Glossary
The terms, in plain English.
Social media and direct booking terms, as you’ll find them in SUBAGEN.
Bookings and revenue
- Direct booking
- A booking made with you, on your website, your booking engine, by phone or by message, without going through a platform that takes a commission. See also: Results tracking
- Commission
- The share of a night's price that a booking platform keeps when the guest books through it. A direct booking pays none.
- Booking engine
- The part of your website that shows your availability and takes bookings. If you don't have one, a links page with your phone number and WhatsApp takes its place.
- Confirmed
- In Results: bookings linked to a post through a link, a message or your own report, and not canceled. See also: Results tracking
- Estimated
- In Results: a range calculated from clicks to Book and your rates, shown only after 30 clicks. Never added to confirmed results. See also: Results tracking
Links and calls to action
- Tracked link
- A link unique to one post that leads to your booking page and counts clicks, so you know which post got people clicking. See also: Publishing
- Links page
- A page made for your property with your useful links: book, call, message on WhatsApp.
- Call to action
- The sentence that ends a post and makes people want to reply. Usually a question (“What time do you head out to your terrace?”), and for an offer, a word to comment. That's what starts the conversation. See also: Messages and replies
- Keyword
- The word a follower comments to get a reply and your link by private message, for example “RATES.” See also: Messages and replies
- Automatic message
- A reply sent without your approval, because you chose automatic sending. It is always labeled as such. See also: Messages and replies
Network formats
- Reel
- A vertical video on Instagram or Facebook, from a few seconds to a few minutes long, shown well beyond your followers. See also: Editing
- Story
- A post that stays visible for 24 hours at the top of the app.
- Short
- YouTube's vertical video, the equivalent of a Reel.
- Carousel
- A post with several photos or videos that people swipe through.
- Hook
- The first sentence or first image of a video, the one that decides whether people keep watching. Every edited video comes with three. See also: Editing
- Word-by-word captions
- Captions that follow every spoken word, with the word being said highlighted. Many people watch without sound. See also: Editing
Research and measurement
- Usual views
- The number of views an account normally gets. A post that does clearly better than the account's usual is an idea that works. See also: Trend research
- Trend research
- Regularly reading other accounts' posts to spot what works, before producing anything. See also: Trend research
- One-, three- and seven-day check
- Measuring a video's views the next day, after three days and after a week, to compare posts with each other. See also: Results tracking
- Campaign
- A set of content built around a moment or a strength: a weekend, the off-season, the spa. See also: Planning
- Shot
- One take to film during the shoot: a location, a framing, a duration. A month has about thirty. See also: Your shoot
Accounts and access
- Instagram professional account
- The type of account needed to publish through a tool and read its analytics. Switching is free and happens in Instagram.
- Official Meta access
- The permission you grant, without sharing your password, so a tool can publish and reply on your behalf. You can revoke it at any time.
- 24-hour window
- Meta's rule: after a customer's last message, a business has 24 hours to reply freely by private message. See also: Messages and replies
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