Creator assets
Content pillar
A content pillar is one of the few recurring themes a creator's content returns to, which together define what their audience expects and what a brand is buying access to.
Also called content category, niche.
Pillars are what make a creator legible to a brand. A creator with clear pillars such as home cooking on a budget, kitchen kit, and weeknight meal planning is straightforward to match to a product. One who posts about everything is harder to place, however large the audience.
They also protect the creator. A sponsorship that sits inside an existing pillar reads as normal. One that sits outside every pillar reads as a sellout, and the engagement usually shows it.
Related terms
- Media kit
- A media kit is a short document or page a creator sends to brands that summarises who their audience is, how their content performs, which brands they have worked with, and what they charge.
- Creator discovery
- Creator discovery is the process of finding creators who fit a brand: searching by niche, audience, location, and performance, then shortlisting the ones worth approaching.
- Engagement rate
- Engagement rate is the share of an audience that interacts with a post, calculated as total engagements divided by a chosen denominator, most often followers or reach, expressed as a percentage.
Distinct is the workspace where brands and creators run the work behind these terms. For brands, for creators, or back to the full glossary.