I mainly look at retention (especially the first few seconds), watch time, and engagement to see where people drop off or stay interested. From there, I adjust things like the hook, pacing, or structure in the next videos.If I get direct feedback, I apply it right away but still test different variations so we’re not relying on just one approach. The goal is to improve each video based on real performance, not guesswork.

I focus on keeping the core message of the brief, but delivering it in a way that feels natural on TikTok.I usually simplify the idea, then build it around something relatable or realistic instead of making it feel scripted. I also match the tone and pacing to current trends — quick hooks, fast cuts, and on-screen text.If needed, I’ll try a couple different hooks or angles so the content feels organic and we can see what performs best.

My hook process is based on one goal: interrupting what the viewer expects.First, I look at what’s already working on TikTok in that niche (formats, pacing, wording), then I find a way to either flip it or intensify it.I usually build hooks using a few proven angles:Curiosity (“I didn’t expect this book to…”)Relatability (“If you’ve ever felt stuck or unmotivated…”)Bold statements (“This book changed how I think about…”)Pattern interrupts (unexpected visuals, fast cuts, or starting mid-action)I also keep hooks very fast — within the first 1–2 seconds — using on-screen text + motion to immediately grab attention.After posting, I pay attention to retention (especially the first 3 seconds) and adjust future hooks based on what actually keeps people watching.