top of page

Glossary of video production and marketing terms

1. Employer Branding: The process of promoting a company as the employer of choice to a desired target group, one which a company needs and wants to recruit and retain.

2. Corporate Videos: Video content created for a business or organisation, aimed at communicating with internal or external audiences, promoting services, or presenting corporate insights.

3. Video Production Process: The sequence of steps from concept development, scripting, filming, editing, and post-production to the final delivery of a video.

4. Scripting: Writing the script for the video, which includes dialogue, direction, and notes on how the video will progress.

5. Storyboarding: The process of visually outlining a video through sketches or images in sequence, which represents the shot list and storyline.

6. Shot List: A document that lists and describes the shots planned for the video, often including details like framing, movement, and dialogue.

7. Framing: Refers to how objects and elements are positioned within the boundaries of the video or image. Common framings include wide, medium, and close-up shots.

8. B-Roll: Supplemental or alternative footage intercut with the main shot in an interview or documentary.

9. Voiceover (VO): A production technique where a voice—that is not part of the narrative—is used in radio, television production, filmmaking, theatre, or other presentations.

10. Post-Production: The phase in video production occurring after filming, involving editing, color correction, sound mixing, and adding effects.

11. Color Grading: The process of altering and enhancing the color of a motion picture, video image, or still image electronically, photo-chemically, or digitally.

12. Sound Mixing: The process of combining sounds from various sources to create a desired atmosphere or mood for the video.

13. Call-to-Action (CTA): A statement or button that prompts viewers to take a specific action, such as visiting a website or contacting the company.

14. Engagement Metrics: Data that indicates how audiences are interacting with video content, including views, likes, shares, and comments.

15. Video SEO: The process of optimizing video content to be indexed and rank on the search engine results pages for relevant keyword searches.

16. Thumbnails: Small, clickable images that viewers select to play videos. Thumbnails serve as a visual preview of video content.

17. Analytics: The systematic computational analysis of data or statistics. In video marketing, it often refers to the metrics that measure the performance of video content.

18. Testimonials: Video segments featuring satisfied clients or customers who speak about their positive experiences with a company or product.

19. Explainer Videos: Short online marketing videos used to explain a company's product or service, often animated.

20. Brand Awareness: The extent to which consumers are familiar with the distinctive qualities or image of a particular brand of goods or services.

21. Cinematography: The art of photography and camera work in film-making, essentially how the visual elements of the film are captured.

22. Location Scouting: The process of finding the perfect place to film to match the setting of the scene in the script.

23. Casting: The process of selecting actors or non-professional participants for the roles in the video.

24. Green Screen: A green backdrop used in video production that allows digital backgrounds to be inserted in post-production.

25. Animation: The technique of photographing successive drawings or positions of puppets or models to create an illusion of movement when the film is shown as a sequence.

26. Motion Graphics: Graphics that use video and/or animation technology to create the illusion of motion or a transforming appearance.

27. Corporate Identity Video: A video designed to convey a company's core values, mission, and culture to its audience.

28. Behind-The-Scenes (BTS): Content showing what happens during the production of the video, often used for promotional or engagement purposes.

29. Infographic Video: A video that uses engaging graphics to visually represent information or data.

30. Video Campaign: A series of related video content that is released over time to promote a specific product, service, or brand message.

31. Video Brief: A document that outlines the objectives, target audience, key messages, and other essential details for a video project.

32. Drone Footage: Video footage captured using a drone, often showcasing aerial views or dynamic, moving shots.

33. Time-Lapse: A filming technique where the frequency at which film frames are captured is much lower than that used to view the sequence, making time appear to move faster.

34. Video Hosting Platform: An online service where users can upload, share, and view video content, such as YouTube or Vimeo.

35. Closed Captions: Text displayed on a video screen to provide additional or interpretive information to viewers who wish to access it.

36. Video Portfolio: A collection of a company's best work, showcased in video format, often used to attract new clients.

37. Interactive Video: A video that includes interactive elements, such as clickable areas that allow viewers to interact with the content or choose their own path through the content.

38. Video Analytics: The measurement, collection, analysis, and reporting of video data for purposes of understanding and optimizing video usage.

39. Video Monetization: The process of generating income through the display of advertising within or alongside video content.

40. Video Syndication: The practice of selling the rights to broadcast web videos or TV shows to multiple media outlets.

41. Webinar: A seminar or presentation conducted over the internet using video conferencing software.

42. Livestreaming: Broadcasting live video content over the internet in real-time.

43. Video Encoding: The process of converting video files from one format to another to ensure compatibility with various platforms and devices.

44. Multi-Camera Production: Using multiple cameras to capture different angles of the scene simultaneously, often used in live events.

45. Outtakes: Sections of a film or video that are not included in the final cut, often humorous mistakes or unused scenes.

46. Royalty-Free Music: Music that is licensed for a one-time fee, without the need to pay royalties for each use.

47. Stock Footage: Pre-recorded video clips that can be used in new productions, often to save on the cost of filming new material.

48. Video Compression: The process of reducing the size of a video file by removing unnecessary data, making it easier to stream or download.

49. 4K Resolution: A high-definition video resolution of 3840x2160 pixels, offering clearer, more detailed images.

50. Virtual Reality (VR) Video: A video technology that allows users to navigate and interact with a 3D environment, simulating a real-life experience.

51. Augmented Reality (AR) Video: Overlaying computer-generated content on real-world environments, enhancing the user's perception of reality through video.

52. Call Sheet: A document provided to the cast and crew of a film production, detailing the schedule and specific requirements for any given shooting day.

53. White Balance: Adjusting the colors so that the image looks more natural, compensating for the color temperature of different light sources.

54. Depth of Field: The distance between the nearest and the furthest objects that are in acceptably sharp focus in an image.

55. Gaffer: The chief lighting technician on a film set, responsible for the design and execution of the lighting plan.

56. Key Light: The main source of light in a photograph or film.

57. Fill Light: Supplementary light used to illuminate shadows, reducing contrast in a scene.

58. Backlight: Light that illuminates the subject from behind, often creating a silhouette or highlighting edges.

59. Storyboard: A sequence of drawings representing the shots planned for a video or film, often with notes on movement, camera angles, and dialogue.

60. Script: The written text of a video or film, including dialogue and instructions for actors and directors.

61. Pre-Production: The planning phase of a video project, including scriptwriting, budgeting, casting, and location scouting.

62. Production: The actual shooting/recording phase of a video project.

63. Post-Production: The phase of video production which involves editing, color correction, sound mixing, and adding effects.

64. B-Roll: Supplementary footage that can be intercut with the main shot in editing to add visual interest or context.

65. Voiceover: A production technique where a voice—that is not part of the narrative—is used in a radio, television production, filmmaking, theatre, or other presentations.

66. Foley: The reproduction of everyday sound effects that are added to video, to enhance audio quality.

67. Color Grading: The process of altering and enhancing the color of a motion picture, video image, or still image electronically, photochemically, or digitally.

68. Aspect Ratio: The ratio of the width to the height of an image or screen.

69. Codec: A device or computer program that compresses data to enable faster transmission and decompresses received data.

70. Bitrate: The number of bits that are conveyed or processed per unit of time in video, affecting the quality and size of the video.

71. Frame Rate: The frequency (rate) at which consecutive images called frames appear on a display. The term applies equally to film and video cameras, computer graphics, and motion capture systems.

72. Resolution: The amount of detail that the video contains, measured in pixels.

73. Thumbnail: A small image representation of a video that lets viewers see a quick snapshot of your video's content.

74. Video SEO: The process of optimizing a video to be indexed and rank on the search engine results pages for relevant keyword searches.

75. Transcoding: The process of converting a video file from one format to another, to ensure compatibility across different platforms and devices.

76. Subtitles: Text derived from a transcript or screenplay of the dialogue or commentary in films, television programs, video games, and the like, usually displayed at the bottom of the screen.

77. Call to Action (CTA): A marketing term for any design to prompt an immediate response or encourage an immediate sale, such as "Learn More" or "Call Now" buttons in a video.

78. Conversion Rate: The percentage of users who take a desired action related to video content, such as subscribing to a channel or purchasing a product.

79. Engagement Rate: A metric that measures the level of engagement that a piece of created content is receiving from an audience. It shows how actively involved with the content the audience is.

80. Impressions: The number of times a video has been displayed on various platforms, regardless of whether it was clicked or not.

81. Click-Through Rate (CTR): The ratio of users who click on a specific link to the number of total users who view a page, email, or advertisement.

82. Analytics Dashboard: A tool or platform that tracks, analyzes, and displays key video metrics and data, helping creators and marketers understand the performance of their content.

83. Aerial Videography: The technique of capturing video from the air, typically using drones or helicopter-mounted cameras.

84. Script Supervisor: A member of a film crew responsible for maintaining the film's internal continuity and for recording the production unit's daily progress.

85. Boom Microphone: A microphone mounted on a boom pole, used to capture audio from a distance, typically used in film and television production.

86. Clapperboard: A device used in filmmaking and video production to assist in synchronizing picture and sound; also marks the various scenes and takes as they are shot.

87. Rough Cut: The initial edit done after shooting has finished, often where the editor tries to follow the script and storyboard closely.

88. Final Cut: The last version of an edit, where the film or video is polished and readied for distribution.

89. Distribution Rights: The permissions required to distribute film or video content to audiences, whether through physical media, broadcast, or online platforms.

90. Digital Rights Management (DRM): Technologies used by publishers and copyright holders to control access to digital content and restrict copying of that content.

91. Copyright Notice: A legal statement that grants the copyright holder exclusive rights to the content and its distribution.

bottom of page