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visual-hook

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Visual Hook

视觉钩子

Follow shared release-shell rules in:
  • postplus-shared
    release-shell rules
Use this skill when the task is about making a short-form visual opening stronger.
This skill applies to:
  • TikTok, Reels, Shorts, and other scroll-feed videos
  • slideshows / photo carousels
  • AI-generated image or video prompt planning
  • storyboard first frames
  • visual hook critique and rerun notes
It is not a generic beauty or art-direction skill. A good visual hook is not merely pretty. It creates a clear reason to keep watching.
请遵循
postplus-shared
发布框架中的通用规则：
  • postplus-shared
    发布框架规则
当任务是提升短视频视觉开场效果时，使用本技能。
本技能适用于：
  • TikTok、Reels、Shorts及其他信息流短视频
  • 幻灯片/图片轮播内容
  • AI生成图像或视频的提示词规划
  • 分镜脚本的第一帧设计
  • 视觉钩子的点评与优化建议
这并非通用的美妆或艺术指导技能。优质的视觉钩子不只是美观，它能为用户提供明确的继续观看理由。

Core Rule

核心规则

The first image or first 1-3 seconds should make the viewer ask a concrete question before they consciously decide whether to keep watching.
Good questions:
  • "What happened?"
  • "Why does it look like that?"
  • "How is this going to change?"
  • "What is that action doing?"
  • "Is this about to get worse or better?"
Weak questions:
  • "What brand is this?"
  • "Why is this product shot here?"
  • "Is this an ad?"
首张图片或前1-3秒的内容，应让观众在有意识决定是否继续观看前，产生一个具体的疑问。
优质疑问示例：
  • "发生了什么？"
  • "为什么会变成这样？"
  • "接下来会有怎样的变化？"
  • "这个动作是在做什么？"
  • "情况会变好还是变坏？"
无效疑问示例：
  • "这是什么品牌？"
  • "为什么在这里拍摄这款产品？"
  • "这是广告吗？"

Baseline Checklist

基础检查清单

A strong visual hook should usually have:
  • one obvious subject
  • one visible conflict or tension
  • one action already in progress
  • one piece of evidence the viewer can understand without explanation
  • one unfinished outcome that invites the next shot
If the hook requires the caption, voiceover, or product claim to make sense, the visual is probably too weak.
优秀的视觉钩子通常具备以下特征：
  • 一个清晰的主体
  • 一个可见的冲突或张力
  • 一个正在进行的动作
  • 一个无需解释观众就能理解的证据
  • 一个未完成的结果，引导观众期待下一个镜头
如果钩子需要依赖字幕、旁白或产品宣传语才能让人理解，那么这个视觉效果很可能不够有力。

Hook Families

钩子类型

1. Pain Evidence

1. 痛点证据

Open on the problem itself.
Use when the product or story has a visible pain point.
Examples:
  • a person sees flat, oily hair in the mirror and immediately touches it
  • a close-up of scalp oil, flakes, thinning appearance, or a bad styling result
  • a brush, sink, shirt collar, skin patch, messy drawer, or visible failure cue
Avoid:
  • clean product still life before the problem is visible
  • vague "sad person" acting with no concrete evidence
直接展示问题本身。
适用于产品或故事存在可见痛点的场景。
示例：
  • 一个人在镜子里看到扁塌、油腻的头发，立刻伸手去摸
  • 头皮出油、头屑、头发稀疏或糟糕造型效果的特写
  • 梳子、水槽、衣领、皮肤、杂乱抽屉或其他可见的失败信号
避免：
  • 在展示问题前先呈现干净的产品静物
  • 模糊的"悲伤人物"表演，没有具体的痛点证据

2. Contrast / Transformation

2. 对比/转变

Open with a visible before/after tension.
Use when the content promise is change, progress, or repair.
Examples:
  • same person, same mirror, bad state implied first, improved state teased next
  • a split-second cut from social failure to routine reset
  • a slideshow cover that places the worst visual state against the best credible state
Avoid:
  • impossible miracle framing
  • changing too many variables at once, such as different person, room, lighting, and angle
以可见的前后状态张力开场。
适用于内容核心是改变、进展或修复的场景。
示例：
  • 同一个人在同一面镜子前，先暗示糟糕状态，再预告改善后的状态
  • 从社交失败瞬间快速切换到日常重置场景
  • 幻灯片封面将最差的视觉状态与最可信的最佳状态并列展示
避免：
  • 不切实际的"奇迹式"呈现
  • 同时改变过多变量，比如更换人物、场景、灯光和角度

3. Mechanism Curiosity

3. 机制好奇心

Open on a specific action that looks like it has a reason.
Use when the product has a process, device, ingredient, or unusual application step.
Examples:
  • parting hair before spraying along the scalp
  • adding essence or oil into a device
  • mist coverage moving along a visible path
  • red light or another physical mechanism interacting with the target area
Avoid:
  • abstract ingredient animation with no real-world action
  • product close-ups that do not show how the product is used
以一个看起来有明确目的的具体动作开场。
适用于产品有特定流程、装置、成分或特殊使用步骤的场景。
示例：
  • 分开发丝后沿头皮喷洒产品
  • 将精华或精油加入装置中
  • 喷雾覆盖区域沿清晰路径移动
  • 红光或其他物理机制作用于目标区域
避免：
  • 脱离真实场景的抽象成分动画
  • 仅展示产品特写，不体现使用方式

4. Status Loss / Social Stakes

4. 身份损失/社交风险

Open with a visible consequence of the problem.
Use when the story angle is dating, work, confidence, presentation, or identity.
Examples:
  • someone dressed well for a date notices their hair looks bad in the mirror
  • a message, glance, or reaction implies social rejection while the visual problem is visible
  • a polished outfit clashes with one obvious flaw
Avoid:
  • melodrama that overwhelms the product problem
  • social stakes that feel unrelated to the visual evidence
以问题带来的可见后果开场。
适用于故事角度涉及约会、工作、自信、展示或身份认同的场景。
示例：
  • 一个为精心打扮准备约会的人，在镜子里发现自己头发状态很差
  • 信息、眼神或反应暗示社交拒绝，同时视觉上的问题清晰可见
  • 精致的穿搭与一个明显的缺陷形成冲突
避免：
  • 过度夸张的情节掩盖产品本身的问题
  • 社交风险与视觉证据无关

5. Interrupted Moment

5. 中断瞬间

Open in the middle of a lived-in action instead of at the setup.
Use when the scene needs to feel TikTok-native and less like an ad.
Examples:
  • the hand is already lifting hair
  • the sprayer is already close to the scalp
  • the phone is already in hand after a disappointing notification
  • the person is already halfway through getting ready
Avoid:
  • walking into frame
  • blank room, empty sink, product on table
  • slow cinematic open before anything happens
从正在进行的生活化动作中间开场，而非从准备阶段开始。
适用于需要让场景更贴近TikTok原生风格、减少广告感的场景。
示例：
  • 手已经抬起头发
  • 喷头已经靠近头皮
  • 收到令人失望的通知后，手机已经拿在手里
  • 人已经完成一半的准备工作
避免：
  • 人物走进画面
  • 空房间、空水槽、产品放在桌上的场景
  • 任何事情发生前的缓慢电影式开场

6. Proof Close-Up

6. 细节证明

Open with a tactile, specific detail that looks hard to fake.
Use when trust matters more than aesthetics.
Examples:
  • nozzle-to-scalp distance
  • visible spray/mist path
  • part line exposure
  • device loading step
  • texture change, volume lift, or shine/oil contrast
Avoid:
  • beauty-commercial macro shots that look disconnected from use
  • clean renders with no hands, scale, or context
以真实、具体、难以伪造的细节特写开场。
适用于信任比美观更重要的场景。
示例：
  • 喷头到头皮的距离
  • 可见的喷雾路径
  • 分缝露出的头皮
  • 装置加载步骤
  • 发质变化、蓬松度提升或光泽/油腻对比
避免：
  • 脱离使用场景的美妆广告式微距镜头
  • 没有手部、比例或场景上下文的干净渲染图

7. Aspirational Leisure / Soft Status

7. 向往型休闲/轻身份象征

Open on an easy, desirable life moment that the viewer wants to enter.
Use when the hook is driven by lifestyle pull, beauty, social proof, romance, friendship, outdoors, travel, or "I want this kind of day" energy.
Examples:
  • an attractive couple relaxing on paddleboards in clear water
  • a wide overhead view where people look small inside a beautiful leisure setting
  • a low-effort selfie angle with sun, water, food, skin, and relaxed body language
  • a casually fit person on a board, boat, beach, patio, picnic, or vacation activity
Why it works:
  • it sells a state, not a feature
  • it makes the viewer borrow the identity of the scene
  • the hook question becomes "Where is this?", "How do I get that day?", or "Who are they with?"
Keep it TikTok-native:
  • use relaxed handheld, selfie, drone, or action-camera framing
  • let the frame feel discovered, not staged
  • include a small lived-in detail such as snacks, paddle, wet hair, sun glare, or imperfect pose
  • keep people doing something, not just posing
Useful subtypes:
  • POV leisure
    : first-person body/board/boat/beach view that makes the viewer feel physically placed in the scene
  • comment-request reveal
    : show a real or simulated viewer request, then answer it through the visual sequence
  • inventory curiosity
    : open on a leisure setup with visible objects, then reveal "everything I brought / use / pack / own"
  • relaxed body proof
    : posture, tan lines, wet hair, snacks, drink cans, and gear make the moment feel lived-in instead of staged
For the comment-request subtype, the hook has two layers:
  • visual layer: "I want to be lying there"
  • content layer: "What exactly is on that board / in that setup?"
This works well for product sets, bundles, accessories, travel gear, outdoor gear, beauty prep, and lifestyle kits because the viewer already wants the scene before the item list begins.
Avoid:
  • generic travel-influencer beauty shots with no human action
  • model-catalog posing
  • luxury polish that feels unreachable or ad-like
  • scenery-only openings unless the environment itself is surprising
  • pretty people with no relational or activity context
以观众渴望进入的轻松、理想生活瞬间开场。
适用于钩子核心是生活方式吸引力、美妆、社交认同、浪漫、友谊、户外、旅行或"我想要这样的一天"这类情绪的场景。
示例：
  • 一对有吸引力的情侣在清澈水面的桨板上放松
  • 高空俯视视角，人们在美丽的休闲场景中显得渺小
  • 低难度自拍角度，包含阳光、水、食物、皮肤和放松的肢体语言
  • 身材健美的人在桨板、船、沙滩、露台、野餐或度假活动中
为何有效：
  • 它销售的是一种状态，而非功能
  • 让观众代入场景中的身份
  • 钩子引发的疑问变成"这是哪里？"、"我如何拥有这样的一天？"或"他们和谁在一起？"
保持TikTok原生风格：
  • 使用放松的手持、自拍、无人机或运动相机视角
  • 让画面看起来是自然捕捉的，而非刻意布置的
  • 加入一些生活化的小细节，比如零食、桨、湿发、阳光眩光或不完美的姿势
  • 让人物保持行动状态，而非仅仅摆姿势
实用子类型：
  • POV leisure
    ：第一视角展示身体/桨板/船/沙滩，让观众有身临其境的感觉
  • comment-request reveal
    ：展示真实或模拟的观众请求，然后通过视觉序列解答
  • inventory curiosity
    ：以带有可见物品的休闲场景开场，然后展示"我带的所有东西/使用的物品/打包的行李/拥有的装备"
  • relaxed body proof
    ：姿势、晒痕、湿发、零食、饮料罐和装备让场景更真实，而非刻意摆拍
对于comment-request子类型，钩子有两层含义：
  • 视觉层面："我想躺在那里"
  • 内容层面："那个桨板上/那个场景里到底有什么？"
这适用于产品套装、捆绑商品、配件、旅行装备、户外装备、美妆准备和生活方式套件，因为在展示物品清单前，观众已经对场景产生了向往。
避免：
  • 没有人物动作的通用旅行博主美妆镜头
  • 模特目录式的摆拍
  • 过于奢华、遥不可及或广告感十足的画面
  • 仅展示风景的开场，除非环境本身足够令人惊讶
  • 没有关系或活动背景的高颜值人物

Slideshow Guidance

幻灯片制作指南

For slideshows, the first slide has to do the work of a video opening frame.
If the user is making a professional-share or method-breakdown deck, keep the copy dense enough to signal expertise. Each page should ideally contain one concrete judgment plus one operational detail, not just atmosphere or broad inspiration.
Prefer:
  • a single strong contradiction
  • direct evidence in the image
  • large, readable visual forms
  • a second-slide promise that naturally answers the first-slide question
Avoid:
  • collage overload
  • small before/after details that cannot be read on a phone
  • cover images that rely on long text to explain the premise
对于幻灯片，第一张幻灯片需要承担视频开场帧的作用。
如果用户制作的是专业分享或方法拆解类演示文稿，文案要足够详实以体现专业性。每页理想情况下应包含一个具体判断加一个操作细节，而非仅仅营造氛围或提供宽泛灵感。
优先选择：
  • 一个强烈的矛盾点
  • 图片中的直接证据
  • 清晰易读的视觉形式
  • 第二张幻灯片能自然回答第一张幻灯片引发的疑问
避免：
  • 过度堆砌的拼贴画面
  • 手机上无法看清的微小前后对比细节
  • 依赖长篇文字解释前提的封面图片

Video Guidance

视频制作指南

For video, do not spend the first second establishing the room.
Prefer:
  • action already underway
  • handheld or mirror-native framing when appropriate
  • a clear cut from problem to process
  • a reason for the next shot to exist
Avoid:
  • cinematic product hero open
  • slow motion packaging shots
  • empty B-roll before the human problem is clear
  • AI-perfect rooms that feel like stock advertising
对于视频，不要用第一秒来交代场景。
优先选择：
  • 动作已经在进行中
  • 合适时使用手持或镜子原生视角
  • 从问题到流程的清晰剪辑
  • 下一个镜头存在的合理理由
避免：
  • 电影式的产品主角开场
  • 慢动作的包装镜头
  • 在展示人物的问题前先呈现空镜头
  • 过于完美、像库存广告的AI生成场景

Generated Media Prompt Rule

生成类内容提示词规则

When writing image or video prompts, specify the hook job before the style.
Prompt order:
  1. visual conflict
  2. subject and action
  3. evidence detail
  4. camera/framing
  5. realism constraints
  6. style and quality notes
Do not start from "beautiful cinematic shot" unless beauty itself is the tension.
撰写图像或视频提示词时，要先明确钩子的作用，再指定风格。
提示词顺序：
  1. 视觉冲突
  2. 主体与动作
  3. 细节证据
  4. 镜头/视角
  5. 真实度限制
  6. 风格与质量说明
除非美观本身就是冲突点，否则不要从"美丽的电影镜头"开始。

Critique Questions

点评问题

When reviewing a proposed visual hook, answer:
  • Can a viewer understand the situation without audio or caption?
  • What exact question does the first frame create?
  • What is the visible conflict?
  • What action is already happening?
  • What evidence makes it believable?
  • Does it feel like a real TikTok moment or an ad setup?
  • What should the next shot answer?
评估一个视觉钩子方案时，回答以下问题：
  • 观众无需音频或字幕就能理解场景吗？
  • 第一帧引发了什么具体的疑问？
  • 可见的冲突是什么？
  • 正在进行的动作是什么？
  • 什么证据让它可信？
  • 它看起来是真实的TikTok场景还是广告布景？
  • 下一个镜头应该解答什么问题？

Common Failure Modes

常见失败模式

  • product appears before the problem
  • the frame is attractive but conflict-free
  • the scene is too clean, studio-like, or AI-polished
  • the key detail is too small for mobile
  • the hook depends entirely on text
  • the opening starts before the interesting moment
  • the transformation is overclaimed or visually impossible
  • 在展示问题前先出现产品
  • 画面美观但无冲突
  • 场景过于干净、像工作室或AI过度打磨
  • 关键细节在手机上太小无法看清
  • 钩子完全依赖文字
  • 开场在有趣的时刻到来前就开始
  • 转变效果夸大或视觉上不切实际

Output Shape

输出格式

When asked to create visual hooks, prefer a compact structure:
text
Hook family:
First frame / first slide:
Action in progress:
Evidence detail:
Viewer question:
Next shot:
Avoid:
When asked to critique hooks, prefer:
text
Verdict:
What works:
What weakens the stop-scroll:
Specific fix:
Rerun prompt note:
当被要求创建视觉钩子时，优先使用简洁结构：
text
钩子类型：
第一帧/第一张幻灯片：
正在进行的动作：
细节证据：
观众疑问：
下一个镜头：
避免：
当被要求点评钩子时，优先使用：
text
Verdict:
What works:
What weakens the stop-scroll:
Specific fix:
Rerun prompt note: