Glossary · Updated November 2, 2026
Short video glossary
The words that come up when you plan, make and post short videos for a brand, explained in a sentence and then in practice.
AI content label
An AI content label is the platform tag that tells viewers a post was made or changed with AI, which creators must add for realistic AI content.
Read moreAudience retention
Audience retention shows how many viewers are still watching at each moment of a video, usually as a graph from the first second to the last.
Read moreB-roll
B-roll is supporting footage shown over a voiceover or interview to illustrate what is being said.
Read moreCall to action (CTA)
A call to action is the one thing a video asks the viewer to do next, such as follow, comment, visit the link or book.
Read moreContent calendar
A content calendar is a dated plan of what you will post, where and when, usually a month at a time.
Read moreContent pillar
A content pillar is one of the three to five themes a brand posts about again and again, so every post has a clear reason to exist.
Read moreCreative fatigue
Creative fatigue is when a video or ad that used to perform stops working because the same people have seen it too often.
Read moreEngagement rate
Engagement rate is a post's interactions (likes, comments, shares and saves) divided by followers or by views, times 100.
Read moreFaceless video
A faceless video tells its story with voiceover, footage, photos and captions, without anyone appearing on camera.
Read moreHook
A hook is the first line, image or caption a viewer sees in a short video, written to make them stop scrolling and keep watching.
Read moreHook rate
Hook rate is the share of people shown a video who keep watching past its first few seconds, used to judge whether the opening works.
Read moreMeta Ad Library
The Meta Ad Library is Meta's public, searchable record of ads running across Facebook, Instagram, Messenger and Audience Network.
Read morePosting cadence
Posting cadence is how often and how regularly you publish, for example three short videos a week on set days.
Read moreSafe zone
The safe zone is the middle area of a vertical video that no platform buttons, captions or usernames cover.
Read moreUGC (user-generated content)
UGC is content made by customers or creators rather than the brand, and in marketing often means paid creator videos made to look like a customer's.
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