The Ultimate Primetag Glossary

Getting to grips with all the lingo flying around our platform can be complicated and confusing at times. So we would like to take the opportunity for you to get to know our platform and all the keywords and phrases better, with our ultimate Primetag glossary.

Previously, we published a glossary of all the crucial influencer marketing buzzwords you need to know, this time we are here to dish up and dissect all the terminology featured on our platform. So sit down, relax and dig into a Primetag’s chefs special.



An ambassador is someone who represents a brand and is often one of its public faces over a period of time in a exclusive way. This is usually someone with a high level of influence and someone people look up to, for example, a celebrity or an influencer.

Analytics refers to the data and statistics used when monitoring influencer marketing campaings (engagement rate, for example).
Average Campaign Investment

The average campaign investment is the average budget spent on each influencer marketing campaign.
Audience Overlap

Audience overlap is the proportion of an audience that is following multiple influencers. A bigger overlap between two influencers means that a large % of followers in common may view sponsored content twice.
Audience Size

Audience size is the number of followers/subscribers that follow/subscribe to a specific influencer.

Awareness is a marketing approach whereby the company focuses on getting the brand recognised by potential customers. Creating brand awareness is a important step in promoting a new product/service or reviving an aged brand, as it increases exposure and recall among consumers. Products/services that hold a high level of brand awareness are expected to generate more sales.


Brand Safety

Brand safety refers to the set of instructions given to influencers pertaining to the way they should promote products/services while representing a brand. An example may be “Influencers can’t say that the product must be used at night.”. These guidelines are issued by a brand, in order to protect themselves from something a less informed spokesperson might say, that could be harmful for the brand’s image. In influencer marketing the influencer is responsible for creating content and has a lot of creative freedom, however it is benficial to deliver brand safety guidelines, especially for sensitive matters or controversial products.

Branding is a type of goal that must be selected when brands wants to introduce consumers to a new product/service, this can be done by delivering a specific message and encouraging brand recognition.There are two campaign goals within this objective: Reach or Awareness.

A briefing is used in influencer marketing to provide clear context, deliverables and requirements to influencers that a brand is collaborating with. Sending influencers a briefing when working with them is a great way to manage expectations and ensure content is delivered on brand.

A budget refers to the allocated amount of money to be invested on influencer marketing related expenses. These expenses can include content planning, scheduling, content creator payment, managing and assessing campain performance.



In influencer marketing, the term campaign is used to describe a particular strategy, period of time or the work that contributes to a particular goal. Brands create an influencer marketing campaign and invite influencers to collaborate and contribute to the campaign in a creative capacity or for content distribution.
Campaign Goal

A campaign goal is the ultimate purpose of a marketing campaign. Primetag considers 6 campaign goals within 3 major aims: Branding, which can be specified into either Reach or Awareness. Interaction, which can focus either on Traffic or Engagement. Lastly, Conversion, which can be precise and measure Sales or can be broader and measure other types of Conversions.
Campaign’s Performance

A campaign’s performance encompasses all the outcomes achieved from beginning to end of the campaign, all in regards to the selected goal. In order to assess a campaign’s sucess, measurable results, key metrics and key performance indicators (KPIs) are required. Key Metrics refer to what is being measured based on the chosen goals, whilst KPIs refer to how its being measured, linking to a specific business outcomes.

The term channels refers to an influencer’s social media channels (Instagram, Facebook, Youtube, Blog).

Collaboration is when two parties work together to achieve a common goal. In influencer marketing, a collaboration is often between a brand and an influencer. On Primetag’s platform this collaboration involves the details of what influencers should post, the compensation methods and further individual instructions. Therefore, a unique collaboration can be outlined for each influencer within a campaign.
Collaboration Agreement

A collaboration agreement is the terms and conditions approved by an influencer and a brand, when collaborating on an influencer marketing campaign.

Connection is when an influencer gives a brand access to their private data on the platform. In this case, the influencer becomes part of the brand’s network.

Content is a collective term used when referring to an image, video, blog post and/or written material.
Content Tracking

Content tracking is the process responsible for monitoring published content by influencers on social media, this is comprised of their trackings and performance analysis.

Conversion is a type of goal that has the purpose of measuring customer actions, at a stage in which they are already familiar with the brand (turning potential buyers into customers and customers into loyal customers). Additionally, conversion is also a campaign goal within Conversion as a major goal. This major goal aims to accomplish actions, such as download an app or a subscribe to a newsletter. The other campaign goal included in the Conversion goal is Sales.

When negotiating with an influencer, a counter-offer may be proposed as oppose to the previous/intially suggested offer. Primetag’s platform makes it possible to carry out this negotiation process between the two parties.



Being data-driven is when a strategy, task, initiative or campaign is developed and executed based on the analysis of available data. Primetag is a software with tools for hard data-driven marketers who know analytics and audience insights come before personal taste and who work to maximise the new ROI – the Return On Influence.

Demographics are useful and important pieces of information on the audience of an influencer. It includes information such as the age range, gender and geographical location of the audience members. Demographics allow brands to know which audience they are going to reach when collaborating with each Influencer. On Primetag’s platform, brands can have access to this data by viewing the media kit of an influencer whom is already connected with them. They can also have access to demographic data when using the “Filtering Tool”, in which brands can select influencers based on their audiences.
Deal Pack

A deal pack is the key element of a negotiation that is carried out between brands and influencers. These packs are created by brands and can be given to an influencer or a group of influencers, within each deal there is a pack of items (e.g. contents, compensation, briefings). Brands create deal packs depending on their goals, in which they define the type and quantity of content influencers must publish and their compensation.

Discover is a platform feature that allows brands to find influencers in Primetag’s database and access their public media kits, so that they can request to connect with the most suitable influencers and see their private statistics.



Engagement is a type of action a consumer may take on a particular piece of content. For example: liking, commenting, sharing or reacting are all forms of engagement. Also, engagement is one of the campaign goals included in “Interaction” goal.



Becoming a follower on the Primetag platform happens when a brand requests an influencer’s permission to access their private statistics. This is necessary for brands as they decide which influencer is most suitable for their brand/campaign.

Creating a forecast is the process of prediciting results and estimating costs in a pre-campaign phase. This is done in accordance with the campaign’s goal and is created so that brands to make suitable and balanced decisions.


GDPR Compliant

The GDPR stands for the General Data Protection Regulation set out by the European Union. It stipulates that businesses must protect the personal data and the privacy of EU citizens for transactions that occur within EU member states. Being GDPR Compliant means that a business is acting in accordance with this regulation.

A marketing goal is a precise, quantifiable, reasonable, challenging and time-bound metric that leads every marketing effort. It has been proven that setting goals leads to higher success. With clear goals, it is possible to start defining the strategy that will achieve them. Primetag’s considers 3 major goals: Branding, Interaction and Conversion.



A hashtag is a label used on social media platforms to group content together. Any word can be a hashtag if a # is placed in front of it on social media platforms. Brands must have a generic hashtag and a specific one for each campaign. The specific hashtag is important for each campaign because when the Primetag software identifies this hashtag in published content, it will link it to the specific campaign and won’t clip contents from other campaigns.

The Hub is the platform’s meeting point for every stakeholder to manage relationships with their partners.



Impressions is a metric used to measure the number of times a given piece of content has been viewed.

An influencer is an individual who can drive another person, or a community of people, to take some kind of action on a specific subject. Anyone can be an influencer, as long as their audience trusts their opinion and is encouraged to respond and take action.
Influencer Management

Influencer management is the set of actions and processes that are involved in managing an influencer. They can include securing opportunities for that influencer, schedulling content and negotiating, amongst other things. This management process can be done on an influencer marketing platform/software in a process known as influencer relationship management or IRM for short.

Interaction is a type of goal that must be chosen when Brands want to promote consumer engagement. There are two campaign goals within this objective: Traffic or Engagement.


Landing Page Link

A landing page link is a link to a webpage that is given to an influencer, so they can share on social networks to generate traffic. Each influencer must have a different link, so that brands can see where the traffic to their site came from.
Live Report

Live report is a feature on the Primetag software whereby a user can share a campaign’s results in real-time with a partner/customer. The tool clips influencer content without delay, and partners outside of the platform who were given the link can then acess the contents and the metrics that are continuosly being updated. Moreover, this a profissional method for tracking real-data and measuring a campaign’s results in a collaborative format.


Management Request

A management request is when a manager asks to exclusively manage an influencer’s backoffice on the Primetag platform.
Media Agency

A media agency is an umbrella term that refers to all marketing, media, advertising or public relations agencies that act on behalf of a brand. They work for the brand to develop, execute or contribute to influencer campaigns and/or secure opportunities for them.
Media Kit

A media kit is the CV/resume of an influencer which contains information about their skills, experience, channels, followers, contact details and other relevant statistics. When brands connect with influencers on the platform, they can see their media kits and have access to their automatically updated private statistics from social media platforms.

Mentions is a term that is used when a brand is mentioned to on a social media post, blog post, video or another form of online content. These mentions increase brand visibility.



A brand’s network consists of a group of influencer that are sharing their public and private data with them. Brands are only able to add Influencers to a campaign if they are included in their network.


Product Link

A product link is an online link that is connected to a specific product on a website, this is given to an influencer so that they can share this link on their social media and generate traffic. Each influencer must have a distinct product link, so that brands can see where the traffic came from.



Reach is a campaign goal included in the major aim of “Branding”, which has the purpose of delivering a marketing message to the maximum number of people possible.

A report is the set of data tracked through out the campaign period, in relation to its performance. Primetag’s technology compiles and delivers this data in different formats, so that brands can assess their performance and progression over time. Primetag’s reports present the KPIs based on the selected goal, as well as the social networks and the type of content. The data is 100% real and trustwhorty. Furthermore, it is updated in real-time, so brands are no longer dependent on old screenshots.
Return on Influence (ROI)

In general ROI stands for Return on Investment, it indicates how much value for money you are getting from an marketing or bussiness related endevour. At Primetag we have created a new ROI which acts as our mantra, it stands for the Return On Influence. This means that every tool designed aims to measure something, truly showing you ‘the bang for your buck’. We do this by focusing on real-data, and this ensures that everyone can optimise efficiently.



Sales are a campaign goal included within the ultimate aim of “Conversion”. Sales campaign goal intend to generate sales on a e-commerce website.

The share-of-voice is the percentage/proportion of influence a brand has on social media, this is based on the number of mentions made by influencers, in comparason with their competitors.


Talent Agency

A talent agency is an agency that represents influencers. They work on behalf of their talent (content creators) to develop, execute or contribute to influencer campaigns and/or secure opportunities for their them.
Talent Manager

A talent manager is someone who manages talent, a talent could be a celebrity, influencer or media personality. The talent manager is responsible for many tasks in regards to their talent, including securing opportunities, acting on their behalf in commercial partnerships, negotiating, just to name a few.

Traffic is a campaign goal covered within the major aim of “Interaction”. The traffic goal aims to drive people to a e-commerce website or a landing page. Normally a direct link to a website is included in published content, along with an encouraging call-to-action prompt.
Jessica Milsom

I am a K-pop loving, film devouring, dancing marketeer from England, Shanghai, The Netherlands, Taiwan and now Portugal. Really, don’t ask me where I’m from, it’s a long story.

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