Strategy · 6 min read

The short-form playbook: start with the first second

Content does not need to be louder. It needs to be clearer. These are four principles we use again and again when designing short-form video for brands.

1. Start with what the audience cares about

The first second is not a brand introduction. It is a specific promise. Make the viewer understand why this matters to them, then use visual rhythm to deliver on it.

2. One piece, one action

A follow, save, click, or purchase can all be valid. Asking one video to do everything makes the script and CTA weaker.

3. Let comments shape the next brief

Comments are the cheapest form of user research. Capture repeated questions and turn them into the next brief to get closer to the real audience.