AIDA formula

AIDA has been in advertising since the end of the nineteenth century and describes the order a persuasive message moves through. Grab attention, build interest in what you are describing, create desire for the outcome, then ask for the action. Creators use it mostly on sponsor segments, where sixty seconds has to do all four, and on hooks, where the first two carry the whole load. Its weakness is that it says nothing about the middle of a video, and applying it to a whole piece produces something that feels like an advert. Keep it for the parts that are genuinely selling something.