UGC glossary
These are the terms we use when we talk about UGC campaigns for apps. Each definition is short and practical.
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Fractional ambassador program
A team of creators who act as ambassadors for your app for a month or more, posting several videos a day, without you hiring or managing them. You get the output of an in-house creator team for a monthly fee.
Hook
The first one to three seconds of a short video, the line or visual that makes someone stop scrolling. Testing many hooks is how a campaign finds the videos that go viral.
Account warm-up
Using a new TikTok or Instagram account like a normal user before posting campaign content, so the algorithm learns who the account is for and shows its videos to the right audience.
Spark Ads
A TikTok ad format that boosts an existing organic video as a paid ad, keeping its likes, comments and the creator's handle. It lets you put paid budget behind videos that have already proven they work.
CPM
Cost per mille: what it costs to reach 1,000 impressions. Across our network the average CPM is $0.89 in LATAM and $2.21 in the US.
View-to-install rate
The share of people who watched a video and then installed the app. It connects content performance to growth, which is why we report installs alongside views.
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