The short-form playbook
Free guides on hooks, UGC and creative testing. The same playbooks our strategists use every week.
All guides
01How to write a hook that stops the scroll
The first three seconds decide whether anyone watches the rest. Here are the hook formats we test first, and how to write your own.
6 min read→
02UGC ads vs organic short-form: which does your brand need?
Both run on TikTok, Reels and Shorts, but they do very different jobs. Here is how to decide where to start.
5 min read→
03How to brief a UGC creator so the first video works
A clear brief is the difference between a usable ad and a reshoot. Use this structure for every creator you work with.
5 min read→New to short-form? Read in this order
Three guides, about 20 minutes, and you will brief, hook and test like a pro.
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Dana W., PacewellYour next winning video is 7 days away.
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