✨ Some of this article was researched with help from AI. How I use it.
CTA, GMV, BOFU, F4F… Wait, are CTA and call to action the same thing? (Yes. Marketing people just love an acronym.) Here’s every content marketing word you’ll hear in creator groups, courses, and dashboards, explained in plain, simple English with examples. No question is too basic. We all started somewhere.
Quick answer: This content marketing glossary explains the words creators run into, from A/B test to whitelisting: marketing basics (hook, CTA, funnel, conversion), selling and money words (affiliate, commission, GMV, ROI), and video words (B-roll, retention, overlays). Tap a letter to jump to it, and tap Read more for the full article.
A
- A-roll
- The main part of your video, usually you talking to the camera or showing the product. The extra shots you cut to are called B-roll.
- A/B test
- Trying two versions of the same thing to see which one does better. Example: post the same video with two different first lines and see which gets more views. Change only one thing at a time, so you know what made the difference.
- Ad spend
- The money someone pays to show a video as an ad. On TikTok Shop, sellers sometimes pay to show creators’ videos (maybe yours!) to more people. If someone buys through one of those ads, you may earn a different commission than usual.
- Affiliate
- A person who earns money for recommending something. You share a product, someone buys it, and you get a small cut. Every creator who links products on TikTok Shop is an affiliate.
- Affiliate link
- A special link that tells the store you sent the buyer, so you get paid. On TikTok, it’s the product link on your video (the orange cart).
- Affiliate partner
- Another name for an affiliate: someone who earns a commission for sharing products. On TikTok Shop, “affiliate partner” often means a TAP, an agency approved by TikTok to connect sellers and creators.
- Agency
- A company that works on behalf of creators (or brands): finding deals, sending samples, and handling the back-and-forth. In return, they usually take a cut of what you earn. Not the same as a TikTok Creator Network (TCN) agency, which TikTok itself approves (see TCN). Example: an agency gets you a brand deal and keeps 20% of the fee. Ask what they take before you sign anything.
- AI-generated content (AIGC)
- Pictures, videos, or voices made by a computer instead of filmed for real. TikTok asks you to label it when it looks real. Using AI to help write words you say yourself doesn’t count.
- Algorithm
- The computer system that decides who sees each video. Nobody outside TikTok knows exactly how it works, but when people watch your whole video, watch it again, share it, or comment, more people usually get to see it.
- Analytics
- The numbers about your videos: how many people watched, how long they watched, who they are, and what sold. TikTok shows them in your account settings.
- Audience
- The people who watch your videos. Your target audience is the people you hope will watch, like busy moms or dog owners.
- Why people trust you about something. Example: if you’ve cleaned with a product every day for a year, people believe you when you say it works.
- Auto samples
- Free samples a seller offers to creators who fit what they’re looking for. They’re often approved right away, with no waiting.
- Average watch time
- How long people watch your video, on average, before they leave. If your video is 30 seconds and the average watch time is 15, people saw about half.
- Awareness stages
- How much someone already knows about a product before they see your video. Someone who’s never heard of it needs a different first line than someone who already wants it.
B
- B-roll
- The extra shots in your video: close-ups, hands using the product, little details. They make the video more interesting to watch than just your face talking.
- Batch filming
- Filming lots of videos in one go. You set up the lights once, film five videos, and you’re done for the week.
- Before-and-after
- A video that shows how something looked before and after using a product. Example: a stained pan, then the same pan clean. Keep it real and unedited, because some kinds (like skincare) have strict rules.
- BFCM
- Short for Black Friday and Cyber Monday: the big shopping days right after Thanksgiving. It’s one of the busiest times to sell.
Read moreBlack Friday and Cyber Monday on TikTok Shop: How Creators PrepareRead it → - Bio
- The short “about me” words at the top of your profile, under your name. It tells people who you are and what you post.
- BMC (Brands Meet Creators)
- Short for Brands Meet Creators: events or programs where brands and creators meet to set up partnerships, like samples, campaigns, or paid deals. Bring your media kit.
- Bottom of funnel (BOFU)
- Videos for people who are almost ready to buy. They answer the last questions, like “Is it worth it?” or “Will it fit?”
- Brand ambassador
- A creator who represents a brand over time, not just for one video. Ambassadors often get free products, a special discount code, a higher commission, or a monthly fee, and in return post about the brand regularly. Example: a skincare brand sends you each new launch and pays you to post twice a month. Get the details in writing, and always disclose the partnership.
- Brand deal
- When a company pays you to make a video about its product. Always get the details in writing.
- Bump (commission bump)
- When a seller raises how much you earn per sale for a short time. Example: your usual 10% becomes 20% for one week.
- Buyer psychology
- Why people decide to buy. Things like trusting you, being curious, or seeing that other people love it. Use it honestly, never to trick anyone.
C
- Call to action (CTA)
- The part of your video where you tell people what to do next. Example: “Tap the orange cart to grab yours.” And yes, CTA and call to action are the same thing. CTA is just the short way to say it.
Read moreAI Script Generator for TikTok Shop Creators: The Complete GuideRead it → - Campaign (TikTok Shop)
- A special event, usually around a holiday or sale, where sellers offer extra money, bonuses, or free samples for a short time. Each one has rules and a deadline.
- Caption
- The words you type under your video. People search on TikTok, so put the words they’d type in there. Example: “small kitchen organizer” instead of just “obsessed!!”
- Clearing (a sample)
- What creators call finishing what a free sample asked of you: posting the video, with the product linked, before the deadline. Then that sample is done.
Read moreHow to Get Free Samples on TikTok Shop: Requests, Deadlines, and How They ClearRead it →
Read moreWhat Is Sample Hell? How I Got In, and the Shoe Rack That Got Me OutRead it → - Collaboration (collab invite)
- A message from a seller asking you to promote their product, sometimes with more money or a free sample.
- Commercial music
- Music that’s allowed in videos that sell things. TikTok has a Commercial Music Library just for this. Some popular songs aren’t allowed in selling videos.
- Commission
- The money you earn when someone buys through your link. It’s a percentage of the price. Example: 10% commission on a $20 item is $2.
Read moreInside psyrenne: MoneyRead it →
Read moreInside psyrenne: The Today PageRead it → - Community guidelines
- TikTok’s rules for every video. TikTok Shop has extra rules for videos that sell things.
Read moreInside psyrenne: RulesRead it → - Content bank
- A stash of finished videos saved for later, so you have something to post on sick days, vacations, and busy weeks.
- Content calendar
- A plan of what you’ll post and when. Like a school calendar, but for your videos.
Read moreInside psyrenne: The CalendarRead it →
Read moreThe TikTok Shop Holiday Calendar: When to Film for Every SeasonRead it → - Content pillars
- The three to five topics you post about most. Example: kitchen finds, cleaning, and organizing. They help you plan, and help viewers know what to expect from you.
- Conversion (conversion rate)
- A conversion is when someone does what you hoped, usually buying. The conversion rate is how many did it. Example: 100 people tapped the product and 2 bought it. That’s a 2% conversion rate.
- Copyright
- Who owns a song, a movie clip, a photo, or a video. Using someone else’s without permission can get your video taken down, even if you give them credit.
- CPM
- Short for “cost per mille,” which means cost (or pay) for every 1,000 views. Example: a $2 CPM means $2 for every 1,000 views.
- Creator badges
- Levels on TikTok Shop, like Silver, Gold, and Diamond, based on how much you’ve sold lately. Brands can see your badge.
- Creator Health Rating
- A score from 0 to 1,000 that shows TikTok Shop how well you follow the rules. Breaking rules lowers it. A low score can stop you from doing some things in the shop.
- CTR (click-through rate)
- How many people tapped something after seeing it. Example: 100 people saw your video and 3 tapped the product. That’s a 3% CTR.
- Curiosity gap
- Starting a video with a little mystery, so people stay to find out the answer. Example: “Here’s why I keep this in my car.” Always give the answer before the video ends.
D
- Deals for You Days
- A big TikTok Shop sale event in the summer. Like other sale events, it pays to plan your videos early.
- Demo
- Short for demonstration: showing the product actually working. Seeing it work convinces people more than hearing about it.
- Disclosure
- Telling viewers when you got a product for free or get paid when they buy. Example: “This was sent to me, and I earn a little if you buy.” In the US, it’s the law.
- Drafts
- Videos you saved but haven’t posted yet. Be careful: drafts can disappear if you get a new phone or delete the app.
- Duet
- A TikTok feature that shows your video right next to someone else’s, side by side.
E
- Edit marks
- Little markers you drop on your video while you watch it back, so you can find the good parts fast when you edit.
- Engagement (engagement rate)
- When people do something with your video: like it, comment, share it, or save it. The engagement rate compares that to how many people watched.
- Estimated commission
- The money TikTok thinks you’ll earn from a sale. It can still change if the buyer cancels or sends it back. Once it’s final, it’s called settled commission.
- Evergreen
- A video that stays useful for a long time, like an evergreen tree stays green all year. No prices, no dates, no “sale ends tonight.”
F
- Faceless video
- A video where you never show your face. Just your hands, your voice, or words on the screen.
- Fake engagement
- Likes, follows, or views that aren’t real: bought, or traded with strangers. It’s against TikTok’s rules and usually makes your videos reach fewer people.
- Flagged
- When TikTok marks a video because it might break a rule. A flagged video might be shown to fewer people, taken down, or get you a violation.
- Flat fee
- A set amount of money for making a video, no matter how many sales it gets. Some deals pay a flat fee plus commission.
- Follow for follow (F4F)
- When strangers agree to follow each other just to grow their numbers. It sounds helpful, but those followers don’t really watch or buy, and that can make TikTok show your videos to fewer people.
- Follow train
- A group (or a LIVE) where everyone follows everyone. Same problem as follow for follow, just bigger.
- For You page (FYP)
- The main TikTok feed, full of videos picked just for each person. Most of your views come from here, not from your followers.
- Framework (script framework)
- A fill-in-the-blanks plan for a video script, so you don’t ramble. Example: Problem (“My pans always stain”), then Solution (“This fixed it”), then Proof (show it). Other popular ones have names like PAS (Problem, Agitate, Solve) and AIDA (Attention, Interest, Desire, Action).
- Free sample
- A product a seller sends you for free so you can make a video about it. It’s not a gift with no strings: you still owe the video by the deadline. Read moreHow to Get Free Samples on TikTok Shop: Requests, Deadlines, and How They ClearRead it →Read moreWhat Is Sample Hell? How I Got In, and the Shoe Rack That Got Me OutRead it →
- Front-load (your content)
- Putting the most important part first: the hook, the product, or the payoff, right at the start, not after a long intro. Example: start with the stain disappearing, then explain the spray. People decide in a second or two whether to keep watching.
- FTC
- The Federal Trade Commission, a US government agency. Its rules say creators have to tell viewers when they got something free or get paid.
- Funnel
- The path from “never heard of you” to “bought it.” It’s wide at the top (lots of people find you) and narrow at the bottom (some of them buy).
G
- Gifted
- A product you got for free. Always say so, and never say you bought it.
- GMV
- Short for gross merchandise value: the total price of everything sold through your videos. It’s not what you earn. You earn a slice of it (your commission). Example: $1,000 GMV at 10% commission is $100 for you.
- GMV Max
- A TikTok tool sellers pay for, which shows videos about their products (including creators’ videos) to more people. Products with GMV Max behind them often get more views.
H
- Hashtag
- A word or phrase with the # sign in front of it, with no spaces. Example: #kitchenfinds or #TikTokMadeMeBuyIt. Hashtags group videos about the same thing, so people can find them. You type them in your caption. A few that fit your video work better than a long list.
- Hook
- The very first second or two of your video, made to stop people from scrolling past. It can be something you say, something you show, or a sound. Example: “I almost threw this away.”
Read moreInside psyrenne: RetargetRead it →
Read moreInside psyrenne: Viral ScriptsRead it → - Hybrid video
- A mix of you talking to the camera and shots without your face. Example: a quick hello on camera, then just your hands showing the product.
I
- Impressions
- How many times your video showed up on someone’s screen. One person can count more than once if they see it twice.
- Influencer
- Someone whose recommendations help people decide what to buy. Many people now say “creator” instead, but brands use both words.
K
- Keyword
- A word people type when they search. Example: someone looking for a lint roller types “pet hair remover.” Use those words in your caption, on-screen text, and what you say.
- KPI
- Short for key performance indicator: the one number you’re trying to make better. Example: sales per video.
L
- Link in bio
- A link at the top of your profile. People tap it to get to your shop or a page of your links.
- LIVE
- Going live means streaming video in real time, so people watch you right now, as it happens. On TikTok Shop you can show products and sell them during a LIVE.
- LIVE Event
- A LIVE you schedule ahead of time, so followers can get a reminder when it starts.
- LIVE Giveaway
- A prize drawing you run during a LIVE using TikTok’s tools. It has its own rules.
M
- Media kit
- A one-page “resume” for creators that you send to brands: who you are, who watches you, what you’ve sold, and what you charge.
Read moreInside psyrenne: The Media KitRead it → - Middle of funnel (MOFU)
- Videos that help people trust you and learn more: how-tos, comparisons, and honest reviews.
- Milestone
- A win worth celebrating, like your first sale, your first free sample, or your first $100.
N
- Niche
- The main topic of your account and the people it’s for. Example: easy dinners for busy parents.
O
- Objection
- A reason someone might not buy. Example: “Is it too expensive?” or “Will it fit my car?” Good videos answer these.
- Open collaboration (open plan)
- A commission any creator can get for a product, without being invited. Targeted plans are special offers sent to certain creators.
- Orange cart
- The little orange shopping cart that shows up on a TikTok video when a product is linked. People tap it to buy. “Tap the orange cart” is the classic TikTok Shop call to action.
- Organic
- Views you didn’t pay for. The opposite of paid ads.
- Overlay (on-screen text)
- Words that show on top of your video. Lots of people watch with the sound off, so the words do a lot of the talking.
Read moreInside psyrenne: Hooks, Overlays, CTAs, and Education LinesRead it →
P
- Pain point
- A problem that bugs people. Example: dog hair on black pants. Lots of good videos start with one.
- Pattern interrupt
- Something surprising at the start of a video that makes people stop scrolling. Example: filming from inside the fridge, or lying on the floor.
- Payout
- When the money you earned moves from TikTok to your bank account.
- Pinned product
- The product you stick to the top of the screen during a LIVE, so viewers can tap it and buy.
- POV
- Short for point of view: a video filmed as if the viewer is the one living it. Example: “POV: you finally organized the junk drawer.”
- PPS (Promotion Performance Score)
- A TikTok Shop score that shows how well your product videos work for buyers. Some products need a certain score before you can promote them.
- Product marketplace
- The place in TikTok Shop where creators look for products to promote and ask for free samples.
- Product research
- Looking for products worth making videos about: things that sell, fit your topic, and that you’d honestly recommend.
Read moreInside psyrenne: ProductsRead it → - Promote
- TikTok’s button for paying to show your video to more people. For shop creators it often doesn’t pay off, so read up first.
Q
- Q4
- The fourth quarter of the year: October, November, and December. It’s the busiest shopping time of the year, so creators plan for it in late summer.
Read moreQ4 for Creators: Planning Holiday Content in AugustRead it →Read moreThe TikTok Shop Holiday Calendar: When to Film for Every SeasonRead it →
R
- Reach
- How many different people saw your video.
- Refundable sample
- A sample you pay for first and get your money back for after you post the video. Watch for the checkbox when you check out. Read moreHow to Get Free Samples on TikTok Shop: Requests, Deadlines, and How They ClearRead it →
- Repurposing
- Using the same video again on other apps, like Instagram, Pinterest, or YouTube, with small changes for each one.
- Retargeting
- For creators: making a new video about a product that already sold, in a different way, to reach the people the first video missed.
Read moreWhat Is Video Retargeting? Why I Film the Same Product Three WaysRead it →Read moreInside psyrenne: RetargetRead it → - Retention (retention graph)
- A line chart that shows when people stopped watching your video. If it drops fast at the start, your first second didn’t grab them.
- ROI
- Short for return on investment: what you got back compared with what you put in. Example: you spent $20 on a ring light and earned $200 from the videos you filmed with it.
- Run of show
- A simple plan for a LIVE: what you’ll show and when. Like a to-do list for your hour on camera.
S
- Sample
- A product a seller sends you so you can try it and make a video. Some are free, some you pay for and get refunded. Read moreWhat Is Sample Hell? How I Got In, and the Shoe Rack That Got Me OutRead it →Read moreHow to Get Free Samples on TikTok Shop: Requests, Deadlines, and How They ClearRead it →
- Sample coupon
- A TikTok Shop coupon that pays for a sample (or its shipping). In return, you promise to post a video within a set number of days.
- Sample hell
- When free samples pile up faster than you can film them, and the deadlines start chasing you. Read moreWhat Is Sample Hell? How I Got In, and the Shoe Rack That Got Me OutRead it →Read moreHow to Get Free Samples on TikTok Shop: Requests, Deadlines, and How They ClearRead it →
- Sample points
- Points you earn by posting videos, which you can spend on TikTok Shop samples.
- Sample score
- A TikTok Shop score that shows how well you keep your promises on samples (posting on time). A good score helps you get more samples. Read moreHow to Get Free Samples on TikTok Shop: Requests, Deadlines, and How They ClearRead it →
- Script
- The plan for your video: what you’ll say, what you’ll show, and how you’ll end. It can be full sentences or just a few bullet points. Read moreAI Script Generator for TikTok Shop Creators: The Complete GuideRead it →Read moreInside psyrenne: RetargetRead it →
- Script generator
- A tool, usually using AI, that writes a first draft of a video script for you from a product and a few details. Read moreAI Script Generator for TikTok Shop Creators: The Complete GuideRead it →
- Settled commission
- Money you earned that’s final and ready to move to your bank. It settles after the return window closes.
- Shadowban
- What creators call it when their views suddenly drop and they don’t know why. TikTok doesn’t use that word, but videos that break rules can be kept off the For You page.
- Shop ads commission
- What you earn when someone buys through an ad that used your video. It can be a different amount than your normal commission.
- Shoppable video
- A video with a product link on it, so people can buy without leaving TikTok.
- Showcase
- The shop tab on your TikTok profile that holds all the products you promote. Think of it as your own little store shelf.
- Seeing that other people like something, which makes us trust it. Example: lots of good reviews, or “this sold out twice.”
- Spark Ads (Spark code)
- A Spark Ad is a regular video turned into an ad. If a brand wants to use your video that way, you make a code in TikTok (a Spark code) and give it to them. The likes and views still count on your video. Only share it with brands you’ve agreed to work with, and choose how long it lasts.
- Stitch
- A TikTok feature that puts a few seconds of someone else’s video at the start of yours, so you can answer or react to it.
- Story
- A short post that disappears after 24 hours.
T
- Talking head
- A video where you talk straight to the camera, like you’re on a video call with a friend.
- TAP (TikTok Shop Affiliate Partner)
- Companies (agencies) approved by TikTok to match sellers with creators. They often run their own sample offers.
- TAP links
- Product links shared by a TAP (a TikTok Shop Affiliate Partner agency). Adding a product through a TAP link signs you up for that agency’s offer for it, often a higher commission or a free sample. Check the terms first: what you owe, and by when.
- Targeted collaboration (targeted plan)
- A special commission offer a seller sends to certain creators. It’s often more than the open rate anyone can get.
- Teleprompter (Prompter)
- A tool that scrolls your words on the screen while you film, so you can read without looking away.
- TikTok Creator Network (TCN)
- A group of agencies that TikTok itself approves to help creators grow, mostly on TikTok LIVE. A TCN agency is invited in by TikTok and works inside TikTok’s own Creator Network tools, and TikTok usually pays it based on how its creators do, so joining is often free for you. A regular agency is any company that works on your behalf (deals, samples, contracts) and usually takes a cut of what you earn. Every TCN is an agency, but not every agency is a TCN. Not sure? Ask: “Are you a TikTok Creator Network agency?”
- Tonality
- How you sound when you say something: excited, calm, funny, serious, or surprised. The same words can feel totally different. Example: “I can’t believe this works” said in shock versus said flat. Match your tone to the product and to you.
- Top of funnel (TOFU)
- Videos that help new people find you: fun, relatable, or trending. They’re about being seen, not selling yet.
- Traffic source
- Where your viewers came from: the For You page, your profile, search, or your followers.
- Trending sound
- A song or audio clip lots of people are using right now. Fun, but many aren’t allowed in videos that sell things.
U
- UGC (user-generated content)
- Videos made by regular people instead of fancy ads. Some creators make UGC for brands to post on the brand’s own account.
- Unoriginal content
- Posting someone else’s video as your own, or barely changing it. TikTok shows these to fewer people.
- Usage rights
- What a brand is allowed to do with your video, where, and for how long. Example: “They can use it in ads for 3 months.” Get it in writing.
V
- Value proposition
- The one-sentence reason someone should care. Example: “It gets dog hair off your couch in one swipe.”
- Video Pre-check
- A TikTok Shop tool that looks over your selling video for problems before you post it.
- Violation
- A strike for breaking a rule. On TikTok Shop, violations lower your Creator Health Rating. Read moreInside psyrenne: RulesRead it →
- When a video spreads super fast to way more people than usual, like a cold going around a classroom. Nice when it happens, but you can’t plan on it. Read moreInside psyrenne: Viral ScriptsRead it →
- Voiceover
- Your voice recorded over the video, instead of talking on camera.
W
- Watch time
- All the time everyone spent watching your video, added up. More watch time usually means more people get to see it.
- White balance
- The camera setting that keeps white things looking white. If your video looks yellow, this is usually the fix.
- Whitelisting
- When a brand runs ads using your account or name, with your permission. On TikTok, this is usually done with a Spark code.
Missing a word?
Saw a word you didn’t know? Pop it in the box at the top. Only I see it, and I’ll add it with a simple explanation. This list keeps growing.
✍️ Billie: add the term that confused you most when you started.
Frequently asked questions
What does CTA stand for?
Call to action: the part of a video that tells people what to do next, like “it’s in the orange cart.” CTA and call to action are the same thing.
What does GMV mean on TikTok Shop?
Gross merchandise value: the total value of products sold through your content, before refunds and fees. Your commission is a percentage of it.
What is a Spark code on TikTok?
A code you create so a brand can run one of your existing videos as an ad (a Spark Ad). The views and engagement stay on your post. Only share it with brands you’ve agreed to work with.
Is follow for follow bad on TikTok?
Usually, yes. It fills your following with people who won’t watch or buy, which can hurt your reach. See the follow for follow article for better ways to grow.
What’s the difference between TOFU, MOFU, and BOFU?
They’re the stages of a marketing funnel: top (reaching new people), middle (building trust), and bottom (helping ready buyers decide).
Join psyrenne
Like what you see? Try it free for 7 days, no card.
Scripts in your voice, a checker for risky wording, samples and deadlines in one place, and reports that show which videos actually paid you.