The Hook-Based Scripting Framework We Use for Every Short-Form Video

The 1.5-second rule

If the viewer doesn't know why to keep watching by second 1.5, they scroll. Every frame before that window has to do work — visual, audio, and textual.

Five hook archetypes

The contrarian ('Most teams do X. They're wrong.'), the curiosity gap ('You'll never guess what happened when…'), the before/after ('This used to be ugly. Now look.'), the number ('I tested 14 tools. Only 2 worked.'), and the founder confession ('We almost killed our business with this.').

The mid-roll retention fix

Every 3-4 seconds needs a visual or energy shift. Zoom in, cut to a new scene, change the speaker, or insert a caption reveal. Retention curves tank on static content.

CTAs that don't kill retention

Never 'Follow for more' at the end. Instead, layer the CTA into the value delivery — 'If you want the template, I'll put it in the bio.' Retention stays up, conversion stays up.