The Creative Process Encyclopedia

A reference glossary for the D2C creative process — strategy, production, testing, metrics, channels, and operations, explained in plain terms.

Tutti Strategy & Ideation Production & Formats Testing & Optimization Metrics & Performance Platforms & Channels Operations & Scale

A

Platforms & Channels

Ad Platform Algorithm

The machine-learning system that decides which ads to show to which users, optimizing for platform goals like engagement or conversions.

D

Platforms & Channels

Direct-to-Consumer (D2C)

A business model where brands sell products directly to consumers online, bypassing traditional retail intermediaries.

F

Platforms & Channels

Feed Placement

The specific location within a social media feed where an ad appears, impacting visibility and user engagement.

M

Platforms & Channels

Meta Ads

Meta Ads are paid advertisements served on Facebook, Instagram, Messenger, and Audience Network, targeting users based on demographics, interests, and behaviors.

O

Platforms & Channels

Organic Social

Non-paid social media content (organic posts, stories, videos) used to build brand awareness, engage audiences, and inform paid creative strategy.

P

Platforms & Channels

Paid Social

Paid social refers to advertising on social media platforms where brands pay to display content to targeted audiences, as opposed to organic reach.

Platforms & Channels

Programmatic Advertising

Automated buying and selling of ad inventory in real-time, using data to target specific audiences across websites and apps.

T

Platforms & Channels

TikTok Ads

Short-form video ads on TikTok, optimized for the platform's algorithm and user behavior to drive engagement and conversions.

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