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Content type — the full vocabulary
This page is generated. Do not edit it by hand — run
scripts/atlas-vocab.py.
There are 53 registered values and nothing in use outside them.
Where it is stored: content_item.content_type — 7,545 rows carry a value.
How the registry and the data line up: 36 of the 53 registered values appear in the data, and nothing appears that is not registered.
What this axis answers
Proposed — not yet in the database. The industry-recognizable kind of piece, at the level of a whole piece of work. Several may apply, with one marked primary.
The values
These values sit in a tree: 10 parents hold 52 of the 53 values.
A bold value carries more than its row — tagging rules, a confusion map, or worked examples — and has its own entry under “Value details” below.
| Value | Stored as | Sits under | In use | What it means |
|---|---|---|---|---|
| Social Post | social_post | Social native community | 2,518 | Social media post (text) |
| Advertisement Image | advertisement_image | Advertising promotion | 1,106 | Print/display ad image |
| Social Clip | social_clip | Social native community | 943 | Short-form social video |
| Product Demo | product_demo | Product feature communication | 751 | Product demonstration |
| Blog Post | blog_post | Editorial corporate comms | 290 | Blog post |
| Feature Article | feature_article | Editorial corporate comms | 226 | Feature-length editorial article |
| Feature Launch | feature_launch | Product feature communication | 188 | Website page announcing or explaining a product feature |
| Tutorial | tutorial | Education support | 177 | How-to tutorial |
| Announcement | announcement | Editorial corporate comms | 176 | Announcement video |
| Case Study | case_study | Proof advocacy | 149 | Written case study |
| Brand Film | brand_film | Brand campaign storytelling | 136 | Cinematic long-form brand storytelling |
| White Paper | white_paper | Documentation technical | 126 | White paper / research report |
| Interview | interview | Editorial corporate comms | 114 | Interview-format content |
| Press Release | press_release | Editorial corporate comms | 110 | Press release |
| Case Study Video | case_study_video | Proof advocacy | 68 | Video case study |
| Infographic | infographic | Visual identity assets | 62 | Infographic / data visualization |
| Event Coverage | event_coverage | Event retail interactive | 61 | Event coverage video |
| Podcast Video | podcast_video | Editorial corporate comms | 56 | Video podcast |
| Commercial | commercial | Advertising promotion | 55 | A produced advertisement film — the canonical piece type behind the placement words |
| Webinar | webinar | Education support | 50 | Webinar recording |
| Explainer | explainer | Product feature communication | 31 | Explainer video |
| Behind The Scenes | behind_the_scenes | Brand campaign storytelling | 25 | BTS content |
| Documentary | documentary | Brand campaign storytelling | 19 | Documentary-style content |
| Testimonial | testimonial | Proof advocacy | 16 | Customer or user testimonial |
| System Card | system_card | Documentation technical | 14 | Model/system card or safety card page |
| Brand Asset | brand_asset | Visual identity assets | 13 | Brand asset / logo / icon |
| Livestream | livestream | Event retail interactive | 10 | Live streaming content |
| Sizzle Reel | sizzle_reel | Brand campaign storytelling | 10 | Sizzle reel / hype reel |
| Product Review | product_review | Proof advocacy | 10 | Product review article |
| Product Shot | product_shot | Visual identity assets | 10 | Product photography |
| Vlog | vlog | Brand campaign storytelling | 9 | Vlog or personal video |
| Event Photo | event_photo | Event retail interactive | 5 | Event photography |
| Spec Release | spec_release | Documentation technical | 5 | Specification or model behavior release page |
| Trailer | trailer | Brand campaign storytelling | 4 | Trailer or teaser |
| Product Launch | product_launch | Product feature communication | 1 | Product launch video |
| Animated Explainer | animated_explainer | Product feature communication | 1 | Animated explainer video |
| Digital Ad | digital_ad | Advertising promotion | — | Online video ad (non-TV) |
| Op-Ed | op_ed | Editorial corporate comms | — | Opinion/editorial piece |
| Interview Transcript | interview_transcript | Editorial corporate comms | — | Interview transcript |
| Newsletter | newsletter | Editorial corporate comms | — | Newsletter issue |
| Hero Banner | hero_banner | Advertising promotion | — | Hero banner / featured image |
| Lifestyle Image | lifestyle_image | Visual identity assets | — | Lifestyle photography |
| Social Graphic | social_graphic | Social native community | — | Social media graphic |
| Packaging Shot | packaging_shot | Visual identity assets | — | Packaging photography |
| Podcast Episode | podcast_episode | Editorial corporate comms | — | Podcast episode |
| Audio Ad | audio_ad | Advertising promotion | — | Audio advertisement |
| Branded Podcast | branded_podcast | Editorial corporate comms | — | Branded podcast |
| Interview Audio | interview_audio | Editorial corporate comms | — | Audio interview |
| Virtual Try-On | virtual_try_on | Event retail interactive | — | AR virtual try-on |
| Product Configurator | product_configurator | Event retail interactive | — | Interactive product configurator |
| Interactive Experience | interactive_experience | Event retail interactive | — | Interactive web/AR/VR experience |
| AR Filter | ar_filter | Event retail interactive | — | AR filter or lens |
| Music Video | music_video | — | — | A music video: a track-length promotional film for a piece of music, frequently brand-partnered or studio-credited work. |
Value details
Social Post
social_post · sits under Social native community · 2,518 in use · kind: text
Social media post (text)
Never tag it when — CHANNEL word doing genre duty (matrix §3.10 SPLIT class) — do not seed into regenerated prompts; P1 samples the split. Channel belongs to Facet 4.
Advertisement Image
advertisement_image · sits under Advertising promotion · 1,106 in use · kind: image
Print/display ad image
Never tag it when — SPLIT target (matrix §3.10): real type = promotional_ad/performance_ad + a placement fact. P1 samples the split.
Social Clip
social_clip · sits under Social native community · 943 in use · kind: video
Short-form social video
Never tag it when — CHANNEL word doing genre duty (matrix §3.10 SPLIT class) — do not seed into regenerated prompts; P1 samples the split. Channel belongs to Facet 4.
Product Demo
product_demo · sits under Product feature communication · 751 in use · kind: video
Product demonstration
Tag it when — The standalone product walk-through piece at whole-item grain (often onboarding/lifecycle).
Never tag it when — A product demonstration INSIDE another piece (e.g. a hero launch film) is a MOMENT (content_segment + moment classification), never a second content_type on the film — the grain rule (WALK-ADJUDICATION-2026-07-11 §2.4).
Easily mistaken for:
- product demonstration (moment grain) — whole-item = content_type; beat inside = moment — different grains, no conflict
Feature Launch
feature_launch · sits under Product feature communication · 188 in use · kind: classification
Website page announcing or explaining a product feature
Never tag it when — MOVE class (matrix §3.10): names the campaign CONTAINER / subject altitude, not a piece type — belongs to campaign_type / content_level.
Commercial
commercial · sits under Advertising promotion · 55 in use
A produced advertisement film — the canonical piece type behind the placement words
Tag it when — A produced ad film at whole-item grain. The piece is a commercial regardless of where it ran.
Never tag it when — tvc / pre_roll / bumper are PLACEMENTS (Facet 4 / P0-6) — never piece types. They remap here (P0-3).
Brand Asset
brand_asset · sits under Visual identity assets · 13 in use · kind: image
Brand asset / logo / icon
Never tag it when — OUTPUT word (§0 pillar, matrix §3.10 SPLIT class) — split into real artifact kinds; pillars are navigation lenses, never stored labels.
Product Launch
product_launch · sits under Product feature communication · 1 in use · kind: video
Product launch video
Never tag it when — MOVE class (matrix §3.10): names the campaign CONTAINER / subject altitude, not a piece type — belongs to campaign_type / content_level.
Music Video
music_video · not used yet · kind: content type
A music video: a track-length promotional film for a piece of music, frequently brand-partnered or studio-credited work.
Tag it when — The video exists to carry the song; artist/label (and often brand) credited.
Never tag it when — NOT a commercial that uses licensed music; NOT branded content with a soundtrack.
Easily mistaken for:
- commercial
- branded content
Worked examples:
- An artist's official music video produced by a credited studio
Registered, never used
17 of the 53 registered values have never been written to a row. For a young axis that is expected; for an old one it is a question worth asking.
digital_ad, op_ed, interview_transcript, newsletter, hero_banner, lifestyle_image, social_graphic, packaging_shot, podcast_episode, audio_ad, branded_podcast, interview_audio, virtual_try_on, product_configurator, interactive_experience, ar_filter, music_video
Retired values
Kept here on purpose: rows classified before a value was retired still carry it, so a reader who meets one needs somewhere to look it up.
| Value | In use | What it meant |
|---|---|---|
brand_campaign | 0 | — |
tvc | 0 | Television commercial (TV media buy) |
bumper_ad | 0 | Short unskippable ad (6s) |
pre_roll_ad | 0 | Skippable or unskippable pre-roll |
tutorial_educational | 0 | — |
review_comparison | 0 | — |
interview_conversation | 0 | — |
announcement_news | 0 | — |
review_unboxing | 0 | — |
comparison | 0 | — |
podcast | 0 | — |
ugc_community | 0 | — |
documentary_longform | 0 | — |
livestream_recording | 0 | — |
q_and_a | 0 | — |
ugc | 0 | — |
event_highlights | 0 | — |
entertainment | 0 | — |
other | 0 | — |
performance_ad | 0 | Direct-response / performance ad creative (from the advertisement_image split) |
promotional_ad | 0 | Brand/product promotional ad creative (from the advertisement_image split) |
How complete this page is
Of 53 registered values, 53 carry a written definition (100%) and 3 carry tagging rules (6%). Every number on this page was counted from the live database when the page was generated — none is stored, and none was typed by hand.
Where to look next
- What this is FOR, in plain language — the Content chapter.
- Every other vocabulary — the vocabulary index.
- What is still undecided about it — the open questions.
- The exact tables and columns — the data reference.