The opening frame decides whether the rest gets watched. What to put in it, and what to cut.
Lead with the problem, not the logo
A logo in the first frame tells a viewer they are watching an advert, and the thumb moves. A recognisable problem tells them the next few seconds might be useful. The brand can arrive once attention is already earned — usually around the halfway mark, and always before the call to action.
Write the first line as if it were a text message to one person who is mildly annoyed about something. That tone survives compression, small screens and muted autoplay.
Assume no sound
Most feed video plays silently until someone chooses otherwise. If the point only lands with narration, it does not land. Burn the key line into the frame as text, and let the audio be a bonus for the people who turn it on.
