Emotional Hook - Attention Getter The emotional hook has to resonate with the audience that you're trying to sell too. ANIMATION An animated clip that comes right after the emotional hook to showcase the product always tends to do better for me when it comes to audience view time retention. BENEFITS Show the audience what kinds of benefits they can see by using your product FEATURES Let your buyers know all the features of this product that make it a one of a kind, must have product. CLOSING I usually end the last few seconds with a closing message. Most of the time just letting them know to click the Shop Now, or that there's a limited time 50% sale. VERUM ECOM VIDEO CREATIVE OUTLINE This is the exact format I use to make all my video creatives.