Creator Marketing Glossary
Plain-English definitions for the terms brands and agencies run into when evaluating creator intelligence and influencer marketing platforms.
Creator intelligence
The practice of collecting and scoring data about content creators — audience quality, engagement, brand safety, and sponsorship history — to make evidence-based influencer marketing decisions.
Read the full guideAudience intelligence
Analysis of who actually makes up a creator's audience — demographics, geography, interests, and authenticity — as opposed to just the size of the audience.
Creator graph
A network model connecting creators to each other and to brands based on shared audiences, collaborations, and content categories, used to surface adjacent or lookalike creators.
Brand safety (influencer marketing)
The process of screening a creator's content history and audience for controversy, off-brand messaging, or reputational risk before a brand partners with them.
Influencer discovery
The process — manual or software-assisted — of finding creators who match a brand's niche, audience, and budget criteria, typically the first step before creator intelligence scoring.
Creator CRM
A system for tracking relationships with creators over time — contact info, past campaigns, rates, and notes — similar to a sales CRM but built for influencer partnerships.
Campaign measurement
Tracking the performance of a live or completed influencer campaign — views, engagement, conversions, and ROI — against the goals set before launch.
Engagement rate
The ratio of likes, comments, and shares to total views or subscribers, used as a proxy for how actively an audience trusts and interacts with a creator.
Niche authority
How consistently and credibly a creator covers a specific content category, which correlates strongly with how well their audience responds to related brand partnerships.
SPARK Score
SparkLine's proprietary 0–100 creator intelligence score, weighted across five dimensions: Strategic Storytelling, Partnership Alignment, Authentic Engagement, Reach Amplification, and Key Differentiation.
See the SPARK framework