Glossary

Engagement rate

How much people interact with a video compared with how many saw it: likes, comments, shares and saves divided by views, or by followers.

There is no single official formula. Most creators and brands divide likes, comments and shares (sometimes saves) by views; some divide by followers instead. Only compare numbers worked out the same way.

Comments and shares say more than likes: they show the video gave people something to say or to send. A question at the end, an opinion worth answering or a surprising fact tends to bring them.

Generate hooks for your next video

Try it

All terms

Inauthentic content

YouTube’s name for mass-produced or repetitive videos: content that looks made from a template, with little difference from one video to the next.

Open

Reused content

Videos built mostly from someone else’s material (clips, audio, text) without significant original commentary, editing or educational value.

Open

YouTube Partner Program (YPP)

The program that lets a channel earn from YouTube: ads, memberships and more, once it meets the thresholds and is accepted.

Open

RPM (revenue per mille)

What a creator earns for every 1,000 views, after YouTube’s share: the number that turns views into money.

Open

CPM (cost per mille)

What advertisers pay for 1,000 ad impressions. It is not what the creator earns: that is RPM.

Open

Faceless channel

A YouTube or TikTok channel whose creator never appears on camera: narration over footage, images or animation.

Open