GLOSSARY of Marketing Terms for Bloggers and Influencers

Welcome to the first glossary of marketing terms for bloggers and influencers.

Why did I create this little dictionary?

To become a true professional influencer, in addition to respecting all the points I explained to you in the Complete Influencer Guide, you must also understand that, like all professions, has its own technical terms that you need to know .

I don’t know if you’ve ever approached a collaboration and were asked for information on your profile that you didn’t know the meaning of.

Not only that.

On some occasions, we may also be called upon to evaluate certain performance aspects . Being always on the spot is the secret to ensuring lasting and successful collaborations.

Before we begin, I suggest some articles that may be useful for you to learn more:

To make it easier for you, I decided to divide this little dictionary into two parts: the first , dedicated to the glossary of marketing terms for influencers, the second dedicated glossary of the terms of marketing for bloggers.

Let’s go see now!

Glossary of Marketing Terms: Influencer

If you want to grow your Instagram profile and collaborate with brands professionally, sooner or later you will run into one of the terms below.

Learning the meaning now will put you 10 steps ahead of the rest.

1. Engagement Rate (ER)

engagement indicates, in short, how engaging your post is . It is used to understand if your content has worked and if your followers have responded positively.

Since the number of likes and comments in absolute is not very relevant, the RE is expressed as a percentage.

Let me explain.

Saying you got 1000 likes doesn’t mean anything. It all depends on the people who follow you. It is one thing to have a thousand likes with a following of 10 000 followers and another question is whether those thousand likes are taken by a post on a profile with 5,000 followers!

The engagement of a single post is calculated by adding the likes and comments received by the post and dividing everything by the number of followers of the profile. Then multiply x 100 to get the percentage.

ER = (Like + Post Comments) / (Number of Followers) x 100

If you want to get the account engagement rate, however, you need to average the engagement of the last 10 posts.

The good news is that you don’t have to do this calculation every time you want to know your engagement!

There are online tools, such as Ninjalitics, that calculate the overall ER of your profile.

As I have said on other occasions, even when I told you about how many followers it takes to get paid on Instagram, engagement is becoming an increasingly important metric for evaluating the quality of a profile .

It doesn’t matter if you have thousands or tens of thousands of followers, if they don’t interact with your content it’s completely useless!

I myself, in launching some influencer campaigns, preferred to choose girls with smaller profiles but with greater audience involvement.

If you have good engagement, it’s definitely a metric you can successfully sell to brands you want to partner with!

2. Impression

The impressions , or impressions, is the number of times a post is viewed. If the same user sees the same post twice, then 2 impressions will be counted.

3. Reach

The reach , on the other hand, is the number of unique users who have seen the post. Unlike impressions, if the same user sees the post 2 times, it will count as 1 reach, because it is the same person who sees the same content again.

This is also, together with engagement, a very important metric for judging the quality of a profile. The more people we reach, the more we will gain value on the platform .

The impressions , from what has been said above, are always equal to or greater than the reach .

By comparing reach and impression , we can really understand a lot about the nature and performance of our post. I’ll mention a few but you can make all the necessary considerations:

  • If reach and impressions have a very similar value , it means that almost all users have only seen the post once. We managed to reach many people but not to impress ourselves in their minds because, nowadays, seeing a post only once on the bulletin board is almost equivalent to going unnoticed!
  • Conversely, if the impressions are much higher than reach , it means that the same people have seen our post multiple times. We could therefore interpret it as a sign of satisfaction that led them to return to our content.

4. Actions

Anything that users actively do after seeing your post that takes them beyond the content.

In fact,

Reach and Impression are passive metrics. They refer to users who see our posts without doing anything more. Actions, on the other hand, are an active metric and make us understand how much people have actually been engaged by the content .

Actions are basically operations like the visit to the profile after seeing the post or clicking on the link in the bio. These are all actions that denote greater interest on the part of the user who does not just look and like but wants to know more.

5. Media Like

For a normal profile, that is, that does not make excessive use of POD Instagram or other engagement techniques, the distribution of likes under the posts is very irregular.

This means that you can have a post with 190 likes, for example, and publish a post the next day that exceeds 400. This happens very often, so to give a measure as accurate and truthful as possible, use the average of likes, to be calculated as follows:

Media Like = (Sum like of the last 10 posts) / 10

6. Media Comments

Same thing goes for comments. These too can be very variable in number, so an average is used.

Media Comments = (Sum of comments from the last 10 posts) / 10

Glossario dei Termini del Marketing | Influencer Instagram

All the statistics we have seen above can be found in the insights of the individual posts on your profile Instagram and on the website.

Let’s now look at the more technical metrics , which concern, in particular, the performance of Instagram sponsorships or other campaigns carried out by Facebook Ads Manager, the social advertising tool par excellence.

7. CTR (Click Through Rate)

The Click Through Rate indicates how many people clicked on a link after seeing it . This metric can be super useful in two situations. Let’s go see them together!

When you do a collaboration and insert a link with the Swipe Up in the stories. In the statistics you will be able to see how many clicks on the link are. To know if this number is good or not, you need to compare it with people who have seen the stories.

So to calculate the CTR of the Swipe Up link of a story you will have to do this very simple calculation:

CTR History = (People who clicked on the link) / (People who saw the story) x 100

Another way this parameter is used is in ads . In particular, it can be used to understand the goodness of an advertisement. The higher the CTR, the more the ad has been favored by the public. This in a completely simplified way.

I want to clarify that Facebook Ads are a separate discipline called Facebook Advertising that requires a lot of study and effort to be done really seriously!

8. CPM (Cost per Mille)

Another metric used to evaluate the progress of an advertising campaign, in particular with a target of coverage or impressions.

The Cost per Mille indicates how much it costs to show your post to a thousand people . It is calculated per thousand because the cost of a single view is so low that it is not a practical number to use, so we prefer to multiply everything by a thousand.

9. CPC (Cost per Click)

This metric is used not only on Facebook but for any digital marketing campaign whose purpose is to get people to click on a link and direct them to an external site.

In this case, we calculate how much it cost us to land the person on our website from the advertising platform we used.

10. CPV (Cost per View)

The Cost per View is used for video campaigns. It indicates how much it cost to show our video to a user.

11. CPA (Cost per Action)

In general, since the sponsorship campaigns both on Facebook (and by Facebook I mean the entire advertising offer of the company which therefore also includes Instagram) and on other platforms are very varied, we can often refer to an Cost per Action , that is how much it cost us to acquire the necessary action based on the objective we have set ourselves (which can be clicks, views, impressions of a post, etc.).

The last metrics I presented to you can both be calculated manually but, more often, they must be extracted from the statistics of Facebook Ads Management campaigns .

This is not something you will ever have to worry about unless you decide to do advertising campaigns with a corresponding budget investment.

Glossary of Marketing Terms: Blogger

All the technical terms that I presented to you above in the glossary of influencer marketing terms are very useful if you want to analyze, understand and communicate everything related to the performance of an Instagram account and a social network in general.

Now I want to give you something more.

If you have decided to throw yourself into the adventure of starting a blog, then you need to know that there are numbers to keep under control to understand if you are on the right path.

Not only that.

These are also the metrics that you will have to communicate or that will be asked of you during the collaboration phase to understand if your content is authentic.

All the statistics of a blog can be found on Google Analytics , a Google platform that allows us to see all the data that is hidden behind a website.

Starting to use it is not trivial. You need to enter a code on the site so that Google Analytics can communicate with your blog.

You can have a programmer, a geek friend do it, or wait for me to write a nice simple guide complete with tutorials to explain how!

I hope you have a little patience!

Here is the summary screen of Google Analytics which I will explain below the main terms.

Glossario dei Termini del Marketing | Google Analytics Dashboard


Views are very similar to Impressions on Instagram. In fact, they correspond to the sum of all the times your blog pages have been visited.

Again, if a user visits the same page twice, it will count as two views.

2. Sessions

A Session , on the other hand, is a group of views that a user of your blog has made over a certain period of time.

Usually, a session lasts 30 minutes . If no activity is recorded for half an hour, then it will be considered completed.

3. Users

Users is the number of individual people who have visited your blog over a period of time.

Therefore, there are always more views than sessions which are always more users. The bond is very similar to what has already been seen for Impression and Reach .

The number of users is therefore naturally lower than all we have seen so far, but it is also an extremely important parameter because it indicates how many people you have actually reached.

The farther the number of users is from the number of views and sessions, the more people who visit the site are engaged with your content. It basically means that the same person will visit more pages than yours. blog and will read more articles.

4. Bounce Rate

The Bounce Rate indicates the percentage of users who have visited a single page of your site and then left.

This is a number that needs to be carefully considered. Generally speaking, it would be bad for a blog to have too high a bounce rate, say 60% upwards.

Actually, it also depends on the stage of the blog and where your users are coming from.

In fact, if we are at an early stage where we try to attract new people through Google, in this case we could have a high bounce rate, higher than 80%, due to the fact that few know us and find us on the search engines. search.

It’s up to us, little by little, to be found more and more often, to capture the attention of readers and encourage them to come back.

5. Traffic Channels

Traffic Channels are simply places where users come from on your website or blog.

The main ones are:

  • Organic Search : are all those visits that come from Google or other search engines.
  • Direct : users who directly type your blog name in the address bar.
  • Social : all visits from social media.
  • Referral : let’s explore it in the next paragraph!

6. Referral

Referral literally means Referral and refers to all the traffic that reaches your blog from other websites.

It works more or less like this.

Someone is interested in your blog. He mentions you on his website by inserting a link. People access your blog via that link.

So it’s all about the positive word of mouth that other people make of you, having found your content useful.

In the beginning it is normal not to have such traffic. Especially when the blog is young, it needs to acquire some authority.

A way to spread the word and create Referral traffic is to write guest posts on other blogs, which I’ll tell you about shortly!

Glossario Termini per Instagram e il Blog

Conclusions of this glossary of marketing terms for bloggers and influencers

I hope this glossary of marketing terms entirely dedicated to bloggers and influencers will be useful for you to continue on your path to becoming a truly professional figure.

Whenever I find new terms, I will update this article so you have everything on hand.

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If you are interested in growing on Instagram, creating crazy photos for social media, becoming an influencer, building and monetizing your blog and finally creating your personal brand online, follow me on Instagram, Facebook, YouTube, TikTok.

See you soon!

Monica .

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