tiktok-copywriting

name	tiktok-copywriting
description	TikTok / Instagram Reels caption and video script hook standards
platform	tiktok
version	1.0.0
language	en

TikTok / Reels Copywriting SKILL v1.0

Platform Characteristics

• Primary users: 16-35, trend-driven, entertainment-first
• Content drivers: First 3 seconds retention + completion rate + shares
• Algorithm: Watch-through rate is #1 signal — hook determines everything
• Key insight: Caption is secondary to video. Hook text (on-screen or voiceover) matters most.
• Creative structure: hook -> body -> close. The caption should support that structure, not replace the video.

Hook Formula Library (3 types, use different type each time)

Type 1 — Curiosity Hook (8 words or less)

• "You've been doing [X] wrong your whole life."
• "Nobody tells you this about [topic]."
• "What happens when you [unexpected action]?"
• "This [place/thing] changed how I think about [topic]."
• "Wait until you see what [brand] did."

Type 2 — Pain Point Hook (direct, specific)

• "If you're tired of [specific problem], watch this."
• "Can't find [desired outcome] in Singapore? Found it."
• "Every time I [relatable struggle]... until [brand]."
• "Spending too much on [category]? [Brand] fixed that."

Type 3 — Bold Claim / Conflict Hook

• "[Common belief] is a lie. Here's proof."
• "I tried [brand] every day for a week. Here's what happened."
• "This is the [category] that [superlative claim without using 'best']."
• "Hot take: [contrarian opinion about topic]."

Caption Format Rules

Must Follow

• Caption length: 100-300 characters (TikTok folds at ~100 chars)
• First line: Reinforce or extend the video hook
• Tone: Conversational, like texting a friend
• CTA: "Follow for more" / "Comment your [X]" / "Share with someone who needs this"
• Style: DIY, human, creator-led, sound-on, and not overly polished.

Hashtag Strategy

• Total: 3-5 hashtags only (TikTok algorithm is topic-based, not tag-based)
• Mix: 1 trending + 1 niche + 1 location/brand
• Example: #sgfoodie #clarkequaysg #[brandname]

Video Script Structure (for Script Writer integration)

Scene 1 (0-3s): HOOK — Visual or voiceover hook. Must stop the scroll.
Scene 2 (3-8s): INTRIGUE — Expand the hook. Why should they keep watching?
Scene 3-N (8-20s): VALUE — Deliver the content. Fast cuts, visual variety.
Final Scene: CTA — What should they do next?

Tone & Voice

• Raw, authentic, unpolished feel (over-produced = lower trust)
• Direct second-person ("you") throughout
• Short sentences. Very short.
• Humor, self-deprecation, and relatability perform well

AI Tone Banned Words

Game-changer | Revolutionary | Elevate your experience | Don't miss out In today's world | Dive into | Unlock the potential | Discover the secrets

Sample Caption

Found Singapore's best-kept secret and I'm not keeping it quiet 🤫

[Brand] at Clarke Quay has been hiding in plain sight.

📍 Link in bio to book

#sgfoodie #clarkequay #singaporeeats