This second video looking at some uses of sends gives examples of the use of the side chain, (or “key input” as it’s sometimes referred to), to control the application of an effect such as a compressor not by the signal passing though it, but by the signal on a different track. Typically, the side chain is used to trigger a compressor, but this can be used on other effects.
The song used in the video for some of the examples is my mix of “It Is Well” by Joe Gilder, using the sessions recorded for his Help Of The Helpless album.