Update to Ad Superpowers

{
  "name": "tiktok-video-performance-analyzer",
  "description": "This skill should be used when the user asks to \"improve TikTok video hooks\", \"optimize TikTok video length\", \"analyze TikTok video completion rates\", or mentions \"TikTok first 2 seconds\", \"UGC vs polished TikTok ads\", or \"when to use Spark Ads\". Do NOT use for: TikTok creative fatigue detection (use tiktok-creative-fatigue-tracker), TikTok benchmark lookups (use tiktok-benchmark-database), or TikTok attribution questions (use tiktok-attribution-guide).",
  "included_files": [],
  "skill_md_contents": "---\nname: tiktok-video-performance-analyzer\ndescription: \"This skill should be used when the user asks to \\\"improve TikTok video hooks\\\", \\\"optimize TikTok video length\\\", \\\"analyze TikTok video completion rates\\\", or mentions \\\"TikTok first 2 seconds\\\", \\\"UGC vs polished TikTok ads\\\", or \\\"when to use Spark Ads\\\". Do NOT use for: TikTok creative fatigue detection (use tiktok-creative-fatigue-tracker), TikTok benchmark lookups (use tiktok-benchmark-database), or TikTok attribution questions (use tiktok-attribution-guide).\"\n---\n# TikTok Video Performance Analyzer\n\n## Purpose\n\nAnalyze TikTok video ad performance with a focus on hook effectiveness (first 2 seconds), video length optimization, and engagement patterns. On TikTok, **70% of video retention is decided within the first 2 seconds** - making hook analysis critical for success.\n\n## The Critical 2-Second Rule\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    THE 2-SECOND RULE ON TIKTOK                               │\n├─────────────────────────────────────────────────────────────────────────────┤\n│                                                                              │\n│  FIRST 2 SECONDS = 70% OF RETENTION DECISION                                 │\n│                                                                              │\n│  User Behavior:                                                              │\n│  ┌─────────────────────────────────────────────────────────────────────┐    │\n│  │ 0s         1s         2s         3s         4s         5s          │    │\n│  │ │──────────│──────────│──────────│──────────│──────────│          │    │\n│  │     ↑              ↑                                               │    │\n│  │     │              │                                               │    │\n│  │   SCROLL       DECISION                                            │    │\n│  │   STOPS        POINT                                               │    │\n│  │                \"Watch or scroll?\"                                  │    │\n│  └─────────────────────────────────────────────────────────────────────┘    │\n│                                                                              │\n│  If hook fails → 50%+ immediate scroll-away                                  │\n│  If hook works → 3-5x more likely to complete video                         │\n│                                                                              │\n└─────────────────────────────────────────────────────────────────────────────┘\n```\n\n## When to Use This Skill\n\nInvoke when user mentions:\n- **Hook optimization:** \"How do I improve my TikTok video hook?\"\n- **Length questions:** \"What's the optimal video length for TikTok?\"\n- **Completion issues:** \"Why is my video completion rate low?\"\n- **Content strategy:** \"Should I use UGC or polished content?\"\n- **Ad format:** \"When should I use Spark Ads vs regular ads?\"\n\n## Hook Analysis Framework\n\n### Effective Hook Types\n\n| Hook Type | Description | Example | Best For |\n|-----------|-------------|---------|----------|\n| **Curiosity** | Open loop, question, surprising statement | \"You won't believe what happened when...\" | Awareness |\n| **Emotional** | Surprise, humor, shock, fear | \"This made me cry...\" | Engagement |\n| **Value Promise** | Clear benefit stated immediately | \"3 ways to save $1000 on...\" | Consideration |\n| **Pattern Interrupt** | Unexpected visual or audio | Quick cut, loud sound, visual glitch | Stopping scroll |\n| **Native Format** | Looks like organic content | \"POV: When you discover...\" | Authenticity |\n\n### Hook Health Check\n\n| Rating | 2s View Rate | Action |\n|--------|--------------|--------|\n| **Excellent** | >70% of plays | Hook is working well |\n| **Good** | 50-70% of plays | Room for improvement |\n| **Needs Work** | <50% of plays | Prioritize hook optimization |\n\n### Diagnostic: Is My Hook Effective?\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    HOOK EFFECTIVENESS DIAGNOSIS                              │\n└─────────────────────────────────────────────────────────────────────────────┘\n                                    │\n                                    ▼\n              Calculate 2s View Rate = (2s views / total plays) × 100\n                                    │\n            ┌───────────────────────┼───────────────────────────┐\n            │                       │                           │\n            ▼                       ▼                           ▼\n         >70%                   50-70%                       <50%\n    ─────────────            ─────────────               ─────────────\n            │                       │                           │\n            ▼                       ▼                           ▼\n    HOOK WORKING             HOOK OKAY                   HOOK FAILING\n    Check other              Consider testing            Prioritize\n    performance              new hooks                   hook overhaul\n    factors                        │                           │\n                                   │                           │\n                                   ▼                           ▼\n                    ┌──────────────────────────────────────────────┐\n                    │           HOOK IMPROVEMENT TACTICS            │\n                    ├──────────────────────────────────────────────┤\n                    │ 1. Start with action, not logo               │\n                    │ 2. Add text overlay immediately              │\n                    │ 3. Use pattern interrupt (sound, visual)     │\n                    │ 4. Lead with benefit or curiosity            │\n                    │ 5. Test trending sounds/music                │\n                    └──────────────────────────────────────────────┘\n```\n\n## Video Length Optimization\n\n### Recommended Length by Objective\n\n| Objective | Recommended Length | Reason |\n|-----------|-------------------|--------|\n| **Awareness** | 15-20 seconds | Maximize reach and completion |\n| **Consideration** | 10-15 seconds | Balance engagement and attention |\n| **Conversion** | 6-10 seconds | Quick CTA, lowest cost per action |\n\n### Creative Specs (In-Feed Video)\n\n- **Format:** 9:16 vertical, 1080×1920px\n- **Max length:** 60 seconds (recommended 9-15 sec for best performance)\n- **Audio:** Required — 93% of TikTok users watch with sound on\n- **Safe zones:** 150px top, 175px bottom (avoid placing text/CTAs here)\n\n### Completion Rate Benchmarks by Length\n\n| Video Length | Expected Completion Rate |\n|--------------|-------------------------|\n| Under 15s | 76.4% |\n| 15-30s | 65% |\n| 30-60s | 50% |\n| Over 60s | <40% (also exceeds platform max for In-Feed ads) |\n\n### Length Decision Framework\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    VIDEO LENGTH DECISION                                     │\n└─────────────────────────────────────────────────────────────────────────────┘\n                                    │\n                    What's your primary objective?\n                                    │\n        ┌───────────────────────────┼───────────────────────────┐\n        │                           │                           │\n        ▼                           ▼                           ▼\n   AWARENESS                   CONSIDERATION               CONVERSION\n   (Brand building)            (Education)                (Sales)\n        │                           │                           │\n        ▼                           ▼                           ▼\n   15-20 seconds               10-15 seconds              6-10 seconds\n        │                           │                           │\n        ▼                           ▼                           ▼\n   Focus on:                   Focus on:                  Focus on:\n   - Reach                     - Key message              - Clear CTA\n   - Completion                - Engagement               - Quick value prop\n   - Brand recall              - Interest                 - Immediate action\n```\n\n## Content Type Analysis\n\n### UGC vs Polished Content\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    UGC vs POLISHED COMPARISON                                │\n├─────────────────────────────────────────────────────────────────────────────┤\n│                                                                              │\n│  UGC (User-Generated Content)         POLISHED (Studio Quality)             │\n│  ───────────────────────────          ─────────────────────────             │\n│                                                                              │\n│  CPM: -18% lower than polished        CPM: Higher baseline                  │\n│  CTR: +12% higher                     CTR: Lower but consistent             │\n│  Fatigue rate: 20-30% slower          Fatigue rate: 2-3 day lifespan        │\n│                                                                              │\n│  Best for:                            Best for:                             │\n│  ├─ Prospecting                       ├─ Brand launches                     │\n│  ├─ Awareness campaigns               ├─ Premium positioning                │\n│  ├─ Gen Z audiences                   ├─ Product showcases                  │\n│  └─ Authenticity-focused              └─ Controlled messaging               │\n│                                                                              │\n│  RECOMMENDATION:                                                             │\n│  60-70% UGC, 20-30% Polished, 10% Lo-fi/Native                             │\n│                                                                              │\n└─────────────────────────────────────────────────────────────────────────────┘\n```\n\n### Spark Ads vs Regular Ads\n\n| Metric | Spark Ads | Regular Ads |\n|--------|-----------|-------------|\n| Engagement lift | +35% | Baseline |\n| Completion lift | +134% | Baseline |\n| 6s VTR lift | +157% | Baseline |\n| CVR lift | +69% | Baseline |\n| **Best for** | Awareness, mid-funnel, authenticity | Direct response, precise narratives |\n| **Control** | Uses creator's post | Full brand control |\n\n### When to Use Each\n\n| Scenario | Recommendation |\n|----------|----------------|\n| Awareness campaign | Spark Ads (leverage organic engagement) |\n| Direct response (conversions) | Regular Ads (control messaging) |\n| Testing new angles | Regular Ads (faster iteration) |\n| Building credibility | Spark Ads (social proof) |\n| Precise brand messaging | Regular Ads (full control) |\n\n## Performance Diagnosis\n\n### Low Completion Rate\n\n```\n┌─────────────────────────────────────────────────────────────────────────────┐\n│                    LOW COMPLETION RATE DIAGNOSIS                             │\n└─────────────────────────────────────────────────────────────────────────────┘\n                                    │\n                    Completion rate below 30%?\n                                    │\n            ┌───────────────────────┼───────────────────────────┐\n            │                       │                           │\n            ▼                       ▼                           ▼\n      CHECK 1: HOOK           CHECK 2: LENGTH            CHECK 3: CONTENT\n      2s view rate?           Video > 30s?              Relevance to audience?\n            │                       │                           │\n            ▼                       ▼                           ▼\n       <50%?                    YES?                      Mismatch?\n            │                       │                           │\n            ▼                       ▼                           ▼\n    STRENGTHEN HOOK          SHORTEN BY 30%           IMPROVE TARGETING\n    - New opening            - Get to point faster    - Check audience match\n    - Pattern interrupt      - Cut middle section     - Test different segments\n    - Add text overlay       - Move CTA earlier       - Review demographics\n```\n\n**Common Fixes for Low Completion:**\n1. Strengthen first 2 seconds\n2. Shorten video by 30% (max 60 sec; target 9-15 sec)\n3. Add captions (7% watch without sound — but captions improve retention for all)\n4. Test trending sounds (93% watch with sound — audio is a primary engagement lever)\n\n### Low CTR Despite Views\n\n**Diagnostic Questions:**\n- Is the CTA clear?\n- Is the CTA placed too late?\n- Is the offer relevant to the audience?\n\n**Common Fixes:**\n1. Move CTA earlier in video\n2. Add text overlay CTA\n3. Use stronger action verb\n4. Test \"Shop Now\" vs \"Learn More\"\n\n### Low Conversion Despite Clicks\n\n**Diagnostic Questions:**\n- Does landing page match video?\n- Is LP mobile-optimized?\n- What's the load speed?\n\n**Common Fixes:**\n1. Ensure video-to-LP continuity\n2. Simplify checkout/form\n3. Use TikTok Shop for lower friction\n\n## Optimization Recommendations\n\n### Quick Wins (Implement Today)\n\n1. Add text overlay in first 2 seconds\n2. Test trending sounds/music\n3. Add captions for sound-off viewing\n4. Start with action, not logo\n\n### Creative Tests to Run\n\n| Test | Hypothesis | Metrics to Track |\n|------|------------|------------------|\n| Hook A vs Hook B (same content) | Different hooks affect retention | 2s view rate, completion |\n| UGC vs polished version | UGC performs better | CTR, CPM, fatigue rate |\n| 6s vs 15s vs 30s lengths | Shorter = higher completion | Completion rate, CPA |\n| Spark Ad vs regular boost | Spark = higher engagement | Engagement rate, CVR |\n\n### Campaign Type Considerations\n\n| Campaign Type | Video Approach | Notes |\n|---------------|---------------|-------|\n| **Standard auction** | Any length ≤60s; hook critical | Manual control |\n| **Smart+ Campaigns** | 9-15s recommended; algorithm selects best | Auto-optimization across audiences (like Meta Advantage+) |\n| **Search Ads** (Sep 2025) | 9-15s; clear value prop in first 2s | Keyword-targeted; higher intent audience |\n| **Spark Ads** | Matches original organic post length | Must feel native |\n| **GMV Max / TikTok Shop** | 9-15s product demo; CTA = \"Shop Now\" | Automated Shop campaign |\n\n### Advanced Optimization\n\n1. Analyze top-performing organic for hooks\n2. Use Creative Center for inspiration\n3. Test creator collaborations\n4. Implement Smart Creative for auto-optimization\n5. For Smart+ Campaigns: let the algorithm test hooks — provide 3-5 variations at launch\n\n## Benchmarks\n\n### View Rate Benchmarks\n\n| Metric | Excellent | Good | Needs Work |\n|--------|-----------|------|------------|\n| 2s view rate | >70% | 50-70% | <50% |\n| 6s view rate | >50% | 30-50% | <30% |\n\n### Completion Rate Benchmarks\n\n| Rating | Completion Rate |\n|--------|-----------------|\n| Excellent | >50% |\n| Good | 30-50% |\n| Needs Work | <30% |\n\n### Engagement Rate Benchmarks\n\n| Rating | Engagement Rate |\n|--------|-----------------|\n| Excellent | >3% |\n| Good | 1-3% |\n| Needs Work | <1% |\n\n## Output Template\n\nWhen analyzing TikTok video performance, provide:\n\n```\n## TikTok Video Performance Analysis\n\n### Video Health Score: X/10\n(Components: Hook, Length, Completion, Engagement)\n\n### Hook Effectiveness\n- 2s view rate: X% ([Excellent/Good/Needs Work])\n- 6s view rate: X% ([Excellent/Good/Needs Work])\n- Hook type: [identified hook type]\n- Assessment: [analysis]\n\n### Length Optimization\n- Current length: Xs\n- Objective: [Awareness/Consideration/Conversion]\n- Optimal length: Xs\n- Match: [Good/Needs adjustment]\n\n### Completion Funnel\n| Stage | Rate | Benchmark | Status |\n|-------|------|-----------|--------|\n| 25% | X% | - | - |\n| 50% | X% | - | - |\n| 75% | X% | - | - |\n| 100% | X% | >30% | [status] |\n\n### Content Type Recommendation\n- Current: [UGC/Polished/Mix]\n- Recommended: [recommendation based on analysis]\n- Spark Ads opportunity: [Yes/No with reasoning]\n\n### Recommendations\n\n**Immediate Hook Improvements:**\n1. [Specific action]\n2. [Specific action]\n\n**Optimal Length for Goal:**\n- Recommended: Xs for [objective]\n\n**Content Format Suggestion:**\n- [UGC/Polished/Spark Ads recommendation]\n\n**A/B Tests to Run:**\n1. [Test with hypothesis]\n2. [Test with hypothesis]\n```\n\n## Monitoring Checklist\n\n### Daily Checks\n- [ ] 2s and 6s view rates\n- [ ] Completion rate by creative\n- [ ] CTR trends\n- [ ] CPA by creative\n\n### Weekly Checks\n- [ ] Compare hook effectiveness across creatives\n- [ ] Analyze length vs completion correlation\n- [ ] Review UGC vs polished performance\n- [ ] Identify Spark Ads opportunities\n\n### Monthly Review\n- [ ] Hook style performance analysis\n- [ ] Optimal length validation\n- [ ] Content mix optimization\n- [ ] Creator collaboration ROI\n\n## MCP Tool Examples\n\nPull video performance data directly:\n\n```\n# Get creative-level performance (hook rates, completion, CTR)\ntiktok_get_report(\n  start_date=\"2026-03-01\",\n  end_date=\"2026-04-04\",\n  level=\"ad\",\n  metrics=[\"video_play_actions\", \"video_watched_2s\", \"video_watched_6s\",\n           \"video_views_p25\", \"video_views_p50\", \"video_views_p100\",\n           \"ctr\", \"cpc\", \"spend\"]\n)\n\n# Get asset info for a specific creative\ntiktok_get_asset_info(\n  asset_type=\"video\",\n  asset_ids=[\"<video_id>\"]\n)\n\n# List campaigns to find which use which ad formats\ntiktok_query(entity_type=\"campaigns\")\n```\n\n---\n\n*Based on 2025-2026 TikTok Ads research. The first 2 seconds determine 70% of video performance - prioritize hook optimization above all else. In-Feed video max is 60 sec; target 9-15 sec for best results.*\n"
}