Short video is where homeowners spend their scrolling time, but most contractor videos are either a slow drone shot of a truck or a 90-second company history. Neither stops a thumb. Here's a structure that fits in 12 seconds and works without sound.
0–3 seconds: the hook
Name something the viewer already noticed: a noise, a stain, a high bill, a slow drain. "That rattle isn't normal." Hooks that start with your company name are introductions, and nobody agreed to be introduced.
3–6 seconds: one proof point
Not five. One specific, checkable thing: "We quote the price before we start." "Same crew every visit." If you have real job footage, this is where it goes.
6–9 seconds: the offer
Only an offer you've approved, with its terms. "$89 spring tune-up — residential, through May 31." If you don't have an offer, use a low-commitment next step: a free inspection with a photo report, a free second opinion.
9–12 seconds: the call to action
Phone number large enough to read on a phone, plus one action: call, book online, get a quote.
Always add subtitles
Most people watch social video muted. Burned-in subtitles carry the message when the sound is off and help viewers who are hard of hearing.
Synthetic presenters: disclose them
An AI presenter can explain an offer clearly, but viewers deserve to know it isn't a real employee. Disclose it, and never present a synthetic person as a real customer giving a review.
Make three, not one
The same structure with three different hooks is three tests. Run them in the same audience for a week and keep the one that produces booked estimates — not just clicks.