45 Social Media Terms you NEED to Know!

45 Social Media Terms you NEED to Know!

Navigating social media as a business owner can often feeling overwhelming, with many terms and acronyms used by content marketing professionals. 

What is the actual difference between impressions and reach? What is CTA? CTR? CVR? 

We got you. 

Here at Pure Gallus Social, we want to make social media marketing as accessible as possible to small business owners, so we’ve put together… 

The Gallus Glossary

Scroll down for a comprehensive list of all the common social media buzzwords, terms and phrases… plus their definitions. Don’t say we’re not good to you 😉.


Algorithm: Shorthand for ‘feed algorithm’, which is the set of rules a social media network uses to automatically decide which posts come first in your feed. 

Analytics: In social media, this is the process of following metrics on your social media performance and using that data in accordance with your strategy.

Audience: Your social media audience is the group of people you are able to reach with your content. This includes both your follower-ship and users who see and/or interact with your posts on their feed. 

Bio: Your social media bio is a short description of your profile that tells potential audience who you are. It also enables you to share links to your website and/or other accounts. 

Brand Awareness: Refers to the level of familiarity consumers have with your brand. It is often considered one of the main goals of content marketing as it aids a communication of your values and puts your business at the forefront of prospects mind. 

Call to Action (CTA): The action your content is instructing your audience to take. 

Carousel: A multi-page post. This can consist of statics, graphics and/or videos. 

Click Through Rate (CTR): On social media this refers to the number of accounts that click through to your link in bio/ click through on your post. 

Content Intention: This refers to the purpose your content is serving to your audience. 

Content Pillar(s): The content topic(s) that your area of expertise is divided into. 

Conversion Rate (CVR): In content marketing, conversion rate refers to the percentage of users who see your post and take a specified action.  

Conversion: The number of users who complete your intended action. Eg: subscribing to your blog, purchasing an item, booking a call, joining a mail list…

Copywriting: In content marketing this relates to any textual communication, eg: blog post, Instagram caption. 

Demographic: A particular sector of the population. 

Direct Message (DM): A direct message on social media is a private message sent directly to a user’s inbox. 

Engagement Rate: A social media metric that communicates how much a post is encouraging people to interact with it. This metric is important as the Instagram algorithm favours accounts with an average to high engagement rate. 

Fears: What scares your audience.

Feed: On social media a feed is a generic term for the stream of content you see from other users. 

Follower-ship: Your community of followers. 

Graphic: A visual component of a social media post that includes elements of graphic design. Eg: testimonial, quotation…

Hashtag (#): A hashtag is a way of connecting your posts to other posts on the same or a similar topic. 

Impressions: A social media metric that measures the number of times your post has been shown in users’ feeds. 

Memetic (Meme): Within a social media context, memes are comedic pieces of text, images or videos that go viral and let users get in on the joke by creating their own variations and sharing them to social media. 

Metric: A social media metric is a statistic that measures the performance of your social media account. Metrics include impressions, reach, followers, engagement rate and more. 

Motivations: What motivates your audience.

Product Suite: The collection of products and/or services that you sell. 

Psychographic: The classification of people according to their attitudes, beliefs, aspirations and other psychological criteria. 

Reach: A social media metric that communicates how many people have seen your post. 

Reel: The short-form video format on Instagram, a similar format to TikTok. 

Sales Funnel: The sales funnel is a consumer-focused marketing model that illustrates the theoretical customer journey toward the purchase of a good or service. 

Static: A static photograph. 

Target audience: The group at which your product and/or service and/or content is aimed. 

Through Thread: The topic that holds your content pillars together and ensures they are cohesive and targeted. 

Traffic: The number of users who visit a given website or page. 

Transition: A smooth way of changing between two shorts. This is often used to display transformation. 

Trend: Anything that is trending on social media. This includes memes, hashtags and audios. 

User Generated Content (UGC): User Generated Content is content created by fans and/or followers promoting a brand. Brands often rely on UGC to encourage user engagement with social media campaigns and build trust and loyalty with their follower-ship. 

Value Proposition (VP): What you do and/or what you sell. 

Value: The value your content provides, this is closely linked to content intentions. 

Viral: Viral is a term describing content that is circulated widely and rapidly. Virality for you consists of any steep increase in reach compared to your usual average.

Content Intentions:

Educate: You are educating your audience on your industry/product. Eg: Tutorials, how-to, top tips…

Entertain: You are providing entertainment value to your audience, encouraging positive emotions. Eg: Comedic content, visual stimulus…

Engage: You are sparking conversation and engagement with your audience. Eg: Q&A, presenting a controversial opinion, asking a question…

Inspire: You are inspiring your audience to evoke action. Eg: Transformations, motivational content, testimonials…

Sell: You are encouraging conversion. This content intention is directly designed to sell. 


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