The short version
- One video, one idea. Write it as a single sentence first.
- Spend most of your effort on the first line — the hook.
- Use a simple structure: hook → value → payoff → call to action.
- Write the way you talk, then read it aloud and cut.
- Plan about 2–2.5 words per second of video.
Start with one idea
Before writing anything, finish this sentence: "After watching, the viewer will…" — know one trick, feel one emotion, want one thing. If you have three ideas, you have three videos. Short-form works best when it's narrow and deep rather than broad and shallow.
Hook formulas
The first line decides whether anyone hears the second. Proven patterns include:
- The result: "This is how I cut my editing time in half."
- The mistake: "Stop filming your videos like this."
- The specific promise: "Three settings that fix shaky phone video."
- The curiosity gap: "I didn't expect this to work — but it did."
- The relatable problem: "If your videos look dark indoors, it's not your phone."
- The bold statement (only if you can back it up): "You don't need a new camera."
Structures that work
| Structure | Flow | Use for |
|---|---|---|
| Tip / how-to | Hook → steps → result → CTA | Tutorials, tips, hacks |
| Problem → solution | Relatable problem → why it happens → fix → proof | Products, advice, services |
| List | Promise a number → items, best last → recap | Recommendations, mistakes, tools |
| Story | Situation → complication → turning point → lesson | Personal content, brands, case studies |
| Myth vs fact | Common belief → why it's wrong → what's true | Education, expertise |
Whichever you choose, deliver on the hook's promise — viewers notice when the payoff doesn't match the opening.
Writing for the ear
- Short sentences. One idea each.
- Everyday words. "Use", not "utilise".
- Talk to one person. "You" is more engaging than "people".
- Cut the throat-clearing. Delete "Hey guys, so today I wanted to…". Start at the hook.
- Let pictures do the talking. Don't describe what's on screen — add what isn't.
- Read it aloud. Rewrite anything you trip over or wouldn't naturally say.
How many words?
Most people speak at roughly 130–160 words per minute when presenting — a little over two words per second. Short-form creators often speak faster, but it's a useful planning guide:
| Video length | Approximate words |
|---|---|
| 15 seconds | 30–40 |
| 30 seconds | 65–80 |
| 60 seconds | 130–160 |
| 3 minutes | 400–480 |
Leave room for pauses, reactions and moments where the visuals speak for themselves.
A reusable script template
HOOK (0–3 s): the promise, result or problem in one line.
ON-SCREEN TEXT: the hook in 3–7 words.
CONTEXT (3–8 s): why it matters to the viewer.
VALUE (8–45 s): the steps, tips or story — one per line, with the shot you'll show beside each.
PAYOFF: the result or the best point, saved for last.
CALL TO ACTION: one next step — follow, comment, visit, try.
Writing the shot beside each line ("close-up of settings menu", "before/after split") turns your script into a shot list, which makes filming much faster.
From script to edit
- Film line by line. Record each line of the script as a separate take, repeating any you stumble on.
- Assemble in order in the free online editor: add your takes and drag them into script order.
- Cut the gaps with Split and trim tightly — see our trimming guide.
- Add the on-screen hook in the Text tab, and captions for the rest.
- Narrate instead if you'd rather not be on camera: record the script as a voiceover over B-roll.
Go deeper on structure with our video storytelling basics.