Write Hooks From the Job, Not the Product
Convert a product feature into a TikTok hook based on the functional, social, or emotional job the viewer wants done.
The move: make the viewer feel seen before you make the product sound impressive. Jobs to Be Done shifts the question from What does this product do? to What progress is the customer trying to make? That matters on TikTok because the feed does not reward category lectures. It rewards recognition. A viewer stops when the opening describes a situation they already know. Functional Job This is the practical task. It sounds like: I need to pack faster, clean this stain, compare options, or avoid a mistake. Functional hooks perform well when the product has a visible demo or measurable…
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