What is a Conversion on Social Media?

A conversion happens when someone takes the specific action you wanted them to take after seeing your social media content. It's when a follower becomes more than just a viewer: they turn into a customer, subscriber, or participant.
Think of conversions as the finish line for your social media efforts. While likes and comments are nice, conversions are when people actually do the thing your business needs to grow.

Common Types of Social Media Conversions:

Making a purchase
Signing up for your email list
Downloading an app or resource
Registering for an event or webinar
Filling out a contact form
Starting a free trial
Following your account

For example, if a clothing brand posts about a new jacket with a "Shop Now" link, a conversion happens when someone clicks that link and buys the jacket.
Conversion rates (the percentage of people who convert after seeing your content) are important metrics for measuring if your social media is actually driving business results, not just engagement. Many businesses track their "cost per conversion" to understand how efficiently their social media efforts turn followers into customers.