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yeah i’ve been noticing this too across client accounts recently
the “aesthetic hook” thing used to work when clean visuals themselves were enough to stop scroll, but now it feels like people need a reason to stay within the first second. otherwise even good-looking videos just get treated like background noise
lately what’s been working better for me is starting with either a tension point or a micro-question instead of a visual moment. even something small like “most brands get this wrong” or showing the end result first seems to hold attention longer than a slow aesthetic opener
the doorbell analogy actually makes a lot of sense. feels like the first 1–2 seconds have basically become the entire video now
