What is a Lead?

A lead is a person or organization that has expressed interest in your brand, products, or services, typically by sharing their contact information, signing up for a freebie, or interacting with your brand in a meaningful way. In marketing, a lead is the first step toward turning someone into a paying customer.

On social media, leads might come from a newsletter signup form, a “DM me for details” prompt, or a link to a lead magnet (like a free guide or webinar). Leads represent the crucial middle stage of the marketing funnel, connecting initial awareness with eventual conversion. They've moved beyond being casual followers but haven't yet committed to a purchase.

How social media generates leads

Social media platforms offer various ways to identify and collect leads:

• Lead generation forms: Native forms on platforms like Facebook and LinkedIn that capture user information
• Link clicks: Tracking users who click through to landing pages or websites
• Content downloads: Offering valuable resources in exchange for contact information
• Event registrations: Signing up for webinars or virtual events promoted on social channels
• Direct messages: Conversations initiated by interested prospects
• Contest entries: Promotions requiring email or contact information to participate