Resources
Influencer marketing glossary
Plain-English definitions of the metrics and terms you'll see in Kriyah and across influencer marketing.
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- Engagement rate (ER)
- How much a creator's audience interacts with their content compared with its size: average likes and comments on recent posts divided by followers, as a percentage. Kriyah's report chat explains exactly how each figure in a report was derived.
- Recent engagement rate
- Engagement rate measured on a creator's most recent posts, such as the last 30 days, showing current performance rather than a long-term average.
- Real engagement rate
- In Kriyah, engagement rate measured on reels and videos only, leaving out static posts and carousels.
- Nano, micro, mid-tier, macro and mega creators
- Follower-size tiers used to group creators. Kriyah's benchmarks use nano under 10K followers, micro 10K–50K, mid-tier 50K–500K, macro 500K–1M and mega above 1M. Other sources draw the lines differently.
- Real vs suspicious followers
- The share of a creator's followers that look like genuine people versus accounts that look fake, inactive or bought. A fake followers checker estimates this split.
- Audience reachability
- How likely a creator's followers are to actually see their posts, which drops when followers follow very large numbers of accounts.
- Estimated reach
- An estimate of how many unique people a creator's post is likely to reach.
- Media value and earned media value (EMV)
- An estimate of what the exposure from creator content would have cost if bought as advertising. EMV is a modelled value, not sales revenue.
- Influencer marketing ROI
- The return on a campaign compared with what it cost. Kriyah's campaign report shows cost per view, CPM, estimated media value and EMV-based ROI, and labels which figures are estimates.
- Cost per engagement (CPE)
- Money spent divided by the number of engagements, such as likes, comments and shares, that the spend produced.
- CPM
- Cost per thousand impressions: money spent divided by impressions, multiplied by 1,000. Cost per 1,000 views is a different, view-based measure.
- Cost per view (CPV)
- Money spent divided by the number of views the content received.
- Earned vs paid media
- Earned media is organic engagement; paid media is engagement boosted with ad spend. Creator Reports show how much of a creator's engagement is each.
- Brand safety
- Whether a creator's content and history make them safe for a brand to be associated with.
- Posting consistency
- How regularly a creator publishes content over time.
- Likes-to-comments ratio
- How many likes a creator's posts get for each comment. Unusual ratios can signal low-quality or bought engagement.
- Barter collaboration
- A collaboration where the creator is paid in product or services instead of money.
- Payment cycle (Net 15, Net 45)
- When a creator is paid: 100% advance means before the work, Net 15 and Net 45 mean within 15 or 45 days of the agreed point, usually the invoice or the post going live.
- Creator brief
- Everything a creator needs to decide on a collaboration: the brand, the campaign, audience, budget, payment terms, slots, deadline and reference content.
- Sentiment analysis
- Classifying the audience's responses to campaign content as positive, neutral or negative.
- Influencer CRM
- A database for managing creator relationships: contacts, rates, ratings, tags and campaign history. In Kriyah this is My Creators.
- User-generated content (UGC)
- Content made by creators or customers rather than the brand itself. Brands often license creator content to reuse in ads, which affects price.
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