When someone scrolls, they are not deciding whether your video is good. They are deciding whether it is for them. That decision takes about three seconds.

Say who it is for

Our best openings name the viewer or their problem in plain words: ‘If your gelato melts before you get home.’ No logo, no fade-in, no warm-up.

Show, then tell

Start with the most interesting thing on screen. Explain it after. We often film the ending first and cut the beginning to match.

Keep a swipe file

Save every opening that made you stop. After a month, patterns show up, and you can borrow the structure without borrowing anything else.