How To Talk Video Marketing

Video Marketing Glossary of Terms For Small Business Owners


When we do videos and video marketing for clients, we encounter a broad range of knowledge.

Typically, we deal with business owners who really just want to focus on their business and have us handle everything. We also try not to use jargon with clients and talk in plain English.

However, it can be challenging to understand the language being used in the Online Marketing world; particularly when it comes to Video Marketing if you’re brand new to it.

Here is an A-Z glossary to help get better acquainted with some of the basics of Video Marketing.

This is helpful in talking as you review the production elements of a project and can even help you talk apples to apples in regards to what you are seeing that you might want to change.


Animation – A rapid display of a sequence of 2-D images or model positions that minimally differ from each other in order to create the illusion of movement.


Aspect Ratio - The relationship between the width and height dimensions for any frame or video. For instance, the widescreen ratio is 16:9.


Auto Play – A feature that allows a video to start playing automatically when displayed; meaning the user doesn’t need to click any buttons in order for the video to play.


Call-to-Action (CTA) – Frequently used in various areas of marketing including online videos, a call-to-action is text or a graphic that prompts viewers to take the marketer’s next desired course of action.  Examples include: Download now, contact us, sign up, share with friends, etc.


Captions - Text that appears over a video that is associated with specific scenes and narrates dialogue onscreen. Captions can be either open or closed. Open captioning is displayed anytime the video is played; closed captioning is not seen unless the user specifically sets it up.


Click-Through Rate (CTR) – The rate that someone clicks on an ad (or any other type of marketing tool) that is displayed.


Conversion Rate – The rate that users take the desired action after watching a video ad (or any type of marketing piece), such as visiting a purchasing a product or service.


Embed – The process of taking the HTML code from a hosted online video and placing it elsewhere on the web, such as a website, social media site, etc.


Explainer Video – A short and informative video that is usually up to 3 minutes long. They are usually light-hearted and entertaining to watch and are powerful for capturing and holding viewers’ attention.


Fade-in / Fade-out – A transition effect where an image, text, or voice slowly comes in at the beginning of a video – or leaves at the end of a video.


High Definition (HD) – A video with a much higher quality and resolution than standard definition. This refers to the level of detail on the screen that usually provides a crisper video and more vibrant colors.


Hyperlinked Video – When specific objects are made selectable by the video user interface; creating the ability for users to interact with embedded user-clickable actions that allow navigation between the video and other outside elements.


Interactive Video - Online video that allows viewers to interact via clickable annotations placed throughout the video; resulting in an enriched viewing experience and better audience engagement.


Mobile Video – A video that can be viewed via a mobile device such as a smart phone or tablet.


Motion Graphics - Use of video or animation to create the illusion of movement.Often combined with audio for use in multimedia projects.


MPEG 4 (MP4) – This is the standard digital multimedia format commonly used to store online videos; it contains support for external digital rights management and interaction.


Non-linear Video Ads – These ads run parallel to the video content so the viewer can see it and still watch the video. This can include overlays and   specific placements within the video content.


Online Video - Any form of digital video that is available for viewing over the internet.


Overlay Ad – An ad that usually appears in the bottom 20% of the video window while it is playing. When users click the ads, they are usually directly to another destination such as a website.


Pre/Mid/Post-Roll Ads - Video ads that are shown before, in the middle or after video content.



Promotional Video - Video content that is designed to advertise a company, product, or service. These videos usually take on a variety of styles with the sole purpose of drumming up interest activity that will result in a sale.


Rendering - The final process step in creating a video. During rendering, the computer processes all of the components of the video before it produces a final copy.


Script – In terms of online video, the script is the text content that is written in accordance with the purpose of the video. The script is essentially the dialogue for the video and should be written before the actual video creation process.


Storyboard - A visual plan of all the scenes and shots in an animated video. The storyboard indicates what happens, when it happens, and how it happens within the video; objects in a scene are laid accordingly.


Streaming Video – Videos that are received by / viewed by the end-user while it is being delivered by the provider. This can be done on the internet without needing to download the video first.


Talking Heads - Video content that is presented without any extra animation or graphics. In a nutshell, it’s just a person talking on screen.


Thumbnail - A thumbnail is a very small image used as a preview of a video that is embedded in a player.


User-Generated Content - Media content that is submitted by other users that may be publicly available to the consumer audience.


Video Ad - An ad in which the advertising message is delivered through video.


Video Compression - The process through which a video file is reduced in size for storing and streaming on the internet.


Video Marketing – The process of marketing any company or brand online by using video content – whether promotional or educational.  They should be closely geared towards your target audience, contain relevant information, and include a call-to-action.


Video Monetization - The process of adding specific revenue-generating tools and features into online videos with the sole purpose of getting paid.


Video Player - A media player used for the playback of digital videos from media including optical discs (DVD, VCD) and computer files.


Video Search Engine Optimization - The process of leveraging video to increase search engine rankings for selected keyword terms and phrases. It also involves incorporating optimization techniques to your videos to help them get more exposure on specific platforms, such as YouTube.


Video Sharing Networks - Websites such as YouTube, Vimeo, and Daily Motion that allow users to share web video content with other users.


Viral Video - Online video that gains widespread attention by being widely shared (typically via social media).


Vlog - A video-based blog; users can post video entries which are presented in reverse chronological order.


Voice Over – Video text spoken by a narrator. It is used for explanatory purposes to compliment the video content with the goals of better retention, clearer explanation, and higher levels of engagement.


Whiteboard Video – An animated style of video that contains a whiteboard and hand that draws out / writes out the video content in a way that engages your audience at a deeper level.


YouTube – This video-sharing site is the internet’s 2nd largest online search engine – right behind Google. It is a great source for any business to reach their target audience by using video content.


We hope this helped you and if you have any other questions regarding video marketing, please drop us a line at 813-200-9705 and we can talk.

By |2018-05-21T16:24:54+00:00May 21st, 2018|Categories: Videos|0 Comments

About the Author:

I'm a marketer, photographer and all around great guy who loves sharing information and seeking knowledge. I help businesses increase their profitability through increased online visibility and decreased client acquisition cost.

Leave A Comment

This Is A Custom Widget

This Sliding Bar can be switched on or off in theme options, and can take any widget you throw at it or even fill it with your custom HTML Code. Its perfect for grabbing the attention of your viewers. Choose between 1, 2, 3 or 4 columns, set the background color, widget divider color, activate transparency, a top border or fully disable it on desktop and mobile.

This Is A Custom Widget

This Sliding Bar can be switched on or off in theme options, and can take any widget you throw at it or even fill it with your custom HTML Code. Its perfect for grabbing the attention of your viewers. Choose between 1, 2, 3 or 4 columns, set the background color, widget divider color, activate transparency, a top border or fully disable it on desktop and mobile.