All resources

Glossary

The words, without the dressing up

Every one of these gets used like everybody already knows what it means. Here is what each one actually is, and whether it is worth your attention.

Brand voice
The way you actually sound, written down clearly enough that an AI can copy it without turning you into everybody else.
Carousel
A post you swipe through, one card or one slide at a time.
CTA
The one thing you ask the reader to do next.
Engagement rate
The share of the people who saw your post and then did something with it, like a like, a comment, a save or a share.
Hook
The first line or the first second, the bit that decides whether anybody reads or watches the rest.
Impressions
How many times your post got shown, counting the same person twice if they saw it twice.
Lead magnet
A small useful thing you give away so somebody hands you their name and email in exchange.
MCP
A common plug that lets the AI you already use read real data out of a tool, so you stop copying and pasting.
Outlier score
A number that says how far a post beat what that account normally does, so you can spot a real winner instead of a busy week.
Reach
How many different people saw your post at least once.
Reel
A short vertical video on Instagram that gets shown to people who do not follow you yet.
Short
A vertical video under a minute on YouTube, shown in its own endless feed rather than to your subscribers.