August 7, 2023

CreatorForce Glossary: Words Every Creator Economy Expert Needs to Know

The creator economy is booming, and staying in the loop with the terminology can be intimidating and confusing.

That’s where we come in.

We compiled this list of creator-focused terms you need to know to stay up-to-date on relevant conversations. Scroll down to learn more.


In the creator world, audience refers to the group of followers who consume, engage with, and interact with a creator’s content or information.

Brand deal

A brand deal – also known as a brand partnership or sponsored content – is a business arrangement between a company or brand and a creator, celebrity or influencer with a significant online presence. The purpose of a brand deal is to promote the brand’s products or services in a way that feels organic and authentic.

Brand incubation 

Brand incubation – also known as brand building or brand development – is the process of nurturing and growing a new brand from its conceptual stages to a fully established and recognizable entity in the market. It involves strategically creating and refining the brand's identity, values, positioning, and overall image to resonate with the target audience and differentiate it from competitors.

Celebrity-backed brand 

A celebrity-backed brand is a brand or business venture that is founded, owned, or endorsed by a well-known celebrity or public figure. In this arrangement, the celebrity leverages their fame, influence, and personal brand to promote and support the products, services, or messages of the brand they are associated with.


Someone who brings something new, original, and meaningful into the world – whether it's a physical creation, a piece of art, an innovative product, or digital content. These people produce and share content on platforms such as YouTube, Twitch, TikTok and Instagram. They might create videos, music, visual art, podcasts, or other forms of media for entertainment, education, or information-sharing purposes.

Creator economy

The creator economy refers to a rapidly-growing economic ecosystem centered around individual creators, artists and content producers who monetize their creative skills, knowledge, and expertise. Creators leverage digital platforms and technology to directly connect with their audiences, build communities, and monetize their content, products, or services.


Demographics refer to statistical data and characteristics used to describe and categorize a population. In the creator world, this often refers to the target audience or the creator’s current follower base. These data points are typically used to segment and analyze different groups within a population based on specific attributes or variables.


Having equity in a company means that an individual or entity holds ownership in the company. Equity represents the portion of the company's assets that belong to the shareholders or owners. It gives the equity holder a financial interest in the company's success and entitles them to a share of the company's profits, as well as certain rights and privileges.


An influencer is an individual who has established credibility, authority, and a substantial following in a particular niche or domain, often on social media platforms or through other digital channels. Influencers have the power to affect the opinions, behaviors, and purchasing decisions of their followers due to their perceived expertise, authenticity, and relatability.

Media impact value

Media Impact Value (MIV) is a metric used in influencer marketing and social media analytics to measure the value and effectiveness of influencer-driven campaigns or brand mentions across various media channels. It quantifies the impact and performance of content generated by influencers or content creators in terms of potential advertising value. It’s calculated using advanced algorithms that analyze various data points, such as the reach, engagement, sentiment, and type of media (e.g., images, videos, articles) to determine the potential value the content brings to the brand.

Micro-influencer vs. nano-influencer

Micro-influencers typically have a larger following compared to nano-influencers, but their follower count is still relatively moderate, ranging from around 1,000 to 100,000 followers. They have a more substantial reach than nano-influencers, which allows them to engage with a broader audience. Micro-influencers often have higher engagement rates compared to larger influencers because their smaller audience is more closely connected and interested in their content. They are also perceived as more authentic and relatable, which strengthens their influence over their followers. Micro-influencers can cover a broader range of niches due to their relatively larger audience size. They may specialize in specific topics or industries but still have the ability to attract a diverse following.  Working with micro-influencers may require a more significant portion of a marketing budget compared to nano-influencers, as their rates are generally higher due to their larger following and reach.

Nano-influencers have a smaller follower count, usually ranging from a few hundred to 10,000 followers. Their reach is more limited, but they often have a highly engaged and loyal audience within a specific niche or local community. Nano-influencers tend to have even higher engagement rates than micro-influencers due to their smaller, more tightly-knit communities. Their content is often perceived as highly authentic and trustworthy, as they are seen as regular people sharing genuine experiences. Nano-influencers are often highly focused on specific niches or local communities. They might be seen as experts within their niche and have a loyal following interested in that particular subject. Nano-influencers usually have lower rates, making them a more cost-effective option for brands with limited budgets.

Owned media vs. earned media

Owned media refers to the channels and assets that a company or individual owns and controls. These are the platforms where they have complete control over the content, messaging, and user experience. Common examples of owned media include websites, blogs, social media accounts, mobile apps, email lists, and any other digital properties owned by the entity.

Earned media refers to the publicity and exposure gained through organic, word-of-mouth, or third-party channels without direct payment or control from the entity. It includes mentions, reviews, press coverage, social media shares, user-generated content, and other forms of unpaid promotion that are voluntarily created and shared by others.

Effective marketing and communication strategies often involve a combination of owned, earned, and paid media to maximize reach, credibility, and engagement with the target audience. While owned media provides control and a direct channel of communication, earned media can offer organic growth and validation from external sources, enhancing overall brand reputation and impact.

Partnership vs. endorsement

A partnership involves a formal, mutually beneficial (and often long-term) relationship between two or more parties. It often includes a legal agreement outlining the terms, responsibilities, and benefits of the collaboration.

An endorsement is a one-sided expression of approval or support typically used for short-term promotional purposes. An endorsement usually involves one party – a person or a brand – publicly expressing their approval, support or recommendation of a product, service or cause. 

Quantitative attributes (reach, rates, posting frequency) vs. qualitative attributes (content quality, content relevancy)

Quantitative attributes are variables that are measured on a numerical scale. They represent quantities that can be quantified and expressed in numerical terms. Examples include age, height, weight, income, temperature, number of sales, and time taken to complete a task. In the creator space, quantitative attributes often refer to reach, rates and posting frequency.

Qualitative Attributes represent qualities, characteristics, or categories that do not have numerical values. They involve attributes that can be described, but not measured on a numerical scale. Examples include gender, marital status, and product categories. In the world of creators, qualitative attributes might refer to content quality or content relevancy.

Talent-led brand

A talent-led brand is a brand that centers its marketing and branding efforts around a specific individual or group of individuals who possess unique skills, expertise, or charisma. These talented individuals – often known as brand ambassadors or spokespeople – play a central role in representing the brand and connecting with its target audience.

User-generated content 

User-generated content (UGC) refers to any form of content created and shared by individuals who are not directly affiliated with a brand, company, or organization. It is produced by users or consumers rather than the brand or its official representatives. UGC can take various forms, including text, images, videos, reviews, testimonials, social media posts and blog posts.

Venture studio

A venture studio, also known as a startup studio, is a company that specializes in building and launching new startup ventures. Unlike traditional startup accelerators or incubators that typically provide support and resources to existing startups, venture studios take a more proactive role in the creation and development of new businesses from the ground up.

Interested in building your creator brand or working for one? Reach out to us to start the conversation.

Alexis Benveniste is a New York-based writer and editor whose work has been featured in The New York Times, Bloomberg, Vanity Fair, and other outlets.

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