Glossary

A deadpan bit: an impossible, reversed, or nonsense premise asserted sincerely — not a question, not inside a skit

Hooks · Audio

No spoken hook; room sound, ASMR texture, or stray non-verbal noise fills the open — not a music bed

Hooks · Audio

The account's app or digital product — download it, book through it, use a feature

Goals · Promotes

A staff expert answers one question in a Q&A format

Goals · Series type

Names the viewer's own problem to their face — "if you ever…", a pain-point question, a dare or accusation in the second person — not a warm first-person confession, not an order to act

Hooks · Audio

Positions the account or its people as experts — proof, credentials, results — with no offer or ask

Goals · Goal

Face, skin, hair, and the routines around them

Categories

Caption lines and bars that appear whole — auto-generated, translated, or a persistent premise caption

Elements · Captions

A produced brand moment — a campaign line, launch, anniversary or sponsorship film — for the brand as a whole

Goals · Goal

A product is visibly present but passive — seeded, reviewed or compared — with no ask

Goals · Goal

A brand mark, logo bug, or watermark is the distinguishing overlay — alone or riding alongside captions

Hooks · Graphic

Newsreader energy: announcements, leaks, urgent claims, story updates — not the creator's own series

Hooks · Audio

Selling, closing, and making money as the subject

Categories

Frames the content as a dare for the viewer to complete, replicate, or measure themselves against

CTAs & Mechanics · Mechanics

Rapid, cluttered, or unrelated footage as the opener — stock churn, gadget walls, whip-pan onto a mess — not split-screen filler

Hooks · Visual

A bookable or attendable service inside the offer — a class, a session, a treatment

Goals · Promotes

Full-image treatment applied to the picture rather than added on top — grading, face and skin beauty filters

Elements · Frame & FX

Color or case singling out specific words — yellow word-pops, highlighted keywords, speaker color-coding

Elements · Captions

Explicit prompt to reply — answer a question, request the next topic, pick a side, or DM

CTAs & Mechanics · Asks

Warm peer-to-peer voice: sighs, complaints to a friend, shared flaws, self-deprecation, universal truisms

Hooks · Audio

A ranking, verdict, or list entry engineered to be arguable — a one-point spread, a broken countdown

CTAs & Mechanics · Mechanics

The membership, the main product or the core service itself — not an upsell

Goals · Promotes

A numbered or ranked structure building step-to-step anticipation or making the content bookmarkable

CTAs & Mechanics · Mechanics

A single creator or first-person voice narrating or speaking to camera — who is talking, not how much

Voice

Withholds a resolution, cause, price, or outcome to build anticipation — "wait for it", a cliffhanger to the next update

CTAs & Mechanics · Mechanics

Direct imperative to act on the advice — make it, try it, commit to the plan — not a purchase, not merely implied

CTAs & Mechanics · Asks

Pasted-on graphic objects — emoji stamps, meme cutouts, photo collages, floating app icons

Hooks · Graphic

Emoji as punctuation or reaction, flag and sticker graphics, pointer cues — not platform badges

Elements · Frame & FX

Creator-format entertainment: comedy, stunts, interviews, storytime

Categories

A dated happening to attend — a launch, a race, a challenge day, an open day, a Sunday service

Goals · Promotes

Arm's-length talking head, face crowding the frame, speaking straight to camera in a real location — not a tripod head with graphics

Hooks · Visual

No creator face anywhere — hands-only, voice-only, or absent — replicable without showing yourself

Formats · Toggle

A camera that does not move, tripod or propped, whether or not anyone addresses it; not handheld

Formats · Camera

Creator plainly states what this video is, what they'll do, or what they believe — no rhetorical device, no explicit promise

Hooks · Audio

Cooking, baking, and eating as the subject

Categories

Overhead or macro hands working material — cooking, crafts, application — with no face and no lens address

Formats · Base

Sells the account's own offer outright — a price, a deal, "join now", "book today"

Goals · Goal

Something is asked of the viewer out loud or on screen — follow, comment, save, watch next, use the link or code, do it now

CTAs & Mechanics · Toggle

The body: training it, feeding it, fixing it

Categories

Viewer lands inside an already-running conversation, argument, or call with zero setup — not a performed character voice

Hooks · Audio

The account's own team or agency — brand voice, brand footage, a produced look

Goals · Made by

Detail coverage cut away from the main subject: hands close-ups, overhead workspaces, product to lens, face macro

Formats · Camera

Speech-synced captions revealing one word or chunk at a time — pop, bounce, glow — not color-driven

Hooks · Graphic

Captions revealed one word or chunk at a time in sync with speech, including highlight styles — not full lines

Elements · Captions

Static text that names or badges items, steps, ingredients, exercises, or countries rather than transcribing speech

Elements · Captions

The account's people and world — staff, customers, community, behind the scenes — so the viewer feels part of it

Goals · Goal

Conversion ask sending the viewer off-platform — link in bio, buy the product, book coaching

CTAs & Mechanics · Asks

Real on-camera or on-location dialogue recorded at the scene — not a performed multi-character skit

Voice

A persistent identity mark of a creator, show, or channel — handle bug, corner watermark, branded mic flag

Elements · UI & Commerce

Animated maps, globes, and country fills carrying a geographic or historical narrative

Formats · Base

A member or customer on why they come, their progress or their routine

Goals · Series type

Action already underway with no setup — enters mid-gesture, mid-task, mid-demo — not a macro insert

Hooks · Visual

Someone carries the camera: operator-held coverage, pans and sweeps, first-person POV; not a selfie

Formats · Camera

No speech; a song, lyric bed, or borrowed meme audio carries the open — not when on-screen text is the named hook

Hooks · Audio

Sound carries some or all of the payload — uncaptioned speech, or captions that give the outline but not the substance

Filters · Toggle

No burned-in captions or subtitles anywhere

Elements · Toggle

No added overlays at all

Elements · Toggle

Sends viewers to the account's own blog, long-form video, website or newsletter

Goals · Goal

No commercial payload — nothing placed, sold, or earned on

Filters · Toggle

Promises what the video will deliver — a superlative or bold claim (biggest, best, world's first), a transformation or walkthrough result stated up front — not a secret held back, not a figure stated as fact

Hooks · Audio

A pinned caption framing the scenario before it plays — "pov:", an if/premise header, a tease line promising a payoff

Hooks · Graphic

A commercial product or device is the opening subject — held to lens, thrust at camera — not a non-commercial prop

Hooks · Visual

A spoken question opening an information gap — why/what/who, trivia, a pick-one — not a price question

Hooks · Audio

Captions styled as a quotation — quote marks, speech-bubble formatting — not a plain subtitle bar

Elements · Captions

A dish or drink made step by step

Goals · Series type

An everyday, cultural, or POV premise built to make viewers comment "this is me" — recognition, not a forced sort

CTAs & Mechanics · Mechanics

A recurring joke format — POV, "when you…", a trend — set in the account's world

Goals · Series type

Opens on the completed dish or product before any process — payoff-first reveals — not process close-ups

Hooks · Visual

Creator holds or props the camera on themselves: arm's-length phone, walk-and-talk, selfie-cam skits

Formats · Camera

A recurring show or numbered episode whose job is bringing viewers back

Goals · Goal

Sound-effect punctuation, stingers, or ASMR emphasis present

Voice · Toggle

Scripted acted comedy: family, mom-life, school, workplace, POV skits — not street-captured or AI formats

Categories

How the frame is divided or masked — vertical and stacked splits, letterboxed windows, b-roll panels and insets

Elements · Frame & FX

The frame is divided into simultaneous panels — a second retention track, a comparison, a game feed

Formats · Modifiers

Frame split between the creator or skit and a second retention panel of unrelated footage — not two speakers in one conversation

Hooks · Visual

Fronted by the account's own people — trainers, baristas, managers — speaking as themselves

Goals · Made by

Leads with an extreme figure, did-you-know stat, or credential-by-volume stated as fact — not a price or a question

Hooks · Audio

A plain caption line held on screen — pill, box, card, or auto-caption treatments — not word-synced, not a premise caption

Hooks · Graphic

Sets up a common belief or standard advice to overturn it — "stop doing X", "actually it's the opposite"

Hooks · Audio

A fixed camera and a person speaking to the lens; the setup is the whole production — not handheld selfie footage

Formats · Base

Staff and team life — meet the team, team days, behind the scenes

Goals · Series type

Devices, software, and the industry around them

Categories

Nobody speaks, but a caption or graphic explicitly carries the hook's message — not a silent open with no text

Hooks · Audio

A composed title lockup or stacked text block over the footage — episode, dish, or product titles, black title plates

Hooks · Graphic

Informational graphics that name or count — titles, headlines, episode/step/chapter stamps, name labels, tallies

Elements · Text & Callouts

Edit-level motion used as a device — hard and jump cuts, wipes, whip-pans, digital punch-in zooms

Elements · Frame & FX

Made by a customer or fan on their own phone and shared by the account

Goals · Made by

Useful teaching — a how-to, tip, recipe or expert answer — with the account's product or service as the backdrop

Goals · Goal

An unresolved dilemma posed as genuine uncertainty for the audience to settle

CTAs & Mechanics · Mechanics

Creator holds or props the camera on their own life, first-person and mobile, including day-in-the-life diaries — not a staged tripod setup

Formats · Base

Explicit ask to watch the next numbered part, or a push to the long-form episode or channel

CTAs & Mechanics · Asks

Claims insider or hidden knowledge and holds it back — secrets, private numbers — not a plain list announcement

Hooks · Audio