The first 3 seconds = everything on TikTok
TikTok measures retention in the first 3 seconds. Below 60% and the video gets no further distribution. The product must appear in the first frame, move, and promise action.
Vertical is non-negotiable
Nothing except 9:16 works. Horizontal (16:9) videos are watched 40% less. Don't center the product; apply rule of thirds.
Create a "wait, what?" moment
Viral videos share one trait: pattern interrupt. The product appears in an unexpected place, angle or action. This curiosity hook keeps viewers to the end.
Sound and trend
A muted video is punished on TikTok. Pick a trending sound (5+ uses you spotted on For You within 2–3 hours) and fit your video to it. If others got 50K views with the same sound, yours rides the same wave.