Short video glossary
Short video vocabulary, defined in one or two sentences and then explained with examples. Handy for reading an analysis, briefing an editor or just speaking the same language.
Hook
A hook is the opening of a short video: the first line, the first image and the first on-screen text. Its job is to give the viewer an immediate reason to…
Retention
Retention is the share of viewers still watching at each moment of a video. It’s a metric platforms calculate after publishing, based on real views.
Completion rate
Completion rate is the share of views that reach the end of a video. Platforms measure it after publishing, and each one calculates it in its own way.
Watch time
Watch time is the total or average amount of time a video is watched. Platforms measure it after publishing, based on real views.
Open loop
An open loop is a piece of information you tease but deliberately deliver later in the video. It creates an expectation the viewer wants to see resolved.
Call to action (CTA)
A call to action (CTA) is an explicit invitation to do one specific thing: follow, comment, save the video, tap a link. It turns attention into a concrete…
B-roll
B-roll is the supporting footage edited over or between the main shots of a video. It shows what you’re talking about instead of only saying it.
Shot list
A shot list is the ordered list of shots to film for a video, with the framing, action and associated line for each. It turns a script into a concrete…
Video script
A video script is the text that plans ahead what will be said, shown and written on screen, sequence by sequence. It’s the backbone of the shoot and the edit.
Teleprompter
A teleprompter is a tool that scrolls your text near the camera lens while you film. It lets you follow your script without memorizing it.
Faceless content
Faceless content refers to videos where the creator doesn’t appear on screen. The message comes through voiceover, hands, supporting footage or on-screen text.
Niche
A niche is the specific topic and target audience a creator focuses their content on. It helps viewers quickly understand why they should follow you.
Content pillar
A content pillar is a core recurring theme your videos fit into. A few well-chosen pillars give structure to your niche and keep the blank page away.
Editorial calendar
An editorial calendar is the schedule that sets which videos to prepare and publish, and on which networks, over a given period. It turns scattered ideas into…
Multiposting
Multiposting is publishing the same video on several networks, such as Instagram Reels, TikTok and YouTube Shorts. It creates more chances to be seen without…
Caption
A caption is the text that accompanies a published video, below or next to it. It complements the video, adds context and can carry a call to action and…
Hashtag
A hashtag is a word or phrase preceded by the # sign that links a post to a topic. It helps platforms and users categorize and find content.
Trend
A trend is a format, sound, structure or topic that many creators pick up over a short period. It offers a recognizable frame that everyone adapts to their…
Hook testing
Hook testing is the practice of writing and comparing several hooks for the same video idea. You do it before filming to choose the strongest angle, or after…
Pre-publication analysis
Pre-publication analysis is the review of a finished video before posting it, to spot what could be clarified or tightened. It doesn’t predict views or actual…