Glossary
The UGC creator glossary.
The words that show up in briefs, contracts and deal DMs, defined in one line each.
- Ambassador account
- An ambassador account is a social media account a creator runs and posts on to promote a single brand or app, usually created fresh for that brand and posted to on a set schedule.
- App demo
- An app demo is a short screen recording of an app in use, shown in a UGC video to prove the app does what the hook says.
- B-roll
- B-roll is supporting footage cut between or over a video's main shot, such as product close-ups, hands, screens or settings, used to show what the main shot describes.
- Batch content
- Batch content creation is making many videos in one session by grouping tasks like filming, hook writing and editing, instead of making each video from scratch daily.
- Canvas UGC
- Canvas UGC is short-form video a creator makes and posts on an account the brand owns, paid on output or views instead of the creator's own following.
- Clipping
- Clipping is cutting short vertical videos from someone else's long-form videos, such as podcasts or streams, and posting them on your own accounts, usually paid per view.
- Content repurposing
- Content repurposing is reusing an existing video or its parts in new posts, formats or platforms, such as cross-posting a TikTok to Reels or recombining clips into new videos.
- Content Rewards
- Content Rewards is a Whop program where brands fund campaigns that pay creators a set rate per 1,000 views for approved clips or UGC posted on the creators' own accounts.
- Creative brief
- A creative brief is the document a brand gives a UGC creator setting out the video's goal, audience, key message, required and banned claims, format and deadlines.
- Dark posting
- Dark posting is running a post as a paid ad that is shown only to a targeted audience and never appears on the account's public profile or feed.
- Deliverables
- Deliverables are the specific items a UGC creator agrees to hand over or publish in a deal, such as edited videos, hook variations, raw footage, posts and deadlines.
- Engagement rate
- Engagement rate is the percentage of viewers (or followers) who interact with a post through likes, comments, shares or saves. It shows how strongly a video landed.
- Exclusivity
- Exclusivity is a contract clause that bars a creator from working with a brand's competitors, in a defined category and for a set period, usually in exchange for an extra fee.
- Faceless UGC
- Faceless UGC is user-generated-style video where the creator never shows their face, relying on hands, product shots, screen recordings, voiceover and on-screen text.
- For You page (FYP)
- The For You page (FYP) is TikTok's personalized feed of recommended videos. TikTok calls it the For You feed, and it shows videos from accounts a viewer may not follow.
- FTC disclosure
- FTC disclosure is a clear statement in a post that tells viewers a creator has a paid, free-product, employment or other material connection to the brand being promoted.
- Hook
- A hook is the first line, shot or on-screen text of a short video, built to stop viewers from scrolling past in the first seconds.
- Hook rate
- Hook rate is the percentage of impressions that turn into at least a 3-second video view. It measures how well the opening of a video stops people from scrolling past.
- Organic content
- Organic content is social media posts that reach viewers without paid promotion, through followers, recommendation feeds, search and shares.
- Paid social
- Paid social is advertising on social media platforms, where a brand pays to show posts or ads to a chosen audience instead of relying on organic reach.
- Per-video rate
- A per-video rate is a flat fee a brand pays a creator for each delivered and accepted UGC video, regardless of how many views it later gets.
- Posting cadence
- Posting cadence is how often and when an account publishes, such as two posts a day at set times, often agreed in a UGC deal and kept steady for weeks.
- Rate card
- A rate card is a one-page price list a UGC creator sends to brands, showing base rates per video or package plus add-ons like usage rights, extra hooks and exclusivity.
- Raw footage
- Raw footage is the unedited video a creator films for a project, such as full takes, reaction shots and screen recordings, delivered before cuts, captions or music are added.
- Reaction clip
- A reaction clip is a short shot, often about three seconds, of a creator reacting to camera with surprise, curiosity or relief, used to open a UGC video.
- Shadowban
- A shadowban is the informal name for when an account's posts quietly stop being recommended to new viewers, while the account itself still works and can still post.
- Spark Ads
- Spark Ads are a TikTok ad format that runs an existing organic post as a paid ad, keeping the original account's name and engagement. Creators grant access with a video code.
- Talking head
- A talking-head video shows a creator speaking directly to camera, usually framed from the chest up, often cut with B-roll to show what they're describing.
- Tech UGC
- Tech UGC is user-generated-style short video that promotes apps, SaaS or other software, usually built from a reaction shot, a screen-recorded demo and an on-screen hook.
- UGC ads
- UGC ads are paid social ads made from user-generated-style videos, where a creator shows or talks about a product in a natural, phone-shot style instead of a studio production.
- UGC agency
- A UGC agency is a company that produces creator-style videos for brands by sourcing, briefing and paying a roster of creators, and managing delivery, revisions and usage.
- UGC CPM
- UGC CPM is a pay model where a brand pays a creator a fixed amount for every 1,000 views their videos get, so earnings rise with total views.
- UGC creator
- A UGC creator is someone paid by brands to make short, natural-looking videos about a product, which the brand posts, runs as ads, or has the creator post on a brand account.
- UGC platform
- A UGC platform is a marketplace or app where brands post briefs for creator videos, creators apply and deliver, and payment runs through the platform.
- UGC portfolio
- A UGC portfolio is a collection of a creator's sample videos, results and contact details, shared as one link so brands can judge their style and fit before hiring.
- UGC retainer
- A UGC retainer is an ongoing deal where a brand pays a creator a fixed monthly fee for an agreed volume of videos or posts, often with view-based bonuses.
- UGC script
- A UGC script is the written plan for a short creator video: the hook, the spoken lines or on-screen text, the shots to film, and the call to action.
- Usage rights
- Usage rights are the permissions a creator grants a brand to use their videos, defining where the content can appear, whether it can run as paid ads, and for how long.
- Watch time
- Watch time is the total time viewers spend watching a video. Average watch time divides it by views, showing how far a typical viewer gets before scrolling away.
- Whitelisting
- Whitelisting (or allowlisting) is when a creator gives a brand permission to run paid ads through the creator's own account, so the ad shows the creator's name and handle.
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