# TikTok Vertical — Platform

> Short-form vertical video. Algorithm-driven discovery. Sound-on by default.

## Defining characteristics

- Vertical 9:16 ONLY
- Length: 7s - 10min (sweet spot 30-90s)
- Sound-on default (sound design matters)
- Algorithm: For You Page (FYP)
- Trend-aware
- Comment culture

## Hook (first 1-3 seconds — CRITICAL)

If viewers swipe past in first 3s, video is dead. Hook with:

### Visual hook
- Strong opening image
- Movement
- Color / contrast
- Text overlay

### Verbal hook
- Question
- Bold claim
- "POV: ..."
- "You won't believe..."

### Emotional hook
- Vulnerability
- Strong reaction
- Tension

### Pattern hook
- Familiar trend
- Recognizable sound
- Common format

## Length sweet spots

| Length | Use case |
|--------|----------|
| 7-15s | Quick joke, single moment |
| 15-30s | Trend, simple story |
| 30-60s | Storytime, tutorial, longer skit |
| 60-90s | Deep storytime, educational |
| 90-180s | Storytime with twists |
| 3-10min | Educational deep dive (rare) |

## Sound-on design

### Music
- Trending sounds boost reach
- Music drives mood
- Match cuts to beats
- Original music for brands

### Voice
- Direct address to camera
- Whisper for intimacy
- Excited for energy

### Sound effects
- Punctuate moments
- Native TikTok SFX library
- Don't overuse

## Captions / Text overlay

ESSENTIAL for TikTok:
- Many watch with sound off (initially)
- Subtitles for accessibility
- Text emphasis on key moments
- Consistent style for brand

Use TikTok native text styles for trend signals.

## Trend integration

### Riding trends
- Use trending sound
- Use trending format
- Add unique twist (don't just copy)
- Move fast (trends die in days)

### Creating trends
- Distinctive sound/format
- Easily replicable
- Hook other creators to use

## Format templates

### Storytime
```
0-3s: HOOK ("POV: ...", or shocking statement)
3-10s: SETUP
10-30s: ESCALATION
30-50s: TWIST
50-60s: PUNCHLINE / Cliffhanger
```

### Tutorial
```
0-3s: HOOK ("Here's how to...")
3-15s: SETUP problem
15-50s: STEPS
50-60s: RESULT + CTA
```

### Skit
```
0-3s: SETUP visual
3-10s: NORMAL
10-20s: TURN
20-30s: PAYOFF
```

### POV
```
0-3s: "POV: you're..."
3-15s: SCENE BUILDS
15-30s: PEAK
```

## Voice for TikTok

- Casual, conversational
- Personal, vulnerable
- Direct (no buildup)
- "You" focused
- Native TikTok vocabulary

## Pacing

MAXIMUM pacing:
- Cut every 1-3 seconds
- No dead air
- Audio + visual + text together
- Information density

## Cliffhangers / Series

End on:
- "Wait for part 2"
- Unanswered question
- Reveal teased

Drives followers to bookmark / follow.

## Pitfalls

- Slow opening (3s = dead)
- Generic hooks
- Trend-late (movement-mover)
- Polished feel (lacks authenticity)
- Long talking-head openings
- Forgetting captions

## Comments engagement

Write content that GENERATES comments:
- Controversial claims (handle carefully)
- Questions to audience
- Relatable moments
- Reaction-baiting moments