Influencer Marketing Glossary | Tuber Agency
Clear, simple definitions of 32 terms commonly used in influencer marketing and TikTok marketing. Use this as a reference while preparing a campaign brief or evaluating a proposal.
Influencer Types
Nano Influencer
A creator with 1,000-10,000 followers and a small but highly engaged audience. Delivers the highest engagement rate for local businesses and hyper-niche products.
Micro Influencer
A creator with 10,000-100,000 followers specialized in a specific niche. Has the highest conversion rate among influencer categories.
Macro Influencer
A creator with 100,000-1,000,000 followers producing professional content and reaching large audiences.
Mega Influencer
A creator with 1,000,000+ followers, usually a celebrity. Used to instantly maximize brand awareness.
KOL (Key Opinion Leader)
A person recognized as an expert who influences audience opinions in a sector or topic. Often used interchangeably with 'influencer' but tends to be more expertise-focused.
Campaign and Payment Terms
Brief
A guidance document a brand shares with an influencer before a campaign, covering goals, messaging, tone, and technical requirements.
Escrow
A payment system where the brand's payment is held by a neutral third party (the agency) until the influencer's content is approved and published. Protects both sides from fraud risk.
Seeding
Sending a product to influencers for free, without a purchase requirement, to earn organic, unsponsored mentions.
Whitelisting
A brand gaining permission to run ads from an influencer's account; a way to carry the influencer's organic credibility into brand advertising.
UGC (User-Generated Content)
Authentic content produced by users/creators that a brand can also reuse in its own ads.
Sponsored Content
Content an influencer produces in exchange for payment from a brand, clearly disclosed as an ad.
Affiliate Marketing
A performance-based collaboration model where the influencer earns a commission on every sale made through a unique link or promo code.
Brand Ambassador
An influencer who signs a long-term content agreement (3-12 months) with a brand instead of a one-off post, creating lasting brand perception.
Swarm Model
A model where multiple micro influencers work simultaneously on the same campaign instead of a single mega influencer, usually delivering the highest ROI.
Performance and Measurement Metrics
Engagement Rate
The ratio of likes, comments, saves and shares to total followers or views. A rate of 3-8% signals strong influencer loyalty.
CPM (Cost Per Mille)
Cost per thousand impressions. Used to measure how many people a campaign budget reaches.
CPE (Cost Per Engagement)
The cost per engagement (like, comment, share).
CTR (Click-Through Rate)
The share of viewers who click through to a link; shows how effectively content drives traffic to your site or app.
ROAS (Return on Ad Spend)
The return generated per unit of ad spend. The industry average for influencer campaigns in Turkey is 4x-8x.
ROI (Return on Investment)
The ratio of total return to the budget spent on a campaign; a broader profitability measure than ROAS.
EMV (Earned Media Value)
An estimated value of what an influencer's organic reach would have cost if purchased as traditional advertising.
Reach
The number of unique people who saw a piece of content.
Impression
The total number of times content was viewed; differs from reach since the same person may view it multiple times.
Conversion Rate
The share of viewers who complete a purchase, sign-up, or targeted action.
Share of Voice
A brand's total share of industry conversation/mentions compared to its competitors.
Platform and Content Terms
For You Page (FYP)
TikTok's main discovery feed that recommends content from accounts a user doesn't follow. The mechanism that lets a zero-follower account go viral.
Algorithm Optimization
Optimizing content based on signals like watch time, engagement, and completion rate so TikTok's recommendation system shows it to more users.
TikTok Shop
TikTok's e-commerce integration that enables direct product sales within the app.
Hashtag Challenge
A campaign format that encourages users to create content under a specific hashtag, with high viral potential.
Duet / Stitch
Features that let another user respond to a TikTok video with their own video, boosting organic spread.
Viral Campaign
A campaign that reaches far beyond expected views through organic sharing in a short time.
Organic Reach
Views earned through the algorithm's natural recommendation, without spending ad budget.