Glossary/Social & Creator

• Affiliate Creator

  A creator who earns commission on sales generated through their unique links or codes, as on TikTok Shop or Amazon.

• Algorithmic Feed

  A social feed ranked by predicted relevance and engagement rather than in chronological order.

• Bluesky

  A decentralized, text-based social network built on the open AT Protocol, offering custom feeds and portable accounts.

• Boosted Post

  An existing organic social post promoted with paid budget to reach more people, using simplified targeting.

• Brand Ambassador

  A creator or customer in a long-term relationship with a brand who repeatedly promotes it, often under exclusivity.

• Branded Content Tag

  The built-in 'Paid partnership' label creators add on Meta and other platforms to disclose a commercial relationship with a brand.

• Collab Post

  An Instagram post or Reel co-authored by up to several accounts, appearing on each profile and sharing engagement.

• Community Management

  Engaging with a brand's audience by responding to comments, moderating conversations, and nurturing relationships across social channels.

• Creator Rate Card

  A creator's published price list for deliverables like posts, Reels, and Stories, plus add-ons such as usage rights.

• Creator Whitelisting

  An arrangement letting a brand run paid ads through a creator's account and handle, with the creator's permission.

• Duet and Stitch

  TikTok features that let users create videos alongside (Duet) or incorporating a clip from (Stitch) another user's video.

• Earned Media Value (EMV)

  An estimate of what organic social mentions or coverage would have cost as paid media, often used to value influencer campaigns.

• Employee Advocacy

  Encouraging employees to share company content and news on their personal social accounts to extend reach and credibility.

• Exclusivity Clause

  A contract term barring a creator from promoting competing brands for a set period and category.

• For You Page (FYP)

  TikTok's algorithmic, personalized feed that recommends videos based on viewing behavior rather than who users follow.

• Influencer Disclosure

  The legal requirement, enforced by bodies like the FTC and Ad Standards Canada, that creators clearly label paid or gifted content.

• Influencer Seeding

  Sending free products to many creators without payment or posting requirements, hoping some share them organically.

• Instagram Broadcast Channel

  A one-to-many messaging feature letting creators and brands send updates directly to followers who join.

• Instagram Creator Marketplace

  Meta's tool inside Instagram for brands to search, contact, and partner with creators for branded content.

• Instagram Reels

  Instagram's short, vertical video format, which the platform heavily distributes to non-followers through recommendations.

• Instagram Stories

  Full-screen photo and video posts that disappear after 24 hours unless saved as Highlights.

• Link in Bio

  The single clickable profile link on platforms like Instagram and TikTok, often pointing to a landing page of multiple links.

• Macro-Influencer

  A creator with a large following, commonly around 100,000 to one million followers, offering broad reach at higher cost.

• Mega-Influencer

  A creator or celebrity with more than about one million followers, used mainly for mass awareness.

• Micro-Influencer

  A creator with a modest but engaged following, commonly cited as roughly 10,000 to 100,000 followers.

• Nano-Influencer

  A creator with a small but highly engaged following, commonly defined as roughly 1,000 to 10,000 followers.

• Organic Reach

  The number of unique people who see a post without paid promotion.

• Partnership Ads

  Meta's ad format, formerly Branded Content Ads, that runs ads showing both the creator's and brand's handles.

• Product Tagging

  Tagging catalog products in social posts or videos so viewers can tap to see prices and buy.

• Shadowban

  An informal term for a platform quietly limiting a user's content visibility without notifying them.

• Short-Form Video

  Vertical videos usually under a minute or two, like TikToks, Reels and Shorts, now a dominant social content format.

• Social Customer Care

  Handling customer questions and complaints through social media channels, publicly or in direct messages.

• Social Listening

  Monitoring social platforms and the web for mentions of a brand, competitors or topics to understand sentiment and trends.

• Social Search (Social SEO)

  Optimizing social content with keywords, captions and hashtags so it surfaces when users search inside platforms like TikTok.

• Social Selling

  Using social networks, especially LinkedIn, to find, engage, and build relationships with prospects before selling.

• Thought Leader Ads

  A LinkedIn ad format that lets companies promote posts from individual members, such as executives or employees.

• Threads

  Meta's text-based social app, launched in 2023 and linked to Instagram accounts, competing with X.

• TikTok Creator Marketplace

  TikTok's official platform for brands to discover, contact, and manage campaigns with vetted creators, now part of TikTok One.

• TikTok One

  TikTok's 2024 platform combining its Creator Marketplace, creative tools, and agency resources for brands to find and work with creators.

• TikTok Shop

  TikTok's in-app commerce marketplace where users buy products through videos, livestreams, and shop tabs without leaving the app.

• Trial Reels

  An Instagram feature that shows a Reel to non-followers first so creators can test performance before sharing with followers.

• UGC Creator

  A creator paid to produce authentic-looking content for a brand's own channels and ads, not to post it to their audience.

• Usage Rights

  The contract terms defining how, where and how long a brand may reuse a creator's content, including in paid ads.

• YouTube BrandConnect

  YouTube's branded content program that connects advertisers with creators and measures sponsored video performance.

• YouTube Shorts

  YouTube's vertical short-video format of up to three minutes, with its own feed and revenue-sharing program.