ConsiderationFree to use
The Study-Based hook
The Study-Based hook opens with a study, a trial or a data-backed finding.
Third-party evidence carries more weight than anything a brand says about itself, so it builds trust with sceptical viewers.
Lines to adapt
- A [year] study from [institution] found that [finding].
- Researchers tested [thing] on [group]. Here's what happened.
- There's a study on [topic] that changed how we [do something].
Fill the brackets with your own product, audience and numbers. Free to use and adapt, no credit needed.
The structure
- 01Name the study and the finding in plain words.
- 02Explain what it means for this viewer.
- 03Show how the product applies the finding.
When to use it
Consideration, in categories crowded with claims: health, wellness, money, productivity.
How to shoot it
Show the source on screen: the paper, the headline, the chart.
What to avoid
Overstating what a study found, or citing one you have not read. Both get checked.