The short answer: short video works when the first three seconds earn the next ten. A simple five-part structure helps: a hook, the problem, the solution, the proof and a call to action. Add captions so it works without sound, and brief your editor with the same structure.
Most people scroll without sound and decide quickly. A video that starts slowly, with a logo or a greeting, is gone before it begins.
The five parts
- Hook: the line or image that stops the scroll, in the first three seconds.
- Problem: the situation the viewer recognises.
- Solution: what you do about it, shown, not only said.
- Proof: a customer, a result, a process, something real.
- Call to action: one step, said clearly at the end.
The first three seconds
- Start in the middle of the situation, not with an introduction.
- Say who it is for, or what is at stake.
- Use a visual that moves or changes in the first second.
- If a customer speaks, open on their strongest sentence and move the introduction later.
Make it work without sound
Add captions in the language of the audience, burned into the video. Check that the picture alone explains the main point. Sound should add to the video, not carry it.
Length and format
Keep each video as short as the idea allows. Vertical formats suit Reels, TikTok and Stories. Longer versions can stay for feed placements. When one video is long, cut a shorter version from its strongest section.
Language and voice
Write the script in the way the audience speaks, from the brief, not by translating. Read it aloud before recording, and cut any line you would not say to a customer. Our guide to writing ads in Egyptian Arabic covers this for Egyptian audiences.
A brief for the editor
- The goal and the platform.
- The script, with timings for each part.
- The text on screen and the captions.
- The music direction and where it should dip.
- The export sizes for each placement.
Test and learn
Treat each video as a test. Change the hook first, because it decides who keeps watching. Our guide to testing ad creative on a small budget shows how.
An illustration: a script in five parts
Imagine a video for a company that supplies branded gifts. The hook: "If you give your clients the same gift every year, change it this year." The problem: the usual gifts are forgotten within a week. The solution: a set with their logo that is used every day. The proof: a short clip of a real order being packed. The call to action: "Send us a message and see the new collection."
Each part takes a few seconds. The video is short, and each line has a job.
Keeping production simple
- Film in natural light where you can.
- Record the voice cleanly, because poor sound loses viewers faster than modest pictures.
- Reuse the same structure for several videos and change the hook and the proof.
When the videos are part of a content plan, our social media management team runs the calendar around them.
A checklist before you publish a video
- Does the first line stop the scroll without needing the sound?
- Are the captions burned in and correct?
- Is there one call to action, said clearly?
- Does it fit the format of the placement?
- Has someone from the audience watched it once?
Planning a month of video without burning out
Consistency is hard when video is treated as a series of emergencies. Plan a month at a time. Choose three or four topics from your content pillars, write the scripts together and film in one or two sessions. Batch editing saves time and keeps the look consistent.
Start simple. A person speaking clearly to the camera in good light and with clear sound can be very effective. Add complexity gradually, as you learn what your audience responds to. Keep a list of reusable elements, such as the opening graphic, the caption style and the closing line, so that each video does not start from nothing.
Captions, covers and the first frame
Many viewers watch without sound, so add captions that are accurate and easy to read. Use a clear font, enough contrast and short lines. Check the captions for spelling and for correct spelling of names and terms, especially in Arabic.
The first frame and the cover image shape the decision to watch. Choose a frame that shows the subject clearly and carries a short phrase that makes the viewer curious. Avoid cluttered covers and avoid promising something the video does not deliver.
Learning from the numbers
Look at how long people watch and where they leave. If many leave in the first seconds, the opening needs work. If they leave midway, the middle may be too slow or unclear. If they watch to the end but do not act, the call to action may be weak. Each pattern suggests a specific change, which you can test in the next video.
Combine the numbers with comments and messages. They often show which parts people found useful or confusing. Over time you will build a clear picture of what your audience wants to see, and each new video becomes better informed than the last.
An illustration: turning one customer question into a video
A customer asks, "How long does it take to start working with you?" That single question can become a short video. The hook states the question in the first seconds. The problem part acknowledges why people worry about it. The solution part explains the steps in order, in plain words and with simple text on the screen. The proof part shows one real example of a typical timeline. The final part invites the viewer to ask their own question.
The script is perhaps a hundred words, takes little equipment and answers something people really want to know. Videos that start from real questions tend to feel useful, and a library of them becomes a quiet but effective sales assistant.
How we work
We plan the script, the shoot and the edit with the brief for each platform. If you want video that brings enquiries, talk to us about the first three seconds.