Glossary
Social Media Glossary
What all those words and abbreviations really mean, in plain English.
- Algorithm
- The system an app uses to decide which posts to show each person, based on what they watch, like, save and share.
- Carousel
- One post with several photos or videos that people swipe through. Great for tips and step-by-step posts.
- CFBR
- "Comment for better reach". People comment CFBR (mostly on LinkedIn) to help a post reach more people, often for job posts.
- Content calendar
- A plan of what you will post, where and when. See our free content calendar template in the blog.
- Content pillar
- One of the 3 to 5 main themes an account posts about again and again.
- CTA (call to action)
- The one thing you ask people to do next: "Save this", "Message us", "Link in bio".
- DM
- Direct message: a private message sent inside the app.
- Engagement
- How people interact with a post: likes, comments, shares, saves and replies.
- Finsta
- A "fake Instagram": a second, private account someone shares only with close friends. It has nothing to do with fake followers.
- FYP
- "For You Page" on TikTok: the main feed of videos picked for each person. Adding #fyp does not get you onto it.
- GRWM
- "Get ready with me": a video of someone getting ready while talking to the camera.
- Hashtag
- A word or phrase after # that groups posts on the same topic, like #HomeBaking.
- Hook
- The first line of a post or the first second of a video. Its job is to make people stop scrolling.
- Influencer
- A creator whose audience trusts their opinion, and who often works with brands.
- KOL
- "Key opinion leader": an expert or respected voice in a field (for example a doctor or chef) who brands work with.
- Meme
- A funny image, video or phrase that people copy and change, spreading quickly online.
- Niche
- The specific topic and audience an account focuses on, like budget travel or bridal makeup.
- OOTD
- "Outfit of the day": a photo or video showing what someone is wearing.
- Organic reach
- The people who see your post without paid ads.
- PFP
- "Profile picture": the small photo that represents an account.
- Photo dump
- A carousel of many casual photos, usually from a trip, week or event, shared together.
- POV
- "Point of view": a post or video that puts the viewer in a situation, like "POV: it's your first day at a new job".
- Reach vs impressions
- Reach is how many different people saw a post. Impressions is how many times it was seen in total (one person can see it twice).
- Reel
- A short vertical video on Instagram or Facebook, shown to followers and non-followers alike.
- Shadowban
- When an app quietly shows someone's posts to fewer people, usually after rule-breaking or spammy behaviour. Apps rarely confirm it.
- Story
- A photo or video that disappears after 24 hours, unless saved to Highlights.
- UGC
- "User-generated content": photos, videos and reviews made by customers rather than by the brand.
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