How to use this glossary
  • Filter terms by letter with the alphabetical index, or browse the term families below.
  • Each entry gives a definition, concrete examples and how the term is used in campaigns.
  • The glossary is also available in French: Glossaire du marketing d’influence.

A to Z index

Term families

Content formats

The formats creators publish and brands build into campaigns: storytelling, shout-outs, yapping, dark posts or employee-generated content. Choosing the right format means adapting the message to the platform and to the creator’s community.

Performance metrics

The measures used to judge a campaign: engagement rate, reach, impressions, EMV and conversion. They are always read against the budget invested, detailed in our influencer marketing pricing guide.

Players and strategies

The profiles and approaches that shape a strategy: influencers, followers, earned media, paid media and B2B influencer marketing. To combine them, see our influencer marketing strategy approach.