Influencer Marketing

Influencer marketing is the practice of paying creators to promote a brand to their own audience, measured mostly by reach, impressions, engagement and estimated media value. It is typically run campaign-by-campaign with fixed fees.

It differs from creator commerce, which treats creators as attributable sales channels measured by revenue. The two are complementary: awareness-led influencer campaigns can feed a revenue-focused creator-commerce channel.

See the full breakdown on influencer marketing vs creator commerce.