# Hook-Resolve — Format

> Question/claim setup → answer/reveal payoff. Curiosity-driven. 15-60s.

## Format basics

- Length: 15-60 seconds
- Aspect: 9:16 vertical
- Question planted in hook
- Audience must watch for answer
- Single-purpose structure

## Structure

```
0-3s    HOOK / QUESTION
        Bold claim or curiosity
        "You won't believe..."
        "Here's why..."

3-30s   SETUP / TENSION
        Build the question
        Provide context

30-50s  REVEAL
        Answer the question
        Pay off the curiosity

50-60s  CTA / FINAL
        Follow / next video
        Memorable close
```

## Sample 45s hook-resolve

```
"Why your coffee tastes burnt (and it's not the beans)"

0-3s: HOOK
Question on screen: "Why your coffee tastes burnt"
Subtitle: "(and it's not the beans)"
Visual: bitter-faced reaction

3-10s: SETUP
"Most people blame their beans when coffee tastes bad. But there's
one thing you're doing that ruins even premium beans."

10-25s: TENSION BUILD
"It's not the grind size. It's not the water temperature. It's not
even the brewing method."

(Visual: each negation flashes on screen with "X" mark)

25-40s: REVEAL
"It's your equipment. Specifically: your machine isn't clean."
Visual: tearing apart espresso machine, showing buildup.
"Coffee oils build up in machines. Old oils + heat = burnt taste.
Even with fresh beans."

40-55s: SOLUTION
"Clean your machine weekly. Vinegar + water cycle works for most."
Visual: cleaning demonstration.

55-60s: CTA
"Save this for your next coffee morning. Follow for more home barista tips."
```

## Key principles

### Strong question hook
- Curiosity gap
- Common pain point
- Surprising claim

### Withhold the answer
- Build tension throughout middle
- Don't reveal too early
- Audience must watch to end

### Single payoff
- One clear answer
- Don't multiply mysteries
- Satisfying reveal

### Educational value
- Teach something
- Solve a problem
- Useful information

## Hook templates

- "Why ___ doesn't work"
- "The reason ___ happens"
- "How to actually ___"
- "What ___ doesn't tell you"
- "The truth about ___"
- "Stop doing ___ (do this instead)"

## When to use

- Educational content
- Solving common problems
- Myth-busting
- Tips / hacks
- Building authority on subject

## Common mistakes

- Weak question (no real curiosity)
- Reveal too early
- Disappointing answer (over-promise)
- No teaching value
- Generic hook

## Hook quality test

Ask: would I stop scrolling if I saw this?

Hook must feel:
- Surprising
- Personally relevant
- Specific (not generic)
- Promising real value
