116 Influencer Marketing Statistics October 2026

Influencer marketing statistics for 2026 describe a channel that brands keep funding faster than they can measure it. In the US, money spent on creators more than doubled in three years, from $13.9 billion in 2021 to $29.5 billion in 2024 (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025). Yet 79% of enterprise marketers say they struggle to measure the return (Linqia, 2026 State of Influencer Marketing, Sep 2025).

The figures below cover spend and market size, what creators earn and charge, platforms and formats, consumer trust, disclosure rules, fake followers, measurement, B2B programs and AI. Each one links to the organisation that ran the survey, published the payout or enforced the rule, with the date of its data. Several studies come from influencer platforms and agencies, which are named as vendor research in the methodology, and when estimates disagree, each appears next to its source. The page is refreshed every month.

How much do brands spend on creators and influencers?

More every year, and nobody agrees on the total. The estimates differ by more than three times because they count different things, so the definition matters more than the headline.

How big is the influencer marketing industry?

Somewhere between about $14 billion and $44 billion a year, depending on whose definition you use. IAB counts every intentional creator ad dollar in the US, including paid boosts of creator posts. eMarketer forecasts US influencer marketing spending, and Influencer Marketing Hub estimates a global market.

Influencer Marketing Hub puts the industry at $1.4 billion in 2014, a compound annual growth rate of 33.11% since then (Influencer Marketing Hub, Influencer Marketing Experts Report, Mar 2026). IAB says its own method leaves out affiliate links, subscriptions, tips and merchandise, which broader market estimates include (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).

Are influencer budgets still growing in 2026?

Yes. Creators top the list of channels marketers plan to spend more on.

• A net 61% of marketers worldwide plan to increase their investment in creators in 2026 (Kantar, The creator gold rush, Jul 2026).
• That makes creators and influencers the top-ranked channel for future budget growth in Kantar's Media Reactions study (Kantar, Measuring creator and influencer effectiveness, Jan 2026).
• 87.49% of marketers expect their influencer budget to rise in 2026, and 72.22% expect it to rise by 50% or more (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• Average reported annual influencer budgets rose 171% year over year, and 71% of organisations increased them (CreatorIQ, State of Creator Marketing press release, Oct 2025).
• 33% of enterprise marketers plan to spend more than $5 million on influencers in 2026 (Linqia, 2026 State of Influencer Marketing, Sep 2025).
• Influencer marketing takes an average of 8.35% of multinational brands' advertising spend (WFA, Recommendations for how to do better influencer marketing, Sep 2025).
• 48% of US ad buyers call creators a "must buy" for their media plan, behind only social media at 74% and paid search at 60% (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).

Which industries spend the most on creators?

Retail and consumer packaged goods, by a wide margin. Both already spend heavily on social and can tie creator posts to sales.

US retail brands were expected to spend $12.3 billion on creators in 2025, 38% more than in 2024 (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025). Consumer packaged goods, including beauty and personal care, came second at $5.5 billion (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025). Health and wellness was among the smallest categories but the fastest growing, at $1.0 billion and 40% growth (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).

Most brands run the work themselves:

• 66.33% of marketers manage influencer marketing entirely in-house (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• Among multinationals that use outside partners, 79% now work with specialist influencer agencies (WFA, Recommendations for how to do better influencer marketing, Sep 2025).
• Enterprise brands that spend $1 million or more a year and earn at least double their money back put 54% of their marketing budget into creators (CreatorIQ, State of Creator Marketing press release, Oct 2025).

How much do creators earn, and what do they charge brands?

Most creators earn little, and a small group at the top takes most of the money. That split explains why brands are moving budget to smaller creators while complaining that prices keep rising.

How much do social media creators earn?

Not enough to live on, for most of them. Content is a side income for the majority, and brand deals are the main source of revenue for those who earn.

• For 62% of creators, content creation is not their primary source of income (CreatorIQ, State of Creators, Jun 2026).
• Half of creators have launched their own brand or plan to (CreatorIQ, State of Creators, Jun 2026).
• Nearly 57% of full-time creators surveyed earn less than a living wage from content creation alone (Influencer Marketing Hub, Creator Earnings Report 2025, Aug 2025).
• Over 49% of creators earn most of their revenue from brand deals, down 10% on the year before as ad revenue and creators' own businesses grew (Influencer Marketing Hub, Creator Earnings Report 2025, Aug 2025).
• Over 53% of creators made between 0 and 10 sponsored posts in 2025 (Influencer Marketing Hub, Creator Earnings Report 2025, Aug 2025).

How much do YouTube and Facebook pay creators?

Tens of billions of dollars, and the amounts are still growing. These are payouts from ad revenue sharing and monetisation programs, separate from what brands pay creators directly.

YouTube has paid more than $100 billion to creators, artists and media companies over the past four years (YouTube, From the CEO: What's coming to YouTube in 2026, Jan 2026). More than $70 billion of that went out between 2021 and 2023 (YouTube, 2024 U.S. Impact Report, Jun 2025). YouTube's creative ecosystem added $55 billion to US GDP in 2024 and supported the equivalent of 490,000 full-time jobs, according to research by Oxford Economics for YouTube (YouTube, 2024 U.S. Impact Report, Jun 2025).

On Facebook, 60% of 2025 creator payouts went to Reels, with the rest split across Stories, photos and text posts (Meta, Creator Fast Track, Mar 2026). The number of creators earning more than $10,000 a year on Facebook grew by over 30% year over year (Meta, Creator Fast Track, Mar 2026).

What do influencers charge, and which follower tiers do brands hire?

Smaller creators usually charge under $500 a post, and brands hire mid-tier creators most often. Flat fees remain the standard way to pay.

• About 55% of marketers who priced nano creators put them under $500, and about 45.5% said the same of micro creators (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• Mid-tier creators most often sit in the $2,000 to $5,000 and $5,000 to $10,000 bands, each chosen by about 22.2% of respondents (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• 61% of US brands partner with mid-tier creators (50,000 to 500,000 followers), 55% with macro and 55% with micro creators, while 30% use celebrities (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).
• 52.83% of marketers plan to expand their use of micro creators, while macro creators show almost equal expansion and contraction plans, at 20.59% and 20.58% (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• Three in four brands pay creators a flat fee, against 49% using performance-based pay and 48% using retainers (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).
• Creator reputation (58%) and audience alignment (56%) are the top factors brands use to choose creators (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).

Which platforms and formats carry influencer campaigns?

Instagram is where brands already are, and TikTok is where the growth went. Creators rank TikTok first for branded content today, while video formats lead on results.

Which platforms do brands use for influencer marketing?

Instagram first, then TikTok and YouTube. TikTok has gone from a niche choice to standard in six years.

• 94% of multinational brands use Instagram for influencer marketing, 62% use YouTube and 61% use TikTok (WFA, Recommendations for how to do better influencer marketing, Sep 2025).
• TikTok use among those brands rose from 10% in 2019, while YouTube fell from 78% in 2021 (WFA, Recommendations for how to do better influencer marketing, Sep 2025).
• 85% of brands say Instagram is the platform they use most for creator marketing (CreatorIQ, State of Creator Marketing press release, Oct 2025).
• 29% of brands say Instagram drives the most ROI, against 27% for TikTok (CreatorIQ, State of Creator Marketing press release, Oct 2025).
• 31% of marketers include TikTok in their 2026 influencer plans, the most of any platform, with every other platform between roughly 8% and 15% (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• 52% of creators name TikTok their primary platform for branded content, against 43% for Instagram (CreatorIQ, State of Creators, Jun 2026).

Which creator content formats work best?

Video, long and short. Static posts and stories trail far behind in marketers' rankings.

Long-form video scored 83% and short-form video 80% in Influencer Marketing Hub's 2026 format ranking, the highest of any format (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026). 62% of brands put live shopping in their top three formats, while only 5% did so for whitelisting (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).

Brands also reuse what creators make:

• 100% of enterprise marketers repurpose influencer content beyond the creator's own feed, and 81% say it outperforms brand-made assets (Linqia, 2026 State of Influencer Marketing, Sep 2025).
• Boosted creator posts (39%), sponsored content (38%), affiliate partnerships (33%) and user-generated content campaigns (31%) are the most used tactics (CreatorIQ, State of Creator Marketing press release, Oct 2025).
• 53% of US brands find creators through creator platforms run by the social networks, and 48% contact creators directly (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).

Is social commerce part of influencer programs yet?

Not for most brands. About half are still testing, and TikTok Shop dominates among those already selling.

• 53.33% of marketers do not use social commerce yet, and 46.67% plan to test it in 2026 (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• TikTok Shop accounts for 66.17% of the platforms selected by brands that sell through social commerce, followed by Instagram Checkout at 13.16% (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• 70.37% of brands planning to raise influencer budgets already use social commerce, against 41.67% of those cutting budgets (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• 20% of the 1.3 billion monthly clicks on Linktree in 2024 went to retail and ecommerce sites (Linktree, Creator Commerce Report, Apr 2025).
• 32% of US brands list driving online sales among their top three goals for creator campaigns, behind brand awareness at 43% and reaching new audiences at 41% (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).

Do consumers trust influencers, and do they buy?

People trust influencers less than they trust ads, and buy from them anyway. Trust depends on honesty about the deal, and that is exactly where many influencer posts fall short.

How much do consumers trust influencers?

Less than nearly every other source of brand information. Friends, other customers and reviews all rank higher.

Across 15 countries, 58% of people trust influencers to give accurate information about a brand, against 84% for friends and family, 80% for customers like them and 68% for customer reviews (Edelman, 2025 Trust Barometer Special Report: Brand Trust, Jun 2025).

• 79% of US consumers say honest reviews, even negative ones, make them trust an influencer, and 71% cite transparency about the brand relationship (BBB National Programs, Influencer Trust Index 2025, Feb 2025).
• 64% say an influencer not disclosing the brand relationship drives their distrust (BBB National Programs, Influencer Trust Index 2025, Feb 2025).
• 70% would feel negative toward an influencer who was paid or given free products and did not say so (BBB National Programs, Influencer Trust Index 2025, Feb 2025).
• 57% say adding #ad or #sponsored does not make an influencer more trustworthy (BBB National Programs, Influencer Trust Index 2025, Feb 2025).
• Only 27% of creator content links clearly to the brand behind it, and strong branding lifts the effect on brand equity by almost two-thirds (Kantar, The creator gold rush, Jul 2026).

How often do influencer posts lead to a purchase?

Often, and more often than people admit. Consumers rarely name influencers as their main influence, yet many buy because of them every month.

• 35% of consumers have made four to six purchases based on influencer endorsements (BBB National Programs, Influencer Trust Index 2025, Feb 2025).
• 33% actively seek out influencer content to learn about a product or topic (BBB National Programs, Influencer Trust Index 2025, Feb 2025).
• Only 16% of consumers rank influencer marketing as the biggest influence on their buying decisions (Sprout Social, Influencer Marketing Report 2025, May 2025).
• Yet 49% make daily, weekly or monthly purchases because of influencer posts, and 86% buy something an influencer inspired at least once a year (Sprout Social, Influencer Marketing Report 2025, May 2025).
• 64% say genuine reviews are the influencer content most likely to make them buy, and 55% say discount codes (Sprout Social, Influencer Marketing Report 2025, May 2025).

How many people get news from influencers?

A growing minority, led by young adults. Most of them did not go looking: the posts found them.

• 38% of US adults aged 18 to 29 regularly get news from news influencers, more than four times the share of those 65 and older at 8% (Pew Research Center, News Influencers Fact Sheet, Nov 2025).
• 69% of those who regularly get news from influencers say they mostly come across it, while 31% look for it (Pew Research Center, News Influencers Fact Sheet, Nov 2025).
• 77% of news influencers have no past or present affiliation with a news organisation (Pew Research Center, America's News Influencers, Nov 2024).
• 59% of news influencers make money from their online presence, through subscriptions, donations or merchandise (Pew Research Center, America's News Influencers, Nov 2024).

How well do influencers follow ad rules, and how common is fraud?

Badly, wherever regulators check. Every sweep below found most influencers breaking a disclosure rule, and fake audiences remain the most common quality problem brands report.

How many influencer ads are properly disclosed?

Between about a fifth and three in five, depending on the country and the test. Regulators in Europe, Australia and India report similar failure rates.

• 57% of influencer ads analysed in the UK followed the disclosure rules, and 9% tried to disclose but used unclear language (ASA, Influencer Ad Disclosure on Social Media Report (2024), May 2025).
• 38% of influencers checked in the EU did not use platform labels such as Instagram's "paid partnership" tag (European Commission, Sweeps, Feb 2024).
• 78% of those EU influencers carried out a commercial activity, but only 47% were registered as traders (European Commission, Sweeps, Feb 2024).
• 62% of the influencers in the EU sweep were earmarked for further investigation (European Commission, Sweeps, Feb 2024).
• 81% of 118 influencers reviewed in Australia made posts that raised concerns about misleading advertising, from 96% in fashion to 73% in gaming and technology (ACCC, Scrutiny of influencers and businesses continues, Dec 2023).
• France's consumer authority checked more than 300 influencers in 2022 and 2023 and found half of them in breach (DGCCRF, Influenceurs : bilan des contrôles 2022 et 2023, Apr 2024).
• In India, illegal betting accounted for 54% of influencer violations in 2025-26, followed by personal care at 16.9% (ASCI, Annual Complaints Report 2025-26, May 2026).

What penalties apply to undisclosed influencer ads?

Larger ones than before. The UK can now fine directly, the FTC has put hundreds of firms on notice, and Italy writes its rules by audience size.

• The FTC warned 12 health influencers and two trade associations in 2023 that each future failure to disclose a paid connection could cost up to $50,120 (FTC, FTC Warns Two Trade Associations and a Dozen Influencers, Nov 2023).
• The FTC sent a Notice of Penalty Offenses on endorsements to more than 700 companies (FTC, FTC Puts Hundreds of Businesses on Notice, Oct 2021).
• The UK's CMA can fine a business up to 10% of its global turnover, or £300,000 if that is greater, for breaking consumer law (CMA, How the CMA uses its direct consumer enforcement powers, Aug 2025).
• Italy's influencer rules apply to creators with at least 500,000 followers or 1 million average monthly views on one platform (AGCOM, Delibera 197/25/CONS, Allegato A, Jul 2025).
• 66% of multinational brands have a formal policy on working with influencers, up from 60% in 2019, and 70% always sign contracts with them (WFA, More than half of multinational brands plan to boost influencer spend, Mar 2025).
• Only 42% of those brands monitor whether influencers comply with the rules (WFA, More than half of multinational brands plan to boost influencer spend, Mar 2025).

How common are fake followers and fake engagement?

Common enough that nearly every program plans for it. Bought followers lead, and faked comments and likes follow.

• Inauthentic or templated comments make up 10.6% of reported fraud issues, and fake or purchased engagement 10.2% (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• Only 10.9% of marketers report none of the listed fraud or quality problems (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• 20% of US brands name mitigating fraud and inauthentic engagement as a top-three creator marketing challenge (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).
• Meta estimates that fewer than 5% of the daily active people across its apps in the first half of 2026 consisted solely of violating, fake accounts (Meta, Community Standards Enforcement Report: Fake Accounts, Aug 2026).

How do brands measure the return on creator campaigns?

Mostly with the platforms' own numbers. Few brands tie creator spend to sales, and the ones that try say attribution is the hard part.

How do brands measure influencer marketing ROI?

With ad platform reports, first-party analytics and discount codes. Independent measurement, such as marketing mix models, is the exception.

• 55% of US brands rely on ad platform reporting to measure creator KPIs, 49% on their own first-party analytics, 29% on marketing mix models and 25% on multi-touch attribution (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).
• 58% of finance and health and wellness brands say proving ROI is their top measurement challenge (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).
• Reach (94%) and engagement (89%) are the main KPIs for multinational brands, and 63% name measuring ROI as a top concern (WFA, Recommendations for how to do better influencer marketing, Sep 2025).
• 48% of enterprise marketers say attribution is the biggest gap in their measurement (Linqia, 2026 State of Influencer Marketing, Sep 2025).
• Promo and discount codes are the most used measurement tool at 45.9%, ahead of affiliate links at 26.0% (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• 65.9% of marketers expect an influencer campaign to pay back within a month, including 48.4% within two weeks (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• Measurement is now the leading challenge for creator programs at 26%, ahead of content velocity at 21% (CreatorIQ, State of Creator Marketing press release, Oct 2025).

How are B2B brands using influencers?

As an always-on program rather than a campaign, when it works. B2B teams that run influencer work continuously report far better results.

• 58% of B2B marketing teams run influencer marketing on an always-on basis (TopRank Marketing, 2025 B2B Influencer Marketing Statistics and Trends, Aug 2025).
• 99% of teams with an always-on approach rate their programs as effective, and teams without one are 17 times more likely to call their program ineffective (TopRank Marketing, 2025 B2B Influencer Marketing Statistics and Trends, Aug 2025).
• 53% of B2B marketers say their dedicated influencer budget is growing (TopRank Marketing, 2025 B2B Influencer Marketing Statistics and Trends, Aug 2025).
• Finding and qualifying the right influencers (48%) and measuring results (47%) are B2B marketers' biggest challenges (TopRank Marketing, 2025 B2B Influencer Marketing Statistics and Trends, Aug 2025).
• 27% of US brands list generating leads among their top three goals for creator campaigns (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).

How are brands and creators using AI in influencer marketing?

For discovery, briefs and editing, not for the relationship itself. Both sides use AI widely, and both want a human to make the final call.

• 46% of US brands already use AI for creator marketing tasks and 29% plan to within a year (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).
• 34% of brands use AI to make synthetic content for creator campaigns, and 95% have concerns about using AI in creator marketing (IAB, 2025 Creator Economy Ad Spend & Strategy Report, Nov 2025).
• Creator discovery is the most common use of AI in influencer marketing at 36.67%, and 10.56% of marketers do not use AI at all (Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026, May 2026).
• 69% of brands would like to fully automate their influencer marketing workflows (CreatorIQ, State of Creator Marketing press release, Oct 2025).
• 89% of enterprise marketers still avoid virtual influencers (Linqia, 2026 State of Influencer Marketing, Sep 2025).
• 87% of creators who use creative AI say it has grown their business or audience, but only 49% always or often disclose their AI use (Adobe, 2026 Creators' Toolkit Report, Jun 2026).
• 69% of creators worry that their content is used to train AI without permission (Adobe, Creators' Toolkit Report, Oct 2025).

Methodology and Sources

Every statistic on this page was traced to the organisation that ran the survey, published the payout or enforced the rule, and each URL was fetched and checked for the figure and its date on 5 October 2026. Pages that republish other people's numbers, including other influencer marketing roundups, were not used as sources. Influencer Marketing Hub, CreatorIQ, Linqia, Sprout Social, TopRank Marketing and Linktree are platforms or agencies that sell influencer services, and their figures are labelled as vendor research. Market-size estimates disagree because they measure different things, so each appears with its definition. The BBB National Programs survey sample was mostly women (3,484 of about 3,720 respondents). European Commission sweep results are dated by their publication in February 2024, and the Meta fake accounts estimate by its August 2026 report. CreatorIQ's creator survey is dated by its fieldwork in May and June 2026. The page is refreshed monthly. For the wider data set, see SEO statistics, and for content budgets and formats, content marketing statistics.

Sources

• IAB, 2025 Creator Economy Ad Spend & Strategy Report
• IAB, Creator Economy Ad Spend to Reach $37 Billion in 2025
• eMarketer, FAQ on influencer marketing
• Influencer Marketing Hub, Influencer Marketing Benchmark Report 2026
• Influencer Marketing Hub, Influencer Marketing Experts Report
• Influencer Marketing Hub, Creator Earnings Report 2025
• Kantar, The creator gold rush
• Kantar, Measuring creator and influencer effectiveness
• CreatorIQ, State of Creators
• CreatorIQ, Creator Marketing Enters the Era of Efficacy
• Linqia, 2026 State of Influencer Marketing
• WFA, Recommendations for how to do better influencer marketing
• WFA, More than half of multinational brands plan to boost influencer market spend
• YouTube, From the CEO: What's coming to YouTube in 2026
• YouTube, 2024 U.S. Impact Report
• Meta, Creator Fast Track: A New Way to Quickly Grow Your Audience
• Meta, Community Standards Enforcement Report: Fake Accounts
• Linktree, Creator Commerce Report
• BBB National Programs, Influencer Trust Index: Consumer Insights 2025
• Edelman, 2025 Trust Barometer Special Report: Brand Trust, From We to Me
• Sprout Social, Influencer Marketing Report 2025: Buying Behaviors
• Pew Research Center, News Influencers Fact Sheet
• Pew Research Center, America's News Influencers
• European Commission, Sweeps
• ASA, Influencer Ad Disclosure on Social Media: Instagram and TikTok Report (2024)
• ACCC, Scrutiny of influencers and businesses for misleading advertising and online reviews continues
• DGCCRF, Influenceurs : bilan des contrôles 2022 et 2023
• ASCI, Annual Complaints Report 2025-26 press release
• FTC, FTC Warns Two Trade Associations and a Dozen Influencers
• FTC, FTC Puts Hundreds of Businesses on Notice about Fake Reviews and Other Misleading Endorsements
• CMA, How the CMA uses its direct consumer enforcement powers
• AGCOM, Delibera 197/25/CONS, Allegato A: Linee guida
• TopRank Marketing, 2025 B2B Influencer Marketing Statistics and Trends
• Adobe, 2026 Creators' Toolkit Report
• Adobe, Inaugural Creators' Toolkit Report

Glossary

• ACCC: Australian Competition and Consumer Commission, Australia's consumer protection regulator.
• AGCOM: Autorità per le Garanzie nelle Comunicazioni, Italy's communications regulator.
• ASA: Advertising Standards Authority, the UK's advertising regulator.
• ASCI: Advertising Standards Council of India, India's self-regulatory body for advertising.
• CMA: Competition and Markets Authority, the UK's competition and consumer protection regulator.
• CPG: consumer packaged goods, such as food, drinks, beauty and household products.
• DGCCRF: France's directorate for competition, consumer affairs and fraud control.
• FTC: Federal Trade Commission, the US consumer protection agency that enforces the Endorsement Guides.
• KPI: key performance indicator, the metric a campaign is judged on.
• MMM: marketing mix modelling, a statistical method that estimates each channel's contribution to sales.
• MTA: multi-touch attribution, a method that credits each touchpoint on a buyer's path.
• Nano, micro, mid-tier, macro: creator tiers by follower count. IAB uses 1,000 to 100,000 for nano, 10,000 to 50,000 for micro, 50,000 to 500,000 for mid-tier and 500,000 to 1 million for macro.
• ROI: return on investment.
• UGC: user-generated content, made by customers or creators for a brand to reuse.
• Whitelisting: running a creator's post as a paid ad from the creator's own account.