Glossary
Every word Uticos uses, explained in a line.
- Play
- A kind of post, such as “Teach something useful”. Your campaign is built on the plays you pick.
- Plays picked
- The menu’s line once you have picked your plays in Growth OS.
- Proven
- A play clearly more likely to be a top post in your industry.
- Worth a test
- A play with some evidence it wins.
- Starter play
- A play based on what leaders post most, not yet proven to win.
- Recommended
- The play Uticos chose for you in each format.
- Leading accounts
- The Instagram accounts that lead your industry, which Uticos studies.
- Campaign
- A plan of 1 to 4 weeks, with a theme for each week and a post for each day.
- Campaign Journey
- The weeks of your campaign, one tab per week.
- Hook
- The first line of a post, meant to stop the scroll.
- CTA
- Call to action: what the post asks people to do.
- Reel
- A 15-second vertical video.
- Carousel
- A post of 3 to 5 slides.
- Static
- A post of one image.
- End card
- The last 2.5 seconds of a reel, with your logo and details.
- Accent
- The colour of your end card’s details. Your brand colour unless you change it.
- Version
- Each time a post is made. A post can have up to 5.
- COS
- The unit every post is priced in. The price is shown before anything is made.
- Top-up
- Extra COS bought on the monthly plan. They last 90 days.
- Brand truth
- The confirmed facts about your business that captions may state.
- Products & services
- Your products and services, in Business profile → Products & services.
- Asset library
- Every photo your business owns.