On TikTok, users decide whether to skip a video in under a second. Good creative has to win that swipe.
The hook: formulas working now include a direct question ("Do you know why…?"), showing the result before the process (reverse before/after), and close-up shots of the product in use. Avoid logos or long intros in the first second.
Pacing: change scenes every 1.5–2 seconds, use large clear subtitles (most viewers watch muted), and always shoot vertical 9:16 full screen. Videos of 15–25 seconds get the best completion rates for conversion objectives.
Call to action: show the CTA at least twice — mid-video in the voiceover and at the end as text. Use specific verbs ("Order today") instead of generic ones ("Learn more").
Finally, refresh creatives on schedule: once frequency passes 3–4, CTR usually drops sharply — time for a new version, even if you only swap the hook and keep the body.