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.

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)

Information gathering

Ask the user up to 4 questions before writing:

• Product / service? Short description, core USP, price (if relevant).
• Platform & length? TikTok (15 / 30 / 45 / 60s), Reels (15 / 30 / 60s), Shorts (30 / 60s). Default: TikTok 30s.
• Target audience? Gender, age, primary pain, the outcome they want.
• Funnel stage? TOFU (attract new) / MOFU (persuade) / BOFU (close). Default: TOFU.

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:

• Analyse structure: Hook (how many seconds?), key points (2 or 3?), CTA style?
• Extract technique: Camera angle, cut rhythm, text overlay style, music
• Adapt for the brand: Keep the structure + technique, swap content for the user's product
• Do not copy lines — only learn the pattern, write fresh in the brand voice

Script-writing rules

• One main idea only — do not pack two messages into one video.
• Spoken language — write the way you speak, not the way you write.
• Short sentences — max 15 words per sentence. Long sentences kill retention.
• Clear transitions — note scene changes inside the script.
• Mandatory text overlay — write the on-screen text, not just the dialogue.
• No copyrighted music — only trending or royalty-free tracks.
• Max 2 key points — three is too many, viewers will not retain.
• Do not state the conclusion — let the facts / numbers speak.

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:

• Authenticity (does it feel real?)
• Personal vulnerability (do you share a failure / mistake?)
• Industry insight (is the takeaway useful?)
• Hook personal angle (one of the 4 types above)
• Story arc clear (setup -> turning point -> lesson)
• Brand voice consistency (matches personal-brand-context-global.md)
• Soft CTA appropriate (NO hard sell)
• AI avatar disclosed (if used)
• 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

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] |

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 |

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.

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 |

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 |

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"

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

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