feat: add short-form video section to social-content skill (#257)
Add TikTok/Reels/Shorts frameworks: 3-second rule, video structures, caption best practices, content ideas by business type. Detailed hook library, scripting template, audio/visual strategy in reference file. Inspired by #200 (vendor-neutral parts only). Co-authored-by: Claude Opus 4.6 <noreply@anthropic.com>
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Corey Haines
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# Short-Form Video: Hooks, Scripts & Strategy
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Detailed reference for creating short-form video content on TikTok, Instagram Reels, and YouTube Shorts.
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---
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## Video Hook Library
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### Curiosity Hooks (Best for engagement)
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**The "Secret" Formula:**
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- "The secret to [outcome] that nobody talks about"
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- "I found the hidden feature in [product/platform] that changes everything"
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- "I can't believe this actually works..."
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**The Unexpected Discovery:**
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- "I tried [thing] for 30 days and I was NOT expecting this"
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- "This completely changed how I think about [topic]"
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- "Nobody talks about this, but..."
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**The Question:**
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- "Why does nobody talk about this?"
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- "Am I the only one who didn't know this?"
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- "The reason [common thing] doesn't work is..."
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### Value Hooks (Best for saves)
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**The Promise:**
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- "How to [achieve outcome] in [specific timeframe]"
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- "[Number] [things] that will [benefit]"
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- "Everything you need to know about [topic] in 60 seconds"
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**The Hack/Shortcut:**
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- "[Outcome] hack that actually works"
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- "The [adjective] way to [outcome]"
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- "If you're struggling with [problem], watch this"
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**The Warning:**
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- "Stop doing [common practice] — here's why"
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- "[Number] mistakes that are killing your [results]"
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- "Why [thing you think is good] is actually hurting you"
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### Story Hooks (Best for watch time)
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**The Transformation:**
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- "3 months ago, I [bad state]. Today, I [good state]."
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- "Here's how I went from [before] to [after]"
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- "I used to think [old belief]. Then [event] changed everything."
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**The Failure:**
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- "I made a huge mistake with [topic]"
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- "Here's why I stopped [common practice]"
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- "I lost [something significant] because of this mistake"
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**The Journey:**
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- "So this just happened..."
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- "This changed everything for me"
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- "Let me tell you about the time I [interesting situation]"
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### Controversial Hooks (Best for comments)
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- "Unpopular opinion: [bold statement]"
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- "[Common advice] is actually wrong"
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- "I'm going to get hate for this, but..."
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- "Most [audience] get this completely wrong"
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---
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## Scripting Template
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```markdown
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## Video: [Working Title]
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**Platform:** TikTok / Reels / Shorts
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**Length:** XX seconds
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**Format:** [Talking head / Slideshow / Demo / Screen recording]
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### Hook (0-3 sec)
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- Visual: [What viewer sees]
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- Audio: [What they hear]
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- Text overlay: [On-screen text]
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### Body (3-X sec)
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- [Timestamp] - [What happens/what you say]
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- [Timestamp] - [Next beat]
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- [Continue...]
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### CTA (final 3-5 sec)
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- Verbal: [What you say]
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- Text: [On-screen text]
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- Action: [Follow, comment, link in bio, etc.]
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### Production Notes
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- Music/sound: [Trending sound or music choice]
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- B-roll needed: [List any clips needed]
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- Graphics: [Any text animations or overlays]
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```
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---
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## Additional Video Structures
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### The Story Arc (45-60 sec)
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```
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[0-3s] Hook: Tease the outcome
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[3-15s] Setup: Context and stakes
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[15-45s] Journey: What happened
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[45-55s] Resolution: The result
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[55-60s] Lesson/CTA
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```
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Best for: Personal stories, case studies, testimonials
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### The POV/Skit (15-30 sec)
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```
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[0-3s] Setup: Text overlay sets the scene
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[3-25s] Performance: Act out the relatable scenario
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[25-30s] Punchline or twist
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```
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Best for: Relatable content, humor, niche communities
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---
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## Visual Patterns
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### Talking Head
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- Good lighting (ring light or window light)
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- Eye contact with camera
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- Hand gestures for emphasis
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- Interesting background (bookshelf, plants, studio setup)
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### Slideshow/Carousel Video
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- Strong visual on each slide (2-4 seconds per slide)
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- Text overlays with key points
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- Consistent style/branding
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- Voiceover or trending sound
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### Screen Recording
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- Zoom in on important areas
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- Add cursor highlight or click animations
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- Keep movements smooth and intentional
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- Overlay your face in corner (optional but boosts engagement)
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### B-Roll Heavy
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- Show don't tell
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- Quick cuts (1-3 seconds per shot)
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- Match cuts to voiceover beats
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- Mix wide, medium, and close-up shots
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---
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## Audio Strategy
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### When to Use Trending Sounds
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- Entertainment/lifestyle content where the sound fits your message
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- When the trend is still rising (check platform trending pages)
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- Don't use when it distracts from your message or is already declining
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### When to Use Original Audio
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- Educational content where you're speaking
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- Storytimes and personal narratives
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- Product demos and tutorials
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- Building a recognizable brand voice
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### Voiceover Tips
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- Speak slightly faster than normal conversation
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- Vary your tone — avoid monotone delivery
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- Pause for emphasis on key points
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- Record in a quiet space, use noise removal
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- AI voices work for faceless content (ElevenLabs, etc.)
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### Music Selection
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- Match energy to content (upbeat for tips, emotional for stories)
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- Avoid copyrighted music on Reels/Shorts
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- Use platform music libraries for safety
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- Lower music volume under voiceover (ducking)
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---
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## Posting Strategy
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### Optimal Posting Times (test your audience)
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| Platform | Best Times (local) |
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|----------|-------------------|
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| TikTok | 7-9 AM, 12-3 PM, 7-11 PM |
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| Reels | 9 AM, 12 PM, 7-9 PM |
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| Shorts | 12-3 PM, 7-9 PM |
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### Frequency Recommendations
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| Goal | Minimum | Optimal |
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|------|---------|---------|
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| Growing | 1/day | 2-4/day |
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| Maintaining | 3/week | 1/day |
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| Testing | 2/week | 5/week |
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### Batch Creation Workflow
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1. **Ideate** (30 min): Generate 10-20 concepts
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2. **Script** (1 hour): Write scripts for 5-10 videos
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3. **Batch film** (2 hours): Record all talking head content
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4. **Edit** (2-3 hours): Edit and add captions
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5. **Schedule** (30 min): Queue for optimal times
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---
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## Analytics & Iteration
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### Metrics That Matter
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| Metric | What It Tells You |
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|--------|-------------------|
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| Watch time % | Is content engaging throughout? |
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| Completion rate | Did hook + content deliver? |
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| Saves | Is content valuable enough to revisit? |
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| Shares | Is content worth spreading? |
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| Comments | Did content spark conversation? |
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| Follows | Did viewer want more from you? |
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### What to Test
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1. **Hooks**: Same content, different opening
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2. **Length**: 15 sec vs 30 sec vs 60 sec
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3. **Format**: Talking head vs slideshow vs demo
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4. **Time**: Morning vs afternoon vs evening
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5. **CTA**: Different calls to action
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### When to Pivot
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- 5+ videos with <1% completion rate → change hooks
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- High views but low follows → check CTA and content-audience fit
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- High saves but low shares → content is valuable but not social
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- Lots of comments but negative → lean into controversy or adjust tone
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