The Hook-Value-CTA Formula: Scripting Videos That Convert

Stop winging it. Every successful short-form video follows a predictable structure. Master this framework and you'll consistently create content that converts.

The Three-Part Structure

1. The Hook (0-3 seconds)

Grab attention immediately. Create an open loop that viewers must watch to close. Your hook should answer "Why should I keep watching?"

Strong hook elements:

• Bold statement or claim
• Question that creates curiosity
• Visual that demands attention
• Promise of specific value

2. The Value (3 seconds to End)

Deliver on your hook's promise. This is the meat of your content—the tip, the story, the demonstration, the information. Be concise and respect the viewer's time.

Value delivery tips:

• Get to the point quickly
• Use visual aids and examples
• Break complex ideas into simple steps
• Keep energy consistent

3. The CTA (Last 3 seconds)

Tell viewers what to do next. Don't assume they'll figure it out. CTAs should be specific and actionable.

Effective CTAs:

• "Follow for more [topic] tips"
• "Save this for later"
• "Comment your biggest challenge with [topic]"
• "Share this with someone who needs it"

Using AI for Scripting

ReelRise's AI Creative Coach can help you apply this framework:

• Generate multiple hook variations
• Structure your value delivery
• Suggest relevant CTAs
• Review scripts for engagement potential

Key Takeaways

• Every video needs Hook → Value → CTA structure
• Hooks should create curiosity or promise specific value
• Deliver value concisely and respect viewer time
• Always end with a specific CTA