Content & Social Media
Glossary
German – English Terms
From A to Z. English technical term in small print above the German term.
All technical terms from the course from A to Z, including their English equivalents as used across platforms, statistics, and specialist articles.
A
ALGORITHM
Algorithm
Rules by which a platform decides who to show which post to.
B
VISUAL LANGUAGE
Imagery
Recurring decisions regarding lighting, framing, colour, and subject matter.
BUSINESS ACCOUNT
Business account
Profile type for businesses featuring analytics and advertising tools, often with a restricted music library.
C
CALL TO ACTION
Call to Action
The call to action at the end of a post: save, follow, book.
COMMUNITY MANAGEMENT
Community Management
Reply to comments, encourage conversations and enforce rules.
CONTENT PILLAR
Content pillar
One of three to five topic areas from which all contributions are drawn.
E
ENGAGEMENT RATE
Engagement rate
Proportion of people who engage with a post, measured against the reach.
F
FEED
Feed
The continuous stream of posts that you scroll through on a platform.
Format
Format
Shape and aspect ratio of a post, such as 4:5 or 9:16.
H
HOOK
Hook
The beginning of a post that makes people stay within the first few seconds.
I
IMPRESSIONS
Impressions
How often a post was viewed, including multiple times by the same person.
K
CAROUSEL
Carousel
A post consisting of multiple images or slides that you can swipe through.
L
LICENCE
Licence
Permission to use someone else's work under specific conditions.
LINK IN BIO
Link in bio
The one link in your bio that leads to your website or offer.
N
NEWSLETTER
Newsletter
Email to your own subscriber list. A channel you own.
P
PERSONA
Persona
Description of a typical audience member.
PLATFORM
Platform
Service on which content is published, such as Instagram or LinkedIn.
POSTING FREQUENCY
Posting frequency
How often content is published. Regularity is more important than frequency.
R
CONTENT CALENDAR
Editorial calendar
Plan when each post will be published, for which pillar, and in which format.
REEL
Reel
Short vertical 9:16 video on Instagram and Facebook.
REACH
Range
How many different people have seen a post.
S
SAFE ZONE
Safe zone
Area of a post that is not covered by any platform controls.
SAVES
Save
How many times a post has been saved. Shows that it is useful.
STORY
Story
Vertical post that disappears after 24 hours.
STORYTELLING
Storytelling
Tell content as a story, with a beginning, a twist, and an ending.
U
SUBTITLES
Subtitles
On-screen text matching what is spoken. Makes videos understandable and accessible without sound.
Template
Reusable design for a post type, such as a photo, quote or tip; makes a profile recognisable and saves time.
W
ADVERTISING DISCLOSURE
Advertisement disclosure
Indication that a post is paid for or has provided benefits, such as "Advertisement".