Terms appear in other pages without jargon lectures. Use this when something sounds like insider speak.
A–C
Algorithm — The system that decides who sees your content. You cannot control it reliably; design for humans first.Bio link — The one URL most platforms let you put in your profile. Treat it as prime real estate.Batching — Creating multiple posts in one session instead of daily improvisation.CTA (call to action) — The specific thing you ask someone to do: "Book a call," "Download the guide," "Reply with X."Cross-posting — Publishing identical content on multiple platforms. Often hurts quality; see Cross-Posting Traps.
D–M
DM (direct message) — Private message. Often where real business happens after a public post.Engagement — Likes, comments, shares, saves. Useful as a signal, dangerous as a scoreboard.Evergreen content — Posts that stay relevant months later. Prioritize over news reactions you will not maintain.Impressions — Times your content was displayed. A vanity metric unless paired with clicks or DMs.Messaging pillar — A recurring theme you return to so your account has a coherent point of view.Minimum viable presence (MVP) — The smallest consistent profile + posting rhythm that keeps you findable without burnout.
P–S
Persona — A concise description of who you are talking to — not a fictional character, a filter for what to say.Pinned post — Content fixed to the top of your profile. Your elevator pitch in post form.Proof point — Evidence you can do what you claim: testimonial, metric, before/after, delivery screenshot.Reach — Unique accounts that saw your content. More meaningful than raw likes.Repurposing — Adapting one idea into multiple formats (thread, carousel, short video) without starting from zero.Save rate — Saves divided by reach. Strong signal that content is reference-worthy.
T–Z
Tone — How you sound (warm, blunt, technical). Distinct from topic.UTM parameters — Tags on URLs (?utm_source=instagram) so analytics show where traffic came from.Vanity metric — A number that feels good but does not change decisions — follower count without engagement context, for example.Voice — Your recognizable style across posts. Built through repetition of pillars and tone rules.
When a metric appears in Measure, this glossary defines it. When a tactic appears in Content, look here if the term is new.
