1. Disruption hooks (break expectations) “This should NOT taste good…” “Protein soda sounds wrong… until you try this” “I replaced my protein shake with this for 7 days” 2. Relatable pain points “Struggling to hit protein without eating all day?” “POV: you hate protein shakes but need 100g a day” “Lazy way to hit your protein goal” 3. Curiosity / open loops “I didn’t expect this result…” “Wait for the reaction at the end” “This flavor surprised me” 4. Visual hooks (first-frame matters) Fast cuts, crack-open can, pouring shot, close-up reaction Unexpected setting (gym, street, office desk contrast) 5. Social proof hooks “Everyone on TikTok is trying this…” “We let strangers rate this protein soda” 6. Slightly polarizing takes “Better than Coke? Be honest.” “Unpopular opinion: protein drinks are outdated” The key is: hook fast, show outcome early, don’t over-explain.

I prioritize watch time and retention rate (especially on short-form video).

Saves and shares - strong indicator of value and virality potential Engagement rate (comments, likes) - community interaction Conversion signals (clicks, profile visits) - business impact

But if retention is weak, nothing else scales. That’s the foundation.

I would focus on creating fast, authentic, and trend-driven content that feels native to each platform, especially TikTok and Instagram Reels.