typically in a way that makes it more discoverable in search engines.
27. Backlink: an incoming link to a website or piece of content. Backlinks are important for SEO because they signal to search engines that a site is popular and relevant.
28. Meta Description: a short description of a piece of content that appears in search engine results pages (SERPs). This description is meant to give users an idea of what the content is about so they can decide whether or not to click through.
29. Featured Image: the main image associated with a piece of content. This image usually appears at the top of the article or post.
30. Tag: a keyword or phrase that is associated with a piece of content. Tags are often used to categorize content.
31. Overlay Text: The text that appears on top of an influencer’s photo or video.
32. Repost: the act of sharing someone else’s content on your own social media account. Reposting is often done with permission from the original creator and can be used to generate engagement or reach a new audience.
33. Lead Time: The amount of time that an influencer needs in order to create and publish content. Lead times can vary depending on the type of content, the length of the post, and the number of posts that are being created.
34. Seeding: the act of sending a product to an influencer for them to use and promote. Seeding is often done as part of an influencer marketing campaign and helps to ensure that influencers are using the product before they promote it.
35. Public Relations: The practice of managing the spread of information between an individual or organization and the public. Public relations can be used to build relationships, generate positive publicity, and manage crisis situations. You’ll often see influencers talk about “PR” boxes. These are custom boxes sent to influencers.
36. Brand Guidelines: a set of rules and guidelines that a brand provides to influencers to help them create content that is in line with the brand’s voice, style, and messaging.
37. Media Kit: a document that influencers use to showcase their stats, content, and rates to prospective brands. This is usually a PDF that is sent via email or link.
38. Demographics: The characteristics of a group of people, such as age, gender, location, and income. Brands may ask for your demographics before initiating a campaign partnership.
39. Rate Sheet: a document that influencers use to list their rates for various types of content or services. This is usually a PDF that is sent via email or link.
40. Influencer roundup post: a blog post that features multiple influencers’ opinions on a particular topic, product, or brand. These posts are often used to generate awareness or promote a new product or campaign.
41. Added Value Post: A post that goes above and beyond the normal requirements of a sponsored post. Added value posts often include additional content, such as a giveaway, discount code, or exclusive interview.
42. Influencer takeovers: an event where an influencer takes over a brand’s social media account(s) for a day or more. This is usually done to generate buzz and engagement around a particular product, campaign, or event.
43. Ad: a paid, public announcement about a product or service. Ads can take many forms, from TV commercials to social media posts.
44. Disclosure: the act of revealing information that could influence someone’s opinion or decision. In the context of influencer marketing, disclosure is used to avoid any potential conflict of interest between an influencer and their audience. Influencers must disclose any material connection they have with a brand before promoting them.
45. Paid Media: Any form of advertising that requires payment in order to reach users. Paid media includes paid search, paid social, display advertising, and more.
46. Campaign Brief: a document that outlines the goals, target audience, and requirements of an influencer marketing campaign. This brief is typically created by the brand and sent to influencers before they agree to participate in the campaign.
47. Direct Response Campaign: A campaign that is designed to get users to take a specific action, such as clicking on a link, signing up for a newsletter, or making a purchase.
48. Social Amplification: The act of using social media to amplify the reach of your content. Social amplification can be done by sharing your content on social media, tagging influencers in your posts, or using paid social media advertising.
49. Experiential Campaign: A campaign that is designed to create an immersive experience for users, often through the use of events, activations, or pop-ups.
50. SOW: short for “statement of work,” a document that outlines the scope of a project, including the objectives, deliverables, timeline, and budget.
51. Deliverables: the results or products that an influencer agrees to produce as part of a campaign. Deliverables can include blog posts, social media posts, video content, and more.
52. Dedicated Content: influencer-created content that is specifically designed for a brand’s campaign. The entire piece of content is about the brandThis content can take many forms, such as blog posts, social media posts, videos, and more.
53. Product Placement: the strategic placement of a brand’s products in influencer-created content, such as videos, photos, and blog posts. Product placement is often used to generate awareness or promote a new product.
54. FTC: the Federal Trade Commission. The FTC is a US government agency that is responsible for protecting consumers from unfair or deceptive business practices. influencers must disclose any material connection they have with a brand in order to avoid violating FTC guidelines.
55. Integrated Content: influencer-created content that features a brand’s products or services, but is not entirely dedicated to the promotion of the brand. This type of content is less overtly promotional than dedicated content and is often seen as more organic or natural.
56. Mention: a reference to a brand, product, or service in influencer-created content. Mentions can be positive or negative and can occur with or without tagging.
57. Native Advertising: a type of online advertising that blends in with the surrounding content. Native ads are often used on social media platforms, and take many different forms, such as sponsored posts, promoted tweets, and in-feed ads.
58. Paid Promotion: the use of paid advertising to amplify the reach of a piece of content. Paid promotion can take many forms, such as sponsored posts, promoted tweets, and in-feed ads.
59. Flight: A series of posts that are published on an influencer’s page over a period of time, typically within 24 hours. Flights are often used to promote a new product or service or to drive traffic to a website or landing page.
60. Activation: The act of using influencers to promote a product or service. Activations can take many different forms, such as sponsored posts, product reviews, or even live events.
61. Native Post: A post that is written in the same style as the surrounding content. Native posts are often used in social media marketing and can take many different forms, such as sponsored posts, promoted tweets, and in-feed ads.
62. Pre-Roll: an ad that plays before a piece of content, such as a video. Pre-roll ads are often skippable after a few seconds.
63. Post-Roll: an ad that plays after a piece of content, such as a video.
64. A-Roll: the main part of a video, between the pre-roll and post-roll ads.
65. A-Roll: additional footage that is often used to supplement the A-roll. B-roll can be used to add context, transitions, or simply break up the monotony of the A-roll.
66. Hard Post: A post that is written in a more formal or professional tone. Hard posts are often used to communicate important information, such as announcements, product updates, or company news.
67. Earned Media: Any type of media coverage that is not paid for by a brand. Earned media can include influencer posts, news articles, or even word-of-mouth buzz.
68. Newsjacking: The act of hijacking a breaking news story to promote your own product or service. Newsjacking can be done by creating content that is relevant to the story, such as a blog post or social media update, and tagging it with the appropriate hashtags or keywords.
69. Contributed Article: An article that is written by someone other than the publication’s staff. Contributed articles are often used to promote a product or service, and can be found on websites, blogs, and even traditional news outlets.
70. Thought Leadership: The act of sharing your expert knowledge with the aim of educating or inspiring others. Thought leadership can be done through many different mediums, such as blog posts, white papers, e-books, and even social media updates.
71. News Release: A formal announcement that is sent to news outlets in an attempt to generate coverage. News releases are often used to promote new products or services, or to announce company news, such as a new hire or acquisition.
72. Press Release: A formal announcement that is sent to news outlets in an attempt to generate coverage. Press releases are often used to promote new products or services, or to announce company news, such as a new hire or acquisition.
73. Ephemeral Posts: Posts that are only visible for a limited amount of time. Ephemeral posts are often used in social media marketing and can take many different forms, such as Snapchat stories, Instagram stories, and Facebook live videos.
74. Dark Post: A post that is not published on the influencer’s page, but is only shared with their followers. Dark posts are often used for promotional purposes, such as announcing a new product or sale.
75. Engagement Rate: the percentage of an influencer’s followers who engage with their content. This is a measure of how effective an influencer is at reaching and engaging their audience.
76. Reach: the number of people who see an influencer’s content. This can be expressed as either the total number of followers or the total number of people who have seen a piece of content (impressions).
77. Impressions: The number of times an influencer’s content is seen, regardless of whether or not people engage with it.
78. CTR (Click-Through-Rate): the percentage of people who see an influencer’s content and then take the desired action (e.g. clicking on a link, using a coupon code, etc.). A high CTR means that an influencer is effective at driving results for a brand.
79. CPC (Cost Per Click): the amount that a brand pays for each click on an influencer’s content. This is typically used to measure the effectiveness of an influencer’s content in terms of driving traffic or sales for a brand.
80. CPA (Cost Per Action): the amount that a brand pays for each desired action taken as a result of an influencer’s content (e.g. a sale, a sign-up, etc.). This is typically used to measure the effectiveness of an influencer’s content in terms of driving results for a brand.
81. CPM (Cost Per Thousand Impressions): the amount that a brand pays for every thousand impressions of an influencer’s content. This is typically used to measure the reach of an influencer’s content.
82. Conversion Rate: the percentage of people who take the desired action, such as clicking on a link or making a purchase. Conversion rates are often used to measure the success of an online campaign.
83. Organic Reach: the number of people who see a piece of content without any paid promotion. Organic reach is often used to measure the success of a social media campaign.
84. ROI: Short for “return on investment,” a metric used to measure the profitability of an investment. Sales ROI is calculated by dividing the amount of money earned from an investment by the amount of money spent on the investment. Not all ROI is measured with sales, ROI could be measured by awareness.
85. KPI: short for “key performance indicator,” a metric used to measure the success of a business goal. KPIs can be financial, such as revenue or profit, or non-financial, such as engagement or conversion rate.
These terms are vital to know as a Content Creator or Influencer because they will help you understand the expectations and requirements of working with brands. When you know the lingo, you can also communicate effectively with brands and better position yourself as an authority.
As you know, this blog is YOUR definitive guide to the Influencer & Creator world. As I learn more, you’ll be the first to know.
Are there any Influencer or Content Creator terms I should add to the list?
Hi, I'm Charlene Izere. I'm a fulltime content creator with a love for video editing, aesthetics, productivity, and education. My content includes a mixture of creator behind the scenes, motherhood musings, and creator education. Stay a while, I know you'll love it here.