“I don’t know what to post.”
It’s the most common sentence in short-form video idea sessions.
Founders say it. Creators say it. Marketing teams say it.
But here’s the uncomfortable truth: Most people don’t struggle with creativity. They struggle with overthinking.
When Dom Odoguardi was asked what short-form videos people should post, he admitted he initially tried to engineer some complex, perfect answer. ICP breakdowns. Funnel theory. Go-to-market alignment.
Then he scrapped it. “Post something you’re proud of.”
That’s the starting point. Good video ideas don’t come from complexity. They come from personality, clarity, and testing. Let’s break that down.
The Real Formula Behind Good Short-Form Video Ideas
If you want a clean framework:
Message × Personality × Retention = Good Video Idea
You need:
- A clear message
- A delivery style that fits you
- A hook that keeps attention
Miss one of those, and the video dies.
Personality Is the Multiplier Most People Ignore
The most successful short-form creators aren’t just “informative.” They’re doing something.
Walk-and-talks. Gym tripod setups. Cooking while explaining something. Cutting fruit mid-rant. Pouring coffee during a lesson.
There’s psychology behind this: when someone is doing something with their hands, viewers stay longer. Even subtle motion acts as a pattern interrupt.
If you come from a podcast background, this can be hard. You want to talk into a mic and deliver value. But video isn’t podcasting. Video is visual. So the question becomes: What do you naturally enjoy doing that can exist while you talk? That’s where your best ideas live.
Hooks Win. Production Doesn’t.
You can have perfect lighting, incredible editing, and a cinematic setup. If your hook is weak, none of it matters. Short-form video is attention warfare. Dom’s approach? He typically crafts 3–4 hooks per video and tests them.
Not tweaks. Different hooks entirely. Here are a few formats that consistently perform:
1. The Targeted Outcome Hook
“If you are [X] and you want [Y], here’s how to get [Z].”
This works because:
- It identifies the audience immediately
- It promises an outcome
- It creates clarity in the first 3 seconds
2. The Pain-Point Scenario
“If I woke up tomorrow with [pain point] and wanted to achieve [goal], here’s exactly what I’d do.”
You’re positioning yourself in the viewer’s situation.
3. The Rule of Three (Levels Framework)
“Here are the three levels of [X].” Level-based hooks create anticipation. People want the payoff at the end.
It’s BuzzFeed psychology. You already know the content, but you still want to see what they ranked #1.
4. The Comparison Hook
Comparison instantly creates tension.
“This is what most creators do… here’s what actually works.”
Contrast drives curiosity.
How to Test Video Ideas (Instead of Guessing)
The biggest myth in content creation is that ideas are found. They’re tested.
Dom’s approach with Instagram clients uses trial reels to A/B test different hooks. The first two seconds change. Everything else stays similar. Whichever gets higher view retention wins.
On LinkedIn, you don’t get native A/B testing.
So what do you do?
- Send drafts to a small sample group.
- Watch where people drop off.
- Post the strongest version to your primary channel.
- Repurpose high-performing versions across platforms.
What works on Instagram or TikTok often has a higher chance of working on LinkedIn — especially if you already have an audience. Testing reduces overthinking. Data builds confidence.
The Doomscroll Advantage
If you want better video ideas, you need better inputs. Dom openly admits the reality: “You ingest so much short-form content that your brain melts.
But inside that chaos is insight. Here’s how to turn doomscrolling into research:
- Save videos that hook you.
- Break down the first 3 seconds.
- Study transitions.
- Analyze pacing.
- Write down hook structures.
Don’t just watch. Reverse-engineer. The creators who grow fastest are students of structure.
For Brands: Why Your Creator Content Feels Scripted
Now let’s flip the lens. If you’re a brand working with creators, internal or external, there’s one fatal mistake:
Too many guardrails.
When brands:
- Over-script language
- Force specific phrasing
- Try to control tone
- Make every creator sound the same
The content feels rented. Because it is. Here’s the hard truth:
When you work with a creator, you are renting their audience. You are not the expert in speaking to that audience.
They are. The best partnerships happen when brands:
- Provide message clarity
- Provide positioning
- Provide goals
But allow creators to deliver it their way.
How to Work With Multiple Creators Without Sounding Identical
If you’re activating 5–10 creators: Do not give them identical scripts.
Instead:
- Provide core themes
- Provide positioning guardrails
- Provide messaging pillars
Then let each creator:
- Choose their hook
- Choose their format
- Speak in their tone
Uniform messaging kills authenticity. Consistency of theme > sameness of delivery.
How to Never Run Out of Short-Form Video Ideas Again (The Topic Bank Method)
Here’s where strategy beats inspiration. Instead of chasing one-off video ideas, build a topic bank. Dom’s framework typically includes 15–20 core topics.
Not scripts. Topics.
For example:
- Automation myths
- Sales call mistakes
- Hiring advice
- Founder lessons
- Content distribution errors
Then you repurpose those topics across:
- Top-of-funnel skits
- Middle-of-funnel education
- Bottom-of-funnel ads
- Text posts
- Short-form videos
- Long-form breakdowns
- Newsletters
- Landing pages
Good topics are interchangeable. And repetition builds authority. You should revisit your strongest ideas monthly. The best creators repeat themselves constantly.
Overthinking vs Under-Planning
Here’s the tension. Overthinking kills momentum. Under-planning kills clarity.
The sweet spot? Structured testing. Create frameworks. Test hooks. Study retention. Repeat winners. Drop losers. You don’t need perfection. You need reps.
FAQ: How to Come Up With Video Ideas
How do I come up with video ideas if I’m not creative?
Start with something you’re proud of. Combine a clear message with an activity you naturally enjoy doing. Personality multiplies retention.
What makes a good short-form video hook?
A strong hook:
- Identifies the audience
- Promises an outcome
- Creates curiosity or contrast
- Delivers tension in the first 3 seconds
Should brands script creator content?
No. Brands should provide clarity of message and positioning, but creators should speak in their own voice to their own audience.
How often should I repeat video ideas?
Constantly. If a topic works, revisit it monthly in new formats. Authority is built through repetition.
What’s the best length for LinkedIn short-form video?
Typically, 45–65 seconds perform well, but only if retention is strong. The hook determines survival.
