UGC & video-ad terms, explained.
Plain-English definitions of the user-generated-content, creator, and paid-social terms you'll run into when making and measuring video ads — no jargon, no fluff.
Ad Fatigue
The drop in performance that happens when an audience sees the same ad so often that it stops responding to it.
ReadAI Avatar
A computer-generated digital presenter that can speak a script on camera, used to create video content without filming a real person.
ReadAspect Ratio
The proportional relationship between a video's width and height, such as 9:16 vertical or 16:9 widescreen.
ReadB-Roll
Supplemental footage cut in over the main shot to illustrate what's being said and add visual variety.
ReadCall to Action (CTA)
The explicit prompt that tells a viewer what to do next, such as 'Shop now', 'Learn more', or 'Sign up'.
ReadConversion Rate
The percentage of people who take a desired action — like buying or signing up — out of everyone who had the chance to.
ReadCPA (Cost Per Acquisition)
The average amount you spend on ads to get one conversion, such as a purchase or sign-up.
ReadCPM (Cost Per Mille)
The cost an advertiser pays per one thousand impressions of an ad — 'mille' is Latin for thousand.
ReadCTR (Click-Through Rate)
The percentage of people who click an ad out of everyone who saw it — clicks divided by impressions.
ReadFaceless UGC
User-generated-style content that never shows a presenter's face, relying instead on hands, product shots, voiceover, and text.
ReadHook
The opening few seconds of a video ad, designed to grab attention and stop the viewer from scrolling past.
ReadHook Rate
The share of viewers who keep watching past the first few seconds of a video ad — a measure of how well the opening holds attention.
ReadLip Sync
Matching a speaker's mouth movements to the audio so the words look naturally spoken on camera.
ReadROAS (Return On Ad Spend)
Revenue generated for every dollar spent on advertising — total ad-driven revenue divided by ad spend.
ReadSpark Ads
A TikTok ad format that boosts an existing organic TikTok post as a paid ad, keeping the original post's likes, comments, and account.
ReadThumb-Stop (Scroll-Stopper)
Creative compelling enough to make someone physically stop scrolling their feed — the goal of a strong opening visual.
ReadUGC (User-Generated Content)
Content — photos, videos, reviews — created by everyday people rather than by a brand's in-house studio or agency.
ReadUGC Ad
A paid advertisement made in the casual, authentic style of user-generated content rather than as a polished brand commercial.
ReadUGC Creator
A person who is paid to make user-generated-style content for brands, typically casual videos that look organic rather than produced.
ReadWhitelisting (Creator Licensing)
An arrangement where a creator grants a brand permission to run ads from the creator's own social account.
ReadStop reading. Start shipping.
Turn any product into a UGC video ad in about a minute. No credit card.