Glossary
Social media terms, in plain English.
The words agencies use, explained without the jargon.
- A/B test
- Running two versions of a post or ad to see which performs better.
- Average watch time
- How long, on average, people watch a video before scrolling away.
- B-roll
- Supporting footage cut between the main shots to add context and pace.
- Call to action (CTA)
- The step you ask the viewer to take next, such as booking or buying.
- Content pillar
- A recurring theme that a brand's posts are planned around.
- Conversion
- A valuable action taken after seeing content, such as a purchase or form submission.
- Cost per lead (CPL)
- Ad spend divided by the number of leads it produced.
- Engagement rate
- Interactions (likes, comments, shares, saves) as a percentage of followers or reach.
- Hook
- The opening moment of a video that gives people a reason to keep watching.
- Impressions
- The number of times content was displayed on screen.
- Organic
- Content reach that is not paid for.
- Pixel
- A snippet of code that tells an ad platform what visitors do on your website.
- Reach
- The number of unique people who saw a piece of content.
- Retargeting
- Showing ads to people who have already interacted with your brand.
- Return on ad spend (ROAS)
- Revenue earned for every dollar spent on ads.
- UGC
- User-generated content: videos and photos made by customers or creators rather than the brand.
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