✍ HOOK. Retain. Reward. ✍
The Framework I use to Write Scripts for Educational TikTok
Videos that get 100,000s of Views
1. HOOK
2. Retain
(redirect attention from what
they’re doing to our content)
Visual
Hook
Verbal
Hook
Something that
doesn’t quite make
sense (you have to
watch the video to
understand)
Very clear on what
they will get out
from the
video/what the
video will be
about. Make a
promise.
Using
keywords
that make
the audience
feel that they
are the target
listener
Bold/
interesting
statement
What the
video will
be about in
text/visually
Landmark
Steps/lists/stories
Keep the promise.
(change up the shot)
Sub-communicate
competence
(something
people
recognise)
3. Reward
How does it
relate to the
viewer?
Feel good
statement that
rewards them for
sticking to the
end
Call to Action
In alignment
with their self
interests
Leverage
other
people’s
status
“Sell the
vacation,
not the
plane ride”
Use the
word
“YOU”
“Listen, $100 from the
70s will barely get you
an hour’s worth of
parking in Auckland’s
CBD today”
Lists
“If you’re doing
NCEA and taking
math, stats or
calculus, here is a
free resource…”
Breathe in Boxing
(1.2M views)
After Taxes (949k
views)
https://www.tiktok.com/@
moneyhubnz/video/707852
4154588269826?is_from_
webapp=1&sender_device
=pc&web_id=7297783830
411593234
1. HOOK
Verbal
Promise:
You’ll find
out what
you’ll take
home
Keywords:
New
Zealand,
New
Zealand
dollars
Visual
Landmark:
Skytower
Text on
screen
with emoji
Hormozi (5.8M
views)
https://www.tiktok.com/@gat
ekeeperboxing/video/717352
7498607643906?is_from_we
bapp=1&sender_device=pc&
web_id=7297783830411593
234
2. Retain
3. Reward
Given in
a list
Delivered
the promise
(how much
you take
home)
1. HOOK
Verbal
Promise:
How to
breathe in
boxing
Using
the word
“you”
2. Retain
Visual
Boxing ring
(competence)
Delivered in
a funny way
https://www.tiktok.com/@a
hormozi/video/711746970
2435327278
3. Reward
Smile with a
thumbs up
1. HOOK
2. Retain
3. Reward
Bold/interesting
statement: When
I was single I
actually ate at
Chipotle over 500
times
Breaks down how
he gets 100g of
protein and the
ingredients in list
Why he does it:
cheaper than
buying groceries