A direct instruction in a post that tells the viewer exactly what to do next.
A call-to-action (CTA) is the explicit prompt at the end of a caption, video, or ad: "Link in bio", "Save this post", "Share with a friend", "Shop now". Strong CTAs lift completion rate on ads and boost engagement signals the algorithm rewards.
The text that accompanies a social media post — up to 2,200 characters on Instagram and TikTok.
The caption is the written copy under an image or video. Limits vary: Instagram and TikTok 2,200; Threads 500; X 280; LinkedIn 3,000; Facebook 63,206. Only the first ~125 characters are visible before the "more" link on mobile feeds — hook placement matters.
A multi-image or mixed photo/video post users swipe through, common on Instagram and LinkedIn.
Carousels (up to 10 slides on Instagram, up to 20 on LinkedIn) typically outperform single images because users swipe and the algorithm reshows the post. Educational carousels ("5 things I learned...") are a dominant format for creator growth.
A single post that appears on two creators' feeds simultaneously, driving shared reach.
Collab posts (Instagram Collabs, TikTok Duets/Collabs) show the same content on both accounts at once. Both creators earn the likes, comments, and saves — a major distribution hack when one creator has a significantly larger audience.
A scheduled plan of what to post on each platform and when.
A content calendar is the month-by-month plan of content. It lists the platform, post date, content type (video, carousel, story), and the hook or idea. Calendars stop panic-posting and enable batch production. Tools like PostLink turn the calendar into auto-scheduled posts.
A recurring topic bucket that guides what you post — typically 3–5 per brand.
Content pillars are the 3–5 recurring themes that every post ladders up to. A fitness creator might use: workouts, nutrition, mindset, behind-the-scenes. Pillars prevent posting drift and give followers a consistent reason to follow.
When a viewer takes a desired action — signup, purchase, download — after seeing your content.
Conversion is the final step in the funnel: signup, purchase, email capture, app install. Social media is usually the "awareness" layer; conversions happen on the landing page you send them to. Track conversion with UTM parameters and platform pixels.
What an advertiser pays per click on an ad — typical unit for performance campaigns.
CPC is the paid-ad cost per click. Common for direct-response campaigns where click = landing-page visit. Benchmarks in 2026: Meta $0.50–$2, TikTok $1–$3, LinkedIn $5–$12, YouTube $0.30–$1.50.
What an advertiser pays per 1,000 impressions. Standard benchmark across ad platforms.
CPM ("cost per mille", where mille = 1,000) is the ad cost per thousand views. Industry benchmarks in 2026: Facebook/Instagram feed $7–$15; TikTok $6–$10; YouTube bumper $5–$10; LinkedIn $25–$50. CPM varies wildly by country, audience, and season.
Publishing the same content to multiple platforms — Reels → TikTok → Shorts — from one upload.
Cross-posting distributes one asset across every platform where your audience lives. With a tool like PostLink, a single 9:16 upload publishes to Instagram Reels, TikTok, YouTube Shorts, and Facebook Reels simultaneously — each with its own caption and tags.