91 terms, defined plainly. Where one of these is routinely used to mean more than it can support, which is most of the measurement vocabulary in this industry, the definition says so.
The words used to disclose a paid relationship.
A link paying commission on sales.
Telling the audience that content was generated or materially altered by AI.
The inverse of a blocklist: creators pre-approved to work with.
A continuous creator programme rather than a burst around a launch.
The loop where a creator submits a draft and the brand approves or requests changes.
The UK Advertising Standards Authority's rules on influencer marketing, which are stricter than the US on wording and require the label to be visible before any interaction..
Connecting revenue to the content that caused it.
Age, gender, location and interests of an audience.
How much two creators share the same audience.
Whether an audience behaves like a real one: what share actually watch, whether engagement matches the platform norm, whether views are steady or spiky.
The share of a video still being watched at each point.
Automated accounts generating views or interactions.
How well a creator's content, audience and manner match what a brand is trying to say.
The rules a brand wants creator content to follow.
Measured change in awareness or perception, usually from a survey.
Whether a brand is comfortable appearing next to a piece of content.
The narrower question of whether content fits a particular brand, as opposed to whether it is broadly safe.
The description of what a campaign needs: the product, the audience, the tone and what is off limits.
How well a creator matches this specific brief, as opposed to being good in general.
Checking predicted scores against what actually happened.
A bounded set of creator work with a budget, dates and deliverables.
Watching which creators a competitor works with.
A store of everything creators produced for a brand.
Judging risk from what is actually happening in content rather than from the presence of words.
Re-checking creators a brand is actively exposed to.
The share of people who took the action being paid for.
Spend divided by interactions.
Cost per thousand impressions.
Cost per view.
A record of the relationship with each creator: what stage it is at, what was said, what was paid.
A platform's direct payment to creators, usually per thousand views and usually small.
Paying people who have built an audience to make content about a product.
Checking a creator before working with them.
A paid post that does not appear on the creator's own feed.
A video about the brand.
A specific piece of work owed: a dedicated video, an integration, a set of stories.
Where a disclosure sits.
A creator-specific code used for attribution and incentive.
Coverage a brand did not pay for directly.
An estimate of what buying the same attention as paid media would have cost.
A group of creators who agree to like and comment on each other's posts to raise engagement rate.
Interactions divided by audience size, times 100.
The transparency obligation for AI-generated or manipulated content, applying from 2 August 2026.
Being able to trace a claim back to the frame or sentence it came from.
Creators a brand never wants to see again, and creators who worked with a competitor.
A commitment not to work with competitors for a period.
Accounts that inflate a follower count without being real potential customers.
Missing a real problem.
Flagging something as a problem when it is not.
Data a company collects itself.
Reading actual frames from across a video rather than its title and description.
How many times the same person saw the content.
In the United States, a material connection between a brand and an endorser must be disclosed clearly and conspicuously, in the same medium as the claim.
Advertising bought at a stated price.
A commercial relationship where a brand compensates a creator.
Where a creator conversation has reached, from prospect through contracted to paid.
Sending product broadly and hoping for organic coverage.
Audience attitudes and interests as opposed to their attributes.
How many observations a figure rests on.
When the sample is not representative of what it is used to describe.
A brand's share of the conversation in its category.
The set of creators recommended for a brief, ideally with the reasoning attached.
A grid of thumbnails a platform generates for the scrubbing preview.
Content generated or substantially altered by AI, including voices and performers.