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Social media5 min read
Reels that sell without looking like an ad
The hook decides everything, and most brands spend it on their logo. What we've learned running short video for local businesses.
Short video rewards the same thing every time: starting in the middle. The posts that work open on the problem, the result, or an argument - never on a title card.
The first three seconds
Show the finished thing, the awkward first attempt, or say the sentence your customer would say. We've stopped writing hooks separately from the video - the hook is what the first frame shows.
What we cut
- Intros - the brand name appears in the caption and the end frame
- Stock-feeling b-roll - one real shot of the shop beats any library
- Calls to action longer than four words
Consistency still matters, but a calendar isn't a strategy. One video a week that starts properly will beat seven that open with a logo.