# Timing Rules

## The 3-8-12 Rule

Psychologically-driven segments based on viewer attention patterns.

### Seconds 0-3.5: HOOK

**Goal**: Capture conscious engagement

- Up to 50% of viewers drop off here
- Must stop the scroll immediately
- First frame = thumbnail (must work as still image)
- No setup, no context — straight to the hook

**What works**:
- Pattern interrupts (fast zoom, dramatic transition)
- Shock/surprise (stunning visual, unexpected element)
- Bold visual statement

### Seconds 4-8: DRAW

**Goal**: Deepen cognitive investment

- Viewer has committed past the initial drop-off
- Build world/context
- Establish rhythm with music
- Show variety (change visual style every 5-7 seconds)

**What works**:
- World building scenes
- Lifestyle moments
- Montage elements (but each as separate scene)
- Music sync intensifies

### Seconds 8-12: PITCH

**Goal**: Deliver on expectations

- Peak visual moment
- Main person in best light (hero shot)
- **CRITICAL**: Be mid-action at 12s mark to prevent drop-off

**What works**:
- Close-up hero shot with eye contact
- Product reveal (if product content)
- Transformation reveal (if before/after)
- Emotional peak moment

### After 12 seconds: COMMITMENT

**Goal**: Resolution and payoff

- Viewers have passed average visual attention span
- Very likely to continue watching to completion
- Resolution / aspirational payoff
- Loop opportunity (seamless return to hook)

**What works**:
- Closing scene (smile, wave, walk-away)
- Call-to-action (subtle, visual)
- Loop back to opening (for replay value)

---

## Duration Guidelines

| Duration | Scene Count | Use Case |
|----------|-------------|----------|
| 15 seconds | 4-5 scenes | Quick impact, single message |
| 30 seconds | 6-9 scenes | Standard reel, story arc |
| 45 seconds | 9-12 scenes | Extended story, more detail |
| 60 seconds | 12-16 scenes | Complex narrative, tutorial |

**Word count** (if using voiceover):
- ~75 words for 30-second videos
- ~150 words for 60-second videos

---

## Visual Pacing

### The 5-7 Second Rule

Change visual style every 5-7 seconds to maintain engagement.

**"Change" includes**:
- Different shot type (wide → medium → close-up)
- Different location
- Different action
- Different lighting/mood

**Research shows**: Changing visual styles every 5-7 seconds increased average watch time by 42%.

### Scene Duration Guidelines

| Scene Type | Duration | Reason |
|------------|----------|--------|
| Hook | 3-4s | Must grab immediately |
| Establishing/wide | 4-5s | Needs time to absorb |
| Action/medium | 4-6s | Core content delivery |
| Hero/close-up | 3-4s | Intimate moment, high impact |
| Closing | 3-4s | Resolution, loop setup |

---

## The 12-Second Threshold

**Critical insight**: After 12 seconds, viewers have passed the average visual attention span and are very likely to continue.

**The mid-sentence trick**: Being mid-action at the 12-second mark prevents drop-off. The viewer's brain wants completion.

**How to use it**:
- Scene 3 or 4 should cross the 12-second mark
- Make sure something is actively happening at that moment
- Avoid cuts or pauses right at 12 seconds

---

## Music Sync Points

For visual-only content, music becomes the dialogue.

**Key sync points**:
- Beat drop at hook (0-3s)
- Rhythm change at draw start (4s)
- Crescendo at pitch (8-12s)
- Resolution at commitment (after 12s)

**Tip**: When scripting, note where music beats will land and plan visual changes accordingly.
