Glossary
Every term, explained
Simple explanations of the key UGC and advertising terms on TikTok, Snapchat and Meta, so you can read your campaign numbers and write clearer briefs.
Content
- UGC content
- A video that a real person films about a product or service in a natural style, like what people post, used in ads or on the brand’s account.
- UGC creator
- Someone who films a video for a brand to use in its ads or on its accounts. They don’t need to be famous; what matters is how they present the product.
- Influencer
- A creator a brand pays to post on their account and reach their audience. Different from UGC, where you buy the video itself.
- Hook
- The first two or three seconds of a video, meant to stop the viewer from scrolling: a question, a result, or a problem the audience recognizes.
- Hook variations
- Versions of the same video with only the opening changed, to test which hook performs best in ads.
- Call to action (CTA)
- The step you ask viewers to take at the end of the video: buy, book, download the app, or use a discount code.
- Brief
- A written description of what you want from the creator: the product, the goal, key points, the platform and format, and any code or offer to mention.
- Vertical video (9:16)
- The format for TikTok, Snapchat, Reels and YouTube Shorts, where the video fills the phone screen.
Advertising
- Cost per acquisition (CPA)
- What you spend on ads to get one result: an order, a booking or a download. Lower is better.
- Return on ad spend (ROAS)
- How much in sales you generate for every riyal you spend on ads. For example, 4x means 4 riyals in sales for every riyal of ad spend.
- Click-through rate (CTR)
- The share of people who clicked the ad out of everyone who saw it.
- Cost per mille (CPM)
- What you pay for your ad to be shown a thousand times.
- Hook rate
- The share of people who watched the first two or three seconds of the video. It measures how well the hook stops the scroll.
- A/B testing
- Running several versions of an ad at the same time to see which one gets the lowest cost per acquisition, then keeping the winner.
- Ad fatigue
- When an ad’s performance drops after the same audience has seen it many times. The fix is usually new videos or new hooks.
- TikTok Spark Ads code
- A code the owner of a TikTok post gives so a brand can promote that post as an ad from the creator’s account.
- Meta Partnership Ads
- Ads on Instagram and Facebook that appear from both the creator’s account and the brand’s account.
- Paid vs. organic
- Paid content is shown to an audience you choose for a fee; organic content is posted on your account and reaches your followers and whoever the platform suggests it to.
On UGCeer
- Custom quote
- A price the creator sends specifically for your order after negotiation, instead of the price listed on their profile.
- Held payment
- When you order, the amount is held on the platform and only released to the creator after you approve the video.
- Watermark
- The video reaches you for review with a watermark, which is removed once you approve.
- UGCeer points
- Credit you top up in your platform wallet and use to pay for orders. VAT is charged at top-up.
- Platform commission
- A percentage added to each order based on your plan: 15% on Free, 7% on Pro, and 5% with an account manager.
- AI search
- You describe what you need in your own words, and AI recommends the best-fit creators with a match score. Free for everyone.
Ready to put it into practice?
Order your first UGC video and test it in your ads.