Glossary

The words Ikrames uses in the app, defined simply. These match the product's own vocabulary, so what you read here is what you'll see on screen.

Content you make

• Reel — a short-form vertical video. Ikrames offers several reel formats.
• Carousel — a multi-slide post built around a hook, a build, and a payoff. See carousels.
• Slide — one panel of a carousel.
• Hook — the opening line or slide that earns attention.
• Caption — the burned-in on-screen text on a reel. See editing captions.
• Clip — a short segment cut out of a longer video. See cutting clips.

Your brand

• Brand — the identity every generation is grounded in: its voice, audience, look, and products. Everything in the app is scoped to the brand you have selected.
• Persona — your brand's on-camera identity: an avatar plus a voice, used for persona reels. See set up your persona.
• Avatar — the face used in persona reels (an image you upload, or your own digital twin).
• Voice — appears in three places: your writing tone (Brand Settings ▸ Voice), and your spoken voices for reels (the Voices library). Don't confuse the two — see brand settings.
• Pillar — a recurring content theme for your brand; pillars feed ideas and plans.
• Product — an item in your product catalog that content can promote.
• Scene — a saved, reusable image reference (a named look you can generate against).
• Board — a moodboard of images.
• Campaign — a reopenable set of creative assets, usually made with Aurea.

Look & templates

• Template — a reusable layout for carousels and slides. Yours are editable; system ones you fork first.
• Video style — a reel editing-style preset (pacing, energy, caption style), set in Brand Settings.
• Story structure — the dramaturgical arc (hook → build → payoff) a carousel or reel follows.
• Photo darkening — how strongly a photo is dimmed behind text so the text stays readable.
• Magazine typography — an editorial type treatment for slides.

Assistant & quality

• Aurea — the in-app AI assistant that can create and plan for you. See Insights & Aurea.
• Model choice — the quality level Ikrames writes with, chosen in Brand Settings ▸ Briefing (a Standard and a Maximum option). Higher quality produces stronger writing.
• Voice match — how closely a piece reads like your brand's voice.
• Detection quality — a confidence signal on automatic detections.

Planning & publishing

• Idea — a captured thought you can turn into content.
• Plan — a recurring setup that generates and schedules content on a cadence. See set up an auto-plan.
• Auto-Planner — generates a whole week of content at once for you to approve.
• Autopilot — the per-brand switch that lets approved content publish automatically. Off by default.
• Publish mode — Review (the default: content waits for your approval) or Automatic. See publishing.

Account & billing

• Credits — what you spend to generate and render. They never expire; the app shows the cost before you confirm. See plans & credits.
• Top-up — a one-time credit purchase.
• Your own API key — an optional key you add (ElevenLabs voice, HeyGen twin) to run generation on your own provider account. See your own keys.
• Digital twin — your own HeyGen avatar that persona reels can render on. See connect a HeyGen twin.

A note on internal names. Ikrames deliberately hides the machinery — you won't see engineering terms in the product, and you won't need them here either. If a term you saw in the app isn't listed, it's likely something you don't have to think about.