Passed on 22 May, 2025

1. Key concepts

In this lesson, you’ll be introduced to key concepts and terms used for video marketing.

Get familiar

Take the time to learn about the key terms and concepts. You may recognise some of these terms from other modules and others might be entirely new.

Video

Whether new or familiar from other modules, these essential terms and concepts are worth understanding fully.

Storyboarding

The process of planning your video visually, scene by scene. It helps outline key actions, dialogue, and camera angles, making the filming process more organised.

Interactive elements

Interactive elements, like polls or questions, are features within videos that encourage viewers to interact directly.

Video analytics

Video analytics provide insights into your audience, including demographics, viewing habits, and engagement levels. These insights can reveal patterns in audience behaviour, helping you identify which parts of your video perform best and where engagement starts to decline.

Algorithm

An algorithm is the technology that decides which videos people see on social media sites (or platforms). It looks at things like what’s trending, what viewers like, and what gets shared. By using popular sounds, styles, or themes, you can make videos that are more likely to be seen.

Audience retention

Audience retention builds on the insights from video analytics, focusing on how well your video keeps viewers engaged throughout its duration. By understanding when and why viewers drop off, you can fine-tune your content to hold their attention better.

Native upload

Uploading your video directly to a platform, such as YouTube, or TikTok, rather than linking from another source.

Lesson complete

Great job!You've covered the key concepts – now let's dive in and explore the ins and outs of video in digital marketing.First, we'll look at how video can fit into your marketing strategy.

You've covered the key concepts – now let's dive in and explore the ins and outs of video in digital marketing.First, we'll look at how video can fit into your marketing strategy.

First, we'll look at how video can fit into your marketing strategy.

First, we'll look at how video can fit into your marketing strategy.