Cannaeo Brands – Private Labeling, Manufacturing, Influencer Marketing

INFLUENCER GLOSSARY

Curated Must-Know Influencer Marketing Lingo and Buzz Words

Resources: "Influencer" by Brittany Hennessy © 2018

ADVERTISER

The brand calling all the shots. They have the funds to pay for the brand ambassador’s fees. They are the governance of the project.

ADVERTISER
AGENCY

AGENCY

A group working on behalf of the advertiser. They can be a media agency, a creative agency, or a public relations agency. Sometimes they have the money, so they can make some of the milestones or tasks, but they still have to report to the Advertiser.

AGENT

Someone who represents an influencer. The Agent’s objective is to ensure the influencer is generating revenue. Agent gets compensated only if the influencer gets paid, so her goal is to always generate new clients.

AGENT
AMBASSADOR

AMBASSADOR

An influencer who is working with a brand on a long-term contract. An ambassador is essentially the “face” of a brand during the life of her contract. An influencer can be an ambassador for a certain period of time (2019, Summer 2019), an event season (Festival, Holiday Season), or for a particular product (nutraceuticals, supplements, skincare).

APPROVALS

A period of time where everyone needs to review the content and a “thumbs up” from all parties involved is required prior to publishing.

APPROVALS
ARTICLE

ARTICLE

A piece of content that usually has a lot of text and pictures to break them up. This is usually a profile of an influencer.

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.

AUDIENCE
AUDIENCE DEMOGRAPHICS

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.

BCE (BRANDED CONTENT EDITOR)

This individual works at a publisher and is in charge of coming up with the details of the branded content. BCE also looks at all the influencers to make sure they are relevant to the brand.

BCE (BRANDED CONTENT EDITOR)
BIO

BIO

The two to three lines on your Instagram profile where you insert as much information about yourself as possible. Also, the page on your website where you give the reader more details on your story and the type of content you’d like to create.

BRAND

Oftentimes used interchangeably with “advertiser” or the company that hires the influencer.

BRAND
BRAND AFFINITY

BRAND AFFINITY

A fancy word to show compatibility between an influencer and an advertiser/brand. If you’re an influencer and 50 percent of your followers follow a certain beauty brand, that is a very high affinity. The bigger this number is, the better.

BRIEF

The document you receive from the advertiser, agency, or brand that provides guidelines on creating content. It will tell you what hashtags to use, what handles to mention, the tone of the content, and other valuable pieces of information.

BRIEF
BUDGET

BUDGET

How much money someone has to pay you. People think a very popular brand will always have a large budget, but that’s not true. Budgets vary, so always keep an open mind.

CALL SHEET

A document you’ll receive ahead of a photo or video shoot. It will include where the shoot will be held, who will be on set, the schedule of the day, and other important details.

CALL SHEET
CALL TIME

CALL TIME

The time you will be expected on set. It is included in the call sheet.

CAMPAIGN

The project you are a part of. It will have a specific start and end time.

CAMPAIGN
CASTING CALL

CASTING CALL

When looking for talent, also known as casting, a casting director may set up a date and time and try to see as many influencers as possible during that window.

CATEGORY EXCLUSIVITY

If an advertiser asks for this it means you cannot work with any competitors in the same category. Popular categories include fitness products (supplements, gym gear, weights) alcohol/spirits (vodka, tequila, rum), and accessories (watches, handbags, sunglasses).

CATEGORY EXCLUSIVITY
CELEBRITY

CELEBRITY

An influencer whose fame is attributed to her offline career. For the most part, people are following her on social media because they are a fan of her movies, music, TV shows, or sports team.

CIRCLE BACK

Another modern way of letting someone know, “I’ll get back to you” or “Lets loop around the idea and figure out where we go from there when we talk again.” I know it’s annoying, but it simply means the topic is too fresh to make a decision.

CIRCLE BACK
CLIENT

CLIENT

The person who is deploying the money to the influencer. It is imperative that this person is happy and satisfied with the service otherwise they won’t come back, or at worst, they may even ask for a refund. That’s no bueno!

COB (CLOSE OF BUSINESS)

If someone needs something by COB, it usually means by 6:00pm. Keep in mind that may be EST (Eastern Standard Time) if the service provider is in New York or PST (Pacific Standard Time) if in Los Angeles.

COB (CLOSE OF BUSINESS)
COLLABORATION

COLLABORATION

A relationship between a brand and a collaborator with the goal being that the collaborator produces social media content for the brand. Synonym: Partnership

COMMENT PODS

Used primarily on Instagram, these are private, invite-only group chats where members share their latest posts, and every pod member is expected to leave a relevant comment (i.e. more than 3 words, no emojis, etc.). It’s hard to tell when Instagram comment pods first came on the scene, but it’s safe to say they’re a direct result of Instagram’s infamous algorithm change.

COMMENT PODS
COMPETITOR

COMPETITOR

A company that the advertiser is up against when consumers are choosing which product to buy. Some advertisers are very realistic about their competitors. Others, not so much.

CONNECT OFFLINE

In conference call terms that means, “We will talk about this when the call is over.”

CONNECT OFFLINE
CONTENT

CONTENT

Photos, videos, and text being created for a social media platform.

CONTENT CREATOR

Someone who makes photos, videos, and text for social media platforms.

CONTENT CREATOR
CTA (CALL TO ACTION)

CTA (CALL TO ACTION)

A message that invites someone (a viewer, audience member, user, fan, or consumer) to perform a specific type of action. Common influencer CTA’s include “like and comment to enter” a sweepstakes or “swipe up” to view a product shared within an Instagram Story.

CPC (COST PER CLICK)

If an advertiser pays an influencer to drive traffic to their website, the amount they’ve paid the influencer divided by the number of clicks is the CPC.

CPC (COST PER CLICK)
CPV (COST PER VIEW)

CPV (COST PER VIEW)

When doing video campaigns there is a price per view if an advertiser is running an ad on social media. Advertisers like to compare traditional CPVs to an influencer’s CPV.  Therefore, they will divide how much they paid the influencer by how many views the video received to determine that number.

DISCLOSURE

A written and visible indicator required by the FTC and included within sponsored influencer content that clearly conveys the material connection(s) between the influencer and sponsoring brand. Compliant disclosures include: The word or #hashtag ad, paid, or sponsored.

DISCLOSURE
DELIVERABLES

DELIVERABLES

What you are responsible for producing (photos/video/text) and publishing (blog posts, videos, photos).

DISCLAIMER

A note to give people important information that they would like to know. You usually will see one of these on a blog that says, “Some of the links you see are affiliate links and we will receive monetary compensation if you click and buy.”

DISCLAIMER
DOCUSIGN

DOCUSIGN

DocuSign is an online platform or app that lets you electronically sign documents which stands even stronger legally in court because it’s associated with your email address with historical communication logs to prove you are the person Docusigning a contract.

ENGAGEMENT

The number of likes, comments, retweets, shares, and repins a content receives.

ENGAGEMENT
ENGAGEMENT RATE

ENGAGEMENT RATE

The number of followers divided by the number of engagements you have on one post or the last ten to twelve post.

EOD (END OF DAY)

This is usually 12:00am in the time zone of the person who is sending it. But it really means, “have it in my inbox by the time I look at it tomorrow.”

EOD (END OF DAY)
EOW (END OF WEEK)

EOW (END OF WEEK)

It usually means the person asking you for something would like it on Friday so that it will be in his inbox when he comes into work on Monday morning.  This is also usually assuming the person won’t be working on the weekend.

EXCLUSIVITY

A term referring to the amount of time you are prohibited from working with competitors.

EXCLUSIVITY
FACEBOOK LIVE

FACEBOOK LIVE

A video that is recorded and streams in real time on Facebook.

FEED

The platform interface where a user views social content posted by people and influencers they follow. Or, if you’re looking at your own feed, you will see your own post.

FEED
FINSTAGRAM

FINSTAGRAM

A finstagram account is a secondary Instagram account that some Instagram users and/or influencers create to share content with a more controlled audience. It can be an account followed exclusively by friends and family, or a stealth account where they can post things anonymously.

FILTER

An overlay on a photo/video that changes how it looks.

FILTER
FLAT LAY

FLAT LAY

When you lay items flat and take a photo of them. This can be an outfit or things you’re packing in a suitcare, gym bag, or diaper bag. A “bag spill” can be considered a type of flat lay.

FLIGHT

The length of a campaign or the length of time content has to be live/remain visible on your site.

FLIGHT
FTC (FEDERAL TRADE COMMISSION)

FTC (FEDERAL TRADE COMMISSION)

A government agency whose job is to protect America’s consumers—recently in the spotlight for regulations they’ve implemented for influencer endorsements.

GALLERY

One piece of content that you can scroll through for multiple images/videos. Can be used on a blog, Instagram, or Facebook post.

GALLERY
GLAM SQUAD

GLAM SQUAD

People who provide hair, makeup, and styling for a photo shoot.

GO-SEE

A term frequently used in modeling and increasingly in influencer marketing where an individual goes to see a casting director so the director can see how the individual looks in real life.

GO-SEE
HASHTAG

HASHTAG

The “#” sign used on social media. When attached to a word the term created strings together every status update that uses it so you can follow the conversations. Just FYI, you cannot put punctuation or spaces in a hashtagged term. 

HAUL/ANTI-HAUL

A type of YouTube video where you go to a store and show your audience all the things you bought. An anti-haul is relatively new in comparison and is when an influencer states all the things she will never buy.

HAUL-ANTI-HAUL
HOLONIS

HOLONIS

Holonis is the evolution of social media and e-commerce, the social commerce platform. They are located in San Diego and a great source to build a following and increase product sales.

IMPRESSIONS

Impressions are the number of times a given piece of content has been viewed.

Impressions are a good metric to understand how many people an influencer post actually reached. Most of the time, it is less than all of their followers due to changing social media algorithms and posting time, however, it is a good indicator of the performance of the post nonetheless.

IMPRESSIONS
INFLUENCER

INFLUENCER

A creative professional, person, or figure, who is motivated primarily by their craft or passion, and who possesses an ability to affect culture through the unique creativity they share with their digital audience. Synonyms include: a. Collaborator: Cannaeo’s term for an influencer in our community and b. Content Creator: An individual who creates content on social media

INFLUENCER ENDORSEMENT

Support or approval for a brand’s product or service, integrated into Influencer content in a creative way that generates awareness and consideration for a brand.

INFLUENCER ENDORSEMENT
INFLUENCER MARKETING

INFLUENCER MARKETING

The practice of connecting with influential people on social media to help communicate brand messaging.

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.

INFLUENCER RATE CARD
INFLUENCER REPRESENTATION

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.

KPI (KEY PERFORMANCE INDICATORS)

This refers to the metrics that will show you if a campaign is successful. Common KPIs include impressions, engagements, video views, clicks, time on site, purchases, downloads, etc.

KPI (KEY PERFORMANCE INDICATORS)
LIFECASTER

LIFECASTER

Someone who broadcasts his/her life on Instagram but doesn’t create the way a  content creator does. A lifecaster is pretty much living his/her life and being original, and documenting the process, while his/her audience is enjoying the feeds.

LISTICLE

Content displayed in a list form: “Five Hemp Products That Sells” or “Top 10 Private Labeled Hemp Products for Pets.”

LISTICLE
MANAGER

MANAGER

Someone who provides career direction for an influencer. A manager can also pitch and book an influencer for campaigns if the influencer doesn’t have an agent.

MENTION

Calling out the name of an advertiser or brand on social media by using “@” symbol.

MENTION
MOOD BOARD

MOOD BOARD

A visual representation of a shoot to be approved by a brand. The mood board could include inspiration of the location, clothing, makeup, hair, poses, and style. Think of it as a giant Pinterest board.

O&O (OWNED AND OPERATED)

This is usually seen on a contract in the usage section and means the content can be used on any site the advertiser/brand owns and operates like a website, blog, or social channels.

O&O (OWNED AND OPERATED)
PINTEREST

PINTEREST

Pinterest is a social media web and mobile application company. It operates a software system designed to enable discovery of information on the World Wide Web using images and, on a smaller scale, GIFs and videos.

PUBLICIST

A person in charge of influencer’s public relations. The publicist’s job entails dealing with the press and making sure the influencer has a positive image.  They also handle damage control if the influencer makes a big mistake.

PUBLICIST
RETAIL

RETAIL

A physical location. Usually refers to a store when an advertiser is describing usage. If it includes retail, that means they can put influencer’s photos up in the store as a general poster or highlight the product they were promoting.

ROI (RETURN ON INVESTMENT)

This is a performance measure used to evaluate the efficiency of an investment or compare the efficiency of a number of different investments. ROI tries to directly measure the amount of return on a particular investment, relative to the investment’s cost. To calculate ROI, the benefit (or return) of an investment is divided by the cost of the investment. The result is expressed as a percentage or a ratio.

ROI (RETURN ON INVESTMENT)
ROLLING LUNCH

ROLLING LUNCH

When you’re on set sometimes there is an official lunch break, but other times they bring out lunch and you eat when you have a break. The latter is a rolling lunch.

ROSTER

A list of clients a talent agency represents. Also the list of influencers pitched to an advertiser for a campaign.

ROSTER
SENTIMENT

SENTIMENT

How someone feels after reading your content. Are they happy, sad, angry, motivated, inspired, etc.?

SOW (SCOPE OF WORK)

This is a document routinely employed in the field of project management. It defines project-specific activities, deliverables and timelines for a vendor providing services to the client. The SOW typically also includes detailed requirements and pricing, with standard regulatory and governance terms and conditions.

SOW (SCOPE OF WORK)
TAKEOVER

TAKEOVER

When you post three Instagram posts in a row, essentially letting the advertiser “take over” the top row of your feed.

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 unique visits.

TAKEOVER
USAGE

USAGE

How the content created for a campaign will be used/where it will appear.

VERTICAL

A category like style, beauty, fitness, travel, home decor, DIY, etc.

VERTICAL
VERIFIED

VERIFIED

Social media accounts that are identified with a blue checkmark on Twitter, Facebook, and Instagram, which signifies credibility to the particular account. With the advent of trolls and obsessive fandoms, many copycat and/or fake accounts mask for the real thing—the verified symbol presents proof of legitimacy.