Influencer Glossary

 

  • Deliverables: The content requested of the creator from a brand (ie: 3 static posts and 5 story sets during a 3 month time frame)

  • Campaign: The marketing push including multiple influencers and posts from the brand themselves to promote a specific product or sale.

  • KPI: Key Performance Indicator - the tangible result that the Brand is looking for within their campaign. Are sales, UCG, or awareness most important?

  • UCG: User generate content - content created by the consumer (or creator). Seeing the product IN USE outside of a studio is important in the buyer experience. Think about how you might read reviews and look for picture of a clothing item ON a real human rather than a model.

  • Brief: The details and goals of a campaign. This is created by the brand and may include a mood board of content or specific copy (phrases) that are requested from you.

  • Media Kit (also called a Media Deck): A document showing of examples of your work and the engagement you typically receive. Pro tip: hyperlinking examples of past collabs is more effective than building a stellar media deck. I have NEVER received a media deck that 1. Made me say yes AND 2. answered all of my questions.

  • Rate Sheet: A document listing an influencer/creators rates for specific deliverables. NOT RECOMMENDED.

  • Affiliate Marketing: A commission based earning structure. Also called Ambassador Program. No upfront payment required.

  • Gifted: When product/ service is provided to the creator complimentary (whether in exchange for promotion or not).

  • Trial: When a brand requests that you either test the product yourself before advertising OR test the product with your audience prior to payment for advertising. The second is frowned upon.

  • Rights: The legal permission to use a creator's content. Often this is requested in full, meaning the brand has the legal permission to use this content HOW and for AS LONG as the brand sees fit. It is highly important to define rights and usage of content within a contract.

  • Usage: The act of a brand using a creator's content within their social media, website, ads, etc. This is predominately a problem when brands use content within ads without a creators permission.

  • Organic Usage: As it relates to Organic vs Paid usage. The act of a brand using a creator's content within the Brand's feed only. No ad spend is put behind this content to extend the reach.

  • Usage in Perpetuity: Handing over all usage rights of content to a brand to keep forever. Typically advised against.

  • White Listing: When a brand is given permission through Facebook Ad Suite to pay to promote your POSTED content under your username. The ad will be visible as if it's being marketed BY you rather than by them.

  • Dark Listing: When a brand is given permission through Facebook Ad Suite to pay to promote your UNPOSTED content under your username. The ad will be visible as if it's being marketed BY you rather than by them.

  • Exclusivity: Either requested BY the Brand or forced by the category, when the creator cannot market a competitor or competing product. This can be specifically name competitors OR a category of products.

 

frequently asked q’s

What is paid usage and why is it so spendy?

This means that the brand can use your content and your likeness (your pretty face) across all channels, shooting it to the widest audience their marketing budget can buy. Whether that be in store signage, email marketing, the ad that everyone is seeing on their story, etc, your likeness is valuable and you should be paid for it. If a brand were to push my face across the multiverse, I better be paid like I produced and starred in their commercial… because I quite literally did.

But really, full rights are REALLY expensive…

Yes, I know they are and so do big brands. They should not expect to have full rights to your content nor should they treat it like a shot at fame for you. I do not recommend you offer full rights. Realistically, 3-6 months is all they should need as campaigns ebb and flow.

What happens if they don’t have the budget?

You have the power to negotiate and decide if this opportunity is worth it or not. My motto is to price high. You can always go down from there.

What do I do if this is much higher than my current rates?

“Since the last time we worked together, my rates have increased to $___ based on my reach, experience, as well as industry standard. Is this within your budget?”

Want more negotiation power, Pitching and Pricing is the place to head next.