Glossary

Plain-language definitions of terms used in influencer marketing and cross-border commerce, with the industry’s own word in brackets.

What is an influencer campaign (seeding)?

A campaign that gives many creators a product, a fee or both so that they publish content around the same time. The industry calls it seeding, and it covers both product-only gifting and paid partnerships.

When the pieces resemble one another, the recommendation system reads them as one trend and lifts them together, so results cluster by campaign instead of spreading evenly. The measured data is in the odds of a million-view video.

Is gifting the same as seeding?

No. Gifting means sending creators a product as a gift, and it is one tactic inside an influencer campaign (seeding). Seeding is the broader category: any campaign that works with many creators to manufacture reach.

What is the acceptance rate (collaboration rate)?

The share of proposals sent to creators that turn into signed collaborations. It is also called the collaboration rate. It is not the reply rate: the denominators differ, so the two numbers cannot be compared side by side.

An acceptance rate that is too high usually means the offer was above market. Why we hold ours at 7–8% is explained in this article.

What sets a creator fee?

A creator fee is what a brand pays a creator to make and publish content. Four things set it: the country, the brand, the product, and how scarce that kind of creator is.

Who are micro and nano influencers?

Creators with smaller followings. Nano usually means under 10,000 followers and micro roughly 10,000 to 100,000, though the thresholds vary from company to company.

What does measuring results (attribution) mean?

Working out which channel and which piece of content produced a sale or a sign-up. The industry calls it attribution. It starts with UTM links named consistently by country, product and campaign, and there is a UTM builder among our tools.

What is landed cost?

The full cost of getting a product to a customer abroad: the manufacturing cost plus international freight, import duty and taxes such as the destination country’s VAT.

You can work it out country by country with the export pricing calculator.

What is an HS code?

An international number that classifies traded goods. The first six digits are shared worldwide and each country adds more digits after them. The code decides the duty rate and which certifications a product needs.

Why look at median views instead of average views?

View counts are skewed: a few pieces take off and pull the average far above what most pieces get. The median, the middle value when all pieces are lined up, describes a typical piece much better.

What is a hero piece?

The single piece that runs far ahead of the rest when a campaign breaks out. It is less a result than perishable information about which creative frame and creator profile the algorithm is rewarding right now.

What does GIM mean?

GIM is short for Global Influencer Marketing: influencer campaigns that introduce a brand through creators in several countries.

What is D2C?

Direct to consumer: a brand selling straight to customers through its own store instead of through a marketplace, which lets it keep the customer data and more of the margin.