Global Short-Form Video Script

> Write 2 A/B script variants for TikTok / Reels / YouTube Shorts with hooks, CTAs, shoot guide, captions, hashtags, and a viral score.

Step 0 — Read context file

Before writing the script, read .agents/product-marketing-context-global.md for:

• Product, USP, pricing
• Target audience and core insight
• Brand voice and tone
• Region (drives language / cultural references)

If a personal-brand context file exists (e.g., .agents/personal-brand-context-global.md), ask which mode to use:

• Mode A — Product: default, sell / convert
• Mode B — Personal Brand: trust + authority (different hooks, soft CTA)

Information gathering

Ask the user up to 4 questions before writing:

1. Product / service? Short description, core USP, price (if relevant).
2. Platform & length? TikTok (15 / 30 / 45 / 60s), Reels (15 / 30 / 60s), Shorts (30 / 60s). Default: TikTok 30s.
3. Target audience? Gender, age, primary pain, the outcome they want.
4. Funnel stage? TOFU (attract new) / MOFU (persuade) / BOFU (close). Default: TOFU.

Core principles

5 hook types (first 3 seconds)

| # | Hook type | Formula | Example (English) | |---|-----------|---------|-------------------| | 1 | Question | Ask a pain-tapping question — force the viewer to think | "Do you know why your skin keeps breaking out, even after a clean diet?" | | 2 | Number | Open with a surprising, specific stat | "97% of people are doing their morning routine wrong" | | 3 | Contrarian | Say the opposite of common belief | "Washing your face twice a day is making it worse" | | 4 | Situation / POV | Use POV, role-play, micro-story | "POV: First time at a med spa and you have no idea what to pick" | | 5 | Result first | Show the result first — then reveal the method | "My skin after 2 weeks of doing this — here's exactly how" |

Hook selection rule:

• TOFU: Prefer hook 1 (question), 4 (situation), 3 (contrarian)
• MOFU: Prefer hook 5 (result first), 2 (number)
• BOFU: Prefer hook 2 (number), 5 (result first)

Script timestamp structure

Applies to 30–45s videos (adjust the ratio for other lengths):

| Timestamp | Section | Content | Share | |-----------|---------|---------|-------| | 0–3s] | Hook | Spark curiosity, hold the viewer. Do not introduce yourself. | 10% | | 3–10s] | Problem / story | Express the pain or situation — the viewer sees themselves in it. | 25% | | 10–20s] | Solution / value | Introduce the product as the solution. | 30% | | 20–28s] | Proof | Outcome, review, stats, before / after. | 25% | | 28–30s] | CTA | Specific action: "DM us today", "Link in bio", "Comment to receive". | 10% |

Adjust by length

| Length | Hook | Problem | Solution | Proof | CTA | |--------|------|---------|----------|-------|-----| | 15s | 0–2s | 2–5s | 5–10s | 10–13s | 13–15s | | 30s | 0–3s | 3–10s | 10–20s | 20–27s | 27–30s | | 45s | 0–3s | 3–12s | 12–28s | 28–40s | 40–45s | | 60s | 0–3s | 3–15s | 15–35s | 35–53s | 53–60s |

6 professional hook formulas

Each hook is 2 lines: line 1 (open) max 50 characters, line 2 (twist) max 50 characters.

| # | Hook style | Formula | English example | |---|-----------|---------|-----------------| | 1 | Number-led | Open with a specific, surprising stat | "97% of clinic owners get this one step wrong." / "And it costs them six figures a year." | | 2 | Contrarian | Say the common thing, then flip it | "Running more ads will not save your business." / "I cut spend 50% and tripled orders." | | 3 | Personal transformation | Before vs after with a number | "6 months ago I had zero clients." / "Today I run 40 bookings a week — here's how." | | 4 | Borrowed authority | Name a brand / person / tool | "ChatGPT just changed how I do marketing." / "And 90% of marketers still haven't noticed." | | 5 | Confession | Share a mistake or a loss | "I lost $20K running ads the wrong way." / "Here's the lesson that paid me back in a month." | | 6 | Future forecast | Something is shifting that few see | "TikTok Shop is about to change completely." / "If you don't adapt now, you'll lose share." |

Hook rules:

• Never open with "I" — start with "You", "Here", a number, or a brand / name
• Line 1 creates a curiosity gap — line 2 raises stakes or flips the meaning
• 50 characters per line is the cap — on mobile, longer lines get clipped
• Match hook style to funnel stage: TOFU (1, 2, 6), MOFU (3, 4), BOFU (5, 3)

Reverse-engineer viral videos (research only)

> Learn from competitor / KOL videos — never copy.

When the user shares a reference video link:

1. Analyse structure: Hook (how many seconds?), key points (2 or 3?), CTA style?
2. Extract technique: Camera angle, cut rhythm, text overlay style, music
3. Adapt for the brand: Keep the structure + technique, swap content for the user's product
4. Do not copy lines — only learn the pattern, write fresh in the brand voice

Script-writing rules

1. One main idea only — do not pack two messages into one video.
2. Spoken language — write the way you speak, not the way you write.
3. Short sentences — max 15 words per sentence. Long sentences kill retention.
4. Clear transitions — note scene changes inside the script.
5. Mandatory text overlay — write the on-screen text, not just the dialogue.
6. No copyrighted music — only trending or royalty-free tracks.
7. Max 2 key points — three is too many, viewers will not retain.
8. Do not state the conclusion — let the facts / numbers speak.

Personal Brand Mode (optional)

> Activated when .agents/personal-brand-context-global.md exists. Read the file first to load: niche, personal audience, story arc, brand voice.

Core differences vs Mode A (Product)

| Element | Mode A (Product) | Mode B (Personal brand) | |---------|-------------------|------------------------| | Video goal | Sell / convert | Build trust + authority | | Hook angle | Product pain point | Personal experience / industry insight | | CTA | "DM / comment to buy" | Soft CTA: "What do you think?", "Follow for more" | | Story | Customer story | Founder / coach story (yourself) | | Trust signal | Reviews, USP | Personal track record, contrarian view | | Tone | Selling-focused | Conversational, vulnerable, authoritative |

4 personal-brand hooks (different from the 5 product hooks)

| # | Hook type | Formula | English example | |---|-----------|---------|-----------------| | 1 | Personal confession | Open with your own mistake / failure | "I lost $20K because of one decision last week. Here's the lesson." | | 2 | Contrarian take | Push back on what most people say | "Everyone says scale fast. I scaled slow on purpose — here's why." | | 3 | Behind the scenes | Show what people rarely see | "5am building this startup — here's what no one tells you." | | 4 | Industry truth | Insider knowledge that's rarely shared | "After 10 years of consulting, here are 3 things agencies will never tell you." |

Personal Brand 30s structure

| Time | Content | Goal | |------|---------|------| | 0–3s | Personal-brand hook (one of the 4 above) | Stop scroll with personal angle | | 3–10s | Setup: who is speaking, the situation | Establish credibility | | 10–22s | Core insight / story turning point | Deliver value | | 22–28s | Lesson learned / framework | Pay off the hook | | 28–30s | Soft CTA: "Have you been there?", "Follow for more" | Build community, NOT sell |

Personal Brand QA score (10 criteria)

Differs from the product QA. 10 criteria × 10 points:

1. Authenticity (does it feel real?)
2. Personal vulnerability (do you share a failure / mistake?)
3. Industry insight (is the takeaway useful?)
4. Hook personal angle (one of the 4 types above)
5. Story arc clear (setup -> turning point -> lesson)
6. Brand voice consistency (matches personal-brand-context-global.md)
7. Soft CTA appropriate (NO hard sell)
8. AI avatar disclosed (if used)
9. Niche relevance (matches chosen niche)
10. Repurposable (can it be cut into shorter clips?)

Score guide: 90+ Excellent, 70–89 Good, 50–69 Needs fixes, <50 Redo.

When NOT to use Personal Brand Mode

• User only has product context, no personal-brand context → use Mode A
• Paid ad video (sales ad copy) → use the ad copy skill instead
• Pure tutorial / how-to → Mode A still fits

Output structure

Header

markdown
# Video Script: [Product / campaign]
Created: [YYYY-MM-DD]
Platform: [TikTok / Reels / YouTube Shorts]
Length: [Xs]
Funnel stage: [TOFU / MOFU / BOFU]
Audience: [short description]
Angle: [reference content-angles]

Variant A — Angle / hook name]

| Timestamp | Voiceover | Visual / action | Text overlay | Audio | |-----------|-----------|----------------|--------------|-------| | 0–3s] | "Hook — verbatim]" | Scene description: angle, subject, action] | On-screen text] | Music / trending sound] | | 3–10s] | "Problem — verbatim]" | Transition + new scene] | Overlay] | Continue / change track] | | 10–20s] | "Solution — verbatim]" | Action: product demo, B-roll, close-up] | Overlay] | | | 20–27s] | "Proof — verbatim]" | Before / after, review, on-screen stats] | Result overlay] | | | 27–30s] | "CTA — verbatim]" | Hand point, link, return to product] | "Big, bold CTA text]" | |

Variant B — Angle / hook name]

_(Same structure as Variant A, different angle or hook)_

| Timestamp | Voiceover | Visual / action | Text overlay | Audio | |-----------|-----------|----------------|--------------|-------| | 0–3s] | "Different hook — verbatim]" | Different angle] | Different overlay] | | | ... | ... | ... | ... | ... |

A vs B comparison

| Element | Variant A | Variant B | |---------|-----------|-----------| | Hook type | e.g., Question] | e.g., Result first] | | Primary emotion | e.g., Curiosity] | e.g., Surprise] | | CTA | e.g., DM us now] | e.g., Comment to receive] | | Production difficulty | Easy / Medium / Hard] | Easy / Medium / Hard] | | Best for testing | Cold audience] | Warm audience] |

Shoot guide

Equipment

| Item | Recommended | Alternative | |------|------------|-------------| | Camera | iPhone 13+ / Samsung S22+ / Pixel 7+ | Any 4K-capable phone | | Tripod | Tripod with phone clamp | Books, table mount | | Lighting | Ring light 26cm or softbox | Window with natural light | | Audio | Lavalier mic (Boya BY-M1, Rode SmartLav) | Phone mic (quiet room) | | Edit software | CapCut (free) | DaVinci Resolve, InShot, Premiere Rush |

Pre-shoot checklist

• ] Phone on Do Not Disturb
• ] Wipe lens
• ] Lighting check — no backlight
• ] Audio test — record 5 seconds, listen back
• ] Aspect ratio: 9:16 (vertical) for TikTok / Reels / Shorts
• ] Camera at eye level or slightly higher
• ] Read script twice before recording

Shoot styles by content type

| Style | Description | Best for | |-------|-------------|----------| | Talking head | Direct to camera, close-up on face | Question hooks, education, reviews | | POV | Camera = viewer's eyes, no creator face | Situations, experiences | | B-roll + voiceover | Shoot product / setting, voice over later | Product demos, behind-the-scenes | | Before / after | Split screen or scene change | Proof, results | | Green screen | Image / video background, presenter in front | Analysis, commentary, comparison |

Caption & hashtag

Caption template

markdown
[Line 1 — restate the hook of the video, max 125 characters]
[Line 2 — add value or context]
[Line 3 — CTA: "Save this", "Tag a friend who needs this"]
.
.
.
[Hashtag block]

Hashtag strategy

| Group | Count | Example | |-------|-------|---------| | Trending / viral | 1–2 | #fyp, #viral | | Industry / niche | 2–3 | #skincare, #cleanbeauty, #serum | | Brand | 1 | #YourBrandName | | Long-tail | 1–2 | #morningroutineforacneprone, #dryskinremedy |

Total: 5–8 hashtags. Do not spam 20–30 — it dilutes reach.

> Region note: Localise hashtags by market. SEA may add #Singapore #Malaysia, EU may add #Berlin #Paris, LATAM uses Spanish / Portuguese hashtags.

Viral score — predict performance

Score 5 elements, 1–5 each:

| Element | Criterion | Score | |---------|-----------|-------| | Hook strength | Do the first 3 seconds spark curiosity? Reason to stay? | /5 | | Save potential | Will viewers want to save it? (tips, how-to, formula) | /5 | | Share trigger | Reason to share with someone else? (funny, relatable, useful) | /5 | | Completion pull | Will they watch to the end? Suspense / payoff? | /5 | | Comment bait | Reason to comment? (question, debate, tag a friend) | /5 |

| Total | Verdict | Action | |-------|---------|--------| | 20–25 | High viral potential | Publish now, consider boosting with paid | | 15–19 | Good | Run A/B test, watch first 24h closely | | 10–14 | Average | Tweak hook or CTA | | <10 | Weak | Rewrite — do not run paid |

QA score — pre-delivery check

Score the script across 10 criteria, 10 points each. Deliver only if score >= 85 / 100.

| # | Criterion | 10 points | 0 points | |---|-----------|-----------|----------| | 1 | Hook in 3 seconds | Clear hook, no self-introduction | Opens with "Hi everyone, today I will..." | | 2 | Hook ≤ 50 characters | Line 1 is short, bold, complete thought | Line 1 too long, sentence broken | | 3 | Single main idea | Whole script serves one message | Multiple scattered ideas | | 4 | Max 2 key points | 2 clear, memorable points | 3+ points, too much information | | 5 | Spoken language | Sounds natural read aloud | Reads like an essay | | 6 | Sentences ≤ 15 words | Every sentence concise | Has sentences over 15 words | | 7 | Specific CTA | "DM us now", "Comment KEYWORD]" | "Learn more", "Contact us" | | 8 | Length matches platform | Script reads in the chosen length | Too long or too short | | 9 | Does not open with "I" | Opens with "You", "Here", a number, a brand | First line is "I..." | | 10 | Includes shoot guide | Camera angle, action, text overlay specified | Only dialogue, no visuals |

| Total | Verdict | Action | |-------|---------|--------| | 95–100 | Excellent | Deliver now | | 85–94 | Good | Deliver with notes for improvement | | 70–84 | Average | Revise before delivery | | < 70 | Weak | Rewrite |

Examples — diversified regions

Example A — US DTC supplement, 30s TikTok, TOFU

• Hook (Question): "Do you know why your morning energy crashes by 11am?"
• Audience: Knowledge workers 25–40, US, struggling with afternoon fatigue
• Angle: Energy + focus, science-backed
• CTA: "Tap the link to grab your free sample"

Example B — EU clean-beauty serum, 45s Reels, MOFU

• Hook (Result first): "My skin after 4 weeks of switching to clean serum"
• Audience: Women 25–35, DE / FR / NL, eco-conscious
• Angle: Before / after with ingredient breakdown
• CTA: "Save this and check the link in bio"

Example C — SEA fitness coaching app, 60s Shorts, BOFU

• Hook (Number): "200 people lost 5kg in 8 weeks using this method"
• Audience: Office workers 28–45, Singapore / Malaysia / Vietnam
• Angle: Social proof + outcome + free trial
• CTA: "Comment FREE for the 7-day trial"

Cross-reference

• 02-campaign-brief-global — Pull creative direction and tone from the brief
• 01-content-calendar-global — Schedule the video into the calendar
• 09-customer-insight-global — Source pain and desire data for the hook
• product-marketing-context-global — Lock product, USP, brand voice

Quality checklist

Before delivering the script, verify:

• ] 2 A/B variants with different hooks
• ] Hook lives in the first 3 seconds, no self-introduction
• ] Each sentence is at most 15 words, spoken-language style
• ] Visual / action notes for every timestamp
• ] Text overlay defined for every section
• ] Specific CTA, action-driving (not generic "learn more")
• ] Length matches the chosen platform
• ] Shoot guide included (equipment, lighting, angles)
• ] Caption + hashtags written
• ] Viral score calculated
• ] No copyrighted music in the script
• ] Funnel angle matches funnel stage (TOFU / MOFU / BOFU)
• ] Hashtags localised for region
• ] CTA phrasing matches .agents/product-marketing-context-global.md voice