Influencer marketing: top 10 keywords for brands and businesses to know
What is a Key Opinion Leader? What does engagement rate mean? What constitutes relevant content? The influencer marketing market is full of technical terms and expressions, acronyms, and other English loanwords. When you're not in the industry, this jargon can quickly become confusing or even daunting. Don't panic! To help guide you and develop your web marketing knowledge, here's a short glossary of influencer marketing.
Why learn the keywords of influencer marketing?
Entrusting a brand's visibility and reputation on social media to a specialized influencer marketing agency like So Bang means collaborating constantly with influence experts. In their work, these digital specialists spend their time monitoring and analyzing trends and communicating with their clients using a whole host of expressions that aren't always easy for a newcomer to understand.
Among the tasks of an influencer agency, explaining the meaning of the words used is far from pointless. For a brand or company, knowing precisely what you're talking about allows you to understand the stakes involved in launching an influencer campaign and to align them with your business objectives. So before launching your first influencer campaigns on social media, let's get down to some basics!
Top 10 essential words in influencer marketing
Affiliate marketing : this involves setting up a marketing operation, in the form of a partnership for example, with a brand that has an e-commerce website. The objective is to promote the brand's products or services on its own website via tracked links or banner ads.
Audience : This is the total number of people potentially reached when content is published on a social network. An influencer's audience is primarily based on the number of subscribers (or followers) they have on social media platforms.
Influencer box: This is a marketing operation where a brand sends product samples to numerous micro-influencers, often Instagrammers or TikTokers, so that they can create content (such as videos) about the products they receive. The goal, of course, is to reach new potential customers.
Influencer campaign: This is a digital marketing action that mobilizes one or more influencers to promote a brand or product. The most common form of influencer campaign is product placement, for example, on YouTube.
Influencer : This is someone active on social media with a significant following and the ability to reach a wider audience. In theory, anyone can become an influencer. In practice, it requires real expertise and a great deal of talent. An influencer is also referred to as a Key Opinion Leader (KOL). A KOL is an internet user with a certain level of recognition and expertise in a particular field. They are able to drive action within a community, such as purchases or the discovery of a brand or product.
Relevance: This means that the content shared by the influencer aligns with the brand's image and values. Tip! To reach a target audience, it's best to run targeted campaigns with content that meets their expectations and needs.
Reach : This is the number of people (prospects, subscribers) that the brand can reach through the brand's influencer community.
Mega-influencer: These celebrities or top-tier influencers boast over 100,000 followers across their profiles. With a captive audience that loves their creative content—posts, videos, Reels—they've become social media stars! A true force to be reckoned with on TikTok, YouTube, and Instagram, if you want to boost your visibility, this is the influencer category to target.
Micro-influencers and nano-influencers: They are brands' best allies right now! Their secret? Authenticity, values, and expertise! These ambassadors are active consumers and opinion leaders who, while having a smaller audience (between 1,000 and 500,000 followers) than mega-influencers, are more engaged. They share their values and passions authentically. This type of influencer regularly posts reviews, photos, and videos about products or services to best guide consumers in their choices. Their favorite platforms? Instagram, Pinterest, and more.
Engagement Rate: What is engagement rate? It's a key performance indicator (KPI) used in web marketing to measure user interaction with a post through the reactions it generates: likes, shares, comments, clicks, number of views, etc. Engagement rate helps determine the potential and success of a social media advertising campaign. It's a key indicator in competitive analysis, for example.
With this short glossary, and even if you're not yet a pro in the field, you're ready to dive into the exciting world of influencer marketing. Please note that this glossary is not exhaustive; it simply contains the basic definitions. Of course, we will be sure to add to it. This list will also certainly help you better understand the role of an influencer agency.