Breef Glossary

You probably know what this is — just don’t unsubscribe ;). A permission-based channel that helps provide personalized interactions with high-intent customers. TL;DR: Use this to engage with your customer (almost daily).

Connecting with a user's emotions through brand touchpoints — crucial for building meaningful community, recall and trust.

Interactions with content, like clicks, shares, or comments.

Any type of content that is visible for a limited amount of time, i.e. Instagram Stories and Snapchat images. Note: When ephemeral content was introduced on Instagram, it roughly doubled the time users spent on the app. Why? Users didn't want to miss anything!

Content that remains relevant and attracts traffic long-term.

Fastvertising is the rapid creation and distribution of ads that smartly use trending topics in media and pop culture to create a viral moment. Think Aviation Gin’s ad starring the viral Peloton actress — this ad went live 48 hours after Peloton’s ad went viral.

Predictable, stable costs which stay the same regardless of production or sales — you can always count on them — and they’re key to keep in mind when building a budget.

Step aside ‘superfan,’ fluid fans are a segment marketers should be paying attention to. Fluid fans are people whose interests / fandoms cross between a wide variety of areas. Their engagement is broad, giving brands more touch-points to connect.