Short-form ads decay faster than any other format. The teams that win are not the ones with the best single video — they are the ones with a production line.
Write the hook before the script
The first two seconds decide the rest. Write ten hooks, choose three, and only then write the body.
Shoot for variants, not perfection
One shoot should produce at least six usable cuts: two hooks, two middles and two endings, recombined.
Set a refresh cadence
Retire any creative once its cost per result rises fifty per cent above its opening week. Plan the replacement before that happens.
Read the retention curve, not the view count
Views tell you the thumbnail worked. The drop-off point tells you where the script failed.
