The Influencer Marketing industry is evolving at a rapid rate and it’s easy to feel overwhelmed whether you’re just starting out or a well-seasoned industry expert. We’ve put together 7 of the most used terms in influencer marketing so you can brush up on your knowledge.
Usage – How, where and when the brand can use the content an influencer creates. This can be anything from a “share” on the brand Instagram, to being used within a television commercial. The parameters of “Usage” will (should) be defined in the Agreement.
Organic Usage – The brand can use influencers’ content on their digital platforms, i.e. social media or website. The brand can repost and share the content but they cannot monetize the content in any way.
Paid Usage – This gives the brand permission to monetize the content. This will permit them to edit, modify and create derivative works of the content and repurpose this content as part of an advertising campaign. Paid usage can take the form of social media ads, google ads, radio and tv ads, or out-of-home and in-store retail promotional materials.
Perpetuity – This is a time definition meaning forever. This is usually a term associated with how long a brand has permission to use content, which if used, means they can use the influencer content forever.
Exclusivity – This stipulates a period of time that an influencer cannot work with other brands. Brands will either specify a select list of competitors or add exclusivity for a broad industry, such as exclusivity for skincare brands, toys, game apps, etc.
Boosting – Boosting influencer content means that the brands can access a published post and monetize it. When boosting a post, brands cannot edit the post in any way, but simply advertise the post to a bigger audience.
Whitelisting – Influencers will give a brand access to their social media account with permission to modify and promote content directly from the influencer account. With whitelisting, brands can customize post captions, images, and calls-to-action to target different audiences and achieve specific campaign objectives (i.e. website visits or link clicks.) Through whitelisting, brands can also create posts that appear to be shared from the influencer’s channel but do not appear on the influencer feed.