📦 Product Rule
Product is the supporting character. Show it solving a real problem — problem precedes solution.
⚡ Hook Rule
First 3 seconds decide everything. Pattern interrupt, not overacted emotion. Candid, mid-action.
🔍 SEO Rule
Lead with search intent in caption + first spoken words. How people search, not just hashtags.
🎨 Theme Rule
Match theme to pillar mood. 80/20 negative space — even in video frames. Calm, not cluttered.
📦 Product
Shopify Live
All
Essential
Virtuoso
CleanAura
Secure
⚡ HookOpener
🔍 SEODiscover
🎨 ThemeStyle
📋 Video Brief
📝 Script Opening · 3 sec
Select one card from each column, then Generate ↓
🎯 Caption + Hashtags
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🎬 Direction · Visuals + CTA
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✦ Crafting your HZL brief…
🏆 Most Effective Hook Patterns
1. Problem → Relief (Highest Retention)
Open with the mess, odor, or clutter — then cut to the solution. TikTok users scroll through problems they recognize.
EssentialCleanAura
2. POV: Already Fixed It
"POV: your home is finally organized" — drop viewer into the result. Highly shareable.
All Pillars
3. Controversial / Stop Doing This
"Stop buying [X] — this works better for half the price." Strong comment bait.
EssentialSecure
4. Before/After 7-Day Reveal
"I tried this for one week." Drives saves. Works across all product categories.
CleanAuraEssential
5. Number List Curiosity
"3 things that transformed my kitchen under $50." Drives high completion rate.
VirtuosoEssential
🔍 Top TikTok SEO Keyword Clusters
Organization & Storage (High Volume)
"pantry organization," "kitchen organization ideas," "under sink organizer." Use in first spoken sentence + caption.
EssentialVirtuoso
Odor / Clean Home
"how to get rid of trash smell," "odor eliminator for kitchen," "fresh scented trash bags." High-intent, lower competition.
CleanAura
Home Security & Lighting
"solar path lights," "motion sensor light outdoor," "best outdoor lights 2025." Night-time aesthetic trend.
Secure
Lifestyle Discovery
"home upgrade ideas," "amazon home finds," "home glow up." Broad reach, all pillars, top-of-funnel.
All Pillars
Review / Comparison Intent
"best trash can 2025," "is [product] worth it." High purchase intent. Converts browsers into buyers.
EssentialVirtuoso
🎨 Theme / Format Rankings
1. Day-in-Life Routine 🥇
Product woven naturally into morning/evening routine. Candid, no over-staging. Drives saves. Aligns with HZL "Ma" principle.
2. Before & After 🥈
Split-screen transformation. Real spaces only — no over-styled scenes. High saves + shares.
3. Talking Head / Review 🥉
Direct camera, real person. Builds trust. Model should NOT pose with or smile at product.
4. ASMR Unboxing (HZL 5-scene)
360 hero → open box → parts → assembly → use. High completion rate. Great for launches.
5. FAB Video · HZL Format
Hook 4s → Intro 6s → Dimensions 6s → 3 Features 6s each → Placement 5s → Close 4s. ~43 sec total.
📐 HZL Brand Rules for TikTok
Pillar Mood Cues
Essential: Bright, sunlit, affordable-feeling.
Virtuoso: Moody, recessed lighting, rich materials.
CleanAura: Bright, fresh, family-friendly.
Secure: Outdoor lighting, night-to-day transitions.
Virtuoso: Moody, recessed lighting, rich materials.
CleanAura: Bright, fresh, family-friendly.
Secure: Outdoor lighting, night-to-day transitions.
Model Behavior
• Never smiling at the product
• No Broadway acting — candid only
• Product is supporting character
• No extended direct camera staring
• No Broadway acting — candid only
• Product is supporting character
• No extended direct camera staring
80/20 Composition
80% negative space, 20% product/text/icon. Applies to video frames too. Give the product room to breathe.
Caption Rules
Sentence case always. Title Case for short punchy headlines only. ALL CAPS for 1-2 word impact max. Keep it short and scannable.