Short-Form Video Strategist and Editor

Job Description ─────────────────────────────────────────────────────────── Most video editors make content that looks good. We need one who makes content that spreads. We're a food and recipe brand looking for a short-form video editor who doesn't just know how to edit; but understands why certain content gets shared, saved, and watched to completion while identical-looking content dies at 200 views. If phrases like "hook point," "social currency," "variable reward," and "platform-native context" are part of your working vocabulary, keep reading. We study the science of virality. We expect our editor to operate at that same level. The Frameworks We Work With This isn't a typical editing gig. Our content strategy is built on proven virality science, and we need an editor who can translate these principles into every cut, transition, and text overlay: Berger's STEPPS Model: Every video we publish should activate at least 2-3 of these levers: Social Currency (makes the viewer look smart or in-the-know when they share it), Triggers (ties to everyday moments that keep our content top-of-mind), Emotion (high-arousal feelings; awe, anxiety, excitement — that drive sharing), Public (visible, imitable behavior), Practical Value (useful enough that people share it to help others), and Stories (embeds our message inside a narrative people want to retell). You should be able to look at a rough cut and say "this hits Practical Value and Emotion, but we're missing a Social Currency angle; here's how I'd fix it." Kane's Hook Point + Viral Content Model: 92% of content fails in the first 3 seconds. We use Brendan Kane's Hook Point methodology and his Format Vault approach (reverse-engineering 160+ viral content templates). You should understand the "hypothesize-test-pivot" cycle: we test hooks, measure retention curves, and iterate fast. Every video is a hypothesis, not a finished product. Vaynerchuk's Platform-Native Storytelling (Jab, Jab, Jab, Right Hook): Content must respect the native language and context of each platform. A TikTok edit is not an Instagram Reel with a different aspect ratio. You understand that jabs (value-first content) must outnumber right hooks (asks) by at least 3:1, and that micro-content must feel native, not repurposed. Eyal's Hook Model: Our content follows the Trigger → Action → Variable Reward → Investment loop. External triggers (scroll-stopping hooks) drive the action (watching), the variable reward (unexpected insight, emotional payoff, "I didn't know that" moment) creates dopamine-driven anticipation, and the investment (saving, sharing, commenting, following) feeds the next cycle. Your edits should engineer this loop in under 60 seconds. Staples' Rules of Shareability (Break Through The Noise): You should know the five shareable emotions (happiness, awe, empathy, curiosity, surprise) and be able to diagnose which emotion a video triggers; and whether that emotion is strong enough to compel a share. We also apply his principles: crush the headline (our hook IS the headline), flip the script (subvert expectations), and test before you invest. Handley's Content Quality Formula: Utility + Inspiration + Empathy = Quality. Every caption, text overlay, and CTA you place on screen should pass this test. Is it useful? Does it inspire? Does it show we understand the viewer's world? Brevity and clarity beat cleverness every time. Kleon's Process-Sharing Philosophy (Show Your Work!); We believe in showing the behind-the-scenes, the process, the human side. "Think process, not product" and "share something small every day" are editorial principles for us, not just slogans. You should be comfortable editing raw, authentic, day-in-life footage into compelling narratives, not just polished studio content. What You'll Actually Be Doing · Editing 5-10 short-form videos per month across TikTok, Instagram Reels, and YouTube Shorts · Engineering the first 1-3 seconds of every video as a Hook Point; using pattern interrupts, visual disruption, curiosity gaps, or contrarian statements · Applying Kane's hypothesize-test-pivot methodology: creating A/B hook variations, swapping intros, re-sequencing footage to test what earns the highest retention · Editing for platform-native feel on each channel — trending audio, CapCut-style transitions, native text overlays, on-screen captions optimized for sound-off viewing · Building the Hook Model loop into every video: external trigger (thumb-stopping opener) → action (watch) → variable reward (unexpected payoff) → investment (CTA that drives save/share/follow) · Transforming raw talking-head footage, B-roll, and behind-the-scenes clips into tight, retention-optimized edits under 90 seconds · Proactively suggesting content formats, trending hooks, and viral templates you've spotted in the health/wellness space What We're Looking For · Proven short-form editing portfolio with videos that have achieved real organic traction (100K+ views - link required) · Demonstrated understanding of at least 2-3 of the frameworks listed above (you don't need to have read every book, but you should recognize and apply these principles instinctively) · Fluency in retention editing: you think in terms of watch-through rates, average view duration, and completion percentages — not just "does it look cool" · Deep comfort with CapCut, Premiere Pro, or DaVinci Resolve (CapCut preferred for speed and native platform feel) · Health and wellness / Food and recipe content experience strongly preferred. You understand the difference between content that educates and content that gets flagged for medical misinformation · An iterative, data-informed mindset: you treat every video as a test, not a masterpiece Bonus (Not Required) · Experience building Format Vaults or content template libraries · Motion graphics or kinetic typography skills · Ability to source and sync trending audio that fits the health niche · Understanding of #HealthTok compliance and platform content policies · Thumbnail creation for YouTube Shorts How This Works · ~5-10 videos per month to start, with room to scale for the right person · You'll receive raw footage and/or a creative brief with the target STEPPS levers and Hook Point strategy for each video · Fast turnaround: 48-72 hours per video, one round of revisions included · We start with a paid test project (2-3 videos) to evaluate fit before ongoing commitment To Apply: This Is How We Filter We receive hundreds of proposals. Generic ones get skipped. To prove you're the right fit: 1. Portfolio link — Include at least 3 short-form videos you edited that gained significant organic traction (share view counts or screenshots as proof) 2. Framework application — Pick ANY one of the frameworks above (STEPPS, Hook Point, Hook Model, Shareability Rules, etc.) and write 2-3 sentences explaining how you'd apply it to a Food and Recipe video about a common topic like "meal prep" or "grocery shopping." This is the most important part of your proposal, it tells us whether you think like a strategist or just an editor. 3. Your tools and turnaround: What do you edit with, and what's your realistic turnaround per video? 4. The phrase "HOOK POINT" at the top of your proposal so we know you read this entire post. We don't hire the cheapest editor. We hire the one who understands that a 3-second hook engineered with the right shareable emotion, wrapped in a story that carries social currency, and edited native to the platform, is worth more than a hundred pretty videos nobody watches.