Most 30 second edits die at the 3 second mark… (not because the hook is weak). Because there’s no kicks.
(Full transparency I learned about the power of kicks from our pals at Red Bull a few years ago, and tweaked it over time)
Here’s how I build for attention that actually holds:
0s
Open with a hook. Big claims, striking visuals, or even tease the payoff up front.
8s
Kick 1. A tease, a dynamic cut, or a sharp sound cue that says stay with me.
18s
Kick 2. Pivot the angle, reveal a twist, or add new value so you rise above the noise.
28s
Pay it off. Show the result, connect to the product, land the CTA.
I think of kicks as promise beats your audience is tracking toward. We’re not dragging viewers along. We’re designing anticipation.
We’ve used this timing map on recent Magnafire edits and retention improves.
Not magic. Just momentum applied on purpose.