Influencer marketing has its own terminology that may seem confusing for brands just getting started. This comprehensive guide covers all the key influencer marketing terms brands need to know from ROI to engagement rate.
Understanding these common terms will allow you to navigate influencer marketing strategies more effectively and benchmark performance. We explain each concept in simple terms along with examples.
Introduction
Influencer marketing leverages individuals with strong credibility and an engaged audience to promote products or services through content creation. As it has matured into a core digital marketing channel, influencer marketing has developed a unique vocabulary.
Some key benefits for brands include:
- Increased brand awareness through expanded reach
- Driving website traffic, lead generation and sales
- Authentic storytelling lending credibility
- Quality user-generated content
Measuring the ROI and optimizing influencer partnerships requires familiarity with key terminologies covered next.
Influencer Marketing Calculations
Let’s start by demystifying some common influencer marketing metrics and formulas:
Engagement Rate
Engagement rate measures the percentage of followers that actively interact with the influencer’s content. To calculate:
Engagement Rate = (Likes + Comments) / Followers x 100
Higher engagement rates indicate better connection and trust between an influencer and their audience.
Impression Rate
Impression rate shows the percentage of followers who saw a post. To calculate:
Impression Rate = Impressions / Followers x 100
More impressions expand reach but engagement also matters.
Cost per Acquisition (CPA)
CPA measures the cost of acquiring a lead, sale or other goal through influencer marketing. To calculate:
CPA = Total Campaign Cost / Total Conversions
Lower CPAs represent higher influencer ROI.
Return on Investment (ROI)
ROI indicates the revenue generated per dollar spent on influencer marketing. To calculate:
ROI = Revenue Gained / Total Campaign Cost x 100
Higher ROI is better. Look for 5-10X+ multiplier from influencer content.
These metrics allow you to quantify influencer marketing performance and make data-driven decisions on budget and strategy.
Influencer Marketing Terminology
Now let’s explore common influencer marketing terms:
Micro-influencer
- Smaller accounts from 5k to 50k followers
- Deliver higher engagement and niche expertise
- More affordable partner options for brands
Macro-influencer
- Larger accounts from 50k to 500k followers
- Broad reach and audience diversity
- Require higher investment but drive mass awareness
Nano-influencer
- Very small accounts with less than 5k followers
- Hyper-targeted by geography or interests
- Lowest costs but highly engaged communities
KOL (Key Opinion Leader)
- Also called subject matter experts
- Have authority and credibility in a niche
- Endorsements can overcome customer skepticism
CPA (Cost Per Acquisition)
- Cost to acquire a lead, sale or other goal
- Used to calculate influencer marketing ROI
- Varies based on deal terms and audience size
CPM (Cost Per Thousand Impressions)
- Cost for every 1,000 impressions on sponsored influencer content
- Metric for evaluating campaign cost efficiency
- Depends on platform, audience size and industry benchmarks
ROI (Return on Investment)
- The profit derived per dollar spent on influencers
- Helps quantify marketing value and optimize spend
- Look for a healthy multiplier like 5-10X from content
UGC (User-Generated Content)
- Authentic content created by influencers featuring brands
- Resonates more than brand-produced content alone
- Can be repurposed across marketing channels
Affiliate Marketing
- When influencers earn commission promoting special offers
- Commission based on user actions like sales driven
- Helps incentivize influencers as an additional rev stream
Ambassador Programs
- Longer-term partnerships with brand advocates
- Ambassadors get perks like free products, events, rewards
- Provide influencer marketing continuity
Contracts
- Legally-binding agreements outlining partnership terms
- Help set clear expectations for both parties
- Critical to cover usage rights, compensation, timelines etc.
These are some of the most common terms used in influencer marketing. We’ll next look at types of influencer content and tactics.
Influencer Marketing Content Formats
Influencers have options for integratig brand messaging into content:
Sponsored Posts
- Dedicated social posts focused on the brand
- Labelled as ads in compliance with regulations
- Effectively highlight products/services in-depth
Brand Ambassadorship
- Influencer acts as the face of the brand
- Ongoing ambassador relationships beyond one-off posts
- Help build brand image and equity over time
Giveaways/Contests
- Incentivize audience engagement through prizes
- Require users to follow, share, comment or submit UGC to enter
- Stimulate excitement and viral sharing
Affiliate Links
- Special promo links influencers share with followers
- Incentivized through commission on conversions driven
- Track sales directly tied to influencers
Reviews
- Influencers test and review products/services from their perspective
- Drives consideration through trusted opinions
- Optimized for SEO with relevant keywords
Unboxing Videos
- Followers see the product experience from unwrapping to setup
- Builds anticipation and showcases premium packaging
- Maximizes impact for product launches
These content formats provide versatility to achieve campaign objectives beyond basic awareness.
Influencer Marketing Strategies
Let’s explore popular influencer marketing approaches:
Product Seeding
- Sending free product samples to influencers
- Aims to organic earned media without obligations
- Works best with micro-influencers
Takeovers
- Brands hand over Instagram or other social accounts to influencers for a period of time
- Showcases the brand through their unique lens
- Provides a change of pace from branded content
Employee Advocacy
- Initiatives to train employees as brand influencers
- Leverages staff authenticity as insiders
- Multiplies reach through employees’ personal social media
Tap Into Trends
- Align influencer content with viral trends, topics and hashtags
- Makes branding feel fresh, current and culturally relevant
- Drive engagement through pop culture connectivity
Measure Sentiment
- Use social listening to monitor influencer content reception
- Gauge sentiment and virality beyond vanity metrics
- Optimize partnerships and topics based on feedback
Prioritize Video
- Influencer video content outperforms static posts
- Allows brands to repurpose for ads and digital campaigns
- Short-form video works well, optimized for mobile
Focus on Niche Relevance
- Don’t chase vanity metrics alone in partner selection
- Ensure influencers truly connect with brand values
- Niche alignment drives authentic storytelling
This covers main influencer marketing approaches worth incorporating into your strategy.
Executive Summary
Key takeaways:
- Measure performance through metrics like engagement, impressions and ROI
- Distinguish micro, macro and nano-influencers based on followers and expertise
- Understand CPA, CPM and other digital marketing calculations
- Consider content formats from reviews to contests that inspire action
- Explore ongoing partnerships beyond one-off sponsorships
- Track trends and optimize based on social conversations
- Prioritize video content and niche alignment for authenticity
In conclusion, learning this influencer marketing terminology will help you maximize collaborations and benchmark your program’s success. With these fundamentals, you can craft data-driven influencer campaigns tailored for your brand goals. Revisiting the metrics and strategies outlined here will help unlock greater value from influencer investments as you refine and scale your strategy.
