Know-how / Unify Social
Influencer marketing glossary
Core influencer marketing terms explained simply: reach, frequency, CPV, engagement, UGC, whitelisting and usage rights.
What does reach mean?
Reach is the number of unique accounts that saw a piece of content at least once, as defined by the reporting platform. It cannot be added up across creators, because audiences overlap.
What does frequency mean?
Frequency is the average number of exposures per reached account: impressions divided by reach. High frequency means the same audience saw the message several times.
What is CPV?
CPV (cost per view) is campaign cost divided by eligible views. It lets you compare influencer campaigns with other video channels, provided the same definitions are used.
What is engagement rate?
Engagement rate is the number of interactions (likes, comments, shares, saves) divided by a stated denominator: followers, reach or views. Without a stated denominator the figure cannot be compared.
What is UGC?
UGC (user-generated content) is content created by users. In marketing it also refers to content commissioned from creators in the platform’s native style.
What is whitelisting?
Whitelisting is a creator’s authorisation for a brand to run paid ads from their identity or with their content, through the platform’s official tools.
What are usage rights?
Usage rights define the channels, duration, territory and ways a brand may use content created by an influencer outside the influencer’s own account.
Nano, micro, mid-tier or macro: which influencer type should you choose?
The difference between nano, micro, mid-tier and macro influencers, whether micro-influencers perform better and when 20 micros beat one macro.
Explore ↗How to measure an influencer marketing campaign
The metrics that matter in an influencer campaign: reach, frequency, views, CPV, engagement rate and conversions, and their limits.
Explore ↗Content usage rights and whitelisting
What usage rights for influencer content are, what drives their cost, what whitelisting is and what must be agreed before TV use.
Explore ↗