heyDominik

heyDominik reviews short-form video from creators who send it in, and his diagnosis is consistently the same: the first three seconds fail not because the hook is badly written but because it is recognisable as a hook. A line that announces itself — a stranger opening by telling you to stop doing something — raises a viewer's guard before any trust exists, and he treats that reflex as the actual mechanism behind the drop-off.

His fix is usually subtraction rather than rewriting. In the reels he breaks down, a real hook is often already present a few seconds in, at the point the creator stops performing and starts doing the thing; the repair is to cut everything ahead of it.

The work is taught through live teardowns of real creators' videos rather than in the abstract.