marketingskills/skills/social-content/references/short-form-video.md

# Short-Form Video: Hooks, Scripts & Strategy

Detailed reference for creating short-form video content on TikTok, Instagram Reels, and YouTube Shorts.

---

## Video Hook Library

### Curiosity Hooks (Best for engagement)

**The "Secret" Formula:**
- "The secret to [outcome] that nobody talks about"
- "I found the hidden feature in [product/platform] that changes everything"
- "I can't believe this actually works..."

**The Unexpected Discovery:**
- "I tried [thing] for 30 days and I was NOT expecting this"
- "This completely changed how I think about [topic]"
- "Nobody talks about this, but..."

**The Question:**
- "Why does nobody talk about this?"
- "Am I the only one who didn't know this?"
- "The reason [common thing] doesn't work is..."

### Value Hooks (Best for saves)

**The Promise:**
- "How to [achieve outcome] in [specific timeframe]"
- "[Number] [things] that will [benefit]"
- "Everything you need to know about [topic] in 60 seconds"

**The Hack/Shortcut:**
- "[Outcome] hack that actually works"
- "The [adjective] way to [outcome]"
- "If you're struggling with [problem], watch this"

**The Warning:**
- "Stop doing [common practice] — here's why"
- "[Number] mistakes that are killing your [results]"
- "Why [thing you think is good] is actually hurting you"

### Story Hooks (Best for watch time)

**The Transformation:**
- "3 months ago, I [bad state]. Today, I [good state]."
- "Here's how I went from [before] to [after]"
- "I used to think [old belief]. Then [event] changed everything."

**The Failure:**
- "I made a huge mistake with [topic]"
- "Here's why I stopped [common practice]"
- "I lost [something significant] because of this mistake"

**The Journey:**
- "So this just happened..."
- "This changed everything for me"
- "Let me tell you about the time I [interesting situation]"

### Controversial Hooks (Best for comments)

- "Unpopular opinion: [bold statement]"
- "[Common advice] is actually wrong"
- "I'm going to get hate for this, but..."
- "Most [audience] get this completely wrong"

---

## Scripting Template

```markdown
## Video: [Working Title]

**Platform:** TikTok / Reels / Shorts
**Length:** XX seconds
**Format:** [Talking head / Slideshow / Demo / Screen recording]

### Hook (0-3 sec)
- Visual: [What viewer sees]
- Audio: [What they hear]
- Text overlay: [On-screen text]

### Body (3-X sec)
- [Timestamp] - [What happens/what you say]
- [Timestamp] - [Next beat]
- [Continue...]

### CTA (final 3-5 sec)
- Verbal: [What you say]
- Text: [On-screen text]
- Action: [Follow, comment, link in bio, etc.]

### Production Notes
- Music/sound: [Trending sound or music choice]
- B-roll needed: [List any clips needed]
- Graphics: [Any text animations or overlays]
```

---

## Additional Video Structures

### The Story Arc (45-60 sec)

```
[0-3s]  Hook: Tease the outcome
[3-15s] Setup: Context and stakes
[15-45s] Journey: What happened
[45-55s] Resolution: The result
[55-60s] Lesson/CTA
```

Best for: Personal stories, case studies, testimonials

### The POV/Skit (15-30 sec)

```
[0-3s]  Setup: Text overlay sets the scene
[3-25s] Performance: Act out the relatable scenario
[25-30s] Punchline or twist
```

Best for: Relatable content, humor, niche communities

---

## Visual Patterns

### Talking Head
- Good lighting (ring light or window light)
- Eye contact with camera
- Hand gestures for emphasis
- Interesting background (bookshelf, plants, studio setup)

### Slideshow/Carousel Video
- Strong visual on each slide (2-4 seconds per slide)
- Text overlays with key points
- Consistent style/branding
- Voiceover or trending sound

### Screen Recording
- Zoom in on important areas
- Add cursor highlight or click animations
- Keep movements smooth and intentional
- Overlay your face in corner (optional but boosts engagement)

### B-Roll Heavy
- Show don't tell
- Quick cuts (1-3 seconds per shot)
- Match cuts to voiceover beats
- Mix wide, medium, and close-up shots

---

## Audio Strategy

### When to Use Trending Sounds
- Entertainment/lifestyle content where the sound fits your message
- When the trend is still rising (check platform trending pages)
- Don't use when it distracts from your message or is already declining

### When to Use Original Audio
- Educational content where you're speaking
- Storytimes and personal narratives
- Product demos and tutorials
- Building a recognizable brand voice

### Voiceover Tips
- Speak slightly faster than normal conversation
- Vary your tone — avoid monotone delivery
- Pause for emphasis on key points
- Record in a quiet space, use noise removal
- AI voices work for faceless content (ElevenLabs, etc.)

### Music Selection
- Match energy to content (upbeat for tips, emotional for stories)
- Avoid copyrighted music on Reels/Shorts
- Use platform music libraries for safety
- Lower music volume under voiceover (ducking)

---

## Posting Strategy

### Optimal Posting Times (test your audience)

| Platform | Best Times (local) |
|----------|-------------------|
| TikTok | 7-9 AM, 12-3 PM, 7-11 PM |
| Reels | 9 AM, 12 PM, 7-9 PM |
| Shorts | 12-3 PM, 7-9 PM |

### Frequency Recommendations

| Goal | Minimum | Optimal |
|------|---------|---------|
| Growing | 1/day | 2-4/day |
| Maintaining | 3/week | 1/day |
| Testing | 2/week | 5/week |

### Batch Creation Workflow

1. **Ideate** (30 min): Generate 10-20 concepts
2. **Script** (1 hour): Write scripts for 5-10 videos
3. **Batch film** (2 hours): Record all talking head content
4. **Edit** (2-3 hours): Edit and add captions
5. **Schedule** (30 min): Queue for optimal times

---

## Analytics & Iteration

### Metrics That Matter

| Metric | What It Tells You |
|--------|-------------------|
| Watch time % | Is content engaging throughout? |
| Completion rate | Did hook + content deliver? |
| Saves | Is content valuable enough to revisit? |
| Shares | Is content worth spreading? |
| Comments | Did content spark conversation? |
| Follows | Did viewer want more from you? |

### What to Test

1. **Hooks**: Same content, different opening
2. **Length**: 15 sec vs 30 sec vs 60 sec
3. **Format**: Talking head vs slideshow vs demo
4. **Time**: Morning vs afternoon vs evening
5. **CTA**: Different calls to action

### When to Pivot

- 5+ videos with <1% completion rate → change hooks
- High views but low follows → check CTA and content-audience fit
- High saves but low shares → content is valuable but not social
- Lots of comments but negative → lean into controversy or adjust tone