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Ultimate Video Marketing Glossary

Discover the essential video marketing, sales and recruitment terms in our glossary. From basic concepts to advanced analytics, our resource demystifies jargon, empowering marketers, sales and recruitment to navigate confidently. Elevate your B2B video commercial strategy with our comprehensive definitions, examples, and tips.

Video Marketing

Video Marketing

A marketing strategy that utilizes videos to promote products, services, or brands to engage with the audience and drive desired actions.

Content Marketing

A strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly defined audience.

SEO (Search Engine Optimization)

The process of optimizing content to rank higher in search engine results pages, increasing visibility and organic traffic.

Keyword Research 

The practice of identifying popular search terms and phrases relevant to your content to optimize for search engines and improve visibility.

Video Production

The process of creating videos, including planning, scripting, filming, editing, and post-production tasks.


The process of crafting a written blueprint for a video, including dialogue, narration, and action descriptions.


A visual outline that maps out the sequence of scenes and shots for a video, helping to plan the visual flow and narrative structure.

Video Editing

The process of assembling and manipulating video footage, audio, and visual effects to create a final polished video product.

Call to Action (CTA)

A prompt that encourages viewers to take a specific action, such as subscribing, purchasing, or sharing the video.


Measures the level of interaction and involvement viewers have with a video, including likes, comments, shares, and click-through rates.

Conversion Rate

The percentage of viewers who take a desired action after watching a video, such as making a purchase or signing up for a newsletter.


Data and metrics collected from video platforms or websites to evaluate the performance and effectiveness of video marketing efforts.

Audience Segmentation

Dividing the target audience into smaller, more defined groups based on demographics, interests, or behavior to tailor video content and messaging.

Distribution Channels

Platforms and channels used to share and promote videos, such as social media, websites, email newsletters, and video hosting platforms like YouTube or Vimeo.

Live Streaming

Broadcasting video content in real-time over the internet, allowing viewers to watch and interact with the content as it happens.

Video Ads

Paid advertisements that appear before, during, or after online video content, typically on platforms like YouTube, Facebook, or Instagram.

Native Advertising

Sponsored content that seamlessly integrates into the platform or website’s user experience, often resembling editorial or organic content.

Influencer Marketing

Collaborating with social media influencers or content creators to promote products or services through their channels and reach their audience.

Retention Rate

The percentage of viewers who continue watching a video until the end, indicating the level of interest and engagement.

Video SEO

Optimizing video content for search engines to improve visibility and ranking in search results, including metadata, tags, and video descriptions.

Video Production


The planning phase of video production, which includes scriptwriting, storyboarding, location scouting, casting, and scheduling.


The art and technique of capturing images and visuals through camera operation, framing, composition, lighting, and camera movement.

Shot Types

Various camera angles and perspectives used to capture different aspects of a scene, such as wide shots, close-ups, and aerial shots.

Camera Movement

Techniques for moving the camera during a shot, including pans (horizontal movement), tilts (vertical movement), dollies (movement along a track), and zooms.

Lighting Setup

The arrangement of lighting equipment to illuminate a scene, including key lights, fill lights, backlighting, and practical lights.

Sound Design

The process of recording and editing audio elements, including dialogue, music, sound effects, and ambient noise, to enhance the overall video quality.

Green Screen (Chroma Key)

A technique used to composite footage shot against a green background with other footage, allowing for the creation of various backgrounds or visual effects in post-production.

Special Effects (VFX)

Digital or practical effects added to a video in post-production to enhance visuals or create illusions, such as CGI, motion graphics, or practical props.

Color Grading

The process of adjusting and enhancing the color and tone of video footage to achieve a desired look or mood, often done in post-production.

Editing Software

Programs used to assemble and edit video footage, such as Adobe Premiere Pro, Final Cut Pro, or DaVinci Resolve.


Effects used to smoothly transition between scenes or shots, including cuts, fades, wipes, and dissolves.

Motion Graphics

Animated graphic elements, text, or images added to video footage to convey information, enhance storytelling, or create visual interest.

Aspect Ratio

The proportional relationship between the width and height of a video frame, such as 16:9 (widescreen) or 4:3 (standard definition).

Frame Rate

The number of individual frames or images displayed per second in a video, typically measured in frames per second (fps), such as 24fps or 30fps.


The clarity and detail of a video image, determined by the number of pixels in the width and height of the frame, such as 1080p (1920×1080) or 4K (3840×2160).

Aspect Ratio

The proportional relationship between the width and height of a video frame, such as 16:9 (widescreen) or 4:3 (standard definition).


Additional footage shot to supplement the main footage, often used for cutaways, transitions, or visual storytelling.


Narration or commentary added to a video in post-production, typically recorded by a separate voice actor or the same person appearing on-screen.


A visual representation of the video’s sequence of shots and scenes, often including sketches or images accompanied by descriptions or dialogue.

Delivery Formats

The specific file formats and compression settings used to export and distribute video content, such as MP4, MOV, or AVI, optimized for various platforms and playback devices.

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