This article will cover all the commonly used terms in Influencer Marketing. This is helpful for brands who are new to influencer marketing and for upcoming influencers.
Read more about the ideal influencer marketing strategy here
Influencer Marketing KPIs (Key Performance Indicators)
- Impressions: Impressions refer to the number of times the content has been displayed on a screen.
- Reach: Number of unique users the content has been displayed to
- Views: YouTube views are based on completing 30 second video view, on Instagram and Facebook this is calculated at a three second video view
- Saves: When a user bookmarks the piece of content as “Save” or “Save for later”
- Shares: The number of times the content has been shared with others using the “share” option
- Clicks/Traffic: The clicks on the link the influencer has provided in their stories or YouTube video description.
- Sales and Orders: The revenue or the number of orders which is tracked and attributed to an influencer
- Code Usage: The number of times the discount code is used which was provided by the influencer
- Cost Per Order: This is calculated by commercials of the influencer divided by the number if attributed orders
- Cost of Acquisition: CAC or cost of acquiring a new customer is calculated as follows: total expense, in this case, the influencer’s commercials divided by the number of new customers acquired.
Learn more about the best way to leverage influencer marketing to reduce CAC here
- CTR (on YouTube): Click through rate on YouTube is how many times the video has been displayed in someone’s feed and out of which how many people have clicked on it. It is calculated by number of video views divided by number of impressions. It is useful for an influencer to measure if their thumbnails and titles are effective.
- CTR (from YouTube to website): This click through rate is what brands measure. It is the number of clicks from the description or the stories of an influencer. It is calculated by the total clicks divided by the number of views
- Engagement Rate: It is the engagement across the influencer’s content in the form of likes, comments, saves and shares. It is calculated by the number of likes plus comments plus saves plus shares divided by the number of impressions
- Like to Dislike Ratio: It is used to measure the sentiment of the viewers towards the content. If there are 800 likes and 200 dislikes then it is measured as 80:20 or 80%
Influencer Marketing Commonly Used Terms
- Collaboration: Collaboration is a term used for working and signing up an influencer for certain deliverables against some consideration.
- Barter Collaboration: It is when an influencer collaboration is done without paying the influencer any money but by giving them free products
- Sponsored: When collaborations are not done for free but against certain payment, it is called as sponsored
- Commercials: It is the fees on an influencer
- Deliverables: It is the content that the influencer will make for the brand. It could be a YouTube video, an IG reel, a static post, etc.
- Nano Influencer: Small Influencers who have very small reach but high engagement. These influencers are very relatable for the users
- Micro Influencer: These influencers add credibility to the brand and have some reach.
- Macro Influencer: These are bigger influencers who have good reach.
- Influencer Sign Up: It is agreeing with influencer for certain deliverables against some commercials. Usually there are agreements for these signups.
- Influencer Rights: It is the right of the usage of deliverables. It can be permitted to be not used in any ads, or be used only in only ads for a certain duration.
If any terms are missing, please let us know in the comments below