Resources

Learn influencer marketing, the practical way

Free guides, a free calculator and a plain-English glossary for brands and creators. No jargon, and no sign-up needed.

Guides

Practical guides for brands and creators

Short, step-by-step reads you can use on your next campaign or your next post.

Influencer marketing basics for growing brands

Set one clear goal, choose creators for fit, write a brief creators can use and measure what happened. Everything you need for a first campaign, in one read.

4 min readRead guide

For brands

Nano, micro, macro or mega: choosing a creator tier

What each creator tier usually means, what it is good for, and how to pick the right mix for your goal.

4 min readRead guide For brands

Meme marketing: how brands can use meme pages well

When memes fit, how to choose and brief meme pages, and how to stay brand-safe and measure results.

4 min readRead guide For creators

Getting your profile brand-ready

A clear bio, a focused niche, real engagement, a simple media kit and disclosure basics.

4 min readRead guide

Free tool

Engagement Rate Calculator

See how actively an audience interacts with posts. Brands use it to compare creators; creators use it to track their own progress. It's free, instant and private, because nothing you type leaves your browser.

Free · Private

Work out any engagement rate in seconds

(Likes + Comments + Saves + Shares) ÷ Followers × 100

Enter followers and average interactions per post. The result appears instantly, and nothing is stored.

Works in any modern browserOpen the calculator

Glossary

Influencer marketing, in plain English

29 terms you'll hear in briefs, reports and creator chats, each explained in a sentence or two.

29 terms

A

Affiliate link: A trackable link that credits a creator when someone buys or signs up through it. Creators often earn a commission on those sales.

B

Brand ambassador: A creator who works with a brand over a longer period, across many posts, rather than on a single campaign.
Brand safety: Making sure a brand isn't shown next to, or linked with, content that could harm its reputation.
Brief: The document that tells creators what a campaign needs: the goal, key messages, deliverables, dos and don'ts, and deadlines.

C

Collab post: An Instagram post published by two accounts together, so it appears on both profiles and is shown to both audiences.
Conversion: When someone takes the action a campaign is aiming for, such as buying, signing up or installing an app.
CPE (cost per engagement): Campaign cost divided by the number of engagements it received. Useful for comparing how efficiently different content drives interaction.
CPM (cost per mille): The cost of 1,000 impressions ("mille" is Latin for thousand). It helps compare the cost of reach across creators and channels.
Creator tiers: A common way to group creators by audience size: nano, micro, macro and mega. Exact ranges vary. Our creator tiers guide explains them.
CTR (click-through rate): The share of people who clicked a link after seeing it: clicks ÷ impressions × 100.

D

Deliverables: The specific content a creator agrees to make, such as two Reels and three Stories, with formats and posting dates.
Disclosure: Clearly telling the audience that content is paid, gifted or otherwise connected to a brand, for example with the platform's paid partnership label or a clear "Ad" tag.

E

Engagement rate: How actively an audience interacts with content: interactions (likes, comments, and often saves and shares) divided by followers or reach, times 100. Try our engagement rate calculator.

I

Impressions: The total number of times content was shown on screen, including repeat views by the same person.

M

Macro-influencer: A creator with a large following, often described as roughly 100,000 to 1 million followers. Ranges vary.
Mega-influencer: A creator with a very large audience, usually more than 1 million followers. Many celebrities fall into this group.
Meme page: An account that mainly posts memes and humour. Brands work with meme pages to reach large, young audiences in a format people love to share.
Micro-influencer: A creator with a mid-sized, often niche following, commonly put at around 10,000 to 100,000 followers.

N

Nano-influencer: A creator with a small, close-knit following, often under 10,000 followers, whose audience tends to know them well.

O

Organic vs paid: Organic content reaches people without ad spend behind it. Paid content has money behind it, for example a boosted post or an ad.

P

Product seeding: Sending products to creators without a guaranteed post, so they can try them and share honestly if they like them. Gifted posts still need disclosure.
Promo code: A discount code tied to a creator. It gives their audience a reason to buy and shows the brand which creator drove the sale.

R

Reach: The number of unique people who saw a piece of content at least once.
Reels: Short vertical videos on Instagram and Facebook, and a common format for creator campaigns.

S

Shorts: YouTube's short vertical video format, made for quick viewing on phones.
Stories: Photos or short videos that disappear after 24 hours on Instagram and Facebook. Good for behind-the-scenes moments, links and polls.

U

UGC (user-generated content): Content made by people rather than by the brand, such as reviews, unboxings and photos. Brands often reuse it, with permission.
Usage rights: Permission for a brand to reuse a creator's content, for example in ads or on its website, for an agreed time and in agreed places.

V

Views: How many times a video was watched. Each platform counts a view differently, so compare views within the same platform.

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