Glossary

The words of video

The terms of editing, motion design and social media, explained simply, each with a concrete example.

Aspect ratio: The relationship between a video’s width and height: 9:16 vertical, 1:1 square, 16:9 horizontal.
B-roll: Supporting footage laid over speech: you still hear the person, but you see what they are talking about.
Brand guidelines: A brand’s visual rules: colours, fonts, logo and how to use them, so it is recognised at a glance.
Call to action: The prompt at the end of a video: what the viewer should do next, said clearly (follow, book, open a link).
Clip: A short excerpt taken from a longer video (talk, podcast, webinar, livestream) that makes sense on its own.
Colour grading: Adjusting a video’s colours, light and contrast, shot by shot, so it looks right and consistent.
Easing: The speed curve of an animation: movement that speeds up and slows down instead of travelling at a constant rate.
Frames per second (fps): The number of images a video shows each second, usually 25, 30, 50 or 60; also called the frame rate.
Hook: The very first seconds of a video, built to stop the thumb scrolling through the feed.
Jump cut: A cut within the same shot that makes the picture “jump”: a pause or a stumble is removed without changing the framing.

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