- Brand Kit
- A Brand Kit is the minimum set of a brand's visual elements, logos, colors and typefaces, kept in one place so all the content looks consistent and anyone on the team has it at hand.
- Brand voice
- Brand voice is the consistent way a brand speaks: its personality traits, the vocabulary it uses, how it addresses its audience and what it avoids. You define it in writing so any person or tool writes the same way.
- Buyer persona
- A buyer persona is a portrait of a company's ideal customer: who they are, what worries them, what benefits they look for and what objections they raise before buying. It helps you write every post for a specific person.
- Communication strategy
- A communication strategy is the document that sets what a company wants to say, to whom, in what tone and on which channels, so every post answers a goal instead of going out at random.
- Community manager
- A community manager is the person who runs a brand's presence on social media: they plan and publish content, reply to the community and measure the results, following a communication strategy.
- Content pillars
- Content pillars are the three to five fixed topics a brand posts about on a recurring basis, chosen because they connect what it sells with what its ideal customer cares about.
- Content proposal
- A content proposal is a post written and justified before it is produced: it includes why it is proposed, who it is for, the script or visual idea, the copy for each network and a preview. In ōrbita, with the Star plan, each company gets up to eight a month.
- Editorial calendar
- An editorial calendar is the plan of what gets published, where and when: each entry has a date, a network, a format, a topic and a status, and it is built from the content pillars and the key dates of the business.
- GEO (Generative Engine Optimization)
- GEO (Generative Engine Optimization) is the set of practices that make a website found, understood and cited by the AI assistants that generate answers, such as ChatGPT, Gemini, Claude or Perplexity.
- llms.txt
- llms.txt is a text file at the root of a website that summarizes, in Markdown, what the site is and which pages matter, designed for language models and AI agents to read in one go. Its long version, llms-full.txt, includes the full content.
- Made for kids
- 'Made for kids' is the declaration YouTube requires from whoever uploads a video to say whether it is aimed at children, a legal requirement (COPPA) that changes what data YouTube collects and which features the video has, such as comments or personalized notifications.
- Playlist
- A playlist is an ordered set of videos from a channel, grouped around a topic or a series, so viewers can watch them one after another without having to look for each one separately.
- Scheduling posts
- Scheduling posts means getting a piece of content ready so a tool publishes it on a social network at the date and time you choose, using the official permissions the network grants that tool.
- SEO (search engine optimization)
- SEO (Search Engine Optimization) is the work of making a website appear in the results of Google and other search engines without paying for ads, thanks to its content, its technical health and the trust other sites place in it.
- Shorts
- Shorts are YouTube's short, vertical video format, designed to be watched full screen and from one video to the next, as on TikTok or Instagram Reels.
- Social proof
- Social proof is evidence that other people already trust a company: testimonials, reviews, customer figures or recognitions. It lowers the perceived risk for someone who does not know the company yet.
- SWOT analysis
- A SWOT analysis sorts into four quadrants a company's internal strengths and weaknesses and the opportunities and threats of its environment, so you can decide what to communicate and what to fix.
- Synthetic content
- Synthetic content is material generated or altered with artificial intelligence that can look real, such as a face, a voice or a scene that never happened; several platforms, YouTube among them, require you to disclose it when it appears in a video.
- Thumbnail
- The thumbnail is the still image that represents a video before it plays: the first impression that decides whether someone opens it.
- Unlisted video
- An unlisted video is a YouTube video that does not show up in searches, on the channel or in recommendations, but that anyone who receives the direct link can watch.
- Video chapters
- Video chapters are the sections a video is divided into, each with its own timestamp, so viewers can jump straight to the part they care about.