[Glossary] How to speak the language of influencer marketing – Part 1

“Speaking the right language” is one of the most important skills of any marketer, and influencer marketing certainly is no exception. In fact, the requirement of managing technical terms in this marketing segment is even more critical, because marketers usually will not only communicate with influencers (human-to-human) but also with the platform/ software/ tool (and here is the reason why).

Thus, in this blog post we will list all influencer marketing keywords you may (or may not) have heard about, in order to help you get “on-boarded” with the topic as well as be able to understand the metrics and analyze the data of any platform.

Notice: Marketing (and influencer marketing in particular) will never stand still. We won’t either. This glossary is living and will be regularly updated with emerging terms and definitions, so feel free to bookmark this article!


#Ads (or #Sponsored)

Most common hashtag used by social influencers to identify a collaboration between them and brands.

Recently, Instagram introduced a new feature showing the “Sponsored” sign directly on top of the post in order to enhance the transparency and authenticity of each content piece.

@sugarbearhair = Cabello perfecto??? Este es mi secreto para mantenerlo sano y bonito ?. #ad #sugarbearhair

Ein Beitrag geteilt von Lulú Pantoja (@lulupantoja) am

Notice #ad hashtag in her post

In fact, some influencers might use tricky ways to show (or hide) their sponsored content. Check out these blog posts to see how to identify sponsored content (in Germany and worldwide).

Agency (Influencer Marketing)

Company which helps brands execute their influencer marketing strategy.

There are different types of agencies. Marketplaces, for example, usually have a pool of partnered influencers already or have a network on which influencers can list themselves. Brands can connect with the listed influencers within the marketplace.

Influencer marketing agencies such as Social Match, on the other hand, aim at campaign execution. They are mainly responsible for developing and executing campaigns.

Always-on Strategy (Influencer Marketing)

An always-on strategy is the opposite of a campaign based strategy.

Instead of executing numerous campaigns successively, an always-on strategy ensures that a brand is constantly on display. According to BCG consulting group, this strategy is the act of “complementing their traditional annual strategy-setting process with something more dynamic”.

With this strategy, brands can constantly engage with (potential) customers in order to establish and maintain relationships. This strategy also helps brands in social listening, content co-creating and enhancing brand awareness.

Analyze Influencers

A very important process to identify the perfect-fit influencers for brands that happens after discovering influencers.

Basically, an influencer’s profile is analyzed based on several criteria: Demographic (gender, language, country, etc.), performance (follower growth, engagement, media value per post, etc.) and, most importantly, audience quality). The analytics shall help brands to select the most potential influencers as well as allocate the marketing budget in order to achieve the highest ROI with a campaign.

You will find the “Analyze Influencers” function on InfluencerDB, which automates the analyzing process and visualizes the data to help you make the correct decision.

InfluencerDB marketing platform Analyze Influencers feature

Analyze Influencers feature ©InfluencerDB

Audience Quality

An index used to evaluate the influencers’ audience.

This index represents the authenticity and origin of the audience. Brands use this score as a measurement of target group analysis. The higher an influencer’s audience quality score is, the more “real” and authentic the audience is. Additionally, the score includes the activity of users: Is the audience active and engaged on Instagram or does the audience mainly consist of non-active members?

The audience quality helps you to figure out how likely it is that the influencer’s content is seen by the desired users.

Audience Quality is integrated into the “Analyze Influencers” function of our platform. The quality is designed with both ABC and percentage grading system.

InfluencerDB marketing tool Audience Quality

Audience quality example ©InfluencerDB



A very familiar term for digital marketers. According to Google’s definition, a backlink is “an incoming hyperlink from one web page to another website.”

If you have a backlink from a social media page or from an influencer’s profile, this also counts!

The term is extremely popular in Search Engine Optimization (SEO), but now it is getting more and more popular in influencer marketing. If a huge celebrity refers to your page with a direct link in their post (mostly Twitter, Facebook, LinkedIn), you have a higher chance to get more website traffic from their fans and as a result, increases your brand awareness.


A website or web page used to store content.

In influencer marketing, most influencers have a blog for themselves and use social media to spread their content. A high-quality blog can help influencers keep their followers as well as maintain the traffic on a regular basis.Blog OhhcoutureExample of blog ©ohhcouture

Most influencer marketing agencies and platforms now have a blog to explain their product and service as well as to educate marketers on every corner of influencer marketing. Thus, a blog is also helpful for influencer marketing beginners and professionals as a source of information and updates within the industry.

Brand Awareness

According to Business Dictionary (Online version), brand awareness is “an extent to which a brand is recognized by potential customers”.

Brand awareness is one of the most visible benefits of influencer marketing, especially with celebrity-influencers who may have millions of followers on social media. Influencers help increase brand awareness by distributing brand-related content via their social channels and connecting brands with followers (who may become potential customers).

Brand Mentions

The post in which a brand is mentioned by influencers.

If the brand mention happens on a regular basis, this might be a sign for a collaboration of an influencer with a brand.

In our “Analyze Influencers” feature, our influencer marketing platform has a section named “Outgoing Mentions”. This section shows ALL Instagram profiles frequently mentioned in the influencer’s posts, including both influencer and brand profiles.

This feature helps brands to easily identify whether their target influencer is currently in a cooperation with a competitor or not.

InfluencerDB marketing platform outgoing mention

Outgoing mentions example ©InfluencerDB


Campaign (Influencer Marketing)

Execution of an influencer marketing plan.

Same as other kinds of marketing campaigns, an influencer marketing campaign usually has 4 stages, including:

InfluencerDB influencer marketing campaign process

We also cooperated with influencer marketing agency Social Match to explore the 5 steps of executing a successful influencer marketing strategy. Find them here.


The kind of influencer who became a star (athlete, actor/actress, singer/musician, artists, etc.) before he or she became a social media influencer.

In comparison to other kinds of influencers, celebrity-influencers usually have the following distinctive points:

  • Usually have the largest number of followers (may reach millions on Instagram)
  • Mixed pool of audience (followers come from various sources of interest)
  • Good but not excellent audience quality
  • High media value per post as well as high costs
  • Not the influencers with highest influencer marketing ROI

@selenagomez is an example of celebrity-influencer 

Commission (Influencer)

Price to pay influencers to get your brand-related content to be featured on their profiles.

Calculating the proper commission for influencers is one of the most crucial issues in influencer marketing that requires the help of a professional software. These articles shall explain the pricing methodology better as well as give you the initial guidance of how to negotiate commissions with influencers:

Influencer-Generated Content (IGC)

Result of content co-creation between brands and influencers. Your marketing strategy should include IGC, since it is the most valuable type of content that brands can generate out of influencer marketing.

IGC shall help brands:

  • Deliver the brand message without disturbing the influencers’ followers.
  • Maintain the authenticity and creativity of the influencers when creating the content
  • Strengthen partner-relationship with influencers (more idea sharing, more interaction)

(end of Part 1)

There will be more “technical terms” of influencer marketing in upcoming parts of this glossary series. Stay tuned for further posts on our InfluencerDB blog!