The MBA
Lexicon

A structured document that communicates brand requirements, creative direction, and campaign goals to an influencer or content creator.

The ecosystem of independent content creators who monetize audiences through platforms, brand deals, and digital products.

A metric that quantifies the equivalent cost of organic coverage in paid media terms.

Real-time video shopping where hosts demonstrate and sell products directly to a live audience.

Content creators with 1,000–10,000 followers who typically demonstrate high engagement rates and niche authority.

The practice of sending products to influencers or journalists without a formal paid arrangement.

Any content—images, video, reviews, posts—created by consumers rather than brands.