25 terms

Glossary

The vocabulary the rest of the library uses, defined plainly and, where it matters, what each term can't tell you. That second half is usually the useful bit.

B
B-roll
Supplementary footage cut over the main track: for cover, pace, and showing what's described.
Benchmark
A frozen reference figure that later results are measured against.
Bulk import
Loading many records at once from a file or a list, instead of adding them one by one.
C
Call sheet
The one-page document that tells everyone where to be, when, and what happens that day.
Cohort
The comparison set you judge your numbers against: chosen deliberately, or chosen badly.
Cold open
Starting in the middle of the action, before any titles or introduction.
Confidence band
An honest range around an estimate, reflecting how much evidence sits behind it.
Content signal
An observed, repeated pattern in real content performance: evidence, not a recommendation.
E
Engagement per view
Engagements divided by views: the rate a piece of content converts attention into action.
Evidence tier
A label for where a claim's evidence came from, so you can weigh it before you act on it.
Exclusivity
A restriction on working with competitors, or on reusing the work (priced separately).
H
Hook
The opening seconds whose only job is to make staying feel more interesting than leaving.
L
Lookalike audience
An ad audience a platform builds by finding people who resemble a source list you supply.
M
Moodboard
A collected set of visual references that fixes the look, without specifying the shots.
O
Outlier
A post that substantially beat its own channel's norm: the only kind of hit worth studying.
P
Picture lock
The point at which the edit stops changing, so finishing work can safely begin.
R
Retention curve
The graph of how many viewers are still watching at each moment of a video.
Rough cut
The first assembled version: structure in place, polish deliberately absent.
S
Share of voice
Your slice of the total attention in a defined set of competitors, over a defined window.
Shot list
Every shot the edit will need, written down before the day, so none of them get forgotten.
SMPTE timecode
The HH:MM:SS:FF address of an exact frame: the standard way to point at a moment.
Storyboard
A shot-by-shot visual plan of the piece, in sequence.
T
TOF / MOF / BOF
Top, middle and bottom of funnel: how far along a buying decision the audience is.
U
Usage rights
What the client may do with the footage: where, for how long, and in what contexts.
W
Watch-through
The share of a video the average viewer actually watched.

Every one of these terms is used in anger somewhere in the library, with worked examples and the decisions they actually change.

Browse the guides