Do not open the camera app first. Fill five rows:
0-2s Hook (readable muted)
2-5s Problem or interrupt
5-10s Product in use
10-13s Proof or mechanism (only what you can verify)
13-15s One CTA
If row 1 is a logo or a greeting, the rest rarely gets seen.
This is the same template founding members get in High-Converting Creative Playbook. No testimonials claimed here. Use your own evidence only.
Most small stores do not have a media-buying problem. They have a first-two-seconds problem.
When CTR falls, the usual move is more budget or a new offer. The cheaper test is rewriting the hook before you touch spend.
A working hook does one of these, fast:
Names the exact frustration on screen
Shows the product doing the job with sound off
Interrupts a pattern the feed already trained people to skip
Founding-member note: this is a structure lesson, not a performance claim.
If you want the 15 frameworks, storyboard template, and an async critique thread, the Playbook is inside What Clicks Academy.
