04 script video global

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.

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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)

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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.

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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.

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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

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Output structure

Header

# 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]

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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

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Caption & hashtag

Caption template

[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.

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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

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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

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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"

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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

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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