What to film so people watch a short video to the end
TikTok, Reels and Shorts algorithms promote videos that people watch to the end and rewatch. So the key question is not «what is trending» but «will someone watch it to the end».
Formats that most often work in ads:
Unboxing and first impressions — an honest reaction to the product.
Before and after — a result in a short time.
A 30-second tutorial — how to solve one specific task.
Mistakes and hacks — «3 mistakes everyone makes».
Comparison — the product versus the usual way.
A story — a personal situation where the product helped.
How to choose a task. Take products you understand and would use yourself: viewers sense fakeness. Read the brief carefully — required points and stop words affect acceptance.
What increases watch time:
— intrigue or the result in the first 2 seconds;
— a new shot every 2–4 seconds;
— subtitles: many people watch without sound;
— one idea per video;
— an ending people want to rewatch or save.
Before publishing, go through the short video checklist in the «Tools» section of the site.