{"title":"Content creation","prompt":"I want to make videos people watch","summary":"A video post wins twice: first the click or the scroll-stop, then the minutes that follow. Creators plan the idea and its packaging, the title and thumbnail, before they film, because those decide whether anyone taps. The hook, story, picture, sound and edit then decide whether viewers stay to the payoff. The platform’s recommendation system amplifies whatever viewers respond to, so analytics such as click-through rate and the retention graph show which part failed. The work is a cycle: make, publish, review, and carry the lesson into the next video.","root":"video-post","nodes":[{"term":"Video post","aka":["a video","content","a Short","a Reel","a TikTok"],"kind":"product","plain":"A finished video as a viewer meets it: a title and thumbnail, or a first frame, in a feed, then the video itself. The same parts sit under a 30-second Short and a 30-minute essay.","ask":"Who is this for, why would they tap it, and why would they stay to the end?","cues":["A title and thumbnail or a first frame in the feed","The video itself after the tap","A viewer who taps and either stays or leaves"],"range":"Shorts and Reels up to 3 minutes; LinkedIn up to 15 minutes; YouTube long-form has no editorial target length","trouble":"Few people tap it, or they tap and leave in the first seconds.","children":["idea","packaging","hook","story","picture","sound","edit","distribution","audience","workflow"],"links":[{"to":"workflow","rel":"made by"},{"to":"master-file","rel":"made from"},{"to":"audience","rel":"measured by"}],"variants":[{"label":"Surface","items":[{"id":"phone-feed","name":"Phone feed (YouTube Shorts)","plain":"A vertical, swipe-first feed where the first second must hook.","sources":[{"label":"YouTube Blog, YouTube Shorts deep dive","url":"https://blog.youtube/creator-and-artist-stories/youtube-shorts-deep-dive/","kind":"maker","page":"Shorts feed and thumbnails","quote":"I really do think you have one second to hook someone, especially on Shorts.","work":"youtube-blog-youtube-shorts-deep-dive"}],"svg":{"chrome":""}},{"id":"tiktok","name":"Phone feed (TikTok)","plain":"A vertical For You feed with videos curated to the viewer's interests.","sources":[{"label":"TikTok Newsroom, How TikTok recommends videos #ForYou","url":"https://newsroom.tiktok.com/how-tiktok-recommends-videos-for-you?lang=en","kind":"maker","page":"The For You feed","quote":"When you open TikTok and land in your For You feed, you're presented with a stream of videos curated to your interests, making it easy to find content and creators you love.","work":"tiktok-newsroom-how-tiktok-recommends-videos"}],"svg":{"chrome":""}},{"id":"linkedin","name":"Phone feed (LinkedIn)","plain":"A professional feed where key elements need to stay clear of the edges.","sources":[{"label":"LinkedIn Help, Share videos on LinkedIn","url":"https://www.linkedin.com/help/linkedin/answer/a7494039","kind":"maker","page":"Video requirements","quote":"Keep the edges (top, bottom, and sides) of your video free of key elements, text, and logos to ensure they are within the safe zone","work":"linkedin-help-share-videos-on-linkedin"}],"svg":{"chrome":""}},{"id":"youtube-watch-desktop","name":"YouTube watch page on desktop","plain":"A 16:9 player beside a column of recommended videos. Title, channel, description and chapters sit under the player.","unverified":"No source opened for this surface.","look":{"parts":[{"slot":"device","shape":"box","size":[2.5,1.46,0.06],"radius":0.04,"pos":[0,0,0],"color":"#1b1c20","material":"matte","rot":[0,-10,0]},{"slot":"device","shape":"box","size":[0.16,0.5,0.06],"pos":[0.0139,-0.9,-0.0788],"color":"#9a9ca3","material":"metal","rot":[0,-10,0]},{"slot":"device","shape":"box","size":[0.8,0.03,0.42],"pos":[-0.0035,-1.15,0.0197],"color":"#9a9ca3","material":"metal","rot":[0,-10,0]},{"slot":"chrome","shape":"plane","size":[2.4,1.356],"pos":[-0.0056,0,0.0315],"svg":"","rot":[0,-10,0]},{"slot":"video","shape":"plane","size":[1.56,0.8775],"pos":[-0.3625,0.1193,-0.0172],"svg":"","rot":[0,-10,0]}]}},{"id":"youtube-tv","name":"YouTube on TV","plain":"Lean-back viewing on a large screen, often shared.","sources":[{"label":"Rene Ritchie, This week on YouTube, August 22, 2024","url":"https://blog.youtube/creator-and-artist-stories/youtube-update-august-22-2024/","kind":"practitioner","page":"Analytics for TV and podcasts","quote":"On TV, especially for longer videos, live streams, and podcasts, people can hit play and then start working out, doing house work, cooking, leaning back to watch with friends and family, assembling a puzzle or model — all sorts of things!","work":"youtube-blog-update-august-22-2024"}],"look":{"parts":[{"slot":"device","shape":"box","size":[2.72,1.58,0.06],"radius":0.02,"pos":[0,0,0],"color":"#0e0f12","material":"gloss","rot":[0,-10,0]},{"slot":"device","shape":"box","size":[0.06,0.26,0.3],"pos":[-1.0833,-0.9,-0.191],"rot":[0,-10,20],"color":"#2a2b30","material":"metal"},{"slot":"device","shape":"box","size":[0.06,0.26,0.3],"pos":[1.0833,-0.9,0.191],"rot":[0,-10,-20],"color":"#2a2b30","material":"metal"},{"slot":"video","shape":"plane","size":[2.64,1.485],"pos":[-0.0056,0.01,0.0315],"svg":"","rot":[0,-10,0]},{"slot":"chrome","shape":"plane","size":[2.64,1.485],"pos":[-0.008,0.01,0.0453],"svg":"","rot":[0,-10,0]}]}}]},{"label":"Format","items":[{"id":"talking-head","name":"Talking head","plain":"A presenter talks to the lens; face, voice and point of view carry the video. Cards and captions add the visuals.","unverified":"No source opened for this format.","svg":{"video":""}},{"id":"explainer-video-essay","name":"Explainer or video essay","plain":"An argument or explanation built on a central question and evidence: diagrams, footage and voice, with the presenter in a smaller role.","sources":[{"label":"American English, Presenting Ideas through Digital Storytelling in the English Language Classroom","url":"https://americanenglish.state.gov/files/ae/resource_files/presenting_ideas_through_digital_storytelling_in_the_english_language_classroom_-_presentation_slides.pdf","kind":"reference","page":"slides 6, 16–24","quote":"What is the key question that holds the viewer’s attention until the end of the story?","work":"american-english-presenting-ideas-through"}],"svg":{"video":""}},{"id":"tutorial","name":"Tutorial","plain":"Teaches one outcome in ordered steps: often a screen recording with a small face camera.","sources":[{"label":"American English, Presenting Ideas through Digital Storytelling in the English Language Classroom","url":"https://americanenglish.state.gov/files/ae/resource_files/presenting_ideas_through_digital_storytelling_in_the_english_language_classroom_-_presentation_slides.pdf","kind":"reference","page":"slides 6 and 23","quote":"Import, record, and finalize Apps for recording audio Software for recording audio Software for creating digital story videos","work":"american-english-presenting-ideas-through"}],"svg":{"video":""}},{"id":"vlog","name":"Vlog","plain":"Follows a person through a day or an experience, so the viewer gets a world and a relationship, not only an answer.","sources":[{"label":"TikTok Newsroom, Discover more ways to create, connect and be entertained with longer videos on TikTok","url":"https://newsroom.tiktok.com/discover-more-ways-to-create-with-longer-videos-on-tiktok?lang=en-GB","kind":"maker","page":"October 21, 2021; vlogs and longer videos","quote":"Creating a sense of community through vlogs and longer videos","work":"tiktok-newsroom-discover-more-ways-to-create"}],"svg":{"video":""}},{"id":"podcast-clip","name":"Podcast clip","plain":"One self-contained exchange cut from a long conversation, reframed so the speaker fills the vertical frame.","unverified":"No source opened for this format.","svg":{"video":""}}]}],"sources":[{"label":"Paddy Galloway, The most sought-after YouTube consultant on the planet","url":"https://creatorscience.com/podcast/paddy-galloway/","kind":"practitioner","page":"What makes a video idea and package","quote":"So what I mean by package is basically title and thumbnail.","work":"paddy-galloway-the-most-sought-after-youtube"},{"label":"YouTube Blog, Stop guessing, start growing: Master these 4 metrics","url":"https://blog.youtube/creator-and-artist-stories/master-these-4-metrics/","kind":"maker","page":"YouTube Analytics and audience","quote":"CTR measures how often viewers click on your video after seeing its thumbnail and title (an impression).","work":"youtube-blog-master-these-4-metrics"}],"id":"video-post","look":{"parts":[{"slot":"device","shape":"box","size":[0.92,1.86,0.08],"radius":0.11,"color":"#16171b","material":"gloss","pos":[0,0,0],"rot":[0,-14,0]},{"slot":"device","shape":"box","size":[0.014,0.24,0.03],"pos":[0.4522,0.36,0.1127],"color":"#2a2b30","material":"metal","rot":[0,-14,0]},{"slot":"device","shape":"box","size":[0.014,0.12,0.03],"pos":[-0.4522,0.45,-0.1127],"color":"#2a2b30","material":"metal","rot":[0,-14,0]},{"slot":"video","shape":"plane","size":[0.84,1.76],"pos":[-0.0106,0,0.0427],"svg":"","rot":[0,-14,0]},{"slot":"chrome","shape":"plane","size":[0.84,1.76],"pos":[-0.0135,0,0.0543],"svg":"","rot":[0,-14,0]}]}},{"term":"Idea","aka":["topic","concept","what the video is about"],"kind":"part","plain":"What the video is about and who it is for, stated before anything is filmed. Paddy Galloway says the idea sets the ceiling on how far a video can go.","does":"Sets the upper limit: no edit or thumbnail rescues an idea the audience does not want.","ask":"Would the viewer I have in mind tap this over everything else in their feed?","trouble":"You can describe the video only by its contents, not by why anyone would want it.","children":["niche","angle","ideation","outlier-score"],"at":[-0.0121,0.5084,0.0485],"links":[{"to":"packaging","rel":"see also"}],"sources":[{"label":"Paddy Galloway, The most sought-after YouTube consultant on the planet","url":"https://creatorscience.com/podcast/paddy-galloway/","kind":"practitioner","page":"01:04–05:32","quote":"It's no longer a great idea, but the idea itself is almost like, sets the standard of what this video could become.","work":"paddy-galloway-the-most-sought-after-youtube"}],"id":"idea","look":{"parts":[{"shape":"box","size":[1.4,0.9545,0.014],"pos":[0,0,-0.009],"color":"#d9cdb5","material":"matte"},{"shape":"plane","size":[1.4,0.9545],"pos":[0,0,0],"svg":""}]}},{"term":"Niche","aka":["audience","who it’s for","target viewer"],"kind":"concept","plain":"A repeatable territory of topic and audience, so each video makes a related promise to a recognisable group. 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Jenny Hoyos keeps a list of about 1,000 ideas.","does":"Gives you a choice of ideas, so you make the best one rather than the only one.","ask":"Of everything on the list, which idea has the most proof and the best fit?","trouble":"You open the camera and decide what to say.","at":[0.2725,0.3362,0.012],"links":[{"to":"outlier-score","rel":"measured by"}],"sources":[{"label":"Jay Clouse, Jenny Hoyos – How she averages 10 million views per video (YouTube Shorts)","url":"https://creatorscience.com/podcast/jenny-hoyos/","kind":"practitioner","page":"12:02 onward","quote":"Well, I have, like right now in a Google Doc, I have a list of a 1000 ideas.","work":"jay-clouse-jenny-hoyos-how-she-averages-10"},{"label":"Jay Clouse, Jenny Hoyos – How she averages 10 million views per video (YouTube Shorts)","url":"https://creatorscience.com/podcast/jenny-hoyos/","kind":"practitioner","page":"12:11–14:03","quote":"The best ideas, at least for me personally, they come from just living it and then thinking this is a video idea.","work":"jay-clouse-jenny-hoyos-how-she-averages-10"}],"id":"ideation","look":{"parts":[{"shape":"box","size":[1,1.2,0.04],"pos":[0,0,-0.022],"color":"#3b2f25","material":"matte"},{"shape":"plane","size":[1,1.2],"pos":[0,0,0],"svg":""}]}},{"term":"Outlier score","aka":["outliers","views multiplier","x times average"],"kind":"measure","plain":"A video’s views divided by its own channel’s usual views. A video at 6× its channel median found an audience beyond the channel’s regulars.","does":"Shows which ideas have already pulled more than their channel’s audience.","ask":"Did this idea beat its channel, or is the channel just big?","range":"vidIQ bands: under 2×, 2–5×, 5–10×, over 10×; Galloway treats about 3–4× as the least that counts","trouble":"You copy a topic from a one-off hit on a channel with a thin baseline.","at":[-0.5174,-0.1449,0.012],"pattern":"pattern-power-law","sources":[{"label":"vidIQ, Outliers","url":"https://support.vidiq.com/en/articles/9660010-outliers","kind":"maker","page":"definition, filters and color brackets","quote":"Relative Performance: A video with 1 million views on a channel with an average view count of 500,000 will have a higher outlier score than a video with 2 million views on a channel with an average of 5 million.","work":"vidiq-outliers"},{"label":"Breakdown Theory, What Is a YouTube Outlier Score?","url":"https://www.breakdowntheory.com/blog/youtube-outlier-score","kind":"practitioner","page":"formula, median, 3–4x quote and thin baselines","quote":"A video that gets 3 or 4 times more than the average at minimum on a channel.","work":"breakdown-theory-what-is-a-youtube-outlier-score"}],"id":"outlier-score","look":{"parts":[{"shape":"box","size":[1.32,0.9,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.32,0.9],"pos":[0,0,0],"svg":""}]}},{"term":"Packaging","aka":["title and thumbnail","the package","clickability"],"kind":"part","plain":"The title and thumbnail working as one promise. Galloway and MrBeast plan it before filming; if an idea cannot be packaged, they drop it.","does":"Wins the click and sets the expectation the video must then meet.","ask":"In one glance, does the viewer know what they get and want it?","cues":["Title and thumbnail read as one promise","High impressions beside low click-through","Clicks followed by an early drop"],"trouble":"High impressions, low click-through; or clicks followed by an early drop because the video is not what the package promised.","children":["title","thumbnail","curiosity-gap","package-testing"],"at":[-0.1479,-0.5719,0.0146],"links":[{"to":"ctr","rel":"measured by"},{"to":"payoff","rel":"see also"}],"pattern":"pattern-setup-payoff","sources":[{"label":"Paddy Galloway, The most sought-after YouTube consultant on the planet","url":"https://creatorscience.com/podcast/paddy-galloway/","kind":"practitioner","page":"01:04–04:22 and 08:46–15:27","quote":"So what I mean by package is basically title and thumbnail.","work":"paddy-galloway-the-most-sought-after-youtube"},{"label":"MrBeast, How to Succeed in MrBeast Production","url":"https://readwise-assets.s3.amazonaws.com/media/wisereads/articles/how-to-succeed-in-mrbeast-prod/How-To-Succeed-At-MrBeast-Production.pdf","kind":"practitioner","page":"5–7, circulated production guide","quote":"Another example of a Critical Component would be the title and thumbnail.","flag":"Circulated copy presented as a MrBeast production guide.","work":"mrbeast-how-to-succeed-in-mrbeast-production"}],"id":"packaging","look":{"parts":[{"shape":"box","size":[1.4,1.0818,0.014],"pos":[0,0,-0.009],"color":"#0f0f0f","material":"matte"},{"shape":"plane","size":[1.4,1.0818],"pos":[0,0,0],"svg":""}]}},{"term":"Title","aka":["video title","headline"],"kind":"part","plain":"The words beside the thumbnail. YouTube allows 100 characters but may show only the start, so the important words go first.","does":"Tells the viewer what they get, and carries the search words when people search.","ask":"Does it add to the thumbnail rather than repeat it?","cues":["Important words visible at the start","Title and thumbnail adding rather than repeating"],"range":"Max 100 characters (YouTube); Galloway’s strongest titles are often about 50 or fewer","trouble":"The key word is cut off on phones, or title and thumbnail say the same thing twice.","at":[0.0318,-0.3373,0.012],"variants":[{"label":"Title formula","items":[{"id":"i-tried-x","name":"I tried X","plain":"A first-person test: “I tried ___ to see if ___.” The result must be really tested and shown.","unverified":"No source opened for this title formula.","svg":{"title":""}},{"id":"how-to","name":"How-to","plain":"A searchable result: “How to ___.” Works for people who search for the answer.","unverified":"No source opened for this title formula.","svg":{"title":""}},{"id":"list","name":"List or count","plain":"A bounded set: “5 mistakes…”. The count and the selection must be real.","unverified":"No source opened for this title formula.","svg":{"title":""}},{"id":"question","name":"Question","plain":"One concrete question the video answers, without making the premise vague.","unverified":"No source opened for this title formula.","svg":{"title":""}},{"id":"stakes-challenge","name":"Stakes or challenge","plain":"A risk, limit or test the viewer can watch play out: “Can I ___?”","unverified":"No source opened for this title formula.","svg":{"title":""}}]}],"sources":[{"label":"Paddy Galloway, The most sought-after YouTube consultant on the planet","url":"https://creatorscience.com/podcast/paddy-galloway/","kind":"practitioner","page":"09:33–15:27","quote":"Most of the best titles I've put together in my life with clients are usually 50 characters or under, and sometimes 60 characters are under, but generally 50 characters are under.","work":"paddy-galloway-the-most-sought-after-youtube"},{"label":"YouTube Help, Thumbnail & title tips","url":"https://support.google.com/youtube/answer/12340300?hl=en","kind":"maker","quote":"Viewers may only see part of your title. So aim to keep it short and put the most important words near the beginning.","work":"youtube-help-thumbnail-title-tips"},{"label":"YouTube Help, Upload YouTube videos","url":"https://support.google.com/youtube/answer/57407?hl=en","kind":"maker","quote":"Note: Video titles have a character limit of 100 characters and cannot include invalid characters.","work":"youtube-help-upload-youtube-videos"}],"id":"title","look":{"parts":[{"shape":"box","size":[1.32,0.66,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte","slot":"title-back"},{"shape":"plane","size":[1.32,0.66],"pos":[0,0,0],"svg":"","slot":"title"}]}},{"term":"Thumbnail","aka":["cover image","preview image"],"kind":"part","plain":"The still image that stands for the video in a feed, with a size chosen for the surface where it appears.","does":"Catches the eye first and shows the situation the video is about.","ask":"What single thing does a viewer see in the first second?","cues":["One situation readable at feed size","A preview that matches what the video reaches"],"range":"YouTube Data API examples: max-resolution video thumbnails are 1280 × 720; other resources expose other sizes.","trouble":"It looks fine large but turns to mush in the feed, or it shows a situation the video never reaches.","children":["focal-point","thumbnail-text","glance-test"],"at":[-0.3182,0.1591,0.012],"sources":[{"label":"Google for Developers, YouTube Data API Thumbnails","url":"https://web.archive.org/web/20251010162219id_/https://developers.google.com/youtube/v3/docs/thumbnails?hl=ru","kind":"maker","page":"Thumbnail resource sizes and maxres","quote":"Размер изображения: 1280 пикселей в ширину и 720 пикселей в высоту.","work":"youtube-developers-thumbnails"}],"id":"thumbnail","look":{"parts":[{"shape":"box","size":[1.5,0.8438,0.02],"pos":[0,0,-0.012],"color":"#111111","material":"matte"},{"shape":"plane","size":[1.5,0.8438],"pos":[0,0,0],"svg":""}]}},{"term":"Focal point","aka":["subject","main image","face"],"kind":"knob","plain":"The one subject the eye lands on: a face with an emotion, an object or an action. YouTube suggests the rule of thirds and warns against busy compositions.","does":"Makes the promise readable in a fraction of a second.","ask":"Where does the eye go first, and is that the point of the video?","cues":["One face, object or action drawing the eye first","The eye wandering between equal subjects"],"trouble":"The eye wanders between three things of the same size.","at":[-0.3047,-0.0234,0.012],"sources":[{"label":"Paddy Galloway, The most sought-after YouTube consultant on the planet","url":"https://creatorscience.com/podcast/paddy-galloway/","kind":"practitioner","page":"13:00–19:48","quote":"What is actually being shown in the thumbnail is so much more important than the design.","work":"paddy-galloway-the-most-sought-after-youtube"}],"id":"focal-point","look":{"parts":[{"shape":"box","size":[1.5,0.8438,0.014],"pos":[0,0,-0.009],"color":"#111111","material":"matte"},{"shape":"plane","size":[1.5,0.8438],"pos":[0,0,0],"svg":""}]}},{"term":"Thumbnail text","aka":["words on the thumbnail","text overlay"],"kind":"knob","plain":"The few words painted on the image. Galloway usually uses two or three and rarely more than five or six; some channels use none.","does":"Adds what the image cannot say, and works with the title instead of repeating it.","ask":"Would the thumbnail lose anything if I deleted these words?","cues":["Words adding what the image cannot say","Text readable at feed size"],"range":"0–3 words typical; ≤ 5–6 (Galloway)","trouble":"A sentence on the thumbnail that nobody can read at feed size.","at":[0.3563,-0.2578,0.012],"sources":[{"label":"Paddy Galloway, The most sought-after YouTube consultant on the planet","url":"https://creatorscience.com/podcast/paddy-galloway/","kind":"practitioner","page":"15:27–16:56","quote":"I don't think there's necessarily the only hard rules I would say is in general, I would stay away from having over five or six words.","work":"paddy-galloway-the-most-sought-after-youtube"},{"label":"YouTube Help, Thumbnail & title tips","url":"https://support.google.com/youtube/answer/12340300?hl=en","kind":"maker","page":"Readable text and complexity","quote":"If you add text, make sure to use a font that's easy to read.","work":"youtube-help-thumbnail-title-tips"}],"id":"thumbnail-text","look":{"parts":[{"shape":"box","size":[1.44,0.69,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.44,0.69],"pos":[0,0,0],"svg":""}]}},{"term":"Glance test","aka":["squint test","small-size check"],"kind":"measure","plain":"Galloway’s check: scroll past the thumbnail fast and see whether its image and words make sense in a second or two, at phone size.","does":"Catches thumbnails that only work full-screen before they go live.","ask":"At sidebar size, can a stranger say what the video is about?","cues":["Thumbnail image and words making sense at phone size","A video idea legible in a second or two"],"trouble":"You judge the thumbnail only at full size in your editor.","at":[0.5625,0.2813,0.012],"sources":[{"label":"Paddy Galloway, The most sought-after YouTube consultant on the planet","url":"https://creatorscience.com/podcast/paddy-galloway/","kind":"practitioner","page":"13:00–15:27, glance test","quote":"I should be able to see it in just a glance.","work":"paddy-galloway-the-most-sought-after-youtube"}],"id":"glance-test","look":{"parts":[{"shape":"box","size":[1.44,0.84,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.44,0.84],"pos":[0,0,0],"svg":""}]}},{"term":"Curiosity gap","aka":["intrigue","information gap","clickbait (when dishonest)"],"kind":"concept","plain":"The gap between what a viewer knows and wants to know. Loewenstein’s information-gap theory: curiosity peaks when you know part of the answer, not none.","does":"Gives the click a reason; the video then closes the gap.","ask":"What does the package make them wonder, and does the video really answer it?","cues":["A package leaving a specific question","Part of an answer visible, the rest withheld","An answer the video actually closes"],"trouble":"The gap is fake: the answer is trivial or missing, and viewers leave or feel misled.","at":[0.0955,-0.4136,0.012],"links":[{"to":"open-loop","rel":"see also"}],"pattern":"pattern-setup-payoff","sources":[{"label":"Kidd & Hayden, The psychology and neuroscience of curiosity","url":"https://pmc.ncbi.nlm.nih.gov/articles/PMC4635443/","kind":"research","page":"Function of curiosity and information-gap theory","quote":"George Loewenstein (1994) described curiosity as “a cognitive induced deprivation that arises from the perception of a gap in knowledge and understanding.”","work":"kidd-hayden-the-psychology-and-neuroscience-of"}],"id":"curiosity-gap","feel":{"shape":0.55,"energy":0.55,"weight":-0.4,"warmth":0.55,"grain":0.25,"motion":"pulse","why":"A gap pulls: an itch that rises toward the answer and only settles when it gets it."}},{"term":"Title and thumbnail A/B test","aka":["Test & Compare","thumbnail testing","A/B testing"],"kind":"process","plain":"YouTube shows up to three titles, thumbnails or both to different viewers at once, then picks the one with the most watch time, not the most clicks.","does":"Replaces arguing about the package with evidence from real viewers.","ask":"Which version earns the most watch time, not just the most clicks?","cues":["Different titles or thumbnails shown at once","A watch-time comparison between versions"],"range":"Up to 3 variants; a few days to 2 weeks; not available for Shorts (YouTube)","trouble":"You test three near-identical images and learn nothing.","at":[0.5727,0.4136,0.012],"pattern":"pattern-build-test-learn","sources":[{"label":"YouTube Help, A/B test titles & thumbnails","url":"https://support.google.com/youtube/answer/16391400?hl=en","kind":"maker","page":"Test setup","quote":"Upload up to 3 thumbnails and/or titles to test.","work":"youtube-help-a-b-test-titles-thumbnails"},{"label":"YouTube Help, A/B test titles & thumbnails","url":"https://support.google.com/youtube/answer/16391400?hl=en","kind":"maker","page":"Watch-time winner","quote":"At the end of the test, the title or combination of title and thumbnail with the highest watch time will be shown to all viewers.","work":"youtube-help-a-b-test-titles-thumbnails"}],"id":"package-testing","look":{"parts":[{"shape":"box","size":[1.32,0.9,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.32,0.9],"pos":[0,0,0],"svg":""}]}},{"term":"Hook","aka":["intro","opening","first seconds"],"kind":"part","plain":"The first seconds, when the viewer decides to stay or move on. It should prove at once that what the title and thumbnail promised is here.","does":"Turns a tap or a scroll-stop into a viewer.","ask":"If they saw only the first frame and first line, would they stay?","cues":["The first frame and first line proving the package","A steep drop at the start of the retention graph","A viewer staying instead of moving on"],"trouble":"A steep drop in the first seconds of the retention graph.","children":["cold-open","hook-type","intro-length","stayed-to-watch"],"at":[-0.3879,-0.6979,-0.0452],"links":[{"to":"retention-curve","rel":"measured by"}],"sources":[{"label":"Jay Clouse, Jenny Hoyos – How she averages 10 million views per video (YouTube Shorts)","url":"https://creatorscience.com/podcast/jenny-hoyos/","kind":"practitioner","page":"02:19–04:20","quote":"So the hook needs to be very visual. You need to understand it without even listening to it","work":"jay-clouse-jenny-hoyos-how-she-averages-10"}],"id":"hook","look":{"parts":[{"shape":"box","size":[1.44,0.66,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.44,0.66],"pos":[0,0,0],"svg":""}]}},{"term":"Cold open","aka":["start in the action","teaser","no intro"],"kind":"process","plain":"Starting with a strong moment from inside the story, before any setup, logo or greeting. MrBeast’s guide says the first minute loses the most viewers, so plan it hardest.","does":"Gives the viewer the reason to stay before you ask them for attention.","ask":"What is the most interesting moment, and can it come first?","cues":["No logo or greeting before the moment","The story already in action at the opening"],"trouble":"The video opens with “Hey guys, welcome back”, a logo or the backstory.","at":[-0.564,0.03,0.012],"sources":[{"label":"Lex, in medias res","url":"https://lex.dk/in_medias_res","kind":"reference","page":"definition from Horace's Ars poetica","quote":"I stedet kan fortælleren med fordel ofte gå ind, hvor begivenhederne er i fuld gang.","work":"lex-in-medias-res"},{"label":"MrBeast, How to Succeed in MrBeast Production","url":"https://readwise-assets.s3.amazonaws.com/media/wisereads/articles/how-to-succeed-in-mrbeast-prod/How-To-Succeed-At-MrBeast-Production.pdf","kind":"practitioner","page":"5–8, circulated production guide","quote":"Stop telling people what they will be watching and start showing them.","flag":"Circulated copy presented as a MrBeast production guide.","work":"mrbeast-how-to-succeed-in-mrbeast-production"}],"id":"cold-open","look":{"parts":[{"shape":"box","size":[1.44,0.66,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.44,0.66],"pos":[0,0,0],"svg":""}]}},{"term":"Hook type","aka":["opening line","kind of hook"],"kind":"knob","plain":"Interchangeable ways to open: a question, a bold claim, the result first, the stakes, the middle of the action, or a striking image.","does":"Picks the fastest route from the package’s promise to the viewer’s reason to stay.","ask":"Which opening matches this package and this viewer?","cues":["A question, bold claim or result first","Stakes or challenge in the opening","Middle of the action or a striking image"],"trouble":"Every video opens the same way, or the hook promises something the video does not deliver.","at":[-0.27,0.03,0.012],"variants":[{"label":"Hook type","items":[{"id":"question","name":"Question","plain":"A specific question the viewer can answer only by watching: a test, a mystery or a prediction.","sources":[{"label":"American English, Presenting Ideas through Digital Storytelling in the English Language Classroom","url":"https://americanenglish.state.gov/files/ae/resource_files/presenting_ideas_through_digital_storytelling_in_the_english_language_classroom_-_presentation_slides.pdf","kind":"reference","page":"slides 17–20 and 29","quote":"What is the key question that holds the viewer’s attention until the end of the story?","work":"american-english-presenting-ideas-through"}],"svg":{"card":""}},{"id":"bold-claim","name":"Bold claim","plain":"A surprising, defensible claim that gives the viewer a reason to check it.","sources":[{"label":"YouTube Blog, YouTube Shorts deep dive","url":"https://blog.youtube/creator-and-artist-stories/youtube-shorts-deep-dive/","kind":"maker","page":"The Hook is Everything","quote":"Prioritize the hook: Grab viewers' attention immediately with a shocking or intriguing element.","work":"youtube-blog-youtube-shorts-deep-dive"}],"svg":{"card":""}},{"id":"result-first","name":"Result first","plain":"Show the finished result first, then make “how?” the question.","unverified":"No source opened for this hook type.","svg":{"card":""}},{"id":"stakes-challenge","name":"Stakes or challenge","plain":"State the risk, limit or prize, so the viewer can follow the progress.","sources":[{"label":"MrBeast, How to Succeed in MrBeast Production","url":"https://readwise-assets.s3.amazonaws.com/media/wisereads/articles/how-to-succeed-in-mrbeast-prod/How-To-Succeed-At-MrBeast-Production.pdf","kind":"practitioner","page":"5–8 and 29, circulated production guide","quote":"you get invested in the progress and the challenge","flag":"Circulated copy presented as a MrBeast production guide.","work":"mrbeast-how-to-succeed-in-mrbeast-production"}],"svg":{"card":""}},{"id":"in-medias-res","name":"In the action (in medias res)","plain":"Start inside the action, before the explanation or backstory.","sources":[{"label":"Lex, in medias res","url":"https://lex.dk/in_medias_res","kind":"reference","page":"definition","quote":"I stedet kan fortælleren med fordel ofte gå ind, hvor begivenhederne er i fuld gang.","work":"lex-in-medias-res"}],"svg":{"card":""}},{"id":"visual","name":"Visual hook","plain":"A striking image or action that says the premise before any words. Jenny Hoyos: it must work without sound.","sources":[{"label":"Jay Clouse, Jenny Hoyos – How she averages 10 million views per video (YouTube Shorts)","url":"https://creatorscience.com/podcast/jenny-hoyos/","kind":"practitioner","page":"03:16–04:20 and 09:41–10:48","quote":"So the hook needs to be very visual. You need to understand it without even listening to it","work":"jay-clouse-jenny-hoyos-how-she-averages-10"}],"svg":{"card":""}}]}],"sources":[{"label":"Jay Clouse, Jenny Hoyos – How she averages 10 million views per video (YouTube Shorts)","url":"https://creatorscience.com/podcast/jenny-hoyos/","kind":"practitioner","page":"Visual hook and first frame","quote":"So the hook needs to be very visual. 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9:16 for Shorts, Reels and TikTok; 4:5 and 1:1 fill more of a scrolling feed.","does":"Decides how much of the phone screen the video fills.","ask":"Which screen will most viewers see this on?","cues":["A vertical or horizontal frame filling the screen","Black bars after a crop","A face cut off when 16:9 becomes vertical"],"trouble":"Black bars, or a face cut off when a 16:9 shot is cropped to vertical.","at":[-0.7467,0.1907,-0.0927],"variants":[{"label":"Ratio","items":[{"id":"ar-9-16","name":"9:16 (1080×1920)","plain":"Vertical. 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Takes more of a scrolling feed than 16:9: Instagram and LinkedIn feeds.","sources":[{"label":"LinkedIn Help, Video ads advertising specifications","url":"https://www.linkedin.com/help/linkedin/answer/a424737","kind":"maker","page":"4:5 video ads","quote":"Videos must meet height and width specifications, as well as aspect ratio specifications. You can calculate an aspect ratio by dividing the video width by height.","work":"linkedin-help-video-ads-advertising"}],"svg":{"frames":""}},{"id":"ar-1-1","name":"1:1 (1080×1080)","plain":"Square. A safe middle for feeds that crop.","sources":[{"label":"TikTok Ads Manager, TikTok Auction In-Feed Ads","url":"https://ads.tiktok.com/resources/help/article/tiktok-auction-in-feed-ads?lang=en-GB-8","kind":"maker","page":"Square 1:1 minimum","quote":"Square : 1:1, more than or equal to 640*640px","work":"tiktok-ads-manager-tiktok-auction-in-feed-ads"}],"svg":{"frames":""}}]}],"sources":[{"label":"YouTube Help, Recommended upload encoding settings","url":"https://support.google.com/youtube/answer/1722171?hl=en","kind":"maker","page":"Video and aspect-ratio recommendations","quote":"The standard aspect ratio for YouTube on a computer is 16:9.","work":"youtube-help-recommended-upload-encoding"},{"label":"TikTok Ads Manager, TikTok Auction In-Feed Ads","url":"https://ads.tiktok.com/resources/help/article/tiktok-auction-in-feed-ads?lang=en-GB-8","kind":"maker","page":"Non-Spark Ads dimensions","quote":"Vertical (recommended) : 9:16, more than or equal to 540*960px.","work":"tiktok-ads-manager-tiktok-auction-in-feed-ads"},{"label":"LinkedIn Help, Video ads advertising specifications","url":"https://www.linkedin.com/help/linkedin/answer/a424737","kind":"maker","page":"Video specifications by aspect ratio","quote":"Videos must meet height and width specifications, as well as aspect ratio specifications. You can calculate an aspect ratio by dividing the video width by height.","work":"linkedin-help-video-ads-advertising"}],"id":"aspect-ratio","look":{"parts":[{"shape":"box","size":[1.32,0.96,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte","slot":"frames-back"},{"shape":"plane","size":[1.32,0.96],"pos":[0,0,0],"svg":"","slot":"frames"}]}},{"term":"Framing","aka":["composition","shot size","headroom"],"kind":"knob","plain":"Where the subject sits in the frame: shot size, headroom and eye line. 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The classic set-up is three-point: a key light, a softer fill on the other side, and a back light to separate the subject from the background.","does":"Shapes the face, sets the mood and gives the camera enough light for a clean image.","ask":"Where is the key, and how dark do I let the other side go?","cues":["Key, fill and back light shaping the face","A soft window key","Flat frontal ring-light illumination"],"trouble":"Flat, grey or noisy footage; harsh shadows under the eyes.","at":[-0.1333,0.4459,0.0623],"variants":[{"label":"Set-up","items":[{"id":"three-point","name":"Three-point","plain":"Key, fill and back light. Full control and repeatable.","sources":[{"label":"University of Saskatchewan, Video Production Basics DIY Guide","url":"https://iu.pressbooks.pub/videoproduction/chapter/3-point-lighting/","kind":"reference","page":"3-point lighting","quote":"The most common lighting set up is what’s called 3 point lighting.","work":"university-of-saskatchewan-video-production"}]},{"id":"window","name":"Window light","plain":"A large window beside the subject works as a big soft key; it changes with the weather and time of day.","sources":[{"label":"Descript, Video Lighting: Essential Lights and How to Place Them","url":"https://www.descript.com/blog/article/lighting-for-video-essential-lights-and-techniques","kind":"practitioner","page":"Window as a key light","quote":"A window, under the right circumstances, can serve as a key light, where reflectors can produce fill light and backlight.","work":"descript-video-lighting"}],"look":{"parts":[{"slot":"lights","shape":"box","size":[0.06,1.1,0.9],"pos":[-0.8869,0.1848,-0.1478],"color":"#e9e2d0","material":"matte","rot":[12,-18,0]},{"slot":"lights","shape":"plane","size":[0.8,1],"pos":[-0.8488,0.1822,-0.1357],"rot":[12,72,0],"color":"#dff1ff","material":"glow"},{"slot":"lights","shape":"box","size":[0.07,0.04,0.9],"pos":[-0.8678,0.1835,-0.1418],"color":"#e9e2d0","material":"matte","rot":[12,-18,0]},{"slot":"lights","shape":"particles","count":80,"box":[0.9,0.9,0.7],"pos":[-0.4589,0.1559,-0.0118],"size":0.012,"color":"#fff6d8","motion":"drift","rot":[12,-18,0]}]}},{"id":"ring-light","name":"Ring light","plain":"A ring round the lens lights the face from the front, best slightly above eye level and about 60–120 cm away. Quick and even, but flat: frontal light hides the shape of the face.","sources":[{"label":"Trent Peek, How to Use a Ring Light for Videos","url":"https://peekatthis.com/ways-to-use-ring-lights-for-videos/","kind":"practitioner","page":"What a ring light does; talking-head setup","quote":"A ring light positioned directly in front of your subject, slightly above eye level and 2 to 4 feet away, produces even facial illumination with minimal shadows.","work":"trent-peek-how-to-use-a-ring-light-for-videos"}],"look":{"parts":[{"slot":"lights","shape":"torus","radius":0.3,"tube":0.04,"pos":[-0.2781,-0.0215,0.8705],"color":"#fffaf0","material":"glow","rot":[12,-18,0]},{"slot":"lights","shape":"box","size":[0.16,0.12,0.1],"pos":[-0.2843,-0.0254,0.8891],"color":"#1b1c1f","material":"matte","rot":[12,-18,0]},{"shape":"cylinder","radiusTop":0.014,"radiusBottom":0.014,"height":0.35,"pos":[-0.2781,-0.5448,0.7593],"rot":[12,-18,0],"color":"#3a3d45","slot":"lights","material":"metal"},{"slot":"lights","shape":"cone","radius":0.12,"height":0.08,"pos":[-0.2781,-0.7159,0.7229],"color":"#3a3d45","material":"metal","rot":[12,-18,0]}]}}]}],"sources":[{"label":"University of Saskatchewan, Video Production Basics DIY Guide","url":"https://iu.pressbooks.pub/videoproduction/chapter/3-point-lighting/","kind":"reference","page":"3-point lighting","quote":"The most common lighting set up is what’s called 3 point lighting.","work":"university-of-saskatchewan-video-production"},{"label":"Descript, Video Lighting: Essential Lights and How to Place Them","url":"https://www.descript.com/blog/article/lighting-for-video-essential-lights-and-techniques","kind":"practitioner","page":"Window light and three-point setup","quote":"A window, under the right circumstances, can serve as a key light, where reflectors can produce fill light and backlight.","work":"descript-video-lighting"}],"id":"lighting","look":{"parts":[{"shape":"lathe","profile":[[0,-0.55],[0.22,-0.55],[0.22,-0.2],[0.18,-0.05],[0.07,0.02],[0,0.03]],"smooth":true,"color":"#2f6f8f","material":"matte","pos":[0,0,0],"rot":[12,-18,0]},{"shape":"sphere","radius":0.13,"pos":[0,0.1565,0.0333],"color":"#e0b48f","material":"matte","rot":[12,-18,0]},{"shape":"sphere","radius":0.135,"pos":[0.0062,0.1996,0.023],"color":"#3a2a20","material":"matte","opacity":1,"rot":[12,-18,0]},{"slot":"lights","shape":"box","size":[0.5060000000000001,0.5060000000000001,0.14],"pos":[-0.8944,0.2838,0.2037],"color":"#1d1e22","material":"matte","rot":[12,37,0]},{"slot":"lights","shape":"plane","size":[0.462,0.462],"pos":[-0.8512,0.2719,0.26],"color":"#fff6d8","material":"glow","rot":[12,37,0]},{"shape":"cylinder","radiusTop":0.014,"radiusBottom":0.014,"height":0.75,"pos":[-0.8524,-0.212,0.1555],"rot":[12,-18,0],"color":"#3a3d45","slot":"lights","material":"metal"},{"slot":"lights","shape":"cone","radius":0.12,"height":0.08,"pos":[-0.8524,-0.5788,0.0776],"color":"#3a3d45","material":"metal","rot":[12,-18,0]},{"slot":"lights","shape":"box","size":[0.34500000000000003,0.34500000000000003,0.14],"pos":[0.6748,-0.0299,0.7177],"color":"#1d1e22","material":"matte","rot":[12,-78,0]},{"slot":"lights","shape":"plane","size":[0.315,0.315],"pos":[0.6044,-0.033,0.7323],"color":"#f3efe6","material":"glow","rot":[12,-78,0]},{"shape":"cylinder","radiusTop":0.014,"radiusBottom":0.014,"height":0.55,"pos":[0.6063,-0.4193,0.6498],"rot":[12,-18,0],"color":"#3a3d45","slot":"lights","material":"metal"},{"slot":"lights","shape":"cone","radius":0.12,"height":0.08,"pos":[0.6063,-0.6882,0.5926],"color":"#3a3d45","material":"metal","rot":[12,-18,0]},{"slot":"lights","shape":"box","size":[0.25300000000000006,0.25300000000000006,0.14],"pos":[0.6743,0.6138,-0.3866],"color":"#1d1e22","material":"matte","rot":[-168,-12,-180]},{"slot":"lights","shape":"plane","size":[0.231,0.231],"pos":[0.6593,0.6284,-0.4555],"color":"#ffe2b0","material":"glow","rot":[-168,-12,-180]},{"shape":"cylinder","radiusTop":0.014,"radiusBottom":0.014,"height":0.97,"pos":[0.6597,0.0558,-0.5752],"rot":[12,-18,0],"color":"#3a3d45","slot":"lights","material":"metal"},{"slot":"lights","shape":"cone","radius":0.12,"height":0.08,"pos":[0.6597,-0.4186,-0.676],"color":"#3a3d45","material":"metal","rot":[12,-18,0]}]}},{"term":"Camera settings","aka":["frame rate","shutter speed","exposure"],"kind":"knob","plain":"Frame rate, shutter speed, aperture and ISO. The 180-degree rule sets the shutter to 1 / (2 × frame rate): 1/50 s at 25 fps.","does":"Controls motion blur, exposure and noise, and how motion looks.","ask":"What frame rate am I delivering, and does the shutter match it?","cues":["Motion blur matching the movement","Exposure and noise in the image","Flicker under mains lighting"],"range":"24, 25, 30 or 60 fps; shutter ≈ 1/(2 × fps)","trouble":"Jerky motion from a too-fast shutter, flicker under mains lighting, or noise from high ISO.","at":[0.2443,0.3487,0.1261],"variants":[{"label":"Frame rate","items":[{"id":"fps-25","name":"25 fps","plain":"Shutter about 1/50 s. PAL regions (50 Hz mains).","sources":[{"label":"ARRI, ALEXA 35 User Manual","url":"https://www.arri.com/resource/blob/401824/823cd1114755dc134ff9ee3c98be6e15/alexa-35-sup-5-2-0-user-manual-en-data.pdf","kind":"maker","page":"§8.4 shutter-angle formula","quote":"Shutter angle and sensor frame rate determine exposure time of the sensor in seconds by the following equation: exposure time = shutter angle / (360 x FPS).","work":"arri-alexa-35-user-manual"}],"svg":{"lcd":""}},{"id":"fps-24","name":"24 fps","plain":"Shutter about 1/50 s. Cinema look.","sources":[{"label":"ARRI, ALEXA 35 User Manual","url":"https://www.arri.com/resource/blob/401824/823cd1114755dc134ff9ee3c98be6e15/alexa-35-sup-5-2-0-user-manual-en-data.pdf","kind":"maker","page":"§8.4 shutter-angle formula","quote":"Shutter angle and sensor frame rate determine exposure time of the sensor in seconds by the following equation: exposure time = shutter angle / (360 x FPS).","work":"arri-alexa-35-user-manual"}],"svg":{"lcd":""}},{"id":"fps-30","name":"30 fps","plain":"Shutter about 1/60 s. NTSC regions (60 Hz mains).","sources":[{"label":"ARRI, ALEXA 35 User Manual","url":"https://www.arri.com/resource/blob/401824/823cd1114755dc134ff9ee3c98be6e15/alexa-35-sup-5-2-0-user-manual-en-data.pdf","kind":"maker","page":"§8.4 shutter-angle formula","quote":"Shutter angle and sensor frame rate determine exposure time of the sensor in seconds by the following equation: exposure time = shutter angle / (360 x FPS).","work":"arri-alexa-35-user-manual"}],"svg":{"lcd":""}},{"id":"fps-60","name":"60 fps","plain":"Shutter about 1/120 s. Smooth motion, slow-mo.","sources":[{"label":"ARRI, ALEXA 35 User Manual","url":"https://www.arri.com/resource/blob/401824/823cd1114755dc134ff9ee3c98be6e15/alexa-35-sup-5-2-0-user-manual-en-data.pdf","kind":"maker","page":"§8.4 shutter-angle formula","quote":"Shutter angle and sensor frame rate determine exposure time of the sensor in seconds by the following equation: exposure time = shutter angle / (360 x FPS).","work":"arri-alexa-35-user-manual"}],"svg":{"lcd":""}}]}],"sources":[{"label":"YouTube Help, Recommended upload encoding settings","url":"https://support.google.com/youtube/answer/1722171?hl=en","kind":"maker","page":"Frame-rate recommendations","quote":"Content should be encoded and uploaded in the same frame rate it was recorded.","work":"youtube-help-recommended-upload-encoding"},{"label":"ARRI, ALEXA 35 User Manual","url":"https://www.arri.com/resource/blob/401824/823cd1114755dc134ff9ee3c98be6e15/alexa-35-sup-5-2-0-user-manual-en-data.pdf","kind":"maker","page":"§8.4 Shutter, p. 43","quote":"Shutter angle and sensor frame rate determine exposure time of the sensor in seconds by the following equation: exposure time = shutter angle / (360 x FPS).","work":"arri-alexa-35-user-manual"}],"id":"camera-settings","look":{"parts":[{"shape":"box","size":[1.32,0.72,0.014],"pos":[0,0,-0.009],"color":"#111111","material":"matte","slot":"lcd-back"},{"shape":"plane","size":[1.32,0.72],"pos":[0,0,0],"svg":"","slot":"lcd"}]}},{"term":"B-roll","aka":["cutaways","overlay footage","A-roll and B-roll"],"kind":"part","plain":"Footage cut in over the main shot: the thing you are talking about, a demo, a detail. The main shot of you talking is the A-roll.","does":"Shows instead of tells, and hides cuts in the talking shot.","ask":"What could the viewer see here instead of my face?","cues":["A demo or detail over the main shot","A talking-head cut hidden by related footage"],"trouble":"A wall of talking head, or B-roll that has nothing to do with the words.","at":[-0.2291,-0.0735,0.5076],"sources":[{"label":"ScenePull, B-Roll Footage: What It Is, Where to Find It, and How to Use It","url":"https://www.scenepull.com/blog/b-roll-footage-guide","kind":"practitioner","page":"What is B-Roll Footage?","quote":"B-roll is supplementary footage used alongside the primary material in a video.","work":"scenepull-b-roll-footage-guide"}],"id":"b-roll","look":{"parts":[{"shape":"box","size":[1.5,0.75,0.014],"pos":[0,0,-0.009],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.5,0.75],"pos":[0,0,0],"svg":""}]}},{"term":"Safe zone","aka":["UI overlay","where captions go","title safe"],"kind":"knob","plain":"The part of a vertical frame that the app’s buttons, caption and username do not cover. Keep faces, captions and text inside it. It has no fixed size: it changes with the app, the caption length and the device, so use each platform’s current overlay.","does":"Keeps the important parts of the frame visible on the phone.","ask":"With the app’s interface on top, can you still read everything?","cues":["App buttons or username over key words","Different overlays across platforms"],"trouble":"Captions under the username, or a key word hidden behind the like button.","at":[-0.3157,0.2933,-0.0272],"links":[{"to":"captions","rel":"controls"}],"sources":[{"label":"TikTok Ads Manager, TikTok Auction In-Feed Ads","url":"https://ads.tiktok.com/resources/help/article/tiktok-auction-in-feed-ads?lang=en-GB-8","kind":"maker","page":"Safe Zone","quote":"The safe zone size is determined by the dimension (vertical, horizontal, or square), ad caption length, and any additional formats used.","work":"tiktok-ads-manager-tiktok-auction-in-feed-ads"},{"label":"LinkedIn Help, Share videos on LinkedIn","url":"https://www.linkedin.com/help/linkedin/answer/a7494039","kind":"maker","page":"Video requirements and edges","quote":"Keep the edges (top, bottom, and sides) of your video free of key elements, text, and logos to ensure they are within the safe zone","work":"linkedin-help-share-videos-on-linkedin"}],"id":"safe-zone","look":{"parts":[{"shape":"box","size":[0.66,1.3,0.06],"radius":0.08,"color":"#16171b","material":"gloss","pos":[0,0,0],"rot":[0,-10,0]},{"shape":"plane","size":[0.6,1.0667],"pos":[-0.0054,0,0.0305],"svg":"","rot":[0,-10,0]}]}},{"term":"Sound","aka":["audio","sound quality"],"kind":"part","plain":"Everything the viewer hears: the voice first, then music, effects and the room underneath, mixed to a set loudness.","does":"Carries the words and the mood. Bad recorded sound is hard or impossible to repair in the edit.","ask":"Is the voice clear and steady from start to end?","cues":["Voice clear above music and effects","Steady levels from start to end","Echo, hiss, clipping or a quiet track"],"trouble":"Echo, hiss, clipping, music over words, or a level much quieter than the next video in the feed.","children":["microphone","mic-distance","loudness","music-bed","sound-effects","split-edit","room-tone","silence"],"at":[-0.2159,-0.6372,-0.0023],"sources":[{"label":"Chris Lyons, Audio Systems Guide for Video and Film Production","url":"https://content-files.shure.com/Pubs/audio-systems-guide-for-video-and-film-production/audio-systems-guide-for-video-and-film-production-english.pdf","kind":"reference","page":"Audio chain and recording fundamentals","quote":"The poor sound you often hear on online videos is often recorded on the camera’s built-in microphone.","work":"chris-lyons-audio-systems-guide-for-video-and"}],"id":"sound","look":{"parts":[{"shape":"box","size":[1.56,0.9,0.014],"pos":[0.25,0.1,-0.359],"color":"#20242c","material":"matte"},{"shape":"plane","size":[1.56,0.9],"pos":[0.25,0.1,-0.35],"svg":"