marketingskills/skills/social/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.

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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"

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Scripting Template

## 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]

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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

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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

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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)

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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

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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