Key terms from influencer marketing in the German-speaking market, explained in a few sentences. Each entry links to a detailed guide.
A
Ad disclosure (Werbung / Anzeige)
In Germany, paid or otherwise compensated posts must be clearly recognizable as advertising, usually with “Werbung” or “Anzeige” at the start of the post. English labels alone are often not enough for a German-speaking audience. Read more
Affiliate link
A link with a personal ID that attributes sales to a creator, who earns a commission per sale. Affiliate links are advertising and must be disclosed. Read more
B
Barter deal
A collaboration in which the creator receives a product or service instead of a fee. Barter deals still count as advertising and must be labeled. Read more
Briefing
The written basis of a collaboration: goal, product, key messages, mandatory information, no-gos, formats and dates. A good brief leaves room for the creator’s own voice. Read more
Buyout
Payment for additional usage rights, for example when a brand uses creator content in ads or on its website. Agreed on top of the fee for publishing. Read more
C
Content approval
The review of a post by the brand before it goes live. The number of feedback rounds should be agreed in the contract. Read more
Conversion
A desired action after someone sees a post, such as a purchase, sign-up or download. Measured with discount codes or tracking links. Read more
Creator management
Representation of creators by a management that reviews requests, negotiates terms, aligns contracts and handles invoicing. Read more
D
DACH
Short for Germany (D), Austria (A) and Switzerland (CH), the German-speaking market in Europe. One language, but three countries with their own prices, shipping and legal details. Read more
E
Engagement rate
The ratio of interactions such as likes, comments, shares and saves to reach or followers. It shows how actively a community responds to content. Read more
Exclusivity
An agreement that a creator will not work with the brand’s competitors for a set period. Exclusivity is usually paid separately. Read more
I
Imprint (Impressum)
Commercially run social media profiles in Germany need an easily accessible imprint with name and address, based on Section 5 of the Digital Services Act (DDG). Read more
Influencer agency
A service provider that organizes collaborations between brands and creators. Some agencies work for brands, others represent creators as a talent agency. Read more
K
KPI
Key performance indicator: a metric used to measure a campaign’s success, such as reach, interactions, clicks or sales. Read more
M
Media kit
A compact overview of a creator with topics, channels, audience, key figures and past collaborations. Brands use it to choose creators. Read more
Micro-influencer
A creator with a smaller, often highly engaged community. As a rough rule of thumb, profiles with around 10,000 to 100,000 followers. Read more
P
Partnership ads
Ads on Instagram and Facebook delivered through a creator’s account. They require the creator’s approval and agreed usage rights. Read more
R
Reel
A short vertical video on Instagram. Reels are shown beyond the creator’s own community, which makes them good for new reach. Read more
Reverse charge
A VAT mechanism for cross-border B2B services in which the recipient, not the provider, accounts for VAT. Treatment depends on where your company is based; check with your tax advisor. Read more
S
Spark Ads
TikTok ads that promote an existing video directly from the creator’s account. They need the creator’s approval and agreed usage rights. Read more
Story
An Instagram post that disappears after 24 hours. Story series with a link sticker or discount code are a classic collaboration format. Read more
T
Talent management
Long-term representation of creators by a management that represents them towards brands. At TrueTalent without fixed contract terms for talents. Read more
Tracking link
A link with an identifier, for example UTM parameters, that attributes clicks and purchases to a post. Read more
U
UGC
User-generated content: content creators produce for a brand’s channels or ads without necessarily publishing it themselves. Read more
Usage rights
The rights a brand receives to use creator content, for example on its own channels, website or in ads. Scope, channels and duration are set in the contract. Read more
W
Whitelisting
Granting a brand access to a creator’s account so it can run ads through it. Agreed and paid separately. Read more
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