Glossary
This glossary defines key terms and concepts in Boa — all in plain, non-technical language.All definitions are focused on what it means for you as a creative or performance professional, not technical implementation.
Core Concepts
Boa
Your Creative Intelligence Agent. Boa helps you discover what’s working, diagnose why it performs, and generate data-backed creative briefs and reports.Chips (Guided Prompts)
Structured workflows that guarantee consistent, high-quality outputs. Chips ask you the right questions and deliver reliable results every time. Think of them as expert templates for common creative intelligence tasks.Conversational Mode
Boa’s flexible, freeform interface. Ask questions in plain language, iterate with follow-ups, and explore insights naturally. Great for exploration and ideation.Workflows
Discover
The workflow for finding what’s working across genres, styles, markets, and time periods. Perfect for competitive research, brief prep, and trend spotting.Diagnose
The workflow for understanding why a creative performs (or doesn’t). Analyzes tone, pacing, narrative structure, visual elements, and more.Generate
The workflow for creating production-ready creative briefs and strategic reports. Turns insights into shareable, actionable deliverables.Forecast
The workflow for spotting emerging trends and predicting what might resonate next. Identifies rising vs declining patterns with velocity metrics.Monitor
The workflow for tracking competitors and getting alerted to breakout creatives in real time. Keeps you informed about market shifts and competitive moves.Performance Terms
Top Performers
Creatives that significantly stand out in engagement, watch time, or other performance metrics. Typically the top 10-20% of creatives in a given context (genre, time period, market).Mid Performers
Solid, consistent creatives. Not breakouts, but not underperforming. The “good enough” baseline.Bottom Performers
Underperforming or low-engagement creatives. Often used to understand what not to do.Benchmark
A reference point for comparison. Could be a specific creative, a competitor, or an average performance level in your genre.Performance Drivers
The creative elements (tone, pacing, hooks, CTAs, etc.) that correlate with high engagement and conversion.Creative Elements
Tone
The emotional feel of a creative. Examples: epic, cozy, urgent, playful, mysterious.Theme
The core narrative or concept. Examples: hero’s journey, social bonding, conquest, relaxation, discovery.Pacing
The rhythm and structure of a creative. Includes hook timing (how fast you grab attention) and overall rhythm (fast-paced, slow-burn, crescendo).Hook
The opening seconds of a creative designed to grab attention. Fast hooks (0-3 seconds) are critical for high engagement.Character Framing
How characters are shown in a creative. Examples: close-up (intimate), wide shot (cinematic), action shot (dynamic), over-the-shoulder (immersive).CTA (Call to Action)
The prompt that tells viewers what to do next. Examples: “Download Now,” “Play Free,” “Join the Adventure.” Can be explicit (direct ask) or soft (suggestive).Pattern Analysis
Pattern
A creative element or approach that appears consistently across multiple top performers. Patterns are actionable because they’re validated by multiple examples, not just one outlier.Outlier
A creative that succeeds despite its approach, not because of it. Outliers are interesting but risky to replicate.Motif
A recurring visual or narrative element. Examples: glowing eyes (power-up cue), first-person perspective, dramatic slow-mo.Saturation
How common a pattern or trend is. Low saturation = fresh, high saturation = crowded or played out.Velocity
How fast a pattern or trend is rising (or declining). High velocity = rapid adoption, low velocity = slow or stable.Deliverables
Creative Brief
A production-ready document that provides clear creative direction for designers, video editors, or agencies. Includes objective, tone/theme/pacing guidance, visual references, must-haves, and guardrails.Report (Creative Strategy)
A strategic summary for stakeholders and leadership. Includes executive summary, key patterns, evidence, recommendations, and next steps.”What Good Looks Like”
A benchmark creative or example that represents the quality bar you’re aiming for. Used in briefs to clarify expectations.Trend Analysis
Rising Trend
A pattern that’s gaining traction. Appearing more frequently in recent top performers.Declining Trend
A pattern that’s losing effectiveness. Appearing less frequently or underperforming.Emerging Pattern
An early-stage trend with low saturation and potential for growth.Saturated Pattern
A trend that’s been overused. High saturation = risky to test because it’s already crowded.Competitive Intelligence
Breakout Creative
A creative that suddenly surges in performance, significantly outperforming benchmarks.Competitive Move
When a competitor launches a new creative direction, tests a new pattern, or shifts strategy.White Space
Themes, tones, or patterns that competitors aren’t using. Opportunities for differentiation.Fast-Follow
Testing a pattern shortly after a competitor proves it works. Lower risk than being first, but less differentiation.Boa-Specific Terms
Chip Library
The collection of all available Chips, organized by workflow (Discover, Diagnose, Generate, Forecast, Monitor).Alert
A notification from the Monitor workflow when a competitor launches a new creative or a breakout is detected.Performance Context
The genre, time window, and market that define “good” or “bad” performance. Performance is always relative to context.Evidence
The specific creatives, performance data, and examples that back up an insight or recommendation. Boa always cites evidence for its findings.Role-Specific Terms
Creative Director
The role that uses Boa to build creative strategy, align teams, and generate data-backed briefs. Focuses on Discover, Generate, and Forecast workflows.Performance Marketer
The role that uses Boa to diagnose performance, monitor competitors, and optimize campaigns. Focuses on Diagnose, Monitor, and Forecast workflows.Creative Producer
The role that uses Boa to create production-ready briefs, reduce revision cycles, and deliver data-backed work. Focuses on Generate and Diagnose workflows.Visual and Audio Terms
Cinematic
Visual style that’s high-quality, wide-shot, and movie-like. Often associated with epic or aspirational tone.Color Palette
The dominant colors in a creative. Examples: dark/moody, bright/vibrant, pastel/cozy.Composition
How visual elements are arranged. Examples: symmetrical, dynamic, minimalist, complex.Voiceover (VO)
Spoken narration in a creative. Can be authoritative, friendly, urgent, or absent.Music Energy
The intensity of the music. Examples: high (epic, intense), medium (steady), low (calm, atmospheric).Action Terms
Test
Launching a creative variant to validate a hypothesis or pattern.Iterate
Refining a creative based on performance data and diagnosis.Validate
Confirming that a pattern or trend works for your brand before making a big bet.Optimize
Improving a creative by addressing specific gaps or underperforming elements.Quick Reference
Workflow terms
Workflow terms
- Discover: Find what’s working
- Diagnose: Understand why it works
- Generate: Create briefs and reports
- Forecast: Spot trends
- Monitor: Track competitors and breakouts
Performance terms
Performance terms
- Top/Mid/Bottom Performers: Relative performance tiers
- Benchmark: Reference for comparison
- Performance Drivers: Elements that correlate with success
- Hook: Opening seconds (critical for engagement)
Creative terms
Creative terms
- Tone: Emotional feel (epic, cozy, urgent, etc.)
- Theme: Core narrative (hero’s journey, conquest, etc.)
- Pacing: Rhythm and hook timing
- CTA: Call to action
Trend terms
Trend terms
- Rising/Declining: Trend direction
- Velocity: How fast a trend is moving
- Saturation: How common a pattern is
- Emerging: Early-stage, low saturation