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.