Glossary

Terms are grouped into blocks and each one has its own link: you can copy the address of a term and send it to a colleague or a client. When the detail of a calculation matters, the term points to Metrics and calculations, where we explain what is measured and what is estimated.

Creator

Anyone who publishes content on social media. It's the generic word: you'll see it in Discover, in casting and on the Creators board of a campaign.

Talent

A creator already added to your agency's roster. Every talent is a creator, but not every creator you discover is a talent: they become one when you add them to your agency.

Influencer

A synonym for creator, as the industry uses it. In Influgest the usual word is “creator” and, once they belong to your agency, “talent”.

Participant

A creator inside a specific campaign, with their status in the flow, their agreed rate and their publications. The same person can be a participant in several campaigns at once, each with its own status.

KOL

Key Opinion Leader, the industry term for a creator with influence over their community. It's the idea behind the per-talent performance table in the campaign report, shown in the interface as the Talents tab.

Agency

Your shared workspace. Everything you create —talent, campaigns, lists, saved searches, reports— belongs to the agency and is visible to your team, not only to you. Each agency's data is isolated from everyone else's.

Brand

The company a campaign is run for. It's a campaign field and it lets you filter and group your work.

Team member

Anyone with access to your agency's workspace. They join by invitation and have a role —Owner, Admin, Manager or Viewer— that describes what they are responsible for. See Settings.

Client

The person at the brand who approves the selection and receives the results. They don't need an Influgest account: they take part through casting links and shared report links.

Campaign

A project with a brand, a budget, a period and a group of participants. Its six statuses are Draft, Active, Paused, Completed, Archived and Cancelled. See Introduction to campaigns.

Folder

A group of campaigns inside the Campaigns section, with a name, a colour and an icon. Use it to organise your work by client, by quarter or however you prefer.

Brief

The campaign document: objectives, key message, tone, audience and deliverables. It's the source of truth you show the creator and it also defines the hashtags and mentions that trigger automatic detection of publications. See Brief.

Casting

A round in which you propose a group of creators to your client. It generates a public link where the client approves or rejects each profile without an account, with an optional comment. See Casting.

Participant statuses

The eleven columns of the Creators board: Brief pending, In discussion, Casting pending, Casting approved, Casting refused, Participating, Instructions, Content approval, Published (auto), Published and Declined. The flow follows an order: not every transition is allowed.

Publication

A piece published within the campaign —post, story, reel, video, short or live— with its recorded metrics and its history over time. See Publications.

Deliverable

What the creator commits to publishing. In the creator portal it's called Expected content.

Proposal

The piece the creator uploads for review before publishing it. It moves to To be approved; you can approve it or request changes, and the creator is notified by email either way.

Agreed rate

What your agency pays a creator for taking part in a campaign. It's internal data: it never appears in shared reports, and in castings you can hide it from the client.

Snapshot

A frozen picture of the report data at the moment the link was created. The alternative is a Live link, which always shows the current data. See Sharing the report.

Followers

The size of the creator's community on a network. It's public, measured data, not an estimate.

Views

Plays or views of a piece of content. It's the real base metric that reach and impressions are derived from. In the interface it also shows up as Views or plays.

Reach

The distinct people who have seen the content. The platforms don't publish this figure, so Influgest estimates it using standard industry factors. The detail is in Metrics and calculations.

Impressions

The total number of times the content has been shown, including repeat views by the same person. This is also an estimate. It's always a bigger number than reach.

Estimated creator reach

On the talent profile and in Discover, the unique accounts you can expect to reach: the creator's followers minus the ones that aren't real.

Unique audience

How many distinct people you really reach across all the talent in a campaign, once you discount the followers they share with each other. It's calculated on demand in the Audience tab of the report.

Overlap

The share of audience repeated across the talent in a campaign. The higher it is, the more people are seeing the same message twice instead of adding new reach.

Engagements

The sum of likes, comments, shares and saves. On some screens it appears as Engagements (abs.): the absolute number, not turned into a percentage.

Engagement rate

Shortened to ER. It measures how much interaction a piece of content generates relative to the people who see it. It's expressed as a percentage and the calculation changes depending on the screen: on a creator's profile it's compared with their followers; in campaign reporting, with views. The detail is in Metrics and calculations.

Average likes and comments

Per-publication averages taken from the creator report. They let you read engagement in absolute numbers, without percentages.

Reels plays

The average plays of an Instagram creator's reels. It's also a sort option in Discover.

Paid engagement

How the creator's sponsored content performs compared with their organic content. 100 % means paid works just as well as organic; below 100 %, it performs worse.

Growth

The percentage change in followers or likes over the chosen interval, from one to six months.

EMV

Earned Media Value: an estimate, in euros, of what it would have cost to buy the visibility the content generated. The app says so itself: it's an estimate, not a direct return. See Metrics and calculations.

EMV rates

The price in euros per impression that Influgest applies to each network and format combination to calculate EMV. They ship with industry benchmark values and your agency can override them in Settings.

Budget

The amount planned for a campaign. It's a field you fill in when you create it or later on.

Invested

What has actually been paid to the campaign's creators, that is, the sum of their agreed rates.

CPM

Cost per thousand impressions: what it costs you to have the content shown a thousand times. The lower it is, the cheaper the visibility.

CPE

Cost per engagement: what each interaction costs you. Useful when the goal is conversation and not just reach.

ROI

In the Talents table, it compares the EMV a talent generated with what you paid them. 50 % means the estimated media value exceeded the rate by 50 %. It's internal data and never leaves in a shared report.

EMV/€ efficiency

Euros of estimated media value generated for every euro invested. It's the same idea as ROI, expressed as a multiplier.

Audience report

The per-creator report with their demographics (age, gender, countries, cities, languages, interests) and their authenticity signals, sourced from our data provider. It's what stops you depending on whatever the creator claims. You open it from Discover and from the talent profile.

Credibility

The share of a creator's followers that are real, active accounts, from 0 to 100 %. In Discover it's the Audience credibility (min.) filter.

Fake followers

The flip side of credibility: the estimated share of followers showing signs of being fake or inactive accounts. Low is good; above 15 % usually points to an inflated audience. Credibility of 90 % is the same as 10 % fake followers.

Fake likers

The estimated share of likes on recent publications that don't come from real people. It complements fake followers: an account can have clean followers and bought likes.

Audience types

The split of followers into four categories: Real, Mass followers (accounts that follow huge numbers of people), Suspicious and Influencers.

Reachability

How the audience breaks down by how many accounts each follower follows. An audience that follows few people is easier to reach, because your content competes with less.

Real audience

The share of the audience considered genuine. It appears under this name in the creator comparison.

Controversies

Reputation alerts for a creator: mentions of controversies detected and summarised automatically so you can weigh up brand risk before signing them. As with any automatic summary, check the source before deciding.

Brand affinity

The brands a creator's audience is most drawn to, and the brands the creator has worked with. It helps you spot natural fits and conflicts with competitors.

Saved search

A named combination of Discover filters, shared with the whole agency. See Saved searches.

List

A set of talent from your agency, organised by category, campaign or intent and shared with the team. It only takes creators already in your roster: from Discover you save them as talent first and then add them to the list. See Lists.

Lookalikes

Profiles with an audience similar to a creator's. In search results they are called similar, to tell them apart from the direct ones, which match your filters exactly.

Custom columns

Your own fields added to the talent table, to hold information only your agency uses. See Your roster.

Data credits

Some actions that fetch fresh data —opening the report of a new profile, refreshing it or analysing unique audience— consume credits from your plan. The interface always warns you before spending them, and profiles you've already looked up are served at no cost.

Sample data

The label the app shows on screens with simulated metrics, alongside notices such as Simulated metrics. When a screen shows simulated metrics, the interface says so with a label. If you don't see that label, the data is real. The full list is in Availability.

InfluGPT

The built-in conversational assistant, which you can ask about your campaigns, creators and metrics from the side menu. It's in beta.

Skin

The visual style of the interface: Classic, solid and familiar, or Glass, translucent and in beta. You choose it in Settings and it's saved on your device.

Creator portal

The private page where the creator reads their instructions, uploads proposals and marks their piece as published, with no Influgest account. See Creator portal.