Earned Media Value (EMV)

Product seeding is the practice of sending free products to selected creators so they can experience the brand and potentially share content about it. It is commonly used to generate awareness, collect feedback and begin relationships with relevant creators. Unless...

Brand fit describes the level of alignment between a creator and the identity, values, audience and objectives of a brand. A strong fit means the collaboration feels credible within the creator’s usual content rather than appearing forced or unrelated. Brands can...

Influencer vetting is the process of evaluating creators before involving them in a brand collaboration. It can include reviewing content quality, engagement patterns, audience demographics, previous partnerships and alignment with the brand’s values. Brands may also...

A creator brief is a document that gives creators the information needed to produce content for a campaign. It usually includes the objective, target audience, key messages, required formats, deliverables, deadlines and brand guidelines. It may also specify visual...

Impressions represent the total number of times a piece of content is displayed, including repeated views from the same user. For example, one person who sees a post three times may generate one unit of reach but three impressions. Comparing impressions with reach can...

Unlike impressions, reach is the number of unique users who see a post, video, advertisement or campaign during a specific period. If the same person views the content several times, they are normally counted only once. Reach helps brands understand the actual size of...

Engagement rate measures how actively users interact with a creator’s content. Relevant interactions may include likes, comments, shares, saves, clicks or replies, depending on the platform and campaign objective. It is commonly calculated by dividing total...

A macro-influencer usually has between 100,000 and one million followers, although definitions differ across platforms. Their larger audience allows brands to generate significant visibility through a limited number of collaborations. Macro-influencers often have...

A micro-influencer generally has between 10,000 and 100,000 followers. These creators usually operate within a recognisable niche such as beauty, travel, technology, fitness or food. They can offer a useful balance between audience reach, content quality and community...