The first three seconds of your video are everything. If your viewer keeps scrolling, you’ve lost. That is why writing a great script is not optional. It is the foundation of your ad’s performance.
Here is how to write a scroll-stopping script that actually gets people to watch and click.
Start with the hook
Your hook is the first line of your ad. Its only job is to stop the scroll.
Great hooks do one of three things:
Examples:
Move straight into proof
Once the hook lands, do not waste time.
Show the product. Show a reaction. Show something unexpected. Keep it visual. In the first five seconds, the viewer should already know what the ad is about and why they should care.
Your script should do more than talk. It should create motion. It should suggest what the viewer will feel or gain.
Keep it simple and structured
Use this 4-part framework for a short-form script:
That could look like:
“If you struggle with dark under-eyes, this is the one product I actually trust. I used it for five days and here’s what happened. Get it now before it sells out.”
Write like you speak
Scroll-stopper scripts work best when they sound like a person, not a brand. Keep your sentences short. Use contractions. Avoid buzzwords and brand-speak. Make it feel like someone is texting their friend, not pitching a product.
Time it out
Most scroll-stoppers are under 15 seconds. That means your script should be no longer than 3 or 4 short lines. Say it out loud while reading. If it feels rushed, rewrite it.
Final thought
Writing a short script is not about saying less. It is about saying exactly what matters. No fluff. No filler. Just clear language, good rhythm, and something that makes people care.
Want to avoid the five most common video ad mistakes?
Download our free guide at upstir.co/5-video-ad-mistakes
It is 14 pages of real tips to help you improve your hooks, lower ad costs, and create content that actually works.
Here is how to write a scroll-stopping script that actually gets people to watch and click.
Start with the hook
Your hook is the first line of your ad. Its only job is to stop the scroll.
Great hooks do one of three things:
- Call out the viewer directly
- Create an open loop or curiosity gap
- Hit a relatable pain or desire
Examples:
- “If your skincare routine still sucks, watch this”
- “I tested this so you don’t have to”
- “Three reasons your ads are underperforming”
Move straight into proof
Once the hook lands, do not waste time.
Show the product. Show a reaction. Show something unexpected. Keep it visual. In the first five seconds, the viewer should already know what the ad is about and why they should care.
Your script should do more than talk. It should create motion. It should suggest what the viewer will feel or gain.
Keep it simple and structured
Use this 4-part framework for a short-form script:
- Hook. A punchy, personal opener that grabs attention.
- Problem. The pain, frustration, or gap your viewer feels.
- Solution. Your product doing the work, clearly and visually.
- Call to action. Tell them what to do next, clearly and confidently.
That could look like:
“If you struggle with dark under-eyes, this is the one product I actually trust. I used it for five days and here’s what happened. Get it now before it sells out.”
Write like you speak
Scroll-stopper scripts work best when they sound like a person, not a brand. Keep your sentences short. Use contractions. Avoid buzzwords and brand-speak. Make it feel like someone is texting their friend, not pitching a product.
Time it out
Most scroll-stoppers are under 15 seconds. That means your script should be no longer than 3 or 4 short lines. Say it out loud while reading. If it feels rushed, rewrite it.
Final thought
Writing a short script is not about saying less. It is about saying exactly what matters. No fluff. No filler. Just clear language, good rhythm, and something that makes people care.
Want to avoid the five most common video ad mistakes?
Download our free guide at upstir.co/5-video-ad-mistakes
It is 14 pages of real tips to help you improve your hooks, lower ad costs, and create content that actually works.