Vertical video glossary
Every key term in TikTok, UGC, creative ads and Shorts, explained simply.Clear definitions of the terms that keep coming up in vertical video, creative ads and social media. A handy reference before launching a project with a TikTok agency, a social media agency or to understand our creative ads.
A/B testing
A method that runs several versions of a video or ad side by side to compare their performance and keep the one that works best. It is the foundation of any data-driven creative ads strategy.
Advantage+ (Meta)
Meta's suite of automated campaigns (Facebook and Instagram) in which the algorithm optimises targeting and delivery on its own. It performs best when fed with several video creatives to test.
Creative brief
A scoping document that sets out a video's objective, message, audience and tone before the shoot. A good brief avoids endless rounds of revisions and ties production to a business outcome.
Community management
The day-to-day running of social accounts: publishing, replying to comments and messages, and engaging the community. It extends the production work by nurturing the relationship with the audience.
CPA (cost per acquisition)
The amount spent on advertising to obtain one conversion (a sale, a lead, a sign-up). It is a campaign's key metric, and a strong video creative is the main lever for bringing it down.
CPM (cost per thousand)
The cost of a thousand ad impressions. It measures the price of delivery, not performance: a low CPM is worthless if the creative doesn't convert.
Creative ad
A video ad designed for social platforms, with a strong hook, a native 9:16 format and a message built to convert. At Esekai, every creative ad is produced in-house, then adapted for TikTok Ads and Meta Ads.
Content creator
Someone who produces authentic videos for a brand, often filmed facing the camera. Working with creators is at the heart of UGC production.
CTR (click-through rate)
The percentage of people who click on an ad after seeing it. A high CTR shows that the hook and the message resonate with the audience.
Native format
A video designed from the outset around the codes of a specific platform, rather than a recycled ad. On TikTok, Reels and Shorts, the native format is vertical, fast-paced and free of visible advertising polish.
FYP (For You Page)
TikTok's recommendation feed, powered by an algorithm that follows each user's interests. Landing on it is the goal of any successful organic content strategy.
Hook
The very first seconds of a video, which decide whether the viewer stays or scrolls on. It is the single most decisive element of a vertical video, and it is tested continuously.
Instagram Reels
Instagram's vertical video format and TikTok's direct competitor. It favours a polished aesthetic and is especially well suited to beauty, fashion, lifestyle and luxury brands.
Editorial line
A framework that sets the themes, tone and formats of an account so it stays consistent over time. It turns one-off videos into a genuine brand presence.
Meta Ads
Facebook and Instagram's advertising platform. Performance there depends above all on the quality of video creatives, with authentic UGC-style formats often outperforming overly polished ads.
Organic vs paid
Organic refers to free reach earned through the quality of the content; paid refers to reach bought through advertising. The two reinforce each other: organic builds the brand, paid accelerates sales.
RED (Xiaohongshu)
A Chinese platform blending social network and e-commerce, essential for reaching a premium Chinese audience. It calls for a localised content strategy, not a mere translation.
Retargeting
Showing ads to people who have already interacted with a brand without converting. It is an effective lever for recovering sales at a lower cost.
ROAS
Return on ad spend: the revenue generated for every euro invested in advertising. A ROAS above 1 means the campaign brings in more than it costs.
Scroll-stopper
A visual or audio element designed to stop the viewer scrolling from the very first frame. It is the concrete expression of a good hook.
Sound design
The audio work on a video: music, effects, rhythm and mixing. On social platforms, sound is a major driver of retention and emotion.
Burned-in subtitles
Subtitles embedded directly in the image, readable even with the sound off. They are essential, since a large share of videos are watched on mute.
Storyboard
A shot-by-shot visual breakdown of a video, drawn up before the shoot. It secures the final result and saves time on shoot day.
Retention rate
The share of viewers who keep watching as the video plays, often measured by average watch time. It is a strong signal for algorithms, which push videos with high retention.
TikTok Ads
TikTok's advertising platform, where native creatives run as ads to drive sales and leads. Creative matters more than targeting settings when it comes to lowering cost per acquisition.
Trend
A format, sound or concept that is going viral on a platform at a given moment. Riding trends at the right time multiplies a piece of content's organic reach.
UGC (user-generated content)
Authentic-style content produced by creators rather than by a brand, which inspires more trust than a traditional ad. Esekai handles UGC casting, scripts and production from start to finish.
Vertical video (9:16)
A 9:16 portrait-format video, native to TikTok, Instagram Reels and YouTube Shorts and designed for full-screen mobile viewing. It is the core of Esekai's work as a studio.
YouTube Shorts
YouTube's short vertical video format, heavily promoted by the platform. It is a powerful discovery lever that keeps a channel growing over time and benefits from YouTube search.