1. Win the first second
On TikTok, Reels and Shorts, viewers decide whether to keep watching almost instantly. Open with movement, a bold statement or a question, never with a logo or a slow intro.
A simple test: mute the video and watch only the first second. If it isn't interesting without sound, change the opening shot.
2. Shoot vertical, think vertical
Cropping horizontal footage into 9:16 usually loses the action. Plan shots for a vertical frame from the start: keep your subject centred, fill the frame and leave room at the top and bottom for captions and platform buttons.
3. Design for sound-off viewing
Many people scroll with the sound off. Add clear, well-timed captions and on-screen text that tells the story, so your message lands even in silence. Keep text short and big enough to read on a small phone.
4. One video, one idea
The most effective short videos make a single point: one product benefit, one tip, one moment. If you have five messages, make five videos. You'll get more content and clearer results.
5. Test, then double down
Post several variations of a hook or format and compare the results after a few days. Look at watch time and completion rate, not just views. When something works, make more of it, and turn your best organic videos into paid ads.
Need a hand? Our Video & Photography team plans, shoots and edits short-form content built for each platform.
