If you’ve ever received an analytics report or gazed at the account of many a digital marketer, you may have come across a few words that had you thinking: what? And we’re not talking the words “story” “reel” or “tweet” (though we accept even these words may be mystifying to some, when not used within their original context.) We understand that being faced with unfamiliar jargon and acronyms can be confusing for many a business owner, which is why we’re here to help demystify some of the most common social media marketing terms and acronyms so that you’re in the know and not left scratching your head at your next social media meeting.


Organic Reach

Organic reach simply refers to the number of people who see your content on social media without paid ads or promotion. This is typically achieved through consistent posting, engaging with your audience, and sharing high quality content that resonates with your followers.


Paid Reach

In essence, this is the opposite of organic reach – referring to the number of people who see your content as a result of paid advertising, such as sponsored posts, boosts, or through paid ads management. Paid reach can help you reach a larger audience, targeting specific demographics and thus, increasing your overall visibility on social media platforms. Typically, most social media managers will recommend that your digital strategy compromises of both organic and paid reach.



Engagement refers to the interactions your social media content receives. This can range from comments, likes all the way to shares and link clicks. High engagement implies that your content resonates with your audience and, in turn, will eventually help your organic reach.



Impressions are the total number of times your content is displayed on social media, regardless of whether it is clicked or engaged with. Impressions can help you understand how often your content is being seen by your audience, and social media marketers typically value it more than engagement as it can often be a better measurement of conversion or ROI.


Call to Action (CTA)

A call to action is a prompt encouraging your audience tot ake a specific action, such as clicking a link to your website, making a purchase, or getting in touch with you. Typically, these can be placed as buttons on paid ads on your social media, and the best CTAs are often clear, concise, and compelling.


User Generated Content (UGC)

User generated content refers to content made by your audience, such as reviews, photos or videos featuring your products or services. UGCs are a great way of building trust and authenticity, as it showcases real people engaging with your brand or product.


Return on Investment (ROI)

Return on Investment is a measure of how effective your social media marketing is (some social media marketers may also call this “conversions.”) This is calculated by comparing the revenue generated to the costs incurred. A positive ROI indicates that your social media strategy is generating more revenue than it costs.


Key Performance Indicator (KPI)

A Key Performance Indicator is a measurable value that helps you track the success of your social media marketing efforts. Usual KPIs are engagement, reach, impressions, and conversions.


Cost Per Click (CPC)

Cost per click is a metric used in paid ads management to determine the average cost of each click on your ad. Lower CPCs are usually more cost-effective and show that your ad is resonating with your target audience.



A hashtag is a word or phrase following a hash symbol (#) which helps to categorise content on social media platforms. This makes it easier for users to find and engage with your content that is relevant to the hashtag. If used correctly, hashtags can greatly increase the visibility of your content and help you to reach a larger audience.