Influencer Marketing Glossary

The specific formatting rules for disclosing sponsored content relationships. Effective disclosures must be: placed at the beginning (not buried), use clear language (#ad, #sponsored, "Paid partnership"), visible without clicking "more", and present in the content itself—not just buried in platform tools or link descriptions.

Enhanced product descriptions on Amazon that allow brand-registered sellers to add rich media—comparison charts, enhanced images, brand stories, and detailed feature descriptions—to their listings. A+ Content typically increases conversion rates by 3-10% through improved visual storytelling.

A performance-based marketing model where creators earn commissions for driving sales through unique tracking links or codes. Unlike flat-fee sponsorships, affiliates are only paid when their promotion results in actual purchases—aligning incentives between brands and creators.

Amazon's affiliate marketing program that allows website owners, bloggers, and content creators to earn referral commissions by promoting Amazon products. Associates receive unique tracking links and earn 1-10% commission on qualifying purchases made through their links.

A free analytics tool that measures how non-Amazon marketing channels (social media, email, display ads) drive traffic and sales to Amazon listings. Sellers receive detailed conversion data and can optimize their external marketing efforts based on actual Amazon purchase behavior.

A program that rewards sellers for driving external traffic to their Amazon listings. When customers arrive via Amazon Attribution links and make purchases, sellers earn an average 10% bonus on those sales—effectively reducing referral fees and incentivizing off-Amazon marketing efforts.

A free program that gives brand owners powerful tools to protect their intellectual property, build their brand presence, and access exclusive features on Amazon. Enrollment requires an active trademark and unlocks A+ Content, Amazon Stores, Brand Analytics, and enhanced advertising options.

An Amazon platform that directly connects brands with content creators for sponsored collaborations. Sellers can browse creator profiles, view engagement metrics, and initiate partnerships for product promotions, reviews, and social media campaigns—all within Amazon's ecosystem.

A program allowing social media influencers to create personalized Amazon storefronts where they curate product recommendations. Influencers earn commissions when followers purchase through their storefront links, providing Amazon sellers with authentic endorsements from trusted creators.

Amazon's live streaming platform where influencers and brands broadcast real-time video content showcasing products. Viewers can interact via chat and purchase featured items directly. It combines entertainment with instant shopping, similar to QVC but for the digital age.

A free, social media-style feature allowing brands to share lifestyle images and content directly on Amazon. Posts appear in feeds, on product pages, and in related categories, helping brands build awareness and drive discovery through engaging visual content that links to product listings.

A customizable page on Amazon where influencers or brands can curate and showcase product collections. For influencers, it's part of the Amazon Influencer Program; for brands, it's a branded shopping destination within Amazon that showcases their full product catalog with enhanced visuals.

An invitation-only program where Amazon's most trusted reviewers (Vine Voices) receive free products in exchange for honest, unbiased reviews. Sellers enroll products and pay a fee; Vine Voices select items to review, helping new products build credibility through authentic feedback.

Amazon's ranking system showing how well a product sells relative to others in its category. BSR updates hourly based on recent sales velocity. For Amazon sellers, influencer campaigns should measurably improve BSR—a dropping rank number indicates increased sales momentum and improved organic visibility.

A creator or customer who maintains an ongoing, long-term relationship with a brand to promote its products consistently. Unlike one-off sponsorships, ambassadors represent the brand over months or years, often receiving product, commission, and/or monthly payments in exchange for regular content and authentic advocacy.

While often used interchangeably, these terms have distinct meanings. Content creators focus primarily on producing high-quality content (videos, photos, writing); influencers focus on building audiences and driving action through their personal brand. Many creators are both, but understanding the distinction helps match talent to campaign goals.

A legal agreement granting brands the right to use creator-produced content in their own marketing channels. Licensing terms specify where content can be used (social, ads, Amazon listings), for how long, and whether exclusivity applies. Proper licensing protects both brands and creators.

Legal permissions defining how brands can use creator-produced content beyond organic posting. Usage rights specify: channels (social, web, ads, Amazon listings), duration (30 days to perpetual), territories (US, global), and exclusivity. Proper rights agreements protect both parties and prevent legal disputes.

The percentage of visitors who complete a desired action—typically a purchase for Amazon sellers. Conversion rate is the ultimate measure of influencer campaign effectiveness, showing not just traffic but actual buying behavior. Strong influencer partnerships typically drive 2-5% conversion rates.

The average cost for each user interaction (like, comment, share, save) on influencer content. CPE helps compare creator efficiency regardless of follower count—a creator with high fees but excellent engagement may have better CPE than a cheaper creator with disengaged audiences.

Cost per 1,000 impressions—a standard metric for comparing advertising and influencer costs across channels and creators. CPM helps normalize costs regardless of audience size, making it easier to compare a nano-influencer charging $100 versus a macro-influencer charging $10,000.

The economic ecosystem built around independent content creators who monetize their audiences through sponsorships, subscriptions, merchandise, affiliate income, and platform payments. Valued at over $100 billion, the creator economy represents a fundamental shift in how content is produced, distributed, and monetized.

A pricing menu that outlines what a creator charges for different content types and partnership options. Rate cards typically list prices for posts, stories, videos, and bundles across platforms—serving as a starting point for negotiation between creators and brands.

A partnership arrangement where creators grant brands advertising access to run paid promotions through the creator's social media accounts. This allows brands to boost creator content as ads, reaching beyond organic followers while maintaining the creator's authentic voice and credibility.

The percentage of people who click a link after seeing content. CTR measures how effectively content drives action—critical for Amazon sellers tracking how many influencer audience members actually visit product listings. Higher CTR indicates compelling calls-to-action and interested audiences.

The total cost to acquire one new customer, including all marketing spend, creator fees, and product costs. CAC is critical for Amazon sellers evaluating influencer ROI—campaigns are profitable only when CAC is lower than customer lifetime value or per-order profit margin.

Creating paid social media ads that don't appear on the poster's organic feed or profile. In influencer marketing, dark posts allow brands to run creator content as ads without cluttering the creator's feed—enabling A/B testing and targeted distribution without affecting organic content strategy.

The specific content pieces and actions a creator agrees to produce as part of a brand partnership. Deliverables are clearly defined in contracts and typically include content type (Reel, Story, post), quantity, posting schedule, content requirements, and any revisions included.

A metric that assigns dollar value to organic social engagement by calculating what equivalent paid advertising would cost. EMV helps brands quantify the value of influencer partnerships beyond direct sales—though it's debated as actual value depends on engagement quality, not just quantity.

The percentage of an audience that actively interacts with content through likes, comments, shares, and saves. Engagement rate is the most important metric for evaluating influencer quality—high engagement indicates an active, invested audience more likely to trust recommendations and take action.

A contract granting a brand exclusive partnership rights with a creator, preventing them from working with competitors during the agreement period. Exclusivity can be category-specific (only this skincare brand) or broader. These agreements command premium rates (25-100%+ uplift) but provide brands with dedicated creator relationships.

A contractual timeframe during which a creator agrees not to promote competing brands or products. Exclusivity protects a brand's investment by ensuring their sponsored creator isn't simultaneously endorsing rivals. Periods typically range from 30 days to one year, with compensation reflecting the restriction.

Federal Trade Commission rules requiring influencers and brands to clearly disclose material connections (payments, free products, affiliate relationships) in sponsored content. Violations can result in fines, legal action, and reputational damage. The FTC requires disclosures to be clear, conspicuous, and unavoidable.

A legally binding agreement between brands and creators defining partnership terms: deliverables, compensation, timelines, usage rights, exclusivity, disclosure requirements, and termination conditions. Contracts protect both parties and ensure clear expectations—essential for partnerships beyond simple product gifting.

A classification system that segments influencers by follower count, typically divided into nano (1K-10K), micro (10K-100K), mid-tier (100K-500K), macro (500K-1M), and mega (1M+). Each tier offers different tradeoffs between reach, engagement, authenticity, and cost.

Industry experts whose opinions carry significant weight due to their professional credentials, expertise, and authority in a specific field. Unlike traditional influencers who build audiences through entertainment, KOLs are respected for their knowledge—doctors, scientists, financial advisors, or industry veterans.

High-profile creators with 500,000-1 million followers who deliver massive reach and brand awareness. Macro-influencers often have broader audience demographics, lower engagement rates (1-2%), and premium pricing. They're best for major launches requiring wide visibility rather than niche targeting.

A professional document that creators share with potential brand partners showcasing their audience demographics, engagement metrics, content style, and partnership options. A well-designed media kit functions as a creator's resume—making it easy for brands to evaluate fit and initiate collaborations.

Celebrity-level creators with over 1 million followers, often including traditional celebrities, athletes, and entertainment personalities. Mega-influencers offer unparalleled reach but typically have the lowest engagement rates (<1%) and highest costs ($50K-$500K+ per post).

Creators with 10,000-100,000 followers who balance meaningful reach with strong engagement and niche authority. Micro-influencers typically have 3-5% engagement rates and are often seen as relatable experts in specific categories. They're the most common tier for Amazon seller partnerships.

Creators with 100,000-500,000 followers who offer substantial reach while maintaining reasonable engagement (2-3%). Mid-tier influencers are often full-time content creators with professional production quality and established brand partnership experience.

Content creators with 1,000-10,000 followers who typically have highly engaged, niche audiences. Nano-influencers often deliver the highest engagement rates (5-10%) and authentic recommendations. For Amazon sellers, they're cost-effective partners ideal for targeted product launches and genuine social proof.

A contractual provision restricting creators from promoting competing brands for a specified period. Non-competes protect brand investment by preventing creators from immediately endorsing rivals. Scope varies from narrow (specific product category) to broad (entire industry), with compensation typically reflecting restriction severity.

The practice of sending free products to influencers or content creators without requiring content in return. Also called "gifting," this strategy builds relationships and often generates organic mentions, reviews, or social posts when creators genuinely love the product.

Reach measures unique individuals who see content; impressions count total views including repeats. If 1,000 people each see a post twice, reach is 1,000 but impressions are 2,000. Understanding this distinction helps Amazon sellers accurately evaluate campaign exposure and compare creator performance.

Revenue generated for every dollar spent on advertising or influencer partnerships. A ROAS of 4:1 means $4 in sales for every $1 invested. For Amazon sellers, tracking ROAS through Attribution links reveals which creator partnerships deliver profitable returns versus those that don't justify their cost.

Digital content—videos, images, livestreams, or social posts—that allows viewers to purchase featured products directly without leaving the content experience. On Amazon, this includes Amazon Live, Posts, and influencer storefronts that seamlessly blend entertainment with instant purchasing.

Paid promotional content where a brand compensates a creator to feature their products or services. The creator produces and publishes content on their own channels, typically with required FTC disclosures (#ad, #sponsored). Payment can be flat-fee, performance-based, or a hybrid.

Content created by consumers or paid creators that features a brand's products in an authentic, non-polished style. For Amazon sellers, UGC typically means commissioning creators to produce product videos, photos, or reviews that feel genuine rather than overly produced—driving higher engagement and trust.

Content creators who specialize deeply in a specific niche or industry vertical rather than covering broad lifestyle topics. Vertical creators build highly targeted audiences with strong purchase intent—making them valuable partners for brands in matching categories despite potentially smaller overall followings.