Glossary · 68 terms
Influencer marketing glossary
The words that come up in every brief, report and negotiation, defined in plain English. Each term has a one-line definition you can quote, why it matters, a formula where there is one, and how Zaver measures it.
Finding creators
Nano influencerA creator with 1,000 to 10,000 followers.Micro influencerA creator with 10,000 to 100,000 followers.Macro influencerA creator with 500,000 to 1 million followers.Mega influencerA creator with more than 1 million followers.Creator discoveryThe process of finding creators who match a brief.Fit scoreA 0 to 100 score of how well a creator matches a brief.Lookalike creatorsCreators similar to ones that already worked for you.Engagers exportA list of everyone who liked or commented on a set of posts.Hashtag researchSizing hashtags before using them in a campaign.Creator databaseA searchable index of creator profiles with precomputed attributes.Brand accountA business profile rather than a creator.
Vetting and audience
Engagement rateInteractions on a post divided by the audience that could have seen it.Engagement benchmarkThe typical engagement rate for creators of a given size or niche.Authenticity scoreA 0 to 100 estimate of how real a creator's audience and engagement are.Fake followersFollowers that are bots, bought, inactive or part of engagement pods.Health scoreA composite 0 to 100 read on whether a creator is active, consistent and real.Audience demographicsThe age, gender and location mix of a creator's followers.Audience geographyWhere a creator's followers live, as distinct from where the creator lives.Audience fitHow closely a creator's audience matches the buyer in the brief.Brand fitWhether a creator's content, tone and values suit the brand.Brand safetyProtection against placements next to content that harms the brand.Content pillarsThe recurring themes a creator or brand posts about, with their share of engagement.Branded vs organic engagementHow sponsored posts perform relative to a creator's unsponsored ones.Detected brand partnershipsBrands a creator has worked with, detected from their own content.Reel transcriptSpeech-to-text of a short video, with timestamps.
Pricing and deals
Fair priceA benchmarked USD range for one sponsored post from a specific creator.Price tierA creator's estimated price band relative to the norm for their size: budget, standard, premium or elite.CPMCost per thousand views.Cost per engagementSpend divided by likes, comments, saves and shares received.Cost per viewSpend divided by views actually delivered.Rate cardA creator's or a category's published prices per deliverable.Product seedingSending free product to many small creators with no obligation to post.GiftingAnother name for product seeding.Usage rightsPermission to reuse creator content beyond the creator's own channels.WhitelistingRunning paid ads from a creator's own account with their permission.
Measurement
Influencer marketing ROIReturn from a campaign relative to what it cost.ROASRevenue divided by spend.AttributionTying a sale or lead to the creator who caused it.Promo codeA creator-specific discount code used to attribute sales.UTM linkA tracked URL that tags traffic with its source.ReachThe number of distinct people who saw a post.ImpressionsTotal times a post was displayed, including repeats.Share of voiceA brand's share of all conversation in its category.Sentiment analysisClassifying posts and comments as positive, negative or neutral.Social listeningCollecting and analysing public conversation about a brand, topic or category.
Operations
UGCUser-generated content: posts about a brand made by customers and creators, not the brand.UGC creatorA creator already posting about your brand, or one who makes content for brands to use.Brand mentionsPublic posts that tag or name a brand.Ambassador programmeAn ongoing relationship with creators who represent the brand over time.Creator affiliateA creator paid a commission on sales they drive.DeliverableThe agreed piece of content a creator must post.Campaign trackerThe sheet or tool that holds creators, deliverables, spend and results for a campaign.Outreach trackerA log of who was contacted, when, with what, and what happened next.Creator briefThe document that tells a creator what to make and why.Public business emailA contact email a creator has published on their own profile.Contact enrichmentAdding published contact details to a list of handles.Shareable shortlistA public link to a set of creators that reviewers open without logging in.FTC disclosureThe required labelling of paid or gifted content as such.Audit logA record of every action taken in a workspace, by whom and when.WorkspaceA shared account for a team, billed once regardless of seats.CreditsThe unit Zaver charges per action.
Platforms and formats
ReelInstagram's short vertical video format.CarouselA multi-image or multi-video post that swipes.Branded hashtagA campaign- or brand-specific hashtag used to collect participation.MCP (Model Context Protocol)The standard that lets an AI assistant call external tools.Developer APIREST endpoints that expose a product's functions to code.Strategy decoderAn analysis of a brand's Instagram playbook from its recent posts.Competitor trackerA standing comparison of your brand and rivals on one matrix.