Glossary
Plain-language definitions for every term we use.
Content repurposing, short-form video, AI captioning, and cross-platform distribution carry a lot of jargon. Each term below gets a definition that holds up to scrutiny — no marketing fluff, just what the term actually means and why it matters.
Content workflow
AI / ML
Clip Finder
An AI system that scans a long-form recording and ranks the most postable 20–60s moments by hook strength, pacing, and topical density — the inverse of human "I'll just clip the funny bits" review.
Read full definitionBrand Voice
An AI feature that learns a brand's actual writing style — vocabulary, hook patterns, sentence rhythm, typical CTA — from its published posts, and writes new captions in that exact pattern instead of using generic templates.
Read full definitionAuto Reframe
An AI feature that converts a horizontal (16:9) source video to vertical (9:16) or square (1:1) by tracking the active speaker's face frame-by-frame and cropping to keep them centred.
Read full definitionBYOK(Bring Your Own Key)
A pricing / architecture model where the user supplies their own AI provider API key (OpenAI, Anthropic, Google) and pays the provider directly at cost — instead of the SaaS marking up tokens through a 'credits' system.
Read full definitionCaptioning
Hook (short-form video)
The opening 1–3 seconds (audio + on-screen text) of a short-form video, which determines whether feed viewers swipe past or watch through. Most platforms' algorithms weight the first-3-second retention rate heavily.
Read full definitionA/B hook testing
Generating multiple opener variants for the same short-form clip, publishing them as separate posts, and using which one earns the most engagement to inform your next round of openers.
Read full definitionCaptions / Subtitles
On-screen text rendered over short-form video showing what the speaker is saying. Critical because most feed traffic plays muted by default — captions are the primary conveyance of the content.
Read full definitionPlatform mechanics
Short-form video
Vertical or square video typically 15–90 seconds long, optimised for mobile feed consumption — TikTok, Instagram Reels, YouTube Shorts, LinkedIn video, and X video.
Read full definitionRetention (video)
The percentage of viewers who keep watching at each point in a video. Platform algorithms use the retention curve — especially the first-3-second drop-off — as one of the strongest signals for amplifying or suppressing a post.
Read full definitionDistribution
White-label
A SaaS feature where the customer can rebrand the customer-facing surface of a product (review portals, client dashboards, share links) with their own branding instead of the SaaS provider's.
Read full definitionCross-posting
Publishing the same (or platform-adapted) content to multiple platforms simultaneously — typically TikTok, Instagram Reels, and YouTube Shorts from one source clip with platform-native caption reformatting.
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