If you’ve ever thought, “My brand should be on Reels or TikTok, but where do I even begin?”, you’re not alone. Short-form video is dominating attention spans across the internet. Yet what makes a video scroll-stopping, watch-worthy, and actually effective for your brand isn’t always obvious.
This isn’t about chasing viral trends. It’s about building equity with your audience by showing up in ways that are native to the platform but still true to your brand.
Here are 7 rules for getting it right.
1. Start with the Hook, Not the Logo
You’ve got 1.3 seconds. That’s how long you have before someone swipes. The worst thing you can do? Open your video with your logo, a long intro, or slow panning visuals that don’t get to the point.
Instead, open with movement, a question, or a visually unusual moment that instantly signals value or curiosity.
Examples that work:
- “You’re using Canva wrong, here’s a trick no one talks about.”
- [Shows behind-the-scenes chaos with text overlay: “This is what running a brand really looks like.”]
The faster the viewer understands why they should care, the more likely they’ll stick around.
2. Design for Mute Viewing
Most people watch Reels and TikToks without sound. That means if your story doesn’t work without audio, it’s probably not going to work.
Subtitles aren’t just an accessibility feature, they’re essential. But they’re also a design element. Don’t just auto-caption and leave it there. Style your text. Highlight keywords. Break it up for rhythm.
And avoid giant, chunky paragraphs. Make your captions feel like part of the entertainment.
3. You’re Not Making Commercials, You’re Making Stories
Traditional ads are polished, rehearsed, and usually get skipped. Short-form video thrives on authenticity, chaos, and human-ness.
Don’t overthink your lighting or your script. Show your team. Show mistakes. Talk to the camera like you’d talk to a friend over coffee. Viewers reward content that feels real.
A great formula:
- Hook
- Relatable setup
- Unexpected twist
- Soft CTA
Think of it more like a mini-TV show than a 30-second ad.
4. Trends Are Tools, Not Strategy
Yes, trending sounds and formats matter. They help with reach. But they shouldn’t define your approach.
Hop on a trend if:
- It aligns with your voice
- You can add a unique twist
- You have something to say beyond the template
If you’re just copying what’s trending without intention, your content will feel derivative and disappear just as fast.
Remember: trends are the vessel. Your message still needs to be yours.
5. Every Frame is a Thumbnail
Most users don’t browse TikTok or Reels like YouTube. But they still see a preview, and your first frame acts like a poster.
Make sure your first second:
- Has movement
- Has legible, curiosity-driven text
- Doesn’t show you sitting silently or staring at the camera
If the first frame looks boring, they’re swiping. Even a slight head turn, gesture, or facial expression can drastically improve retention.
6. Watch Time Is Everything
The algorithms on TikTok and Reels care way more about how long people watch than how many people click Like.
Here’s how to boost watch time:
- Keep your videos short and tight (15–30 seconds is the sweet spot)
- Cut ruthlessly, no filler, no fluff
- Use pattern interrupts (camera angle changes, jump cuts, zooms, etc.)
You want people to feel like the video just flew by. If they rewatch it, even better.
And don’t be afraid to loop it. A video that ends where it begins can silently repeat, increasing time spent and boosting reach.
7. Your CTA Should Be Emotional, Not Transactional
“Buy now” and “Check our site” are great, but not for TikTok and Reels. These platforms aren’t transactional by nature. They’re for discovery, not conversion.
Instead, use calls-to-action that build engagement:
- “Tag a friend who needs to see this”
- “Which one are you? A or B?”
- “Want part 2?”
You’re aiming to start conversations, not close sales. The more your content gets shared, saved, and commented on, the more the algorithm will reward you.
Then, when you do drop that product plug or lead-gen form, you’ll already have trust.
TL;DR
Here’s a quick wrap-up of the 7 rules to master short-form video:
- Start fast: Hook your audience in the first second. Forget intros, logos, or slow builds.
- Design for mute: Use styled, intentional subtitles that enhance the experience.
- Be human: Ditch polished ads. Embrace raw, honest storytelling.
- Use trends wisely: Don’t chase trends blindly. Make them your own.
- Thumbnail matters: Your first frame should move and say something.
- Boost watch time: Keep it tight, engaging, and rewatchable. Loops help.
- CTAs should engage: Invite conversation, not conversion.
Master these, and you’re not just riding the short-form wave, you’re building something that lasts.
