Short-form video: Reels, Shorts and TikTok
How to plan, hook, caption and convert on short vertical video, wherever you post it.
1 min read · Updated October 2026
Short video is the most scalable way to reach strangers. The mechanics are the same on Instagram Reels, YouTube Shorts and TikTok: win the first two seconds, deliver one idea, end with one action.
A simple structure
| Seconds | What to do |
|---|---|
| 0 to 2 | Hook: a surprising result, a question or a bold claim. |
| 2 to 20 | Deliver one idea. Show, do not only tell. |
| 20 to 30 | Tie it to the next step and add the CTA. |
Make the call to action work
- Instagram: a keyword for Auto-DM, or "link in bio".
- YouTube Shorts: "link on my channel" or a pinned comment.
- TikTok: link in bio and a pinned comment.
Ten idea starters
- The mistake I see every beginner make
- A 10-second before and after
- One tool I would not work without
- A tiny tutorial for one step
- What I would do if I started again
- Answer a question from your DMs
- The real cost of ___
- Behind the scenes of a finished product
- React to a fan's result
- A myth about your niche
Repurpose, do not recreate
- 1
Record once
Film a 60-second idea.
- 2
Cut it three ways
A Reel, a Short and a clip for Stories.
- 3
Adjust the CTA
Change the call to action for each platform.
- 4
Check what worked
Double down on the idea that got the most saves and comments.
Keep it honest
Do not promise results you cannot control. Show real process and real outcomes. If you get a good result from a fan, ask permission before you feature it.