# Influencer marketing glossary

> Plain-English definitions of influencer marketing metrics: engagement rate, real engagement rate, creator tiers, fake followers, EMV, ROI, CPE, CPM and more.

Canonical page: https://kriyah.ai/glossary/  
Last updated: 2026-10-21

Plain-English definitions of the metrics and terms you'll see in Kriyah and across influencer marketing.

## 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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