Hook (First 1-3 Seconds)

• Must stop the scroll—pattern interrupt or curiosity gap
• Face close to camera—creates intimacy, attention
• Movement in first frame—static = scroll past
• Text overlay reinforces hook—works with sound off
• Controversial or surprising statement—triggers engagement
• "Wait for it" only if payoff delivers—overused but works when earned

Authenticity Over Production

• iPhone quality preferred—polished = ad, raw = real
• Real person, real environment—not studio, not perfect lighting
• Natural speech patterns—not scripted-sounding
• Mistakes left in strategically—human, relatable
• POV style—viewer feels like friend showing them something

Formats That Work

• Problem → Solution: "I was struggling with X until I found this"
• Tutorial/Demo: show product in use, not just talking about it
• Before/After: visual transformation
• Reaction: genuine response to trying product
• Story time: narrative hook, product woven in
• Green screen over product page/reviews—social proof

Platform Specifics

• TikTok: trends matter, sounds matter, fast pace
• Instagram Reels: slightly more polished acceptable, older demo
• YouTube Shorts: can be more informational, longer retention
• Cross-post but native feels different—adjust energy, pacing

Trends and Sounds

• Use trending sounds—algorithm boost, familiarity
• Put your spin on trend—don't just copy, add value
• Move fast—trends die in days, not weeks
• Save trending content for reference—build swipe file
• Original sounds can blow up—worth trying

Brief for Creators

• Clear product benefit—one main message, not five
• Target audience description—who should feel spoken to
• Mandatory elements—product visible, key phrase, CTA
• Freedom on execution—creator knows their audience
• Examples of what works—reference videos, not scripts
• What NOT to do—avoid these mistakes/phrases

Call to Action

• Clear, single CTA—link in bio, use code, try free
• CTA in last 2 seconds—after value delivered
• Verbal + text on screen—reinforce both ways
• Urgency when genuine—limited time, limited spots
• Soft CTA in caption—second chance if skipped

Testing and Iteration

• Multiple hooks for same content—test first 3 seconds
• Multiple creators, same brief—different audiences resonate differently
• Winning concepts get variations—iterate on what works
• Kill losers fast—80% won't work, that's normal
• Track by creative, not just campaign—identify patterns

Metrics That Matter

• Hook rate: % watching past 3 seconds—creative quality
• Watch time: % completing—content quality
• Engagement: saves > shares > comments > likes—intent signals
• Click-through: actually taking action—conversion quality
• Cost per result: efficiency—scale what works

Creator Selection

• Authentic to your audience—not just follower count
• Check their content style—matches brand energy?
• Engagement rate over followers—active audience matters
• Previous brand work—how did it perform?
• Micro-creators often outperform—more trusted, better rates

Volume Strategy

• More content > perfect content—algorithm needs volume
• 3-5 concepts, 3-5 creators each—matrix of tests
• Repurpose winners—different hooks, platforms, lengths
• User comments become new hooks—real objections, real language
• Seasonal/timely angles—Black Friday, New Year, etc.

Common Mistakes

• Too branded—looks like ad, users scroll
• Product shown too late—already lost attention
• Weak hook—generic opening, no curiosity
• No clear CTA—engagement without conversion
• Wrong creator for audience—mismatch kills authenticity
• One video tested—need volume, most won't work