Short-Form Video: TikTok, Reels, Shorts

Every viral short-form video follows the same 4-part skeleton.

Hook (0-3 seconds): You have 3 seconds before someone swipes. That's not a suggestion — TikTok's own data shows that 65% of viewers who watch past 3 seconds will watch the entire video. Your hook must create a reason to stay: a bold claim, a visual surprise, a question that demands an answer, or a pattern interrupt that breaks expectations.

Setup (3-10 seconds): Deliver context fast. Who are you, why should they care, and what are they about to learn or see? No throat-clearing, no "hey guys," no long introductions. Get to the point immediately.

Value (10-45 seconds): This is your content. The tip, the story, the tutorial, the reaction, the reveal. Deliver it with energy and clarity. If you're teaching, demonstrate visually. If you're storytelling, build tension. If you're entertaining, commit fully.

Payoff (last 3-5 seconds): End with impact. A surprising conclusion, a call to action, or a loop point that makes viewers want to watch again. Videos that loop (where the ending connects back to the beginning) get boosted by every algorithm because they increase watch time.

The hook is 80% of your video's success. AI can generate 20 in 60 seconds.

Hook categories that work: Curiosity gap ("I found out why every chef uses this and I can't believe no one talks about it"). Bold claim ("This one setting will double your iPhone battery"). Direct address ("If you're still doing X, stop — here's what to do instead"). Visual shock (start with the finished result, the fail, or the transformation). List tease ("3 apps that replaced my entire workflow — number 2 is insane").

AI prompt: "I'm making a 30-second [platform] video about [topic]. Generate 15 hook options across these categories: curiosity gap, bold claim, direct address, and list tease. Each hook should be under 10 words and create an immediate reason to keep watching. Rank the top 5 by scroll-stopping power."

Test multiple hooks on the same content. Post the same video with different hooks on different days or platforms. Track which hook style performs best for YOUR audience. Over time, you'll develop an instinct — but AI accelerates the data collection dramatically.

Script, shoot, edit, caption — AI handles 3 out of 4.

Scripting: Use AI to write tight scripts. "Write a 30-second TikTok script about [topic]. Structure: 3-second hook, quick setup, deliver 3 tips in rapid succession, end with a call to action. Keep sentences short. Use conversational language. Include [VISUAL CUE] notes for what to show on screen."

Editing: CapCut (free) has AI-powered auto-editing that adds jump cuts, zooms, and effects to raw footage. Opus Clip takes long videos and automatically finds the best 30-60 second clips with hooks already identified. Descript lets you edit video by editing text — delete a word from the transcript and it deletes it from the video.

Captions: Auto-captions are mandatory. 85% of social video is watched without sound. CapCut, Descript, and Veed all generate accurate captions with animated, styled text. AI can even optimize caption timing for maximum readability. Add captions to every single video, no exceptions.

The one thing AI can't do: Be you on camera. Your face, your energy, your delivery — that's what builds connection. The most over-produced AI content in the world can't compete with a person looking into a camera and saying something real. Lean into that.

Same content, different rules. Here's what each platform rewards.

TikTok: Rewards watch time and completion rate above all. Ideal length: 30-60 seconds (or 90+ seconds for storytelling). Use trending sounds. Engage in comments — the algorithm tracks creator engagement. Post 1-3 times daily for maximum growth. TikTok's algorithm is the most democratic: follower count matters less than content quality.

Instagram Reels: Rewards saves and shares over likes. Ideal length: 15-30 seconds for reach, 60-90 seconds for depth. Reels feed into your profile grid and attract followers who already follow similar accounts. Use relevant hashtags (3-5, not 30). Post Reels alongside Stories for maximum algorithmic push.

YouTube Shorts: Rewards subscriber conversion. Ideal length: 30-58 seconds (staying under 60 seconds is key). Shorts feed into your long-form channel, making them the best funnel from short to long content. Use Shorts to tease longer videos: "Full breakdown on my channel." YouTube's Shorts algorithm favors educational and tutorial content more than other platforms.

Lock it in.

Key concepts to remember.