Industry terms

Lead magnet

A lead magnet is something useful you give away, like a guide, preset or checklist, in exchange for someone's email, follow or contact details.

Also called: freebie, opt-in incentive, free download

By Aulto · Last reviewed 23 Oct 2026

What makes a good lead magnet?

It solves one small, specific problem right away. "Five chord progressions for lo-fi" beats "my music tips".

At the moment of interest, like the end of a reel or carousel, delivered instantly so the person doesn't lose interest.

The real value is the relationship. Follow up with something just as useful, not a sales pitch straight away.

A producer offers a free drum kit: comment KIT, get the download in DMs after leaving an email.

Aulto action pages hide a download link or code until someone fills in the form, and Reply Drop can deliver the link by DM.

Follow gate
A follow gate sends a reward, like a link, download or code, only after the person follows your account.
Owned audience
An owned audience is the people you can reach directly, like your email list or opted-in WhatsApp contacts, without depending on a platform's algorithm.
Keyword comment
A keyword comment is a single word you ask people to comment on a post, like SONG or RECIPE, which triggers a reply sent to their DMs.
Barter collab
A barter collab is a creator collaboration paid in products or services instead of money: the brand sends something, and the creator posts about it.
D2C
D2C (direct to consumer) is a brand that sells straight to customers, usually through its own website and social media, instead of through shops or marketplaces.
EPK
An EPK (electronic press kit) is an artist's digital press pack: bio, photos, music, videos, press quotes and contacts in one place for media, promoters and brands.

Smart links, pre-saves, bio pages and Reply Drop for Instagram, in one place.