Insights
145 tagged competitor hooks across 3 markets. 98 excluded for tripping a brand rule. Scores are relative to each account’s own median, so 20x means unusual for them, not high reach.
Which hook patterns actually work?
cold open story leads at 33.1x across 18 videos. Patterns with only a handful of videos behind them are worth testing, not trusting.
| Pattern | Videos | Avg score |
|---|
| cold open story | 18 | 33.1x |
| warning | 17 | 20.6x |
| list | 17 | 18.6x |
| bold statement | 24 | 18.1x |
| direct question | 14 | 14.9x |
| curiosity | 5 | 12.9x |
| contrarian inversion | 29 | 12.0x |
| problem | 10 | 11.8x |
| cost accounting | 3 | 11.7x |
| receipt | 7 | 7.8x |
| empathy pivot | 1 | 4.1x |
Which formats work?
Based on the 26 of 145 videos that have a format set. The rest are blank because format is a visual property and the tagging runs on transcripts, which are audio only — it's left empty rather than guessed. Treat this as partial until the other 119 are filled in.
| Format | Videos | Avg score |
|---|
| greenscreen react | 3 | 27.8x |
| screen walkthrough | 20 | 13.5x |
| pov | 3 | 5.5x |
What are they making videos about?
The 12 subjects pulling hardest, by average score. Subjects come from what the video actually covers, not a fixed category list.
| Subject | Videos | Avg score |
|---|
| salary range clarification script | 1 | 471.3x |
| AI tool for job search tasks | 1 | 224.7x |
| resume dates, location detail, metrics | 1 | 135.3x |
| interview phrasing that creates doubt | 1 | 90.4x |
| disguised age-discrimination layoff tactic | 1 | 76.1x |
| free AI certificates for resume | 1 | 68.4x |
| eldest-daughter archetype at work | 1 | 66.2x |
| first weeks in a new corporate role | 1 | |
How do the three markets compare?
Australia, the United States and Canada, side by side. A higher average score means videos there beat their own account's normal more often — not that the market is bigger.
| Market | Accounts | Videos | Avg score | Avg views per follower |
|---|
| AU | 10 | 47 | 18.1x | 2.3848 |
| CA | 6 | 25 | 17.8x | 2.8470 |
| US | 21 | 73 | 16.9x | 2.3632 |
Where is the gap we can take?
Subjects that performed well but that almost nobody is covering — at most two accounts each. Proven to land, barely contested.
| Subject | Accounts on it | Videos | Avg score |
|---|
| salary range clarification script | 1 | 1 | 471.3x |
| AI tool for job search tasks | 1 | 1 | 224.7x |
| resume dates, location detail, metrics | 1 | 1 | 135.3x |
| interview phrasing that creates doubt | 1 | 1 | 90.4x |
| disguised age-discrimination layoff tactic | 1 | 1 | 76.1x |
| free AI certificates for resume | 1 | 1 | 68.4x |
| eldest-daughter archetype at work | 1 |
So what should we make?
The highest-scoring videos already judged rebuildable for an Australian audience. Open one to read what carries over and what has to change.