80 professional terms you must know for short video/live broadcast operations

According to statistics, the number of short video users in my country has increased from 190 million in 2016 to 985 million in 2022. Individuals, enterprises, and businesses have all entered short video platforms in an attempt to share a piece of the "traffic" pie. In this industry context, various jobs related to short videos/live broadcasts have emerged. The author of the following article summarizes 80 high-frequency nouns for short videos and live broadcasts. Let's take a look.

In recent years, short videos have become a battleground. According to statistics, the number of short video users in China has increased from 190 million in 2016 to 985 million in 2022 .

Individuals, companies, and businesses have all entered short video platforms in an attempt to get a piece of the "traffic" pie. In this industry context, various jobs related to short videos/live broadcasts have emerged.

For operations, being familiar with various professional terms is the foundation of the foundation. Today, I summarize 80 high-frequency terms for short videos and live broadcasts to facilitate communication and learning. It is recommended to save them first!

1. About Operations

1. User Tags

When a user registers a new account, the system will automatically distribute 20 videos and assign corresponding user tags based on the user's stay, play, likes and other data on these 20 videos.

2. Account Tags

The platform will filter and classify works posted by users. Clear labels can easily obtain accurate traffic recommendations and improve conversion rates.

3. Blue V account

An official form of real-name authentication for Douyin, only for enterprises, individuals cannot apply for it.

4. Matrix

A collection of multiple Douyin accounts or multiple live broadcast rooms.

5. Planting Grass

Providing consumption advice to potential customers to help them make the best purchasing decision. The main methods include: evaluation, unboxing, application, tutorial, display , etc.

6. Account Weight

Weight refers to the quality of the account, which is related to the exposure of the article, including but not limited to: number of views, number of likes, number of comments and other data.

7. Completion rate

The ratio of the number of times a video is played to all the views. The higher the completion rate, the better the quality of the video is considered by the platform, and the more traffic it will recommend.

8. Golden 5 Seconds

The first 5 seconds of a short video determine whether users will continue to watch and whether it attracts users. Therefore, the key content or climax content is usually placed in the first 5 seconds.

9. Overlay Referrals

After a video is released, if it is judged as a high-quality video in the first traffic pool, it will enter the next traffic pool. The platform will actively weight it and recommend it to a larger traffic pool.

10. Interception

Intercept other people's traffic, for example, you can comment in a large comment area of ​​the same type to intercept traffic.

11. Second-tier e-commerce

In simple terms, it refers to online e-commerce outside of professional e-commerce platforms such as Taobao, JD.com, Pinduoduo, and Vipshop.

12. Douyin+

Tik Tok is a non-e-commerce advertising tool.

13. Push as you like

Tik Tok e-commerce advertising tool.

14. Douyin Store

The e-commerce monetization tools provided by Douyin to Douyin influencers help them expand their content monetization channels, which is similar to the nature of Taobao stores.

15. Product display

That is, the product sharing function of Douyin. After it is activated, products can be placed in the window for sale, and fans can earn commissions after placing orders.

16. Soundwave/Douyin

Douyin virtual currency, 10 sound waves = 10 Douyin coins = 1 RMB

17. Feed Stream

The feed stream is based on the advertising delivery system of Bytedance, which directly presents the live broadcast room promoted by the customer to users on the recommendation page of Douyin. It is a live broadcast room promotion model that introduces vertical traffic to the live broadcast room of the account that sells goods, and is mostly used for influencer delivery.

18. Expert Similarity Advertising

When placing an ad, choose to specify a celebrity. You can specify up to 20 Douyin influencers at a time, and the ad will be placed to the fans of the specified celebrity.

19. Lycra Orienteering

You can select users with related behaviors or interests to target ads.

20. All-in

Different from user targeting, it adopts system intelligent targeting and does not set any targeting manually.

21. Star Map

Douyin’s marketing promotion task order-taking platform is similar to the micro-tasks of Weibo and Taobao, and the quick order-taking function of Kuaishou. If advertisers want to place advertisements through influencers, they must accept orders and transactions on Star Map, and Star Map will take a corresponding commission.

22. A huge amount of Luban

To place advertisements for small shop products, the landing page can be directly placed in the Douyin live broadcast room.

23. Bidding Advertising

A form of advertising that pays for results based on the advertiser's bid. The charging method is pay-per-click, and the corresponding bidding prices for different industries will vary.

24. CPS

Cost Per Sales, charged based on transaction.

25. CPC

Cost Per Click, charge by click.

26. CPM

Cost Per Mille, charged by thousand impressions.

27. CPT

Cost Per Time, charged by time.

28. ECPM

Effective Cost Per Mille, pay based on the advertising revenue you can get for every thousand impressions.

29. MCN

Multi-Channel Network, an internet celebrity incubation center, is an agency or organization that specializes in cultivating and supporting internet celebrities.

30. DP

Douyin Partern usually refers to an organization that provides broadcasting services.

31. KOL (Key Opinion Leader)

People who have more and more accurate product information, are trusted by relevant groups, and have a greater influence on the purchasing behavior of the group are generally converted from PGC and OGC.

32. KOC (Key Opinion Consumer)

Be able to make convincing evaluations or experiences of related products and motivate other potential consumers to make purchases.

33. Big V

Refers to the account of an expert who has a leading fan base in a certain field.

34. Amateur

An ordinary netizen who has a certain aesthetic sense and internet sense, and is active on a certain platform and loves to share.

2. About Live Broadcast

1. GMV

The abbreviation of Gross Merchandise Volume, which refers to the total transaction amount.

2. ROI

The abbreviation of return on investment refers to the rate of return on investment. The calculation method of ROI in the live broadcast room is ROI=sales/cost.

3. Average order value

The average transaction amount per customer, the average order value = GMV/the total number of customers who make purchases in the live broadcast room.

4. CTR

Click-Through-Rate, click-through rate or click-through ratio. The actual number of clicks on the ads in the live broadcast room divided by the total impressions of the ads in the live broadcast room. The higher the click-through rate, the more attractive the content/product of the live broadcast room is to users.

5. GPM

The average total amount of orders placed by every thousand viewers in the live broadcast room is used to measure the sales ability of the live broadcast room.

6. SKU

The smallest unit for managing products. For example, a product link has as many SKUs as there are styles to choose from when you click on it to place an order.

7. Live broadcast room PV

Number of visits to the live broadcast room.

8. Live broadcast room UV

Unique Visitor, the number of visitors to the live broadcast room.

9. Conversion rate

The number of orders completed in the live broadcast room and the proportion of people entering the live broadcast room to watch are one of the important indicators of the live broadcast room.

10. Permeability

Live streaming penetration rate = sales generated by live streaming x total sales on the day

11. Fan conversion rate

Also known as the "conversion rate", it is the ability to convert new fans during the live broadcast. Conversion rate = new fans / total number of viewers.

12. ATV

Average number of people online in the live broadcast room.

13. Hold back orders

In order to attract users to stay in the live broadcast room and increase popularity and interaction, activities such as raffles and flash sales are set up, and then the prizes are drawn and benefits are distributed at a certain time.

14. Lucky Bag

The official interactive tools are divided into Douyin coin lucky bags, physical lucky bags, and super lucky bags.

15. Live Slicing

While broadcasting live, edit the highlights of the live broadcast and publish short videos of the live broadcast.

16. Review control

Control the comment area of ​​the live broadcast room; generally the anchor will set it up in advance, block some negative keywords, and guide the interactive atmosphere and discussion content of the live broadcast room.

17. PK

During live broadcast, a host connects with other hosts in the room to interact.

18. Health Bar

Refers to the red and blue progress bars of both parties during the PK between anchors. Whoever has fewer gifts will have fewer health bars, thus guiding users to give gifts.

19. Crowdfunding

It is said that everyone in the live broadcast room gave gifts together, and the accumulation of small amounts led to the victory of this PK.

20. White Label

A relative concept of brand, referring to unbranded products produced by some small manufacturers.

21. Traffic generation

Also known as "hook models", they generally refer to products with prices as low as 1 yuan or even 0 yuan, which help the live broadcast room attract new customers and thus sell other products.

22. Profit Payment

High-profit commodities, products are based on profit

23. Standard products

Products with unified market standards have transparent prices, such as mobile phones, computers, and home appliances. Many product specifications are manufactured with reference to national unified standards.

24. Non-standard products

There are no clear specifications and models of products, such as women's clothing, women's shoes, etc. Because the product style, creativity, service, quality are different, the price difference is large.

25. Brand Special

The anchor signs a contract with the brand for live broadcast, and only the brand’s products are sold in the live broadcast room.

26. Live Broadcast

The anchor sells products from multiple brands in a single live broadcast.

27. Pit Fee

Fixed link fees for products in the live broadcast room; currently most e-commerce anchors will charge merchants a slot fee.

28. Service Fees

The fees charged by an organization when providing various live broadcast services to merchants are generally based on the basic service fee + a certain percentage of the sales in the live broadcast room.

29. Commission

The anchor will charge a certain percentage of commission from the merchant based on the sales volume or revenue of the goods in the live broadcast room. The commission ratio is clearly agreed upon in the contract between the merchant and the anchor in advance.

30. Commission-only model

The anchor does not charge merchants for slot fees, but only charges commissions or sales commissions.

31. Targeted Commissions

In Taobao Alliance, merchants can set the commission rate only for the pid of a single anchor (pid refers to the code corresponding to each account, used to identify different Taobao customers).

32. Streaming

Streaming refers to the process of transmitting the packaged content in the collection phase to the server, which can optimize the functions of the live broadcast room.

3. About shooting/editing

1. Scenery

The camera is in a long shot from the character. The five common shot types are: long shot, panoramic shot, medium shot, close shot, and close-up.

2. Camera Movement

Common shot shooting methods include push, pull, shake, move, follow and other forms.

3. Duration

Refers to the length of time of a video. The basic unit is seconds. Common units are hours, minutes, seconds, and frames. Frames refer to the basic units of a video, and it can be understood that a static picture is a frame.

4. Angle

The angle relationship with the subject being photographed, such as horizontal shot, overhead shot, oblique shot, etc.

5. Composition

The proportion of the subject, accompanying objects, background and other elements in the picture. Commonly used composition rules include golden ratio composition, diagonal composition, central symmetry composition, etc.

6. Packaging format

The format for storing videos. Usually MP4 and MOV are the best supported video formats by major video platforms.

7. Keyframes

A keyframe is a specified time node in the material. At this time node, we add animation effects to the material. When playing the material, this effect can only be triggered when the time node reaches this key frame.

8. Montage

Montage means "editing". It is a common creative technique in short video shooting when different shots are spliced ​​together. It can well show the primary and secondary relationships of the scenes, the relationships between the characters, the development of the plot, etc.

9. Clip Rate

The switching speed of a segment shot, the faster the switching, the higher the editing rate; the slower the switching, the lower the editing rate.

10. Transitions

It refers to the connection between two shots with different contents, which is generally divided into transition with or without skills and transition with skills.

11. Freeze Frame

It refers to adding several identical frames of film or pictures to a certain frame of a movie film or a certain frame of a TV picture through technical means to achieve the purpose of keeping the image in a static state.

12. Flashback

A scene is suddenly inserted with a very short picture to express the character's psychological activities and emotional ups and downs at that moment. The technique is extremely concise and clear. It is usually a scene that appeared in the past or something that has happened.

13. Light Position

The direction of sunlight or artificial light, such as front light, back light, top light, side light, foot light, etc.

14. Lens Techniques

A shooting or editing method that is widely used in filming, such as two-level shots, jump cuts, and shot-reverse shots.

Author: Yan Tao Sanshou

Source: WeChat public account "Yan Tao Sanshou (ID: yantao-219)"