Key Terms in Social Media Marketing
This guide will provide simple definitions for the most common social media terms you may encounter when meeting with clients. Keep it handy as a quick reference to navigate your Social Media Marketing conversations with ease.
| Term | Definition |
| Impressions | The total number of times a post or ad is shown to users, regardless of whether it’s clicked or engaged with. |
| Reach | The number of unique users who see your post or ad. |
| CTR (Click-Through-Rate) | The percentage of people who clicked on a link, ad, or post after seeing it. It’s calculated by dividing the number of clicks by the number of impressions. |
| Retargeting | Targeting users who have previously interacted with your content or visited your website. Ads or content are shown to these users to bring them back to your site or service. |
| CTA (Call to Action) | A prompt that encourages users to take a specific action, such as “Get Quote”, “Learn More”, or “Contact Us”. |
| Placements | The specific locations where your ads can appear within a platform and be shown to users. Ex. News Feed, Right-Hand Column, Instagram Stories, Explore Feed, Reels + more. |
| Frequency | The number of times a specific user is exposed to your ad over a given period of time (the duration of your campaign). |
| Cobranding | A marketing strategy where two or more brands collaborate to promote a product or service. By sharing resources, one brand leverages the other's audience and reputation, often leading to wider reach and increased credibility. Ex. City Lifestyle marketing a local business to their own audience of readers and followers. |
| Organic Social Media | Any content shared on social media platforms without paying for additional promotion or advertising. This content is rarely seen outside your account followers and generally only 2-6% of your followers will see this content. |
| Engagement | Reactions, Comments, and Shares on your ad. |