Glossary

Influencer marketing glossary

Plain definitions of 50 influencer marketing terms, written for restaurant marketers and agencies.

A

2 terms

Affiliate Marketing

Affiliate marketing is a performance-based marketing model in which partners, called affiliates, earn commissions for…

Audience Demographics

Audience demographics are the statistical characteristics of an influencer's follower base, including age, gender…

B

2 terms

Brand Ambassador

A brand ambassador is an individual who represents and promotes a brand over an extended period through an ongoing…

Brand Mention

A brand mention is any reference to a business on social media, online publications, review platforms, or other digital…

C

10 terms

Campaign Brief

A campaign brief is an internal strategic document that outlines the goals, target audience, messaging, timeline…

Click-Through Rate (CTR)

Click-through rate, or CTR, measures the percentage of people who click on a link after seeing a piece of content. It is…

Comp Meal Collaboration

A comp meal collaboration is an influencer partnership in which the creator is hosted for a complimentary meal and posts…

Content Approval

Content approval is the process of reviewing and approving influencer-created content before it is published on social…

Content Creator

A content creator is anyone who produces and publishes digital content — including videos, photos, articles, and…

Content Rights

Content rights refer to the legal ownership and control over creative work. In the context of influencer marketing…

Conversion Rate

Conversion rate measures the percentage of users who complete a desired action out of those who had the opportunity to…

CPC (Cost Per Click)

CPC, or Cost Per Click, measures the cost of each click generated by a marketing campaign. It is calculated by dividing…

CPM (Cost Per Mille)

CPM, or Cost Per Mille, is a metric that measures the cost of reaching 1,000 people with a marketing message. The word…

Creator Economy

The creator economy is the ecosystem of independent content creators who earn income by producing and distributing…

E

2 terms

Earned Media Value (EMV)

Earned media value is a metric that estimates the equivalent advertising cost of non-paid media exposure, including…

Engagement Rate

Engagement rate measures how actively an audience interacts with content, expressed as a percentage of total followers…

F

3 terms

Food Influencer

A food influencer is a social media creator who primarily produces content about food, dining, cooking, and culinary…

Food Photography

Food photography is the art and practice of capturing visually compelling images of food and beverages. Great food…

Foot Traffic Attribution

Foot traffic attribution is the process of connecting marketing activities to physical store visits. It answers the…

G

1 term

Geo-Targeted Marketing

Geo-targeted marketing, also known as location-based marketing, delivers marketing messages to users based on their…

H

2 terms

Hospitality Marketing

Hospitality marketing promotes businesses across the broader hospitality industry, which includes hotels, restaurants…

Hyper-Local Influencer

A hyper-local influencer is a content creator whose audience is heavily concentrated in a specific neighborhood, city…

I

10 terms

Impression

An impression is counted each time a piece of content is displayed on a user's screen. Say one person sees a post three…

Influencer Brief

An influencer brief is a document provided to creators that outlines campaign information, expectations, guidelines, and…

Influencer Campaign

An influencer campaign is a coordinated marketing effort that partners with social media creators to promote a brand…

Influencer Contract

An influencer contract, also called a creator agreement or collaboration contract, is a legal document that formalizes…

Influencer Marketing

Influencer marketing is a form of social media marketing. Brands collaborate with individuals who have built credibility…

Influencer Marketplace

An influencer marketplace is a platform that connects brands with content creators for marketing partnerships…

Influencer Outreach

Influencer outreach is the process of contacting and recruiting social media creators to participate in marketing…

Influencer Pricing

Influencer pricing refers to the rates creators charge for sponsored content and brand partnerships. Pricing varies…

Influencer Vetting

Influencer vetting is the process of evaluating creators before partnering with them. It verifies that their followers…

Instagram Reels

Instagram Reels are short-form vertical videos on Instagram. Introduced in 2020 as Instagram's response to TikTok, Reels…

L

1 term

Local SEO

Local SEO, or local search engine optimization, is the practice of optimizing a business's online presence to attract…

M

2 terms

Micro-Influencer

A micro-influencer is a social media creator with a following typically between 10,000 and 50,000 followers. They sit…

Multi-Location Marketing

Multi-location marketing is the strategy of coordinating marketing activities across multiple business locations. It…

N

1 term

Nano-Influencer

A nano-influencer is a social media creator with a following between 1,000 and 10,000 followers. Their followers…

P

1 term

Paid Collaboration

A paid collaboration, also called a paid partnership, is an influencer collaboration that includes monetary compensation…

Q

1 term

QSR Marketing

QSR marketing refers to marketing strategies specifically designed for quick-service restaurants, which include fast…

R

4 terms

Reach vs. Impressions

Reach and impressions are related but distinct metrics that measure content visibility. Reach counts the number of…

Restaurant Branding

Restaurant branding is the process of creating a distinct identity for a restaurant through its visual design…

Restaurant Marketing

Restaurant marketing encompasses all strategies and activities designed to attract new customers and retain existing…

ROI Tracking

ROI tracking, or Return on Investment tracking, is the process of measuring the financial return generated by a…

S

4 terms

Sentiment Analysis

Sentiment analysis uses natural language processing and machine learning to determine the emotional tone of text…

Social Listening

Social listening is the practice of monitoring social media platforms and online channels for mentions of a brand, its…

Social Media ROI

Social media ROI, or return on investment, measures the value generated by social media marketing activities relative to…

Social Proof

Social proof is a psychological phenomenon in which people look to the actions and opinions of others to guide their own…

T

1 term

TikTok Marketing

TikTok marketing leverages the short-form video platform to reach and engage audiences through entertaining, authentic…

U

2 terms

UGC (User-Generated Content)

User-generated content, commonly abbreviated as UGC, refers to any content — including photos, videos, reviews, and…

Usage Rights

Usage rights are permissions granted by content creators that allow brands to use their content in specific, defined…

W

1 term

White-Label Platform

A white-label platform is a product or service built by one company that other businesses can rebrand and resell as…

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