A shot list for your next product video.

3, 2, 1 reveal under a throw

The buyer stands behind the product, hidden under a big throw on a table, counts down with a playful tug on each number, then whips the throw off.

Suits

Almost any product, at home. Strong for gifts and cozy products.

Camera

A phone propped at chest height, framing the person from the shoulders to the knees, in their own room.

The hook, second by second

1. 0.0 s"Three", with a small tug on the throw that shows nothing.
2. 0.8 s"Two", another tug.
3. 1.6 s"One", another tug.
4. 2.5 s"Let's see how it comes out."
5. 3.6 sThe throw comes off. The product is fully seen by about 4.5 seconds.
6. 4.5 sHold for a second on the product and the person's face.

Then the rest of the video

• The reveal by about 4 or 5 seconds.
• Then the unboxing, or the product at home.
• Then two to six quick shots of it in use, each with a new person or place.
• A cut about every 2 seconds. 10 to 15 seconds in all; 13 is typical.
• The last two seconds: an end card, such as Comment "WORD" if you want one.

What made the weak ones flop

Saying all three numbers in the first two seconds, a cover small enough to give the product away, or filming so close the frame is only cloth.

Write headlines for it with the hook generator.