The Shorts story formula

Jenny Hoyos says the hook is the idea, and if the hook is weak she does not make the video. Her framework is VIRAL. Visual shock in the first frame. Immediately start, already in the action. Rising action: what is the problem and why should we care. Anticipation: show how close the end is, a timer or a checklist. Lasting payoff: the answer is the last word, so any call to action goes before it. Her retention floor is 95%. Below that, she says, it will probably not blow up.

How do I use it?

1. Gather at least 100 ideas from outliers, your own day and other media, and keep the one whose hook is strongest.
2. Make the first frame a visual you understand on mute, with the action already started.
3. Open on a question, then say why it matters, so the viewer knows what they get by the end.
4. Raise the stakes, and put a progress marker on screen (a timer, a list being ticked off) so they can see how close the end is.
5. End on the answer as the last word. If there is a call to action, put it before the answer.
6. Pace it fast for the first 15 seconds, medium to 30, then slow and full of suspense before the reveal.
7. Keep every Short on the channel about the same length.
8. Hold the format and test one part at a time: the hook, the line after it, the payoff, then the ending.
9. Read the retention graph for where people leave. Under 30 seconds aim over 100%; never go below 95%.
10. Once the formula holds, repeat it and cut analytics to minutes a day.

Whose method is this?

Built from the published talks and podcasts of Jenny Hoyos, Kallaway, written as steps to run.