Creator marketing
Influencer Marketing
A discipline where brands pay social media personalities to promote products to their own followings on their own channels.
What it means in practice
The creator typically controls the presentation while following an approved brief, disclosure rules, and contractual requirements. Agreements may cover content deliverables, publishing dates, usage rights, exclusivity, and compensation.
Why it matters
Brands must decide whether a creator's audience, channel, and creative approach justify the partnership cost and reputational exposure.
How it is used
A campaign team recruits creators, approves concepts, tracks publication, and measures outcomes against the agreed objectives.
Also called
creator marketing
Related terms
- Follower FraudThe use of purchased followers, bots, or engagement pods to inflate a creator's apparent audience size and performance.
- Creator EconomyThe commercial ecosystem of independent content producers earning income from platforms, brands, subscriptions, and direct sales to their audiences.
- Affiliate MarketingA model where creators earn a share of revenue from sales generated through their trackable links or discount codes.