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Jenny Hoyos Short-Form Video Playbook

With 3 million subscribers and an average of 10 million views per YouTube Short, Hoyos is dominating the short-form game.

And with ad dollars moving from long-form to short-form creators - she’s onto something big.

So, what's her secret sauce? Hoyos has developed a tried-and-true structure for creating viral short-form content.

Stop the Scroll: Master the Hook

The first few seconds determine if someone stops to watch or swipes away.

Hoyos would even change the idea of the entire video for a strong hook.

To craft a magnetic hook, Hoyos suggests it needs to be:

  • Concise
  • No more than 3 seconds
  • Visually pleasing

And one of her go-to tricks? Power words.

Words like "banned," "free," "one dollar," "secret," or "cheap." These attention-grabbing terms instantly pique curiosity.

They encourage viewers to stick around to discover more.

For instance, a hook like "$1 chicken sandwich"

It immediately sparks interest and prompts viewers to continue to watch the video.

Retain the View: Foreshadow, Transition, But/Then

Hoyos aims for a retention rate of 90% or higher.

So, how does she keep viewers glued to the screen?


Right after the hook, Hoyos lets viewers know:

  • What's coming
  • What the conflict is
  • What they can expect by the end of the video

Take this example: "Chick-fil-A has the best chicken sandwiches, but I am not paying $6. So, I am gonna make it with $1 then compare them."

Viewers want to see how the $1 version stacks up to the real deal.

It sets an expectation and gives them a reason to keep watching.

Next, transitions.

Hoyos uses transitions to progress the video, to move the story forward without breaking the pace.

A simple "Let's get cooking" takes viewers to the next step.

But transitions aren't just about moving from A to B. They also set up the mechanism to reach the end.

Throughout the video, Hoyos wants to make sure viewers are building towards something so it's not stagnant.

  • Imply the higher quality of the ingredient to build up this expectation that it will win.
  • Show how the sandwich is assembled while the price adds up to $1.
  • Hoyos uses the "but/then" storytelling tactic to keep viewers on the edge of their seats. "But is that enough to beat Chick-fil-A?"

How to Improve Rewatchability and Get Return Viewers

Focus on the close to ensure viewer satisfaction.

You want to end on a high.

The viewer will decide how they felt about the video based on the intensity of the emotion at the end. .

The funniest punchline.

The most heartwarming moment.

The biggest twist.

Leave them satisfied, but surprised.

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