Social Media Hooks Library

Everyone tells you to [common advice]. Here’s why I don’t.

The viewer arrives agreeing with the advice. You disagree in the first sentence, and they stay to see if you can justify it.

• Trades & constructionEveryone tells you to get three quotes. Here’s why the cheapest one usually costs you more.
• Health & fitnessEveryone tells you to do cardio first. Here’s why our members lift before they run.
• B2B & SaaSEveryone tells you to post on LinkedIn every day. Here’s why we post twice a week.
• Real estateEveryone tells you to sell in spring. Here’s why some of our best results come in winter.

[Popular thing] is overrated. Do this instead.

Attacking something popular creates instant tension, and the promise of an alternative gives the viewer a reason to stay.

• Cafes, bars & restaurantsSmashed avo is overrated. Order this instead next time you’re in.
• Retail & e-commerceMatching furniture sets are overrated. Do this instead.
• Health & fitnessTen thousand steps is overrated. Do this instead.
• Trades & constructionOpen-plan kitchens are overrated. Here’s what we’re building instead.

You don’t need [expensive thing] to [result].

It removes a barrier the viewer thought was real. Relief is a strong reason to keep watching.

• B2B & SaaSYou don’t need a full-time video team to post every week.
• Health & fitnessYou don’t need a gym membership to start strength training.
• Professional servicesYou don’t need an accountant to set up your business structure. You need one for this part.
• Retail & e-commerceYou don’t need a designer to make a small room look bigger.

The worst advice in [industry] is “[advice]”.

Naming bad advice positions you as the insider who knows better, and the viewer wants to check they have not fallen for it.

• Real estateThe worst advice in real estate is “just list it and see what happens”.
• Professional servicesThe worst advice in small business is “you’ll sort the tax out at the end of the year”.
• B2B & SaaSThe worst advice in SaaS marketing is “just add more features to the homepage”.
• Events & venuesThe worst advice for planning an event is “book the venue first”.

Unpopular opinion: [belief your audience holds] is wrong.

The label promises a fight. People watch to agree, disagree or argue in the comments, and all three help reach.

• Cafes, bars & restaurantsUnpopular opinion: a good cafe should not do all-day breakfast.
• Health & fitnessUnpopular opinion: you should not train to failure every session.
• Events & venuesUnpopular opinion: most conferences are too long.
• Trades & constructionUnpopular opinion: you should not renovate the kitchen first.

Nobody talks about [specific detail in frame].

It implies a secret hiding in plain sight, and the detail is already on screen, so the viewer looks for it.

• Trades & constructionNobody talks about what’s behind the plasterboard before you sign off.
• Real estateNobody talks about the one room buyers actually decide on.
• Cafes, bars & restaurantsNobody talks about how long we rest our steaks, and it’s the whole trick.
• Retail & e-commerceNobody talks about the stitching, and it’s why ours last ten years.

This looks like [ordinary thing]. It’s actually [surprising thing].

The frame tells the viewer one story and the line tells them another. That mismatch is the contrast.

• Trades & constructionThis looks like a normal deck. It’s actually built to survive a bushfire zone rating.
• B2B & SaaSThis looks like a spreadsheet. It’s actually how we caught a $40,000 billing error.
• Events & venuesThis looks like an empty warehouse. On Saturday it’s a 300-person wedding.
• Health & fitnessThis looks like a warm-up. It’s actually the hardest part of the session.

Here’s what [insiders] know that [customers] don’t.

Everyone wants the inside view. It frames you as the person who will hand it over.

• Real estateHere’s what agents know about open homes that buyers don’t.
• Cafes, bars & restaurantsHere’s what chefs know about ordering the specials.
• Professional servicesHere’s what accountants know about the end of financial year that you don’t.
• Retail & e-commerceHere’s what furniture stores know about sale weekends.

I’m probably not supposed to show you this.

A hint of a rule being broken is hard to resist. It also signals real behind-the-scenes access.

• Cafes, bars & restaurantsI’m probably not supposed to show you our walk-in fridge on a Friday.
• Events & venuesI’m probably not supposed to show you the venue before the styling goes in.
• Retail & e-commerceI’m probably not supposed to show you where our next range is being made.
• B2B & SaaSI’m probably not supposed to show you our product roadmap. Here’s one part of it.

Most [audience] get this wrong, and it’s costing them [cost].

It combines a curiosity gap with fear of loss. The viewer needs to check whether they are in the “most”.

• Trades & constructionMost homeowners get their downpipes wrong, and it’s costing them a foundation repair.
• Professional servicesMost sole traders get their invoicing wrong, and it’s costing them weeks of cash flow.
• B2B & SaaSMost SaaS teams get onboarding emails wrong, and it’s costing them trial conversions.
• Health & fitnessMost people get their deadlift setup wrong, and it’s costing them their lower back.

There’s a reason [familiar thing] looks like this.

It turns something the viewer walks past every day into a small mystery with a satisfying answer.

• Trades & constructionThere’s a reason that pipe under your sink is shaped like a U.
• Cafes, bars & restaurantsThere’s a reason the bread comes out before the menu.
• Real estateThere’s a reason the kitchen lights are always on at an open home.
• Events & venuesThere’s a reason the bar is never next to the dance floor.

Would you [choice]?

A yes or no question is answered in the viewer’s head before they decide to scroll, and then they want to see if they were right.

• Real estateWould you pay $50,000 more for this view?
• Cafes, bars & restaurantsWould you wait 40 minutes for this burger?
• Health & fitnessWould you train at 5am if it meant never missing a session?
• Events & venuesWould you get married in a warehouse?

Guess how much this [thing] costs.

Everyone has a guess and wants to know if they are right. It is one of the most reliable ways to get comments.

• Trades & constructionGuess how much this outdoor kitchen cost to build.
• Retail & e-commerceGuess how much this handmade table costs.
• Real estateGuess what this two-bedroom unit in Bondi sold for.
• Cafes, bars & restaurantsGuess how much our seafood platter for two costs.

What would you do if [scenario]?

A scenario puts the viewer in the decision. They answer for themselves, then stay to compare with yours.

• Professional servicesWhat would you do if your biggest client paid 90 days late?
• Trades & constructionWhat would you do if you found asbestos halfway through a renovation?
• Events & venuesWhat would you do if the band cancelled the morning of the wedding?
• B2B & SaaSWhat would you do if your best customer asked for a feature you hate?

Why does [familiar thing] [surprising detail]?

It points at something the viewer has seen a hundred times and never questioned. Now they need the answer.

• Cafes, bars & restaurantsWhy do good cafes serve the flat white in a smaller cup?
• Trades & constructionWhy do builders leave a gap at the bottom of the plasterboard?
• Retail & e-commerceWhy does linen get softer every time you wash it?
• Health & fitnessWhy do your legs shake on the last rep?

Here’s how to [result] in [short time].

A specific result and a short time promise make the value obvious before the viewer decides to leave.

• Cafes, bars & restaurantsHere’s how to make our house margarita in under a minute.
• Retail & e-commerceHere’s how to style a bookshelf in five minutes.
• Health & fitnessHere’s how to fix your squat depth in one session.
• Trades & constructionHere’s how to find a leak behind tiles in ten minutes.

[Number] things I’d do if I were starting [business] today.

Hindsight is valuable and specific. The number tells the viewer how long they are committing to.

• B2B & SaaSThree things I’d do if I were starting a SaaS company today.
• Cafes, bars & restaurantsThree things I’d do if I were opening a cafe today.
• Professional servicesThree things I’d do if I were starting a consulting practice today.
• Trades & constructionThree things I’d do if I were starting a building company today.

This is the [named method] we use to [result].

A named method sounds like a system rather than an opinion, which makes it feel worth learning.

• B2B & SaaSThis is the three-call rule we use to qualify every lead.
• Real estateThis is the five-photo test we use before every listing goes live.
• Health & fitnessThis is the two-for-one rule we use to program every class.
• Events & venuesThis is the run-sheet method we use so no event starts late.

Give me [time] and I’ll show you [result].

Asking for a small, specific amount of time feels fair, and people who agree tend to watch the whole thing.

• Professional servicesGive me 30 seconds and I’ll show you how to read a profit and loss statement.
• Real estateGive me 30 seconds and I’ll show you what this suburb’s prices are doing.
• Retail & e-commerceGive me 30 seconds and I’ll show you how to pick the right mattress.
• B2B & SaaSGive me 30 seconds and I’ll show you how our customers cut their reporting time.

If you remember one thing about [topic], make it this.

It promises the single most important takeaway and saves the viewer from sorting through the rest.

• Trades & constructionIf you remember one thing about waterproofing, make it this.
• Health & fitnessIf you remember one thing about recovery, make it this.
• Professional servicesIf you remember one thing about contracts, make it this clause.
• Events & venuesIf you remember one thing about wedding timelines, make it this.

Save this before your next [event or purchase].

It frames the video as a tool for later, which drives saves, and saves tell the platform the video is useful.

• Real estateSave this before your next open home.
• Events & venuesSave this before you book your next venue.
• Retail & e-commerceSave this before you buy your next sofa.
• Cafes, bars & restaurantsSave this before you book your next group dinner.

This is the exact [document or checklist] I send every new [client].

Showing a real working document is generous and specific. It is one of the most saved formats on LinkedIn.

• Professional servicesThis is the exact onboarding checklist I send every new bookkeeping client.
• Events & venuesThis is the exact run sheet template I send every couple.
• Trades & constructionThis is the exact pre-start checklist I send every client before we pick up a tool.
• B2B & SaaSThis is the exact kickoff agenda we send every new customer.

I tried [new method] for [time]. Here’s what happened.

There is a real chance it failed, and the viewer wants to know the result before they try it themselves.

• B2B & SaaSWe tried a four-day week for three months. Here’s what happened to output.
• Health & fitnessI tried training at 5am for 30 days. Here’s what happened.
• Cafes, bars & restaurantsWe tried a no-booking policy for a month. Here’s what happened.
• Professional servicesI tried answering every client email within an hour for a month. Here’s what happened.

We tested [A] against [B]. One clearly won.

A head-to-head creates a question the viewer can only answer by watching.

• Trades & constructionWe tested three waterproofing membranes with a hose for an hour. One clearly won.
• Retail & e-commerceWe tested our bag against a cheaper copy. One clearly won.
• Cafes, bars & restaurantsWe tested oat, almond and soy in our flat white. One clearly won.
• Real estateWe tested listing photos taken on a phone against professional ones. One clearly won.

I spent [money or time] so you don’t have to.

The viewer gets the lesson without the cost. That trade feels generous.

• Retail & e-commerceI spent $2,000 testing standing desks so you don’t have to.
• B2B & SaaSWe spent six months testing CRMs so you don’t have to.
• Health & fitnessI tested eight protein powders so you don’t have to.
• Events & venuesWe trialled five AV suppliers so you don’t have to.

Can [product] survive [stress test]?

A question with a visible test is hard to scroll past. The viewer wants to see the moment of truth.

• Trades & constructionCan this composite decking survive a summer of full sun?
• Retail & e-commerceCan our backpack survive a week of daily commuting in the rain?
• Health & fitnessCan our gym floor survive a 100kg deadlift drop?
• B2B & SaaSCan our platform survive 10,000 users logging in at once? We tested it.

Doing [task] the old way vs the new way.

The contrast is built into the format. The viewer watches to see how much better the new way is.

• Trades & constructionLaying tiles the old way vs with a levelling system.
• B2B & SaaSBuilding a monthly report the old way vs in our dashboard.
• Cafes, bars & restaurantsMaking cold brew the old way vs our way.
• Professional servicesDoing a tax return the old way vs with the right software.

I asked [number] [people] the same question.

Many answers to one question make a pattern the viewer wants to see. Real people on camera feel unscripted.

• Events & venuesI asked twenty wedding guests what made a reception great.
• Real estateI asked ten buyers at an open home what they noticed first.
• Health & fitnessI asked our members why they almost quit.
• B2B & SaaSI asked fifteen founders what they wish they had automated sooner.

This is going to change how [audience] [does thing].

It sets up a before and after, and nobody wants to be the last to know.

• B2B & SaaSThis is going to change how finance teams close the month.
• Health & fitnessThis is going to change how you warm up.
• Real estateThis is going to change how buyers inspect homes.
• Retail & e-commerceThis is going to change how you pack for a trip.

In [timeframe], every [business type] will [change]. Here’s why.

A confident prediction invites agreement and argument in equal measure.

• B2B & SaaSIn two years, every SaaS company will sell with video demos. Here’s why.
• Cafes, bars & restaurantsIn five years, every restaurant will take bookings this way. Here’s why.
• Professional servicesIn a few years, every accounting firm will work like this. Here’s why.
• Events & venuesIn a few years, every conference will be filmed for clips. Here’s why.

This used to take [long time]. Now it takes [short time].

The size of the time saving is the contrast. Bigger gap, stronger hook.

• B2B & SaaSOnboarding a new client used to take two weeks. Now it takes two days.
• Trades & constructionGetting a quote used to take a week. Now we do it on site.
• Professional servicesYear-end used to take us a month. Now it takes four days.
• Real estateGetting a property appraisal used to take a week. Now it takes a morning.

[Old way] is on its way out.

Telling people their current way is ending creates urgency to learn what replaces it.

• Retail & e-commerceFast fashion basics are on their way out. Here’s what customers are buying instead.
• Cafes, bars & restaurantsPaper menus are on their way out, and here’s what we learned replacing ours.
• Events & venuesThe two-hour keynote is on its way out.
• Health & fitnessLong steady-state cardio sessions are on their way out for most of our members.

What [place or industry] looked like [years] ago vs today.

A then-and-now contrast is visual, nostalgic and instantly understood.

• Real estateWhat this street looked like in 1995 vs today.
• Cafes, bars & restaurantsWhat our cafe looked like on opening day vs today.
• Trades & constructionWhat this house looked like when we started vs handover.
• Events & venuesWhat this venue looked like ten years ago vs today.

Open on the finished result. Then: “Here’s how we got here.”

The payoff shown first makes the viewer ask how. The rest of the video answers it.

• Trades & constructionOpen on the finished bathroom, then cut to the gutted room on day one.
• Cafes, bars & restaurantsOpen on the plated dish, then rewind to the raw ingredients.
• Events & venuesOpen on the fully styled room, then cut to the empty space at 7am.
• Real estateOpen on the twilight hero shot, then the house before styling.

Open on an extreme close-up. Then: “What do you think this is?”

An unrecognisable image is a puzzle. The brain wants to solve it before moving on.

• Retail & e-commerceOpen on the weave of a fabric, then pull back to the finished jumper.
• Cafes, bars & restaurantsOpen on the crust of a loaf, then pull back to the bakery counter.
• Trades & constructionOpen on the grain of a timber joint, then pull back to the staircase.
• Health & fitnessOpen on chalk on a hand, then pull back to the lift.

Start with something happening: a pour, a drop, a cut. Then: “Here’s why that matters.”

Motion in the first frame catches the eye before any words do.

• Cafes, bars & restaurantsStart on espresso pouring in slow motion, then explain your beans.
• Trades & constructionStart on water hitting a waterproofed shower base, then explain the membrane.
• Retail & e-commerceStart on a glass dropping onto your rug, then show the stain wiping clean.
• Health & fitnessStart on a kettlebell hitting the floor, then explain the drill.

Walk the camera through a door into the space. Then: “Come inside [place].”

Forward movement through a threshold feels like being invited somewhere, and people follow.

• Real estateWalk through the front door: “Come inside the best-value home in the street.”
• Cafes, bars & restaurantsWalk through the kitchen door: “Come inside our kitchen on a Saturday night.”
• Events & venuesWalk through the venue doors: “Come inside before the guests arrive.”
• Health & fitnessWalk through the gym doors at 5:30am: “Come inside our first class.”

Rapid match cuts through [many options]. Then: “Which one would you pick?”

Fast cuts reward attention, and the question invites a comment.

• Retail & e-commerceCut through ten colourways of the same chair: “Which one would you pick?”
• Real estateCut through six kitchens we sold this year: “Which one would you buy?”
• Cafes, bars & restaurantsCut through every cocktail on the menu: “Which one are you ordering?”
• Events & venuesCut through eight table settings: “Which one for your wedding?”

Stand in front of [screenshot, photo or listing] and point at the detail that matters.

The background gives instant context, and you pointing tells the viewer exactly where to look.

• Real estateStanding in front of a listing photo: “Look at what’s missing from this kitchen.”
• B2B & SaaSStanding in front of a competitor’s pricing page: “Look at what this actually costs.”
• Professional servicesStanding in front of the ATO’s website: “Look at this deadline most businesses miss.”
• Retail & e-commerceStanding in front of a customer review: “Look at what she said about the stitching.”

Open on two seconds of satisfying footage from your own work, with the hook as text over it. Then cut to you.

The clip holds the eye while the text sets up the topic. The cut hands that attention straight to you.

• Trades & constructionTwo seconds of a fresh concrete pour, text: “What your builder won’t tell you about slabs”, then cut to you on site.
• Cafes, bars & restaurantsTwo seconds of a knife through a crusty loaf, text: “Why our sourdough takes three days”, then cut to the baker.
• Retail & e-commerceTwo seconds of a candle being poured, text: “Why cheap candles tunnel”, then cut to you at the bench.
• Health & fitnessTwo seconds of a barbell loading up, text: “The mistake I see every new member make”, then cut to you.

Open on the moment it went wrong. Then: “Let me explain how we got here.”

Chaos in the first frame is impossible to ignore, and the rewind promises the story behind it.

• Trades & constructionWater pouring through a ceiling, then: “Let me explain how we got here, and how we fixed it.”
• Events & venuesA marquee flapping in a storm two hours before guests arrive, then: “Let me explain.”
• Cafes, bars & restaurantsA full tray of glasses hitting the floor on a Saturday night, then: “Let me explain how we got here.”
• B2B & SaaSOur status page turning red on launch day, then: “Let me explain how we got here.”

Push an object towards the lens, and cut on the movement into the next scene.

Movement towards the camera reads as a threat or a gift, and the brain tracks it. The cut on the motion feels seamless.

• Trades & constructionHand the tape measure to the lens, and it comes back out in the finished kitchen.
• Retail & e-commercePush the shopping bag at the camera, and it opens on the flat lay of what was inside.
• Real estateHand the keys to the lens, and cut to the new owners opening the front door.
• Events & venuesPush the invitation towards the camera, and cut to the room it invited people to.

Walk towards the camera with the hook on screen, then stop and start talking.

Movement towards the viewer creates energy in the first second, and stopping signals that something worth hearing is coming.

• Professional servicesWalking through the office at 7am, text: “What I check first in every new client’s books”.
• Real estateWalking up the driveway, text: “Why this house sold in a week”.
• Health & fitnessWalking across the gym floor, text: “Three signs you are overtraining”.
• B2B & SaaSWalking past the team, text: “Why we stopped doing weekly reports”.

Whip pan from you to the reveal. Then: “This is what [budget or time] did.”

A fast whip hides the cut and makes the reveal feel like a surprise, even when the viewer expects it.

• Trades & construction“This is what $25,000 did to a 1990s laundry.” Whip to the finished room.
• Events & venues“This is what four hours of styling did.” Whip to the reception room.
• Real estate“This is what two days of styling did to this living room.” Whip to the finished space.
• Retail & e-commerce“This is what one rug did to this room.” Whip to the styled lounge.

I thought [product or service] was a scam. Then [what happened].

“Scam” triggers a fear of being cheated, and the turnaround creates a question the viewer needs answered.

• Retail & e-commerceI thought a $300 pillow was a scam. Then I slept on it for a week.
• Health & fitnessI thought personal training was a scam. Then I saw my first progress photo.
• B2B & SaaSI thought AI note-takers were a scam. Then I read the summary of a two-hour meeting.
• Professional servicesI thought paying a bookkeeper was a waste. Then they found what I’d been missing.

I tried [failed attempts] before I found this.

Listing failed attempts mirrors the viewer’s own frustration, so they trust the solution more.

• Health & fitnessI tried four diets and two personal trainers before I found this.
• Retail & e-commerceWe went through six suppliers before we found fabric this good.
• B2B & SaaSWe tried three project tools before we built our own.
• Trades & constructionWe tried every grout on the market before we found one that lasts.

The day I almost [lost or quit] [the business].

Real stakes from a real person. The viewer wants to know how it ended.

• Cafes, bars & restaurantsThe day we almost closed the cafe for good.
• Trades & constructionThe day I almost lost the business over one job.
• B2B & SaaSThe day we had three weeks of cash left.
• Events & venuesThe day the marquee blew over two hours before a wedding.

I’m [name], I started [business], and here’s why.

Founder content does not feel like an ad. People buy from people, especially when the reason is personal.

• Retail & e-commerceI’m Sam, I started this brand, and it began with one bad pram.
• Trades & constructionI’m Jess, I run a building company, and I started it after my own renovation went wrong.
• Professional servicesI’m Priya, I started this practice, and here’s why I only work with tradies.
• Health & fitnessI’m Tom, I opened this gym, and here’s the injury that started it.

A customer said this to me last week, and I can’t stop thinking about it.

A quoted line from someone else feels unscripted, and the viewer wants to hear what was said.

• Professional servicesA client said this to me last week, and it changed how I quote.
• Trades & constructionA homeowner said this to me on handover, and I can’t stop thinking about it.
• Cafes, bars & restaurantsA regular said this to me on Sunday, and I can’t stop thinking about it.
• Real estateA seller said this after the auction, and I can’t stop thinking about it.

I wasn’t going to post this, but [reason].

It signals vulnerability and a little risk. People lean in when someone seems unsure about sharing.

• B2B & SaaSI wasn’t going to post this, but we lost our biggest client this month, and here’s what we learned.
• Cafes, bars & restaurantsI wasn’t going to post this, but it’s been the hardest winter we’ve had.
• Health & fitnessI wasn’t going to post this, but this is what my first year as a trainer actually looked like.
• Professional servicesI wasn’t going to post this, but I made a mistake on a client’s return, and here’s how we fixed it.

Open on the guest’s strongest line, mid-sentence.

Dropping straight into a strong opinion feels like overhearing a real conversation. Context can come after.

• B2B & SaaS“...and that’s when we realised the product wasn’t the problem, the onboarding was.”
• Real estate“...honestly, the auction was lost the week before it started.”
• Professional services“...most businesses don’t have a revenue problem, they have a pricing problem.”
• Cafes, bars & restaurants“...the menu was never the issue, it was how long people waited for a table.”

If you’re a [specific person], stop scrolling.

Naming the viewer makes the right people stop and the wrong ones leave, which is what you want from paid or organic reach.

• Professional servicesIf you’re a tradie doing your own books, stop scrolling.
• Health & fitnessIf you’re over 40 and new to the gym, stop scrolling.
• Real estateIf you’re buying your first home in Western Sydney, stop scrolling.
• B2B & SaaSIf you run a marketing team of two, stop scrolling.

POV: you [relatable moment for your audience].

A point-of-view line puts the viewer inside the moment, and recognition keeps them watching.

• Cafes, bars & restaurantsPOV: you finally got a table at the place everyone’s been talking about.
• Trades & constructionPOV: your builder actually turns up on the day they said.
• Events & venuesPOV: you walk into your wedding reception for the first time.
• Real estatePOV: you open the door to the house you’ve been saving for.

This is for anyone who [specific pain].

It speaks to a feeling rather than a demographic, so it lands with everyone who has that problem.

• B2B & SaaSThis is for anyone who has rebuilt the same report three times this month.
• Retail & e-commerceThis is for anyone whose couch sags in the middle after a year.
• Professional servicesThis is for anyone who dreads opening their inbox after a holiday.
• Health & fitnessThis is for anyone who has quit the gym twice already.

[Audience] in [suburb or area], you need to see this.

A place name is the strongest self-selection there is. Locals stop for anything about their area.

• Cafes, bars & restaurantsInner West, you need to see what we’re doing for Sunday lunch.
• Real estateNorthern Beaches buyers, you need to see this before Saturday.
• Trades & constructionHills District homeowners, you need to see this before your next storm.
• Health & fitnessParramatta, you need to see the new class we’re running.

Only [audience] will understand this.

An in-joke is a test. People who pass feel like insiders and share it with others who would.

• Cafes, bars & restaurantsOnly hospo workers will understand this Friday night.
• Trades & constructionOnly tradies will understand this text from a client.
• Events & venuesOnly event planners will understand this run sheet.
• Professional servicesOnly accountants will understand June.

Things [customers] say vs what they actually mean.

Funny and relatable at once. Your audience recognises themselves, and your peers share it.

• Trades & constructionThings clients say vs what they mean: “Just a small job”.
• Professional servicesThings clients say vs what they mean: “I’ll send it through tonight”.
• Cafes, bars & restaurantsThings diners say vs what they mean: “We’ll just have a quick drink”.
• Events & venuesThings couples say vs what they mean: “We want a small wedding”.

Rating [things] as a [role].

Expert judgement on things people already have opinions about. It is entertaining and quietly proves you know your stuff.

• Trades & constructionRating renovation trends as a builder.
• Health & fitnessRating viral workouts as a personal trainer.
• Real estateRating open-home tactics as an agent.
• Cafes, bars & restaurantsRating coffee orders as a barista.

Before and after: [transformation].

The gap between the two states is the whole story, and the viewer wants to see how big it is.

• Trades & constructionBefore and after: a 1970s bathroom in nine working days.
• Health & fitnessBefore and after: twelve weeks in our strength program.
• Real estateBefore and after: a tired unit, styled for sale in two days.
• Retail & e-commerceBefore and after: one room, three of our pieces.

This is what [price or budget] gets you.

Price is the question everyone has and few businesses answer. Showing it builds trust fast.

• Real estateThis is what $900,000 gets you in Newcastle right now.
• Events & venuesThis is what a $20,000 wedding looks like at our venue.
• Trades & constructionThis is what a $30,000 kitchen renovation gets you.
• Cafes, bars & restaurantsThis is what $65 gets you at our Sunday lunch.

We went from [before number] to [after number]. Here’s what changed.

Two real numbers are the clearest possible contrast, and the viewer wants the method.

• B2B & SaaSWe went from 2% to 9% trial conversion. Here’s what changed.
• Cafes, bars & restaurantsWe went from 40 to 120 covers on a Tuesday. Here’s what changed.
• Professional servicesWe went from chasing invoices for 60 days to 14. Here’s what changed.
• Health & fitnessWe went from 30 members to 300. Here’s what changed.

Watch [process] in [short time].

A time-lapse compresses hours into seconds, which is satisfying to watch and proves the work is real.

• Trades & constructionWatch a deck go up in 30 seconds.
• Events & venuesWatch a ballroom turn into a gala in 20 seconds.
• Cafes, bars & restaurantsWatch 200 dumplings get folded in 15 seconds.
• Retail & e-commerceWatch one of our tables get made in 40 seconds.

Here’s what [customer] said when they saw it.

A real reaction is proof you cannot fake, and the viewer wants to see the moment.

• Trades & constructionHere’s what the owners said when they saw their finished kitchen.
• Events & venuesHere’s what the couple said when they walked into the reception.
• Real estateHere’s what our sellers said when the hammer fell.
• Health & fitnessHere’s what Maria said when she hit her first chin-up.

First impressions of [product] from someone who [relevant credential].

A real reaction from a credible outsider is proof the brand cannot fake. It is the core of good UGC.

• Retail & e-commerceFirst impressions of our new pram from a mum of three.
• Health & fitnessFirst impressions of our class from someone who has never been to a gym.
• Cafes, bars & restaurantsFirst impressions of our new menu from a chef who works down the road.
• B2B & SaaSFirst impressions of our dashboard from a CFO who hates dashboards.

Stop [common mistake].

A direct instruction reads as urgent, and the viewer checks whether it applies to them.

• Health & fitnessStop stretching before you lift.
• Trades & constructionStop using silicone to fix a leaking shower.
• B2B & SaaSStop putting pricing behind a demo form.
• Retail & e-commerceStop washing your linen on hot.

Why did nobody tell me [useful fact] sooner?

It implies the viewer is missing something too, and you are handing it over.

• Professional servicesWhy did nobody tell me you can claim this at tax time?
• Real estateWhy did nobody tell me to check this before an auction?
• Cafes, bars & restaurantsWhy did nobody tell me you could book our chef’s table?
• Trades & constructionWhy did nobody tell me to check this before buying a house?

[Number] mistakes that cost [audience] [money or time].

A countable list with a clear cost tells the viewer exactly what they will get and why it matters.

• Events & venuesThree mistakes that blow out a wedding budget.
• Real estateThree mistakes that cost sellers thousands at auction.
• B2B & SaaSThree mistakes that cost SaaS companies their best customers.
• Professional servicesThree mistakes that cost small businesses money at tax time.

Don’t [buy, hire or book] [thing] until you’ve watched this.

It catches people right before a decision, when they are most willing to watch.

• Trades & constructionDon’t hire a builder until you’ve watched this.
• Events & venuesDon’t book a wedding venue until you’ve watched this.
• Retail & e-commerceDon’t buy a dining table until you’ve watched this.
• Real estateDon’t sign a buyer’s agent contract until you’ve watched this.

If your [thing] looks like this, you have a problem.

The viewer compares the frame with their own situation instantly. If it matches, they cannot leave.

• Trades & constructionIf your grout looks like this, you have a leak.
• Health & fitnessIf your knees do this when you squat, you have a problem.
• B2B & SaaSIf your onboarding emails look like this, you have a churn problem.
• Cafes, bars & restaurantsIf your coffee crema looks like this, the beans are stale.

Don’t buy this unless you [specific need].

Telling people not to buy is unexpected from a brand. It filters for the right customers and builds trust with everyone else.

• Retail & e-commerceDon’t buy this mattress unless you sleep hot.
• B2B & SaaSDon’t buy our software unless your team is over ten people.
• Health & fitnessDon’t join our gym unless you want to be coached, not left alone.
• Professional servicesDon’t hire us unless you want someone to tell you the truth about your numbers.