Glossary of key words you may hear us using.
A
Adobe After Effects
This software is what our team use to make our high-quality graphics. Whether it be subtitles or animation, we turn to Adobe After Effects to create motion graphics that elevate your videos.
Adobe Premiere Pro
Our key editing software used to cut, colour-grade, and export high-quality footage. Whether it’s your corporate campaign or a cinematic wedding video, all editing is completed within Premiere Pro.
Algorithm (Social Media)
The automated system used by platforms like Instagram, TikTok, LinkedIn, and YouTube to determine what content is shown to users. Understanding algorithms is essential for optimising reach and engagement.
Analytics
Data collected from websites, ads, and social platforms that helps us measure performance, engagement, and conversions. Tools like Google Analytics 4 and Meta Insights guide our creative and media strategies.
API Integration
A way to connect different software tools (e.g. linking CRM systems, Google Ads, and analytics dashboards) to automate workflows and improve reporting accuracy.
Artificial Intelligence (AI) in Marketing
Used to analyse audience data, generate insights, and enhance creative processes — from automated caption generation to AI-assisted editing and ad targeting.
Aspect Ratio
The size of the screen your video is displayed on. Standard HD is 1920×1080, while 4K is usually 4096×2160. Square (1:1) and vertical (9:16) formats are commonly used for social media.
B
Bitrate
Refers to the amount of data used per second of video. A higher bitrate means better quality. All MODUS exports are optimised for both streaming and broadcast.
Boom Microphones
Professional microphones used to capture crisp dialogue and ambient sound. Operated by a sound technician to ensure clarity on location.
Brand Identity
The visual and emotional personality of a brand — including tone, colour palette, typography, and video style. Consistent brand identity improves audience recognition and trust.
C
Call to Action (CTA)
A marketing prompt encouraging viewers to take action — such as “Book Now,” “Watch More,” or “Get in Touch.” An essential element in all MODUS marketing campaigns.
Close-Up
A tight shot that focuses closely on the subject to highlight detail or emotion. Commonly used to humanise interviews or showcase product craftsmanship.
Colour Correction
An editing process that balances and enhances colour to create a polished, cinematic look across all footage.
Compositing
A digital layering technique that combines multiple images or video elements to create seamless transitions or visual effects.
Compression
Reducing a video’s file size while maintaining visual quality — allowing faster uploads and smoother online playback.
Content Marketing
The creation and distribution of valuable content — including video, blogs, and social posts — designed to attract, engage, and retain an audience.
Conversion Rate
The percentage of users who complete a desired action (e.g. enquiry form submission, ad click, or video view). A key metric in all MODUS ad reports.
Cost Per Click (CPC)
A digital advertising term referring to the amount paid each time someone clicks on an ad. MODUS uses CPC data to optimise campaign efficiency and ROI.
Cost Per Mille (CPM)
The cost per thousand ad impressions. A benchmark metric for display and video advertising performance.
D
Depth of Field
Describes how much of an image is in focus. A shallow depth creates beautiful cinematic background blur; a deep one keeps the whole scene sharp.
Diegetic Sound
Sound captured live on set, such as dialogue, ambient noise, or event audio.
DSLR
Short for Digital Single-Lens Reflex, a versatile camera type used for portable high-quality shooting.
E
Engagement Rate
Measures how actively an audience interacts with your content (likes, shares, comments, saves). A strong engagement rate indicates strong brand connection.
Export
The process of converting edited footage into a final high-quality video file suitable for playback, upload, or broadcast.
Exposure
The amount of light captured by the camera sensor, determining brightness and clarity in every shot.
F
Foley
Recreating or adding sound effects in post-production to enhance realism and continuity.
Frame Rate
The number of frames captured per second (fps). Higher frame rates (e.g. 60fps) allow smooth slow-motion playback.
Funnel (Marketing Funnel)
A model describing a customer’s journey from awareness to conversion. Video content plays a vital role at every stage — from brand storytelling to lead generation.
G
Gels
Thin sheets of coloured plastic used on lights to control warmth, tone, and mood.
H
Hashtag Strategy
Using relevant, data-driven hashtags to improve the discoverability of social media videos and posts.
I
Import
Bringing raw footage and audio files into the editing software. MODUS maintains strict data protocols to ensure footage remains safe and backed up.
Impression
A count of how many times an ad or video is displayed online — used to measure campaign reach.
ISO
Controls camera sensitivity to light. Higher ISO is useful in darker environments; lower ISO provides cleaner images in bright settings.
K
Key Performance Indicator (KPI)
A measurable goal used to track the success of campaigns — such as CTR, engagement rate, or conversion volume.
L
Landing Page
A dedicated web page designed to capture leads or drive conversions after viewers click an ad or video link.
Lavalier Microphones
Discreet clip-on microphones often used for interviews and wedding speeches to capture natural, high-quality sound.
M
Macro Lens
A lens used for extreme close-ups, revealing fine details — ideal for product and texture shots.
Meta Ads (Facebook & Instagram Ads)
Paid advertisements run across Meta platforms. MODUS manages targeting, creative testing, and optimisation for maximum ROI.
Memory Card
Used to store visual and audio files before transferring to editing software.
N
Neutral Density Filter (ND Filter)
A glass filter that reduces light entering the lens — essential for balanced exposure in bright environments.
O
Organic Reach
The number of people who see your content without paid promotion — driven by engagement, shares, and algorithmic performance.
Optical Zoom
A lens mechanism that changes focal length, allowing a range of perspectives from one lens.
Over-the-Shoulder Shot
A cinematic framing technique where the camera looks past one subject to focus on another, creating depth and perspective.
P
Panning
A smooth horizontal camera movement from left to right or vice versa.
Pay-Per-Click (PPC)
An online advertising model where advertisers pay for each click. MODUS uses PPC across Google and YouTube to drive measurable traffic.
Polarising Filter
A lens filter that reduces reflections and enhances contrast — perfect for outdoor shoots.
POV (Point of View)
A camera perspective that places the viewer in the subject’s position. Great for immersive storytelling.
R
Retargeting
A digital advertising technique that shows ads to users who have already interacted with your website or video — increasing conversion rates.
Return on Investment (ROI)
A measure of profitability comparing the cost of a campaign with the revenue or leads it generates.
Rule of Thirds
A composition guideline dividing the frame into thirds for visually balanced, pleasing imagery.
S
Screenplay
A written script outlining dialogue, action, and visuals for video production.
Search Engine Optimisation (SEO)
The process of improving online visibility by optimising video titles, descriptions, and metadata so your content ranks higher on Google and YouTube.
Shutter Speed
The rate at which the camera’s shutter opens and closes, affecting motion blur and light exposure.
Slider
A device that allows smooth camera movement, producing cinematic tracking shots.
Slow Motion
Created by filming at a high frame rate and playing back at standard speed, adding emotion and drama to footage.
Social Proof
Evidence of customer satisfaction — such as testimonials, reviews, and engagement metrics — used to build trust with new audiences.
Split Testing (A/B Testing)
Running two variations of an ad, thumbnail, or caption to determine which performs better with your audience.
Steadicam
A stabilisation rig allowing smooth handheld movement around a subject.
Stop Motion
An animation technique combining sequential still images to create motion.
Storyboard
A visual plan outlining each scene before filming begins.
Sync
Matching recorded audio with visual footage to ensure perfect alignment.
T
Three-Point Lighting
A standard lighting setup using key, fill, and back lights to achieve balanced, professional visuals.
Tilt
A fixed vertical camera movement (up or down) used to reveal subjects or locations.
Timelapse
A technique capturing frames at intervals to create a sped-up effect — ideal for showing transformation or passage of time.
Tracking Shot
A dynamic camera movement following a subject through a scene, adding energy and continuity.
U
User-Generated Content (UGC)
Authentic videos created by real customers or fans. Increasingly used in 2025 for paid ads to boost credibility and relatability.
V
Vertical Video
Video content filmed in a 9:16 format for platforms like TikTok, Reels, and YouTube Shorts. Essential for mobile-first digital marketing.
Video Distribution Strategy
The planned release of video content across multiple platforms (website, YouTube, Meta, TikTok, LinkedIn) to maximise exposure and engagement.
Video SEO
Optimising video content — titles, descriptions, tags, thumbnails — to help it rank on search engines and YouTube.
Voiceover
A professional narration recorded to accompany visuals, often used in brand and explainer videos.
W
White Balance
Adjusting camera settings to ensure whites look neutral, maintaining true colour reproduction.
Wide Angle
Captures a large field of view — perfect for establishing shots and environmental context.
Z
Zoom
Adjusting the focal length to bring subjects closer or further away, either in-camera or during post-production.
Zoom Lens
A lens that allows variable focal lengths between two fixed points, offering flexibility on set.