In part II of our influencer marketing 101 series, we're focusing on actual influencers and defining the key terms and metrics associated with them. Even though they don't always love being labeled as influencers, most agree it's an industry-accepted term that comes with the job of creating content online. Here are some definitions for the “who” and “what” around these influential people.
1. Audience: The group of individuals and social media users who follow and engage with a specific influencer. By sharing authentic, engaging, and relevant content on a consistent basis, influencers develop and grow their audience. Over time, a trusted relationship forms, which is one of the most valuable assets influencers possess.
2. Audience Demographics: Various characteristics that define an influencer's audience, such as location, age, gender, income level, marital status, occupation, religion, number of kids, etc. This information is particularly interesting to advertisers who aim to partner with influencers whose audience demographics align with their target customer set.
3. Audience Health: A term that refers to how engaged and/or active an influencer’s audience is. Recently, audience health has become a hot topic as fake accounts or "bots" become a growing concern on social platforms.
4. Celebrity-influencer: Individuals who have achieved more traditional “celebrity status” based on their social media presence alone. Read more about the different types of influencers here.
5. Influencer Rate Card: A concise outline of an influencer's costs of services. An influencer’s rate card will typically reflect the cost of content integrations and sponsored posts. Oftentimes, discounted rates are offered for a series of multiple posts, versus a single post.
6. Influencer Representation: Today, it's not just high-profile celebrities, movie stars, and athletes who have agents representing their business interests. Many influencers have management teams or agents who bring them brand deals, negotiate contracts, and even manage their content calendars.
7. Micro-influencer: A creator with a smaller but usually more engaged audience (typically 10-100K followers). The term can also refer to an influencer who has a hyper-localized or niche audience.
8. Total digital audience: The sum of an influencer's potential reach across all active social platforms, including Facebook, Twitter, Instagram, Pinterest, YouTube, Tumblr, Snapchat, Musical.ly, and Blog monthly uniques.
9. “Personal Brand”: The features, values, and/or particular qualities of an influencer, collaborator, content creator, or digital publisher. When partnering with brands, influencers are mindful to make sure the potential brand partner aligns with or compliments their own personal brand, so they don't lose the respect and trust of their audience.
10. Segment: Refers to a specific group of influencers differentiated by the type of content they create, or by the specific audience demographics they reach. (Lifestyle, fashion, food, DIY, millennials, parenting, etc.) Synonyms: Vertical or Category.
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