English for content creators and social media managers
Social Media & Content Creation Vocabulary: 100 Key English Terms
Social media speaks English first: platform menus, analytics dashboards, brand briefs and creator communities all use the same vocabulary, and words like reel, engagement and hashtag are used as they are in Turkish too. Knowing these terms helps content creators and social media managers read platform updates, talk to brands and agencies, and explain their results clearly.
100 terms
9 topics
40 core terms
200 example sentences
Read, understand, keep going
No account needed. Read the meaning, see where the term is used, then study the examples. Click any word in the lesson for help. You can also select a word and press Alt + Enter.
Platforms and Formats
story
noun
Meaning
A short photo or video that appears at the top of an app and disappears after 24 hours, used for casual, everyday updates.
Where you use it
Common on Instagram, Facebook and WhatsApp (where it is called Status). You post to your story, add a story or reply to someone's story. Stories often use stickers such as polls, questions and links.
Examples
I'll share the behind-the-scenes clips in our story, not on the feed.
More than 300 people voted in yesterday's story poll.
Usage note
The plural is 'stories', and Instagram writes the feature with a capital letter: Stories.
Common phrases
post a story · story poll · reply to a story · story views · add to your story
A short, usually vertical video with music, effects or text, made to be watched quickly and often recommended to people who do not follow you.
Where you use it
The name comes from Instagram Reels, and Facebook uses it too; YouTube calls the same format Shorts. You film, edit and post a reel. Reels are one of the main tools for reaching new audiences.
Examples
The recipe reel reached 80,000 accounts, most of them non-followers.
Let's turn the workshop footage into three short reels.
Usage note
In English one video is 'a reel' and several are 'reels'. Turkish speakers often say 'a reels' for one video, which sounds wrong in English.
Common phrases
post a reel · film a reel · reel views · Reels tab · turn into a reel
The main scrolling stream of posts you see when you open a social media app, made up of content from accounts you follow and recommendations.
Where you use it
You scroll through your feed, and posts appear or show up in someone's feed. Creators also mean their own profile grid when they say 'my feed', for example when they talk about keeping a consistent feed.
Examples
Your post didn't show up in my feed at all yesterday.
We use the same warm colors in every photo to keep our feed consistent.
Common phrases
scroll through the feed · show up in the feed · news feed · feed post · feed aesthetic
A video that usually lasts from a few seconds to a few minutes, is often filmed vertically and is made for quick viewing on phones.
Where you use it
The umbrella term for TikTok videos, Instagram Reels and YouTube Shorts. Marketers often call short-form video the fastest way to grow. The opposite is long-form video, such as a 20-minute YouTube video.
Examples
Short-form video now makes up 70% of our content plan.
We cut each podcast episode into five short-form videos.
Common phrases
short-form video content · short-form platforms · long-form video · short-form strategy
To start broadcasting a live video on a social media platform so that followers can watch and comment in real time.
Where you use it
You go live on Instagram, TikTok or YouTube, often for Q&As, launches or events. The noun is 'livestream' or simply 'live', as in 'join our live'. 'We're live!' is a common opening line.
Examples
We'll go live at 8 p.m. to answer your questions about the new collection.
When she went live, over 2,000 people joined in the first ten minutes.
Usage note
Here 'live' is pronounced /laɪv/, rhyming with 'five', not /lɪv/ like the verb 'to live'.
Common phrases
go live on Instagram · go live together · live Q&A · livestream · we're live
A single post that contains several photos or videos which people swipe through one by one.
Where you use it
Popular on Instagram and LinkedIn for tips, step-by-step guides, before-and-after photos and event recaps. You post, design or swipe through a carousel; each image in it is called a slide.
Examples
Turn these tips into a seven-slide carousel with one tip per slide.
On our account, carousels get more saves than single photos.
Usage note
The stress is on the last syllable: ca-rou-SEL.
Common phrases
carousel post · swipe through a carousel · first slide · educational carousel
The short text on a profile that tells visitors who you are and what your account is about, often with a link.
Where you use it
Short for biography. You write, update or put something in your bio. 'Link in bio' is a very common phrase, because some platforms, such as Instagram, don't allow clickable links in captions.
Examples
The full recipe is on our blog. Link in bio!
Update your bio so brands can see you're open to collaborations.
Usage note
Pronounced /ˈbaɪoʊ/ ('BYE-oh'), not 'bee-oh'.
Common phrases
link in bio · update your bio · Instagram bio · bio link
The username of an account on a social media platform, usually written with the @ symbol in front of it.
Where you use it
Common on X, Instagram and TikTok. People ask 'What's your handle?', and brands try to keep the same handle on every platform. A display name can contain spaces, but a handle cannot.
Examples
Our handle is @kozmocoffee on every platform.
The handle we wanted on TikTok was already taken, so we added '.tr' at the end.
Usage note
Learners usually know 'handle' as a verb (to deal with something) or as a door handle. On social media it means username.
Common phrases
social media handle · what's your handle · change your handle · the handle is taken
Collections of old stories saved on a profile under round icons, so that visitors can still see them after the usual 24 hours.
Where you use it
An Instagram feature, often called story highlights. Brands use highlights like a menu: FAQ, Reviews, Prices, How to order. You add a story to a highlight, create a highlight or design highlight covers.
Examples
Save the event stories to a highlight so that new followers can see them.
Our 'Reviews' highlight answers most questions before people even DM us.
Common phrases
story highlights · add to highlights · highlight cover · create a highlight
A series of connected posts by the same account, read one after another, used to tell a longer story or explain a topic step by step.
Where you use it
Common on X and Threads. You write, post or start a thread, and people often number the posts (1/7, 2/7…). The word can also mean a chain of replies under a post, or a conversation in a messaging app.
Examples
She wrote a thread explaining how she grew her account from zero to 50K.
Read the whole thread before you reply; the answer is in the fifth post.
Usage note
Turkish users of X call this a 'flood', but English speakers don't use 'flood' with this meaning; say 'thread'.
Common phrases
write a thread · start a thread · reply thread · a thread on something
An account that a platform has confirmed as authentic, usually shown with a check mark badge next to the name.
Where you use it
In the past, verification mostly went to well-known people and brands; today several platforms also sell it as part of a paid subscription. People say 'get verified' or talk about the blue check or blue tick.
Examples
Only follow our verified account; the others using our name are fake.
Getting verified helped us when people started opening copycat accounts.
Common phrases
get verified · verified badge · blue check · apply for verification
A new video made from someone else's video with a built-in app feature, for example by reacting to it side by side or adding your own clip.
Where you use it
Instagram and YouTube Shorts call this feature Remix; TikTok has similar features called Duet and Stitch. Creators can usually turn remixing on or off for their own videos. You remix a video or make a remix.
Examples
Lots of chefs made a remix of her pasta video to show their own version.
Turn off remixing if you don't want people to reuse the video.
Common phrases
make a remix · remix a reel · allow remixing · Duet and Stitch
A video in which someone opens a new product's packaging on camera and shows and comments on what is inside.
Where you use it
A popular format for tech, beauty and subscription boxes. Brands send PR packages hoping creators will make unboxing videos. You film or do an unboxing; 'unboxing experience' means how it feels to open the packaging.
Examples
The unboxing video of the new headphones got more views than the review.
We redesigned the packaging because customers film unboxings for TikTok.
Common phrases
unboxing video · do an unboxing · PR package · unboxing experience
Short for 'get ready with me': a video format in which a creator talks to the camera while doing their makeup or hair or getting dressed.
Where you use it
Very popular on TikTok, Instagram and YouTube, often mixed with storytelling, as in 'GRWM for my first day at a new job'. Brands like it because products appear naturally. It is said letter by letter or in full.
Examples
Her GRWM videos feel like chatting with a friend, so people watch till the end.
The brief asks for a GRWM in which the foundation appears in the first ten seconds.
Common phrases
GRWM video · GRWM for a wedding · storytime GRWM · morning routine
A piece of content, such as a photo, video or text, that you publish on a social media account for other people to see.
Where you use it
The basic unit of social media. As a noun you write, publish, schedule or delete a post; as a verb you post something or post on a platform. People also say 'feed post' to separate it from stories.
Examples
Our last post got twice as many comments as usual.
Can you post the event photos before 6 p.m.? That's when our followers are most active.
Common phrases
publish a post · schedule a post · feed post · post on Instagram · post regularly
The text written with a post, which can explain the image, tell a story, ask a question or include hashtags.
Where you use it
Used daily by creators and social media managers. You write, edit, shorten or translate a caption. On videos, 'captions' can also mean the on-screen text of what people say, so check which meaning is intended.
Examples
Keep the caption short and end it with a question.
The client wants to approve all captions before we post anything.
Usage note
Don't call it a 'title': a social media post has a caption, while a YouTube video has a title and a description.
Common phrases
write a caption · caption ideas · long caption · in the caption · caption copy
A word or phrase that starts with the # symbol, which groups posts on the same topic and helps people find them.
Where you use it
You use, add or search a hashtag, and brands create their own campaign hashtags. People disagree about how many hashtags to use; most creators now add a few relevant ones rather than long lists.
Examples
Customers who post with our hashtag #KozmoMornings get a free coffee.
Don't put thirty hashtags in the caption; three or four relevant ones are enough.
Usage note
In English the # symbol on its own is called 'hash' (UK) or 'pound sign' (US); the Turkish word 'diyez' is not used.
Common phrases
use a hashtag · branded hashtag · campaign hashtag · trending hashtag · hashtag research
To link another account to your post, photo or comment by adding their username, so that they get a notification.
Where you use it
You tag a person, a brand or a location in a post. Brands ask customers to tag them, and creators usually have to tag the brand in sponsored content. 'Tag a friend' is a classic way to ask for engagement.
Examples
Tag us in your photos and we'll feature our favorites.
Make sure you tag the hotel and the location in the reel.
Usage note
A tag links an account (@name), while a hashtag groups topics (#word). Turkish uses 'etiket' for both, so be careful.
Common phrases
tag a friend · tag the brand · tag a location · get tagged · tagged photos
To set a post to be published automatically at a chosen date and time instead of publishing it right away.
Where you use it
Social media managers schedule a whole week of posts with built-in tools or scheduling apps. You schedule a post for a certain time or date; a scheduled post can still be edited before it goes out.
Examples
I've scheduled the campaign posts for Monday at 9 a.m.
Can you schedule the holiday greeting so it goes out at midnight?
Usage note
Americans usually say /ˈskedʒuːl/ ('sked-jool'); many British speakers say /ˈʃedjuːl/ ('shed-yool').
Common phrases
schedule a post · scheduled post · scheduling tool · schedule in advance
To share someone else's post again on your own account or story, usually with credit to the original creator.
Where you use it
Brands repost customer photos, and several apps have a Repost button. Good practice is to ask first and credit the creator, for example 'Reposted with permission from @…'. On X, the old 'retweet' is now called a repost.
Examples
Can we repost your photo of our café? We'll tag you, of course.
That account reposted my video without giving me credit.
Common phrases
repost a photo · repost with credit · repost to your story · ask before reposting
To fix a post or comment at the top of a profile, chat or comment section so that people see it first.
Where you use it
Creators pin their best videos to their profile and pin a comment with a link or correction under a video. You pin or unpin a post; the result is a pinned post or a pinned comment.
Examples
Pin the giveaway post to the top of the profile until Friday.
I pinned a comment with the correct price, since the video shows the old one.
Common phrases
pin a post · pin a comment · pinned post · pinned comment · unpin
To publish the same content on more than one platform or account, sometimes with small changes for each one.
Where you use it
Teams cross-post to save time, for example sharing a reel on Facebook too. Experts warn against identical posts everywhere, because each platform has its own format, length and audience. The noun is cross-posting.
Examples
We cross-post our reels to Facebook, but we write a different caption for each platform.
Don't cross-post TikTok videos with the watermark still on them.
Common phrases
cross-post to Facebook · cross-posting · cross-platform · post natively
A post or video that has been created and saved but not yet published, so it can still be changed.
Where you use it
Apps such as Instagram and TikTok have a Drafts folder. You save something as a draft, send a draft to the client for approval or delete old drafts. In agencies, drafts often go through several rounds of feedback.
Examples
I saved the video as a draft; I'll add the music tonight.
The brand wants to see a draft of the reel before it goes live.
Common phrases
save as a draft · first draft · send a draft for approval · Drafts folder
A short written description of an image that screen readers read aloud, so that people who cannot see the picture know what it shows.
Where you use it
Short for alternative text. Most platforms let you write custom alt text in the advanced or accessibility settings. Good alt text describes the important details of the image and is a basic part of accessible social media.
Examples
Remember to add alt text to every product photo.
The alt text just says 'image', which doesn't help anyone; describe what's in the photo.
Usage note
'Alt' here is short for 'alternative'. It has nothing to do with the Turkish word 'alt' (below).
Common phrases
add alt text · write alt text · custom alt text · image description
All the ways people interact with your content, such as liking, commenting, sharing, saving or clicking.
Where you use it
One of the most used words in social media reports and brand meetings. Engagement can be high, low or strong, and it can drop; you drive, boost or increase it. Brands often care more about engagement than follower numbers.
Examples
Engagement went up after we started replying to every comment.
The giveaway post had great engagement but brought very few real customers.
Usage note
Outside social media, 'engagement' also means an agreement to marry. Context makes the meaning clear.
The number of different people or accounts that saw your content at least once in a certain period.
Where you use it
A key metric in every platform's analytics. Reach can grow, drop or be limited, and you try to grow or expand it. As a verb, a post reaches a number of accounts. Organic reach is reach you do not pay for.
Examples
Our reach dropped by 30% this month, so we're testing new posting times.
The video reached 120,000 accounts in two days.
Usage note
Reach is not the same as impressions: reach counts people, impressions count every display.
To spread very quickly across the internet because huge numbers of people watch, share and talk about something in a short time.
Where you use it
Very common in conversation, news and creator talk. A video, post or tweet goes viral; in informal speech people also say it 'blew up'. The adjective is 'viral', as in a viral video or a viral trend.
Examples
Her video about first-day nerves at a new job went viral overnight.
You can't plan for a post to go viral, but you can make it easy to share.
Usage note
To describe the moment content becomes popular, English uses 'go viral' (the video went viral); 'be viral' is much less natural.
Common phrases
go viral overnight · viral video · viral post · viral trend
A written reply that someone leaves under a post or video, which other users can usually read and answer.
Where you use it
As a noun you leave, reply to, delete, hide or pin a comment; as a verb you comment on a post. The comment section is where community managers spend much of their working day.
Examples
We try to reply to every comment within two hours.
A lot of people commented on the post asking for the recipe.
Usage note
Use 'comment on' something, not 'comment to' it: 'She commented on my video.'
Common phrases
leave a comment · reply to a comment · comment section · comment on a post · pinned comment
To pass your own or someone else's content on to other people, for example by sending it in a message or posting it to your story.
Where you use it
Shares are seen as a strong sign of interest because people show the content to their own circle. You share a post, share it with friends or share it to your story; 'shares' is also a metric in reports.
Examples
People shared the infographic thousands of times in private messages.
If you found this useful, share it with a friend who's starting a business.
Common phrases
share a post · share with friends · share to your story · number of shares · worth sharing
A quick sign of approval that users give a post by tapping a heart or thumbs-up icon; the total number is usually shown on the post.
Where you use it
Used as a noun (get likes, like count) and a verb (like a post). Likes are the easiest interaction, so many teams now value comments, shares and saves more. Some platforms let users hide like counts.
Examples
The photo got 4,000 likes but only twelve comments.
She liked our post, so let's send her a DM about the collab.
Common phrases
get likes · like count · like a post · hide like counts · likes and comments
The number of people who see your content without you paying to promote it, for example through followers, shares, search or recommendations.
Where you use it
Contrasted with paid reach from ads. People often complain that organic reach is falling and that platforms push brands to pay. You grow, track or depend on organic reach.
Examples
Our organic reach on Facebook is so low that we mainly use it for customer service now.
Without an ad budget, reels are our best source of organic reach.
To pay a platform to show an existing post to more people, often a chosen target group, which turns the post into a simple ad.
Where you use it
Facebook and Instagram have a 'Boost post' button; TikTok calls its version Promote. Small businesses boost their best posts with a small budget. In general, 'boost' also means increase, as in 'boost engagement'.
Examples
Let's boost the launch post with a 2,000-lira budget and target people in Ankara.
We only boost posts that are already doing well organically.
Usage note
A boosted post is your own post turned into a paid ad; a sponsored post is content a brand pays a creator to make.
Common phrases
boost a post · boosted post · boost budget · boost engagement
An action in which a user stores a post in a private collection to look at it again later; the total number is shown as saves.
Where you use it
Saves are seen as a strong sign that content is useful, so teams track them closely, especially for tips, recipes and guides. As a verb, you save a post. Creators often write 'Save this for later' as a call to action.
Examples
The packing checklist got 2,500 saves, more than any other post this year.
Save this post so you have the recipe when you go shopping.
Common phrases
get saves · number of saves · save a post · save for later · saved collections
The system a platform uses to decide which posts each user sees, in what order, and which content to recommend.
Where you use it
Creators talk about 'the algorithm' almost like a person: it pushes, favors or hides content, and everyone tries to figure it out. Platforms usually say it looks at signals such as watch time, shares and saves.
Examples
The algorithm seems to favor reels that keep people watching till the end.
After the algorithm update, our posts stopped showing up for non-followers.
Usage note
The stress is on the first syllable: AL-go-rithm, and 'th' sounds like the 'th' in 'this'.
Common phrases
the algorithm favors · algorithm update · algorithm change · pushed by the algorithm · figure out the algorithm
One display of a piece of content on someone's screen; every time a post is shown, even to the same person, counts as one impression.
Where you use it
Usually plural in reports: impressions go up or reach a certain number. Ads are often priced per thousand impressions (CPM). Some platforms have replaced impressions with 'views' in their dashboards.
Examples
The post had 50,000 impressions but a reach of only 18,000.
Impressions from the Explore page doubled after we started posting reels.
Usage note
In everyday English 'impression' means the feeling you get about someone or something. In analytics it only means a display of content.
Common phrases
number of impressions · impressions went up · cost per thousand impressions · ad impressions
A percentage that shows how actively people interact with your content, usually total interactions divided by followers or by reach.
Where you use it
Brands check it before hiring a creator, because it shows whether followers really care. There is no single formula, so a report should say how it was calculated. People talk about a high, low or average engagement rate.
Examples
Her engagement rate is around 6%, which is excellent for an account of that size.
We calculate engagement rate by reach, not by followers.
Common phrases
average engagement rate · high engagement rate · calculate engagement rate · engagement rate by reach
The data and tools that show how an account and its content perform, such as reach, views, engagement and audience details.
Where you use it
It can take a singular or plural verb ('analytics shows' or 'the analytics show'). YouTube calls its section Analytics, while Instagram calls it Insights. You check, track or dig into the analytics.
Examples
Let's look at the analytics before we decide which format to drop.
According to our analytics, most of our viewers are between 25 and 34.
Common phrases
check the analytics · YouTube Analytics · analytics dashboard · dig into the analytics · social media analytics
The built-in statistics section of an account, where you can see data about your posts, reach and audience.
Where you use it
The name of the analytics section on Instagram and in Meta's business tools. People say 'check your Insights' or 'according to Insights'. In general business English, 'insights' also means useful conclusions drawn from data.
Examples
Check Insights to see what time of day your followers are online.
The brand asked for screenshots of my story insights after the campaign.
The total amount of time people have spent watching a video or a channel's videos, usually shown in minutes or hours.
Where you use it
An important metric on YouTube and other video platforms, because it shows whether viewers stay. You increase or grow watch time, and YouTube uses watch hours as one of the entry requirements for its Partner Program.
Examples
Shorter intros helped us increase watch time by almost 20%.
Watch time on the tutorial is high because people follow along step by step.
Common phrases
increase watch time · total watch time · watch hours · average watch time
The percentage of people who click on something after seeing it, such as a thumbnail, a link or an ad.
Where you use it
Usually shortened to CTR (C-T-R). YouTube shows an impressions click-through rate for each video, which mainly depends on the thumbnail and title. You improve, raise or test your CTR.
Examples
The new thumbnail raised our click-through rate from 3% to 7%.
A high click-through rate means little if people leave after ten seconds.
Common phrases
improve the click-through rate · impressions click-through rate · low CTR · CTR test
A situation in which a platform quietly limits who can see an account's content without telling the owner, so reach suddenly drops.
Where you use it
An informal word. Platforms rarely use it, but some admit that content can be left out of recommendations for breaking guidelines. Creators say 'I think I've been shadowbanned' when reach drops for no clear reason.
Examples
Is it really a shadowban, or did the content just perform worse this week?
He was sure he'd been shadowbanned after using a banned hashtag.
Common phrases
get shadowbanned · lift a shadowban · shadowban test · account restrictions
TikTok's main feed of recommended videos, chosen for each user by the algorithm and including many from accounts they don't follow.
Where you use it
Often shortened to FYP (F-Y-P), and creators add #fyp hoping to get there. Landing on the For You page is the main way to grow on TikTok. Instagram's similar spaces are Explore and the Reels feed.
Examples
One of our videos landed on the For You page and brought 5,000 new followers in a day.
Adding #fyp won't get you onto the For You page if people skip your video.
Common phrases
land on the For You page · get on the FYP · For You feed · #fyp
A measure of how much of a video people watch before they leave, often shown as a graph or a percentage.
Where you use it
Found in YouTube Analytics and other video dashboards. Creators study the retention graph to see where viewers drop off, then improve hooks and pacing. People say 'retention is high', 'retention drops at 0:30' or 'improve retention'.
Examples
Audience retention drops sharply at the 40-second mark, right when the ad read starts.
Cutting the long intro improved audience retention on every new video.
A person or account that has chosen to follow you, so that your posts can appear in their feed.
Where you use it
Used on almost every platform; YouTube says subscribers instead. You gain, lose or grow followers, and talk about follower count and follower growth. 'Followers' is often used to mean your whole audience.
Examples
We gained 2,000 new followers after the collab with a local baker.
Short for direct message: a private message sent to another user inside a social media app.
Where you use it
Used as a noun and a verb: send a DM, check your DMs, DM me. Brands answer customer questions in DMs, and creators often get collaboration offers there. 'Slide into someone's DMs' means to message them, often to flirt.
Examples
DM us your order number and we'll check it right away.
I got three collab offers in my DMs this week.
Usage note
Say each letter: D-M. Some apps officially call it a 'message' or 'chat', but people still say DM.
Common phrases
send a DM · check your DMs · DM me · reply to DMs · slide into someone's DMs
A person who looks after a brand's online community: replying to comments and messages, handling complaints and building relationships with followers.
Where you use it
A common job title in agencies and brand teams, sometimes combined with the social media manager role. Community managers moderate comments, reply to DMs and pass serious issues to customer service or PR.
Examples
Our community manager replies to every DM, even at weekends.
We're hiring a community manager who can write in both Turkish and English.
Common phrases
hire a community manager · community management · senior community manager · community manager role
To check comments, messages or posts in an online space and remove or hide anything offensive, spam or against the rules.
Where you use it
You moderate comments, a live chat or a group. Teams use word filters and write community guidelines that explain what will be removed. The person who does this is a moderator, often called a mod.
Examples
Who's moderating the comments during the live Q&A?
We moderate comments on sponsored posts more closely because the brand sees them too.
Usage note
The verb is pronounced /ˈmɑːdəreɪt/ (ending '-rate'), but the adjective 'moderate' is /ˈmɑːdərət/ (ending '-rət').
Common phrases
moderate comments · content moderation · comment filter · moderate a live chat
The people who watch, read or follow your content, including details such as their ages, locations and interests.
Where you use it
Creators build, grow and engage their audience, and brands ask about audience demographics. A target audience is the group you want to reach. 'Audience' is usually treated as one group: 'my audience is mostly…'.
Examples
My audience is mostly women aged 25 to 34 in Istanbul and Ankara.
Before you pitch a brand, check that your audience matches their customers.
Common phrases
target audience · grow your audience · audience demographics · engaged audience · know your audience
A person who has subscribed to a channel, newsletter or account so that they can see or are told about new content.
Where you use it
YouTube uses 'subscribers' where other platforms say 'followers'. Creators ask viewers to 'subscribe and hit the bell'. The word is also used for paid memberships and email newsletters.
Examples
The channel passed 100,000 subscribers last week.
Most of our views come from people who aren't subscribers yet.
Usage note
Large numbers are often written with K and M: 100K (a hundred thousand), 1.2M (one point two million).
Common phrases
gain subscribers · subscriber count · subscribe to a channel · paid subscribers · hit 100K subscribers
A promotion in which an account gives free products to one or more winners, usually chosen from people who follow, like or comment.
Where you use it
Brands and creators run or host giveaways to grow followers and engagement. Giveaways must follow each platform's promotion rules and local law. You enter a giveaway, run one or announce the winner.
Examples
We're running a giveaway with a local bakery: follow both accounts and comment to enter.
The giveaway brought 3,000 followers, but half of them unfollowed the next week.
Common phrases
run a giveaway · enter a giveaway · giveaway winner · giveaway rules · joint giveaway
Tracking what people say online about a brand, its competitors or a topic, including posts that do not tag the brand directly.
Where you use it
Done with special tools that search social media and the web for keywords and brand names. Teams use social listening to spot complaints early, measure sentiment and find content ideas. You set up or do social listening.
Examples
Social listening showed that people were joking about our new logo, not angry about it.
We found the delivery problem through social listening before anyone emailed us.
Common phrases
social listening tool · do social listening · brand mentions · sentiment analysis
A person who posts rude, provocative or off-topic comments on purpose to upset people or start arguments online.
Where you use it
Used as a noun and a verb: there are trolls in the comments, and someone trolls a post. Community managers usually follow the rule 'don't feed the trolls', which means not giving them the reaction they want.
Examples
Don't reply to that troll; hide the comment and move on.
A few trolls flooded the live chat with spam, so we turned on slow mode.
Usage note
In casual speech 'trolling' can also mean friendly teasing among friends, not only bad behavior.
Common phrases
don't feed the trolls · internet troll · troll comments · get trolled
A strong, negative public reaction to something a person or brand has said, done or posted.
Where you use it
Used in social media teams, PR and the news. A post can face, cause or spark a backlash, and a brand responds to or handles it. Teams prepare crisis plans so they can react quickly and calmly.
Examples
The joke in the ad caused a huge backlash, and the brand deleted the post within hours.
After the backlash, the company posted a short apology and explained what it would change.
Common phrases
face a backlash · spark a backlash · public backlash · handle the backlash · online backlash
Accounts that follow you but are not real, active people, such as bots or bought followers, which make an account look bigger than it is.
Where you use it
Brands and agencies check creators for fake followers with audit tools, because they lower engagement rate and waste budgets. Buying followers breaks most platforms' rules. People say an account 'bought followers' or 'has a lot of bots'.
Examples
The audit showed that about 40% of his followers were fake, so we dropped him from the campaign.
A sudden jump of 10,000 followers overnight usually means fake followers.
Someone who regularly reads or watches content in an online space but rarely or never likes, comments or posts.
Where you use it
Informal. In most communities lurkers are the large silent majority, so a low number of comments doesn't always mean low interest. Creators sometimes say 'Hi to all the lurkers!' to welcome them. The verb is 'lurk'.
Examples
I was a lurker in that group for a year before I posted anything.
Story polls are great for getting lurkers to interact for the first time.
Common phrases
silent lurker · lurk in a group · lurkers and posters · say hi to the lurkers
A person who regularly makes and publishes content, such as videos, photos, podcasts or posts, often as a job or side job.
Where you use it
Often shortened to 'creator'. Platforms speak of the creator economy, creator tools and creator funds. Many people prefer 'creator' to 'influencer' because it focuses on making things rather than on advertising.
Examples
We're looking for food content creators in Izmir for our summer campaign.
She left her office job last year to become a full-time content creator.
Common phrases
full-time content creator · creator economy · work with creators · creator tools
A plan that shows what content will be published, on which platform and on which date, usually for the coming weeks or months.
Where you use it
Social media teams build it in a spreadsheet or planning tool and share it with clients for approval. You plan, update or stick to a content calendar. It helps teams post consistently and prepare for holidays and launches.
Examples
Can you send the November content calendar to the client by Friday?
We left two empty slots in the content calendar for trends.
Common phrases
monthly content calendar · plan a content calendar · stick to the content calendar · content calendar template
The specific topic or area that a creator or account focuses on, together with the particular audience interested in it.
Where you use it
Creators are told to 'find your niche' or 'niche down', which means narrowing their topic. Budget travel, vegan baking and home office setups are typical niches. Brands look for creators in a niche that fits their product.
Examples
My niche is budget travel for students, so luxury hotel deals don't fit my account.
Her account grew slowly until she niched down to sourdough baking.
Usage note
Both /niːʃ/ ('neesh') and /nɪtʃ/ ('nitch') are correct. /niːʃ/ is standard in British English; American speakers use both.
Common phrases
find your niche · niche down · niche audience · in my niche · niche account
A short instruction that tells the audience what to do next, such as 'comment below', 'save this post' or 'click the link in bio'.
Where you use it
Often shortened to CTA (C-T-A). You add, include or end with a call to action, usually in the caption, on screen or in the last seconds of a video. A good CTA asks for one clear action only.
Examples
Every carousel ends with a call to action asking people to save it.
The video has no clear call to action, so viewers don't know where to buy the product.
Common phrases
add a call to action · clear call to action · CTA button · end with a CTA
The first few seconds of a video or the first line of a post, designed to grab attention and make people keep watching or reading.
Where you use it
Creators talk about a strong, weak or scroll-stopping hook. A hook can be a bold statement, a question, a surprising image or a promise like 'three mistakes you're making'. You write, test or open with a hook.
Examples
Your hook is too slow; get to the point in the first two seconds.
We tested three hooks for the same video, and the question got the best results.
Common phrases
strong hook · scroll-stopping hook · open with a hook · hook line · test hooks
A sound, format, challenge or topic that many people copy or talk about on social media for a short period.
Where you use it
You jump on, follow, start or join a trend, and a topic can be trending. Social media managers decide quickly whether a trend fits the brand, because many trends are over within days.
Examples
That trend is already old; by the time we post, nobody will care.
Only jump on a trend if you can connect it to our product naturally.
Common phrases
jump on a trend · follow a trend · trending topic · start a trend · trend cycle
Photos, videos, reviews or posts about a brand that are made by customers and fans rather than by the brand itself.
Where you use it
Usually shortened to UGC (U-G-C). Brands repost it because it feels authentic and builds trust, but they should ask the creator's permission first. 'UGC creators' are paid to make content that looks like a real customer's video.
Examples
Our best-performing ads are user-generated content from real customers.
Always ask for permission before you repost user-generated content.
Common phrases
share user-generated content · UGC creator · UGC campaign · UGC ads
A title, thumbnail or caption that exaggerates or misleads to make people click, often promising more than the content delivers.
Where you use it
Usually negative: people call a video 'pure clickbait' when it disappoints. It also works as an adjective, as in a clickbait title. Platforms may limit misleading content, and viewers who feel tricked leave quickly.
Examples
The title was clickbait; the 'secret' was just drinking more water.
We want a title that makes people curious, not clickbait that hurts trust.
Common phrases
clickbait title · clickbait thumbnail · pure clickbait · avoid clickbait
Content that pushes people to like, comment, share or tag friends only to increase engagement, such as 'Comment YES if you agree'.
Where you use it
Meta has said that it reduces the distribution of posts using engagement bait, so many social media managers avoid it. The difference between a good call to action and engagement bait is whether the request adds value.
Examples
'Tag three friends to win' is classic engagement bait.
Asking followers for their favorite recipe is a real question, not engagement bait.
A song, sound clip or voice recording that many people are using in their short videos at the same time.
Where you use it
Creators use trending audio because platforms may show such videos to more people, and Instagram marks some sounds with an arrow. Business accounts are often limited to licensed or royalty-free music, so check what is allowed.
Examples
Use the trending audio, but change the idea so it fits our café.
That trending audio isn't available for business accounts, so pick something from the commercial library.
Common phrases
use trending audio · trending sound · royalty-free music · commercial music library · original audio
One of a few main themes that an account posts about regularly, used to keep content focused and varied at the same time.
Where you use it
Strategists usually define three to five content pillars, for example education, behind the scenes, products and community. You define, build around or balance content pillars, and each post in the calendar belongs to one.
Examples
Our four content pillars are recipes, coffee tips, team stories and customer photos.
This month almost none of our content fit the education pillar.
Common phrases
define content pillars · three content pillars · content mix · balance your pillars
The consistent personality and tone a brand uses in its writing and videos, such as friendly, expert, playful or formal.
Where you use it
Agencies describe the brand voice in guidelines so that every writer sounds the same. You define, keep or match the brand voice, and content that fits it is called 'on-brand'. 'Tone of voice' is often used with the same meaning.
Examples
This caption is too formal for our brand voice; we usually sound like a friend.
New writers get a two-page guide to the brand voice.
Common phrases
define the brand voice · on-brand · tone of voice · brand guidelines · match the brand voice
To take existing content and turn it into a new format for another platform, for example cutting a long video into short clips.
Where you use it
A key time-saving strategy: one podcast episode can become reels, quote graphics, a carousel and a newsletter. You repurpose a video into clips or repurpose a blog post for LinkedIn. Unlike cross-posting, repurposing adapts the content.
Examples
We repurpose every webinar into five reels and a carousel.
Repurposing old content saved us during the busy holiday season.
Common phrases
repurpose content · repurpose into clips · content repurposing · repurpose for LinkedIn
A person with a loyal online audience whose opinions and recommendations can affect what their followers buy or think.
Where you use it
Used in marketing, PR and the media. Brands work with, hire or partner with influencers and run influencer campaigns. Influencers are often grouped by audience size: nano, micro, macro and mega.
Examples
We sent the new serum to fifteen skincare influencers before the launch.
The influencer's audience is mostly university students, which fits our app perfectly.
Common phrases
influencer marketing · influencer campaign · work with influencers · fashion influencer · influencer agency
An agreement in which a brand pays a creator, in money or products, to make content that promotes it.
Where you use it
Common in creator talk. You land, sign, negotiate or turn down a brand deal. In contracts and agency emails the same thing may be called a partnership, collaboration or sponsorship.
Examples
She landed her first brand deal with a sportswear company when she had 15,000 followers.
I turn down brand deals for products I wouldn't use myself.
Common phrases
land a brand deal · negotiate a brand deal · paid brand deal · turn down a brand deal
A post that a brand has paid for, in which a creator or account promotes the brand's product or service.
Where you use it
In many countries the law or advertising rules require sponsored posts to be clearly labeled, for example with 'ad' or the platform's paid partnership label. You publish, label or disclose a sponsored post.
Examples
This is a sponsored post, so remember to switch on the paid partnership label.
Her sponsored posts get fewer likes than her usual content.
Common phrases
publish a sponsored post · label a sponsored post · sponsored content · paid partnership
An informal word for collaboration: content or a project that two or more creators or brands make together.
Where you use it
Very common among creators: do a collab, a collab post, a paid collab. Instagram's Collab feature lets one post appear on two accounts at once. In formal emails, 'collaboration' is the safer choice.
Examples
We did a collab with a ceramics studio, and both accounts grew.
Is this a paid collab, or are they just sending you products?
Common phrases
do a collab · collab post · paid collab · collab with a brand
A short document, often a PDF, that a creator sends to brands to show their audience, statistics, past collaborations and services.
Where you use it
Brands and agencies often ask 'Can you send your media kit?' before discussing a deal. It usually includes follower numbers, engagement rate, audience demographics and sometimes prices. You create, update or send a media kit.
Examples
Thanks for reaching out! I've attached my media kit with my latest stats.
Update your media kit every few months; brands notice old numbers.
Common phrases
send a media kit · update your media kit · media kit template · attach a media kit
A list of a creator's prices for different types of content, such as one reel, a set of stories or a sponsored segment in a YouTube video.
Where you use it
A rate card helps creators answer 'What are your rates?' quickly. Prices often depend on audience size, usage rights and exclusivity. Many creators keep it separate from the media kit and share it on request.
Examples
According to her rate card, one reel and three stories cost 25,000 lira.
I'll send our rate card, but prices change if you need usage rights for ads.
Common phrases
send a rate card · creator rate card · standard rates · what are your rates
A special tracked link to a product; when someone buys through it, the creator who shared it earns a commission.
Where you use it
Creators put affiliate links in their bio, stories or video descriptions, often together with a discount code. Like sponsored posts, affiliate links should be disclosed. You share, add or earn from affiliate links.
Examples
All the products in this video are in the description; some are affiliate links.
She earns more from affiliate links than from sponsored posts.
Common phrases
share an affiliate link · affiliate program · earn a commission · discount code · affiliate marketing
A clear statement telling the audience that content is paid or sponsored or involves a commercial relationship, such as '#ad' or a paid partnership label.
Where you use it
Advertising rules in many countries require clear disclosure, and brand contracts usually say exactly how to do it. A disclosure should be easy to see, not hidden among hashtags. You add, include or make a disclosure.
Examples
The disclosure has to be in the first line of the caption, not at the end.
Our contract says every story needs a clear disclosure, such as 'ad' or 'paid partnership'.
Usage note
In everyday English 'disclose' simply means to reveal information. In influencer marketing 'disclosure' specifically means labeling paid content.
A creator or public figure who represents a brand over a longer period and promotes it regularly, rather than making a single paid post.
Where you use it
Ambassador deals usually last months or a year and may include events, exclusivity and product launches. Brands look for ambassadors whose values match theirs. You become, sign or announce a brand ambassador.
Examples
After three successful campaigns, the running brand asked him to be their brand ambassador for a year.
As a brand ambassador, she can't promote any other coffee brand.
Common phrases
become a brand ambassador · brand ambassador program · long-term partnership · announce a brand ambassador
To start earning money from your content or audience, for example through ads, brand deals, subscriptions or affiliate links.
Where you use it
Creators ask when and how they can monetize a channel or account. On YouTube, a 'monetized' channel has joined the Partner Program and can earn ad revenue. The noun is monetization.
Examples
We monetized the channel last spring, and ad revenue now covers our editing costs.
There are many ways to monetize a small but loyal audience.
Usage note
British English also uses the spelling 'monetise'. The stress is on the first syllable: MON-e-tize.
Common phrases
monetize a channel · get monetized · monetization · ad revenue · ways to monetize
An influencer with a fairly small but engaged audience, often described as having roughly 10,000 to 100,000 followers.
Where you use it
Brands often work with many micro-influencers instead of one celebrity, because they cost less and their followers trust them. Smaller accounts are called nano-influencers. Agencies run micro-influencer campaigns in one city or niche.
Examples
For the same budget, we can work with twenty micro-influencers instead of one celebrity.
Micro-influencers in the fitness niche gave us the lowest cost per sale.
Common phrases
micro-influencer campaign · work with micro-influencers · nano-influencer · local micro-influencers
A document from a brand or agency that explains what content they want from a creator: the goal, key messages, deadlines and rules.
Where you use it
Also called a creative brief or campaign brief. Creators read the brief before filming and ask questions if something is unclear. You send, receive or follow a brief; content that matches it is 'on brief'.
Examples
The brief says to mention the discount code twice and not to compare the product with other brands.
Can you send the brief by Monday so I can plan the shoot?
Usage note
Don't confuse it with the adjective 'brief' (short). A brief can actually be quite long.
Common phrases
creative brief · campaign brief · follow the brief · on brief · send a brief
The specific pieces of content a creator agrees to produce in a deal, such as two reels, five stories and one TikTok video.
Where you use it
A word from contracts and agency emails, usually plural. Deliverables are listed with dates, formats and approval steps. You agree on or hand over the deliverables, and adding more later should change the price.
Examples
The deliverables are one reel, three stories and a pinned comment with the link.
They added two TikToks to the deliverables, so I asked for a higher fee.
Common phrases
list of deliverables · agree on deliverables · deliverables and deadlines · extra deliverables
Permission for a brand to use a creator's content for a set period, for example on the brand's own channels or in paid ads.
Where you use it
An important part of creator contracts. Usage rights are usually limited by time, platform and region, and creators charge extra for longer use or use in paid ads. You grant, extend or negotiate usage rights.
Examples
The fee covers organic posting only; usage rights for ads cost extra.
They want usage rights for twelve months, which is longer than usual.
Common phrases
grant usage rights · paid usage rights · usage period · extend usage rights
The small preview image people see before they click on a video, used to attract attention and show what the video is about.
Where you use it
Especially important on YouTube, where creators design custom thumbnails with faces, big text and bright colors. You design, test or change a thumbnail; a weak thumbnail usually means a low click-through rate.
Examples
We changed the thumbnail on Tuesday and views picked up the next day.
Use a close-up of your face in the thumbnail; it usually works better than text alone.
Common phrases
custom thumbnail · design a thumbnail · thumbnail test · clickable thumbnail
To cut, arrange and improve video clips or photos, for example by adding music, text, transitions or color changes, to create the final version.
Where you use it
Creators edit in mobile apps or desktop software, and many work with a video editor. You edit a video, edit clips together or edit something out. The noun 'an edit' can also mean a stylish short video made from clips.
Examples
It takes me about four hours to edit a ten-minute vlog.
Can you edit out the part where I forget the product name?
Common phrases
edit a video · edit out · editing app · video editor · quick edit
Extra footage shown over or between the main shots, such as close-ups, scenery or hands at work, to make a video more interesting.
Where you use it
The main footage, often a person talking to the camera, is called A-roll. Creators use B-roll to hide cuts and illustrate what they say. You shoot or add B-roll; it is uncountable, so say 'some B-roll'.
Examples
Let's get some B-roll of the barista pouring latte art.
Add B-roll here, because the talking-head shot is too long.
The relationship between the width and the height of an image or video, written as two numbers such as 9:16 or 16:9.
Where you use it
Vertical 9:16 is standard for stories, reels and Shorts; 4:5 or 1:1 is common for feed photos; horizontal 16:9 is used for classic YouTube videos. The wrong aspect ratio leaves black bars or cuts off text.
Examples
Export the video in a 9:16 aspect ratio for reels and stories.
The subtitles got cut off because the aspect ratio was wrong.
Usage note
Say 9:16 as 'nine by sixteen' or 'nine to sixteen'.
Common phrases
vertical aspect ratio · 9:16 aspect ratio · change the aspect ratio · crop to an aspect ratio
A sudden cut between two parts of the same shot, used to remove pauses or mistakes and make a video feel faster.
Where you use it
Very common in vlogs, tutorials and talking-head videos, where creators cut out every 'um' and breath. Too many jump cuts can feel tiring, so editors mix them with B-roll or changes in zoom.
Examples
Use jump cuts to remove the long pauses between sentences.
Every jump cut is very obvious because the camera moved slightly.
Common phrases
use jump cuts · jump cut editing · fast-paced edit · cut out pauses
A recorded voice that explains or comments on what a video shows, while the speaker is usually not seen on screen.
Where you use it
Popular in recipe, travel and explainer videos. You record, add or do a voiceover, and many apps also offer AI text-to-speech voices. It is also spelled 'voice-over' and shortened to VO in scripts.
Examples
I record the voiceover after editing so that it matches the clips.
The travel reel works better with a calm voiceover than with music alone.
Common phrases
record a voiceover · add a voiceover · voiceover script · AI voiceover
The way one clip changes into the next in a video, from a simple cut to effects such as a fade, a swipe or a zoom.
Where you use it
Short-form creators love creative transitions, such as an outfit change on a jump or a hand covering the camera. You add, use or nail a transition; a smooth transition is barely noticed.
Examples
It took us twenty takes to get the outfit transition right.
Keep the transitions simple; the product should be the star.
Common phrases
smooth transition · add a transition · transition effect · outfit transition · nail the transition
Written text at the bottom of a video that shows what people are saying, either in the same language or translated.
Where you use it
Many people watch videos without sound, so creators add subtitles or auto-captions. In US English 'captions' is more common for same-language text, while 'subtitles' often suggests a translation. You add, burn in or turn on subtitles.
Examples
Add English subtitles so we can reach viewers outside Turkey.
The auto-generated subtitles spelled the brand name wrong.
Common phrases
add subtitles · auto-generated subtitles · burn in subtitles · English subtitles · closed captions
A round lamp with a space in the middle for a phone or camera, which lights the face evenly and creates a small circle of light in the eyes.
Where you use it
Basic equipment for creators who film indoors, especially for makeup, talking-head and live videos. You set up, turn on or film with a ring light; many creators also use softboxes or natural light from a window.
Examples
Put the ring light a bit higher so there's no shadow under your chin.
A cheap ring light made a big difference to my makeup tutorials.
Common phrases
set up a ring light · ring light with a phone holder · lighting setup · natural light
A plain green background, or an app effect that copies it, that lets creators replace what is behind them with any image or video.
Where you use it
On TikTok and Reels, the green screen effect lets creators appear in front of a screenshot or article while they comment on it. Studios use a real green screen. You use, film on or stand in front of a green screen.
Examples
Use the green screen effect so the news article appears behind you.
We rented a studio with a green screen for the product launch video.
Usage note
Video editors also call this technique 'chroma key'.
Common phrases
green screen effect · film on a green screen · green screen video · remove the background
A funny image, video or phrase that spreads online and that people copy and change to make new jokes.
Where you use it
Brands use memes to sound relaxed and current, but a meme feels forced if it doesn't fit the brand or is already old. You make, share or post memes; 'meme format' and 'meme template' are common phrases.
Examples
Our meme about Monday meetings got more shares than any product post.
Check that the meme isn't offensive before the brand uses it.
Usage note
Pronounced /miːm/, rhyming with 'team', not 'me-me'.
Common phrases
make a meme · meme template · meme format · meme account · brand memes
Short for 'fear of missing out': the worried feeling that other people are having fun or getting something good without you.
Where you use it
Common in everyday speech and in marketing, where limited-time offers and 'only 10 left' messages create FOMO. You feel, get or create FOMO. It is said as one word that rhymes with 'go slow'.
Examples
Seeing everyone's festival stories gave me serious FOMO.
The countdown sticker creates a bit of FOMO before the sale starts.
Short for 'in real life': in the physical world, as opposed to online.
Where you use it
Used in captions, comments and chats, for example 'meeting my online friends IRL'. Brands use it for real-world events such as pop-up shops. It is informal and said letter by letter.
Examples
We've chatted online for years, but we finally met IRL at the creator meetup.
The colors look even better IRL than in the photos.
Short for 'too long; didn't read': a quick summary at the start or end of a long text, or a comment saying that a text is too long.
Where you use it
Writers put 'TL;DR:' before a one-line summary in long posts, threads and even emails between colleagues. It is informal; in formal writing use 'In short' or 'Summary'. It can be written TL;DR, TLDR or tl;dr.
Examples
TL;DR: reels brought most of our new followers this quarter.
Put a TL;DR at the top of the report; the client won't read all ten pages.
Common phrases
add a TL;DR · TL;DR summary · in short · quick summary
Short for 'point of view': a video format that asks viewers to imagine they are in a certain situation or seeing it through someone's eyes.
Where you use it
Videos often start with on-screen text like 'POV: it's your first day as a barista'. The format is common in comedy and relatable content. Outside this format, POV keeps its normal meaning, as in 'from my POV'.
Examples
POV: you're the only one in the office who knows how the coffee machine works.
Our POV videos about customer service moments get the most comments.
Usage note
Say each letter: P-O-V. In photography and film it also means a shot taken from a character's eyes.
Common phrases
POV video · POV trend · from my POV · relatable content
Of a reply: to get far more likes than the original post, which suggests that most people disagree with the original.
Where you use it
Slang that started on X (formerly Twitter). A post gets ratioed, or one user ratios another. Some people simply reply with the word 'ratio'. Social media managers watch for it because it can be an early sign of a backlash.
Examples
The brand's post got ratioed: 200 likes on the post, 9,000 on the angry reply.
If the announcement gets ratioed, we'll know people don't like the price change.
Usage note
In maths and business, 'ratio' simply means the relationship between two numbers, as in aspect ratio.
Common phrases
get ratioed · ratio someone · a brutal ratio · quote post
A person who often posts negative or hostile comments about someone, usually without offering any useful criticism.
Where you use it
Informal and very common among creators. Phrases like 'haters gonna hate' and 'ignore the haters' are used to brush off negativity. Teams separate haters from customers with real complaints, who deserve a proper answer.
Examples
Every creator gets haters once the account starts to grow.
He's not a hater; he had a real problem with his order, so let's help him.
Common phrases
ignore the haters · haters gonna hate · online haters · deal with haters
Ten questions from this glossary. Pick the right meaning for each term and see your score.
How to learn social media & content creation vocabulary
Read real texts from the field every week: platform help centers and creator blogs, brand briefs, collaboration contracts and the monthly reports social media teams prepare.
Switch the language of your phone apps and creator tools to English for a few weeks, so that menu names like Insights, Highlights and Drafts become familiar.
Learn metrics together with their verbs and numbers: not just 'reach' but 'our reach dropped', 'grow your reach' and 'a reach of 40,000 accounts'.
Write your captions and short reports in English for practice, and compare them with posts by English-speaking creators in your niche.
Keep slang separate from professional language: words like POV or FOMO are fine in a caption, but not in an email to a brand manager.
Frequently asked questions
How can I learn English vocabulary for social media and content creation?
Read real texts from the field and notice how the words are used: platform help pages, creator newsletters, brand briefs and campaign reports. Learn each term with the verbs it goes with (post a reel, grow your audience, land a brand deal) and use new words straight away in your own captions, pitches and reports.
Which social media terms should I learn first?
Start with the words you see every day in apps and reports: post, story, reel, caption, hashtag, follower, engagement, reach, impression and algorithm. Then learn the vocabulary of your role, such as brand deals for creators or analytics and community management for social media managers. This glossary lists the terms in that order, from the most essential to the more specialized.
What is the difference between reach and impressions?
Reach is the number of different accounts that saw your content. Impressions count every time the content was shown, so one person who sees a post three times adds one to reach and three to impressions. That is why impressions are usually higher than reach. Some platforms now report 'views' instead of impressions, but the idea is similar.
Is 'influencer' the same as 'content creator'?
Not exactly. A content creator is anyone who regularly makes content such as videos, photos or podcasts. An influencer is someone whose audience trusts their opinion, so brands pay them to promote products. Many creators are also influencers, but many people prefer to be called creators because the word focuses on the work, not on selling.
