Why style matters
When attention is given to the written word, it signals to customers, prospects, and current and future employees that a company is trustworthy and people there care. Consistency and fidelity are professional.
When we speak in a unified voice, we are louder and more amplified. A cohesive brand message on all touchpoints extends our reach and solidifies our standing in the industry.
What we say
We are authoritative.
Conviva is the authority on streaming data and analytics. We’re never condescending or arrogant, but given our academic background, we know the facts about the latest trends and can prove them.
We are straightforward.
Data and technology can be difficult for some, but second nature to others. We describe things in a plain way—not too much jargon—so anyone, be it a novice or expert, can connect with and understand our stories.
We are partners.
We make the complex clear and the cutting edge actionable. We guide our audience through the ever-changing streaming industry to help them be the best they can be.
How we say it
Active voice is when the subject acts: Publishers love Conviva. Passive voice is when the subject is acted upon: Conviva is loved by publishers. Avoid passive voice.
We never degrade or demean anyone or anything. We don’t circulate negative outlooks or viewpoints. While we focus on facts, we seek positive angles and stories.
As a global company, it’s important to remember that people from all over the world with different backgrounds, perspectives, and cultures will read our writing. Inclusivity is essential. Remember these best practices when writing:
- Always use gender- and sexuality-inclusive language.
- Be specific about race and avoid broad generalizations.
- Use gender-neutral pronouns, like they/them/their, in reference to unspecified individuals.
- When referring to those with disabilities, emphasize the person first; a person with a disability not a disabled person.
Accessibility is about ensuring that anyone can engage with and understand our writing. Here are a few best practices:
- Avoid directional language, such as top left navigation or right sidebar.
- When writing links, explain the action or destination, not just “click here” or “learn more.”
- Use shorter sentences and make paragraphs smaller to improve readability.
Blogs, emails, social posts
Blogs, emails, and social posts have a more casual tone, but we tend not to be humorous or sarcastic. We may also introduce opinions on a topic, offer examples of best-practices.
Our State of Streaming and long-form reports have a more academic tone. We don’t have an opinion about the research and rely totally on the data and facts to tell the story.
Resources to learn more about inclusivity and accessibility writing:
We use AP Style with one main exception: we use Oxford commas, meaning the final comma before “and” or “or” in a list of more than two things, unless it’s a press release, then we defer again to AP Style.
We use sentence case, meaning only the first letter of a headline is capitalized.
- Lowercase directional indicators except when they refer to specific geographic regions or popularized names for those regions
- Capitalize formal titles that come directly before a name
- Lowercase formal titles that appear on their own or follow a name
- Never capitalize job descriptions regardless of whether they are before or after a name
- Lowercase internet, web, net, social media, etc.
- Do not capitalize random words in the middle of a sentence that have no business being capitalized
Product names are capitalized as follows:
- Audience Module
- Conviva’s AI Alerts on first use, AI Alerts after
- Experience Insights
- Social Insights
- Social Insights Leaderboard on first use, Leaderboard after
- Streaming Insights Platform on first use, platform after
- Stream Sensor™ on first use, Stream Sensor after
- Stream ID™ on first use, Stream ID after
- Viewer Insights
Supported social media platforms are capitalized as follows:
- Facebook Watch
- Facebook Live
- Instagram Stories
- Snapchat Discover
Grammar cheat sheet
- When using two percentages, make sure to include both percent signs; use 20%-30% not 20-30%
- Use U.S. (with periods)
- For dates, do not use st, nd, rd, or th
- When a month is used with a specific date, abbreviate Jan., Feb., Aug., Sept., Oct., Nov., and Dec.; For example, Oct. 1, 2021 versus 10/1/21
- Use a.m. or p.m. (with periods)
- Use a person’s first and last name on first mentioned, on second reference use only last name with no title
- Do not use courtesy titles such as Mr., Mrs., Miss, or Ms. unless they are part of a direct quotation or are needed to differentiate between people who have the same last name
- In general, spell out numbers one through nine, and use figures for numbers 10 and higher; for example, third-party versus 3rd-party
- Spell out numbers used at the beginning of a sentence
- The period and the comma always go within quotation marks
- The dash, semicolon, question mark, and exclamation point go within the quotation marks when they apply to the quoted matter only, they go outside when they apply to the whole sentence
- Over-the-top on first use, OTT after
- Connected TV on first use, CTV after
- Quality of experience on first use, QoE after
- Internet service provider on first use, ISP after
- Content delivery network on first use, CDN after
- Video on demand on first use, VOD after
- Ad-supported video on demand on first use, AVOD after
- Subscription video on demand on first use, SVOD after
- Free ad-supported streaming TV on first use, FAST after
- Owned and operated on first use, O&O after