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:

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

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## 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:

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

### Script-writing rules

1. **One main idea only** — do not pack two messages into one video.
2. **Spoken language** — write the way you speak, not the way you write.
3. **Short sentences** — max 15 words per sentence. Long sentences kill retention.
4. **Clear transitions** — note scene changes inside the script.
5. **Mandatory text overlay** — write the on-screen text, not just the dialogue.
6. **No copyrighted music** — only trending or royalty-free tracks.
7. **Max 2 key points** — three is too many, viewers will not retain.
8. **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 | P