What actually works on short-form video

We measure what works in talking-head videos across thousands of TikTok and Instagram posts, and publish the results and the data for anyone to use.

November 2026

What makes a hook work on talking-head videos?

A study of 13,046 TikTok and Instagram talking-head videos from 1,132 creators: what the headline says, what you say first, and what you write underneath. Promise something specific, on screen and out loud.

November 2026

Which caption styles work on talking-head videos?

A study of 13,046 TikTok and Instagram talking-head videos from 1,132 creators across 10 niches. Words on screen get saved more.