What does Clout mean?

Slang. Also written clout chasing, social clout.

Where it comes from

An old English word for a blow or a patch of cloth, "clout" took on the sense of influence in 20th-century American politics. Rap culture in the 2010s made it internet shorthand for online status, and "clout chasing" followed as the insult for chasing it.

How it is actually used

On social media, "clout" signifies attention, fame, or popularity, often measured by followers, engagement, and reputation. The term "clout chasing" describes the act of seeking this influence, sometimes through inauthentic or opportunistic means, and is generally viewed negatively. Brands often seek to build clout through authentic content and engagement, as it can drive reach and sales. However, using "clout" directly in brand messaging can sometimes feel forced if not done authentically.

Examples

• "she has real clout in the skincare community"
• "that stunt was pure clout chasing"
• "doing it for the plot, not the clout"

Can a brand use it? Safe for brands

While "clout" itself is neutral, the associated term "clout chasing" carries a negative connotation of inauthenticity. Brands should be mindful not to appear to be "clout chasing" themselves, as this can damage credibility. Focus on genuine engagement rather than explicitly seeking "clout".

Related terms

• What does Influencer mean?
• What does Engagement Rate mean?
• What does FYP mean?

Frequently Asked Questions