Creator marketing glossary

By the Rupees.com team. Updated 1 November 2026.

These are the terms that come up when a brand runs a creator campaign in India, in plain words. Agree what each one means in your brief, especially how views and results are counted.

Results

Views

How many times a post was played, as counted by the platform. Definitions differ across platforms, so say which count you use.

Reach

How many different people saw a post. It is always lower than or equal to views.

Engagement

Likes, comments, shares and saves on a post.

CPM and CPV

Cost per thousand views and cost per view, used to compare what different posts or channels deliver for the money.

Campaign

Brief

The document that tells creators what you want. See a template.

Window

The dates between which posts should go up.

Do-not-post list

Creators, dates or topics a campaign must avoid.

Clipping

Creators posting short cuts of approved footage and being paid on performance. How it works.

UGC

User-generated content: content made by creators or customers, often for the brand to use in its own channels.

Micro creator

A creator with a smaller following. There is no fixed cut-off, so state one if it matters to the deal.

Rights and rules

Cleared footage

Video or audio the rights holder has approved for this use.

Usage rights

Permission for a brand to use a creator's post beyond the creator's own account, for example in ads.

Material connection

Any relationship that could affect how an audience weighs a recommendation, such as payment or free products. It must be disclosed. See the rules.

Paid partnership label

A platform's tag marking a post as paid. Do not rely on it alone in India.

Payment

Settlement date

The agreed date on which a campaign's results are final and creators get paid.

TDS

Tax deducted at source: tax taken from a creator's payment and paid to the government. It should be shown separately.

GST

Goods and services tax, usually added to the invoice.