Creative + Brand
Digital Marketing
Comms + Campaigns
Web + Technology
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Short-Attention Economy
The short-attention economy is the lack of human capacity to engage in focus for long periods. Attention spans are getting shorter, and consumers are looking for results ASAP.
S
Sitemap
A file or page listing all the URLs on a website to help search engines index it effectively.
S
Snackable Content
Refers to content that is short, to the point and easy to understand. Most often used when referencing content that will be viewed through a mobile experience.
Trending
S
Social Listening
The process of monitoring and analyzing the conversation and sentiment that is occurring online about your brand in order to learn more about your audience — and potential future audiences.
S
Social-First Content
What every brand needs a lot of! This strategy prioritizes campaign goals + assets based on your audience's behavior on social media. Social discovery is the primary goal. Breef Tip: Between video, photos, UGC…it’s a lot. An agency can help.
Gen Z Approved
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Soft Launch
The initial release of a product or service to a limited audience before a wider public launch.
S
Sonic Logo
A sonic branding tool that is a short, identifiable auditory signature. An example? The familiar 'ta-dum' that plays when you open the Netflix app on your TV.
S
Sticky Content
Content that a user remembers after the fact — i.e. intentionally memorable content.
S
Subscription Economy
An ever-evolving business landscape where brands are leaning into subscription-based models — i.e. business models where customers are paying a reoccurring fee for access to products and / or services.
S
Supply-Side Platforms
Commonly known as SSPs, supply-side platforms are adtech platforms used to manage the distribution of ad inventory. Also referred to as sell-side platforms.
S
Tags
Keywords or labels used to categorize or organize content on a website.
T
Target Audience
A specific group of consumers identified as the intended recipients of a marketing message.
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Target Market
A defined group of consumers that a business aims to reach with its products or services.
T
Thumb-Stopping
Refers to digital content that catches a user's attention in a way that makes them stop scrolling and engage.
Trending
T
Traffic
The number of visitors to a website, measured in total visits, unique users, or sessions.
T
Transactional Email
Automated emails triggered by user actions, such as order confirmations or password resets.
T
Trending
Topics or content gaining significant attention and popularity over a short period.
T
UI / UX
User interface design (UI) focuses on the aesthetic elements of a product, whereas user experience design (UX) is more concerned with the user journey. Both design concepts play a vital role in the success of a business.
High Impact
U
Unique Selling Proposition (USP)
A specific feature or benefit that makes a product stand out from competitors.
U
Upfront
A pivotal event where television networks unveil upcoming programming and media buyers purchase ad space. Typically occurring in the spring, this week media giants like Warner Bros, Disney, Discovery, Netflix and YouTube have been pitching advertisers.
U
User Journey
The steps and interactions a user takes with a brand, from first awareness to conversion.
U
User-Generated Content (UGC)
Content created by users, such as reviews, testimonials, or social media posts.
Investment Worthy
U
Variable Costs
The other side of the coin, as it were: costs that vary depending on how much you produce or sell. These might change according to all kinds of variables and inputs.
V
Variance Analysis
The analysis between planned and actual numbers — highly recommended when analyzing KPIs.
V
Email Marketing
You probably know what this is — just don’t unsubscribe ;). A permission-based channel that helps provide personalized interactions with high-intent customers. TL;DR: Use this to engage with your customer (almost daily).
Popular on Breef
E
Emotional Engagement
Connecting with a user's emotions through brand touchpoints — crucial for building meaningful community, recall and trust.
E
Engagement
Interactions with content, like clicks, shares, or comments.
E
Ephemeral Content
Any type of content that is visible for a limited amount of time, i.e. Instagram Stories and Snapchat images. Note: When ephemeral content was introduced on Instagram, it roughly doubled the time users spent on the app. Why? Users didn't want to miss anything!
E
Evergreen Content
Content that remains relevant and attracts traffic long-term.
E
Fastvertising
Fastvertising is the rapid creation and distribution of ads that smartly use trending topics in media and pop culture to create a viral moment. Think Aviation Gin’s ad starring the viral Peloton actress — this ad went live 48 hours after Peloton’s ad went viral.
Trending
F
Fixed Costs
Predictable, stable costs which stay the same regardless of production or sales — you can always count on them — and they’re key to keep in mind when building a budget.
F
Fluid Fans
Step aside ‘superfan,’ fluid fans are a segment marketers should be paying attention to. Fluid fans are people whose interests / fandoms cross between a wide variety of areas. Their engagement is broad, giving brands more touch-points to connect.
F
