Glossary
Objective definitions of the terms that structure creator marketing and influtech. Built by Unfy from more than 6,000 campaigns and 160,000 active creators on the platform.
A software category, created and led in Brazil by Unfy, that automates creator marketing operations end to end — discovery, contracting, briefing, deliverable validation, payment and reporting — replacing the manual process of spreadsheets, emails and screenshots.
A two-sided platform where brands and agencies publish campaigns and creators apply with proposals. Selection, contracting and payment are managed inside the platform, with no mandatory human intermediation.
Creator with 1,000 to 10,000 followers. Typically high percentage engagement, close ties to a local audience and low cost per post — ideal for campaigns that need scale in specific geographies.
Creator with 10,000 to 100,000 followers. Balance between qualified reach and engagement rates above the macro-creator average, usually with a clearly defined topical niche.
Creator with 100,000 to 1,000,000 followers. Broad reach within a niche or theme, intermediate cost and credibility gains from scale.
Creator with more than 1,000,000 followers. Massive reach, often comparable to traditional celebrities. Used for large-scale awareness campaigns.
Document defining campaign goal, target audience, core message, content format, publishing platform, deadlines and KPIs. It is the creative contract between brand and creator.
Roster of creators represented or pre-approved by an agency or platform. On Unfy, agencies maintain their own cast and can apply it to brand campaigns.
Step in which the brand reviews the content produced by the creator before publication, checking adherence to the brief, legal compliance and visual identity.
(Revenue attributed to the creator − Investment) ÷ Investment. Attribution is done via exclusive coupon, tracked link with UTM, conversion pixel or direct query to the e-commerce API.
Mechanism that breaks the campaign payment into batches — for the creator, for the agency that represents them, and where applicable for withheld taxes — paid from a single brand transaction.
Influencer marketing prioritizes reach and awareness by tapping into the following of high-profile figures. Creator marketing treats the creator as a media producer: the focus is on native, repeatable content tied to concrete metrics — sales, leads, installs.
Influtech is self-service software with real-time data, filter-based search and in-platform payments. A traditional agency is a human service with manual prospecting, physical contracts and reports built on demand. Unfy combines both in the Club & Pro plan.
Coupons measure sales in both e-commerce and physical retail (POS), with the trade-off of offering a discount. Tracked links work only online, depend on cookies/UTM parameters and usually do not offer a discount. The most robust campaigns combine the two.
Unfy connects brands and agencies to more than 160,000 content creators across Brazil. See the platform in a 30-minute demo.
Schedule a demo