In the second part of our influencer marketing glossary, we continue exploring the terms of influencer marketing from D – H.

Keywords such as Earned Media Value, Fake Follower or Hashtag are very common terms not only specifically in social media marketing but also digital marketing in general. Thus, you will definitely want to keep in mind those keywords if you want to be an influencer marketing professional!

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!




A collection of information. People organize that collection with logic arrangements so that they can easily access, manage and update it. (Teachtarget’s definition).

In influencer marketing particularly, we can understand database as a “pool of influencers”. A database is the cornerstone of every influencer marketing platform. The bigger the database is, the better chance the platform’s user has to find the perfect-fit influencer.    

Data-driven (decision)

A decision as a result of analyzing a set of data.

Usually, a decision-making process is influenced by both rational and emotional factors. A data-driven decision, however, indicates a decision with a higher proportion of rationality and therefore has a higher chance to be accurate. Therefore, companies create influencer marketing platforms (like InfluencerDB) for the purpose of supporting marketers in gathering enough information and making better strategic decisions, especially in pricing influencers and allocating marketing budgets.

InfluencerDB data-driven decisions

Digital Marketing

The promotion of products or brands via one or more forms of electronic media.

Digital marketing differs from traditional marketing in that it uses channels and methods that enable an organization to analyze marketing campaigns and understand what is working and what isn’t – typically in real time. (Source: SaS).

Influencer marketing is a small approach of digital marketing, which focuses on cooperating with influencers to deliver a brand’s message via social media channels.


Ecosystem (Social Media)

Group of social media channels of an influencer/ company/ brand.

To identify as an ecosystem, these channels should connect with each other and support each other in distributing content using cross-channel marketing methods. The most common combination of an influencer’s social media ecosystem at the moment is Instagram, Facebook/Twitter, and Youtube. For companies and brands, their social media ecosystem should also be a part of the general marketing strategy.

Earned Media Value

The term earned already indicates what the earned media value is about. Earn media value revolves around the value your brand or company earns by being mentioned by clients, brand advocates, and fans of your brand (Source: InfluencerDB). Earned media describes every form of communication around your brand. This includes mentions, reposts, shares, and reviews.

This quote describes earned media as a tool which boosts your marketing strategies: “If owned media sites are the destination then earned media is the vehicle that helps people get there.”

Engagement (Social Media)

How social media users usually interact with each other (likes, comments, shares, reactions, etc.) on a regular basis.

InfluencerDB engagement pyramid

Engagement Pyramid ©InfluencerDB

From a strategic marketing point of view, it is more related to relationship management. According to Sproutsocial, “social media engagement is essentially like a long-term relationship. You can imagine a committed and lengthy relationship takes dedication, readiness to adapt, the ability to think about the future and ensure the other party involved is happy for years to come.”

Sproutsocial engagement

Social Media Engagement ©Sproutsocial

Engaged Influencers

Partner influencers or targeted influencers who interact with your social media channels.

It is important to maintain the engagement with social influencers since one of the most important goals of influencer marketing is to create and maintain influencer relationships. The more engagement between brands and influencers, the higher chance for brands to find the perfect-fit ones to collaborate with.  Furthermore, the audience of influencers will also notice the signals of engagement (e.g. likes, shares, comments, etc.), which might increase the number of brand advocates.

Our influencer marketing platform InfluencerDB has a feature to create a list of engaged influencers and keep tracking their Instagram profiles. The dashboard also shows basic analytics of your engaged influencers, such as follower numbers, average like follower ratio, etc.


Fake Followers

Artificial social media profiles which are usually created by bots.

Nowadays, people can easily purchase fake follower bundles via paid follower service providers (sometimes they are called Robot Factories).

However, in influencer marketing, using fake followers doesn’t create any benefit but instead negatively impacts an influencer’s metrics and media values. Therefore, brands need to examine and analyze influencer profiles accurately in order to notice fake follower traits and avoid collaborations with fraudulent influencers.

Influencer marketing platforms such as InfluencerDB can help marketers identify influencer profiles with fake followers. The following graph and this article about fake follower growth will tell you how to analyze the signals.  

InfluencerDB example of fake follower growth

Example of fake follower growth © InfluencerDB

**Important: Check out these 9 easy steps to identify fake influencers on Instagram! We used our influencer marketing platform to compare a real top influencer profile (Leonie Hanne) with a fake channel created by an influencer marketing agency.

This experiment will show you how simple it is to create a fake Instagram influencer profile, as well as how even simpler it is to detect them with our tool.


A common trick to get more followers on social media.

As we explained in more detail in this article, follow-for-follow means that you will follow others on social media with the intention for them to follow back.

People who use this method are mainly doing it for their self-interest: They unfollow after a short period of time and the other person keeps following without even noticing.

For influencers, abusing this follow-for-follow method will surely harm the audience quality as well as the follower growth in the long run.

Formula (Influencer Pricing)

A formula helping marketers to calculate how much a brand should pay for one particular social influencer.

The InfluencerDB Pricing Formula takes account of two main sets of factor: SOFT FACTORS & HARD FACTORS. While soft factors are qualitative values and have to be evaluated for each individual case, the hard factors are quantitative values and can be easily calculated by using an influencer marketing platform (such as the Audience Quality or Target Group Accuracy).  

This photo shall illustrate the pricing formula: 

Influencer pricing formula

For more information about this pricing formula or real case studies using it, check out these articles:

Negotiating The Best Deals With Influencers – The Ultimate Influencer Pricing Formula! | InfluencerDB

50 or 500,000$? How to Price an Influencer in 3 Simple Steps | InfluencerDB

Find (search) Influencers

The action of scanning social media profiles to find suitable influencers for a brand.

Influencer identification is one of the most important parts in influencer marketing. Marketers need to have a detailed list of criteria to select perfect-fit influencers as well as a decent influencer marketing tool to help them simplify the research process.

Influencer marketing platforms shall mainly support marketers in this task. This is also the major reason why brands needs an influencer marketing platform to facilitate and accelerate their influencer marketing efforts.

Influencer marketing platforms shall mainly support marketers in this task. This is also the major reason why brands needs an influencer marketing platform to facilitate and accelerate their influencer marketing efforts.

Generation Y

The generation born in the 1980s and 1990s.

Most of the people in this generation are the children of the baby boomers. They have been growing up with the development of digital and electronic technology. As a result, the majority of current social media influencers belong to this generation.

Since Generation Y is also more familiar with social media than older generations, they are also the main target audience of influencer marketing at the moment (together with Millennials).

However, the scope of the influencer marketing audience is rapidly expanding among all generations. According to a research of eMarketer, “Gen X’s usage of Twitter is growing quickly and is expected to hit almost 20 percent in 2017.

Older generations will soon become one of the main target groups of influencer marketing, especially in the B2B sector.


An image format supporting both static and animated images.

In influencer marketing, a GIF is considered as a type of content (together with text, photo, video, and audio). Brands and influencers sometimes use GIFs to diversify their content pools, which makes their social media channels catchier to the audience. As mentioned in this article, the power of GIFs is to make customers FEEL something and then make them ACT also.


When you take that first bite of DiGiorno Pizza… #RiseToTheOccasion




Example of Twitter GIF posts 


Hashtag (#)

A word of phrase attached to a hash or pound sign (#).

On social media e.g. Instagram, Facebook, or Twitter, a hashtag is the label of the message to a specific topic, such as #travel, #beauty #food #photography, etc.  

Most influencers use hashtags to position themselves, target the right audience and spread their content on social media. Hashtags are particularly useful for brands to analyze an influencer’s content, evaluate the target group and then find the perfect-fit influencers for their influencer marketing strategy.  

(end of Part 2)

More “technical terms” of influencer marketing shall be introduced in upcoming parts of this glossary series.

Stay tuned for further posts on our InfluencerDB blog!

Related Posts
How To Amplify Influencer Marketing Campaigns With Top Social Media Trends

In recent years, influencer marketing has changed the way we engage with brands on social media, offering a whole new Read more

Emotional vs Rational Purchases – How Social Media Triggers Consumers’ Buying Decisions
Emotional vs Rational Purchases

"People do not buy goods & services. They buy relations, stories, and magic." This quote by Seth Godin describes how Read more

These 10 Skills are a Must for Every Influencer Marketer!
Influencer Marketing Skills

Anyone who is active on Social Media knows that influencers are pretty much the most important part when it comes Read more

Spread the love