Video production terms

Hooks, scripts, storyboards, B-roll, cuts, transitions and the kinds of promo and tutorial video. 25 terms, each with what it means, why it matters and what to do about it.

A-roll

A-roll is the main footage of a video that carries the story, usually a person speaking to camera or the core action, with B-roll cut in around it.

B-roll

B-roll is supporting footage cut into a video over the main shot, such as product close-ups or scenes of a space, to show what is being said.

Color grading

Color grading is adjusting the colors, contrast and tone of video footage in editing to fix problems and give it a consistent look or mood.

Explainer video

An explainer video is a short video that explains what a product, service or idea is, the problem it solves and how it works.

Faceless video

A faceless video is a video where nobody appears on camera; it relies on voiceover, text, footage, screenshots or graphics to deliver the message.

Hook

A hook is the opening line, image or moment of a video or post that grabs attention and makes people keep watching instead of scrolling past.

Jump cut

A jump cut is an edit between two shots of the same subject from almost the same angle, so the subject seems to jump forward in time.

Ken Burns effect

The Ken Burns effect is a slow pan and zoom across a still photo in a video, adding gentle movement so the image feels alive.

Kinetic typography

Kinetic typography is animated text that moves, scales or appears in time with speech or music to express meaning and keep attention.

Loop video

A loop video is a short clip edited so its end flows back into its start, letting it replay continuously without a visible break.

Lower third

A lower third is a graphic in the lower part of the video frame that shows a name, title, location or short message without covering the main action.

Motion graphics

Motion graphics are animated graphic design elements such as text, shapes, icons, charts and logos, used to explain ideas or style a video.

Product demo video

A product demo video shows a product being used to explain its main features and how it solves a problem, so buyers can see it before they buy.

Promo video

A promo video is a short marketing video that promotes a business, product, offer or event, made to grab attention and drive an action.

Screen recording

A screen recording is a video capture of what happens on a computer or phone screen, often with a voiceover, used for demos and tutorials.

Short-form video

Short-form video is video under about three minutes, usually vertical, made for Reels, TikTok and YouTube Shorts; long-form video runs longer.

Shot list

A shot list is a checklist of every shot needed for a video, with framing, angle, location and notes, used to plan and run the shoot.

Storyboard

A storyboard is a sequence of sketches or frames that shows each shot of a video in order, with notes on action, text and audio.

Talking head video

A talking head video shows a person speaking directly to the camera, framed from the chest or shoulders up, often with captions and B-roll.

Testimonial video

A testimonial video features a real customer describing their experience with a business, used as social proof in marketing and sales.

Transition

A transition is the way a video moves from one shot or scene to the next, such as a cut, fade, dissolve, wipe, zoom or match cut.

Tutorial video

A tutorial video teaches viewers how to do a specific task step by step, such as setting up a product, using a feature or making something.

Vertical video

Vertical video is video taller than it is wide, usually 9:16 at 1080x1920 pixels, made to fill a phone screen on Reels, TikTok, Shorts and Stories.

Video marketing

Video marketing is using video to promote a business, explain its products and build an audience across social media, websites, email and ads.

Video script

A video script is the written plan for a video: what is said, what appears on screen and in what order, scene by scene.