Glossary
Strategist terms
Shared language for hooks, ER, formats, and anatomy.
Hook
The first seconds of a short video designed to stop the scroll — spoken, visual, or on-screen text.
Engagement rate (ER)
(likes + comments + shares + saves) ÷ views when views > 0 and at least one engagement is known. Missing metrics stay empty, never fake zeros.
UGC
User-generated content — native-looking creator-style ads and organic posts.
CTA
Call to action — follow, link in bio, comment, shop, etc.
Format
Structural pattern of the video (tutorial, GRWM, listicle, skit, …).
Anatomy
Structured creative breakdown of a video (hooks, pacing, CTA, products, …).
Fixture
Offline sample data used for local development — not live platform data.