Visual Tips

Keep the hook centered, large, and visibly easy to read. Never put it at the bottom of the screen, keep it in the middle or at the top of the video.

The thumbnail should be a snippet of what the viewers are expected to see based on the hook. Select the best scene that captures the audience’s attention and shows the hook clearly.

Add captions to the video. Using CapCut’s caption will automatically generate the captions for the video. A great way to keep the audience engaged.

• Caption tips - https://www.tiktok.com/t/ZP8GooSsE/

Add more B-roll clips in the first 1-3 seconds of the video to grab the audience’s attention and keep them watching.

Virality isn’t luck. Once you find a format that works, turn it into a playbook. Script the hooks. Standardize the visuals.

Make sure your video is always at the highest quality setting. Camera quality matters. On Instagram and TikTok, you will need to turn on these settings.

Lighting

• Natural light is King - Shoot near a window facing the light, not with it behind the subject.
• Avoid harsh overhead lighting (creates shadows under eyes/chin); ring lights or a softbox at eye level work if shooting indoors without good windows.
• Consistent lighting across a video - No jumping between bright/dark shots.

Framing and Composition

• Vertical 9:16 only, never a cropped horizontal video.
• Keep the subject's eyes in the upper third of the frame (rule of thirds), not dead center.
• Leave headroom, but not too much - New creators make way too much empty space above the head.

Camera and Movement

• Handheld/natural movement reads as more authentic than a locked tripod shot for UGC; slight movement signals "real person," not an ad. Useful for Talking Head UGC.
• Avoid shaky or jarring movement; small, controlled motion only.
• Change angles or shot types every 3-5 seconds to keep retention up (close-up, medium, POV, over-the-shoulder).

Background and Setting

• Clean, uncluttered background - Busy backgrounds pull attention off the subject/product. Can work if you are trying to relate to the viewers as a typical college student.
• The setting should match the story.
• No visible competitor branding or logos in frame.