TikTok · @wordsatwork
"Whispering is really interesting from a linguistics perspective…"
Borrowed: the whisper hook.
01Overview
- Client
- Magnet, dating app
- Deliverable
- TikTok vertical UGC video (9:16), burned-in captions throughout
- Length
- About 24 seconds
- Focus markets
- Tier-1 English-speaking (US, UK, CA, AU) and EU (Nordics, NL, IE)
- Language
- English
- Targeting
- Male 25+
02Angle
Anonymous-first dating, where you chat first and photos unlock only if both people agree.
03Creator persona and wardrobe
The creator as a user persona:
- Casual man, 25–45, who should feel like the average viewer: relaxed and a little conspiratorial.
- He represents users who value their privacy (according to the most popular search, "anonymous app").
- He is tired of making instant, appearance-based decisions on dating apps and is open to a more conversation-first approach, where personality and shared interests come before photos.
Wardrobe
- Echoes the avatar/reference (in the visuals: a teal polo) and stays clear of the purple UI footage.
- No logos or brand names visible, and no busy patterns that flicker on camera.
04Storyboard
Anonymous dating app…?
Selfie close-up at a home desk, evening lamp light. He leans in, finger to lips.
“(whisper) Anonymous dating app…?”
He sits back and makes a quick swipe gesture on his phone, still talking to camera, with eye contact.
tell me I'm not the only one who hates choosing a photo…
“…and tell me I'm not the only one who hates choosing a photo… and being judged by it!”
Most dating apps make you swipe based on a photo…
His cartoon avatar, same whisper pose, flashes for one second as the transition into the app.
“Most dating apps make you swipe based on a photo in the first few seconds…”
you make an avatar instead
App screenScreen recording: the avatar / profile.
“On Magnet, you make an avatar instead…”
pick your interests, and just chat
App screenScreen recording: interests, then match and conversation.
“…pick your interests, and just chat.”
Unlock photos only when you both agree
Mock-upThe chat interface. "Do you look just like your avatar?" "Maybe… you wanna see?" Below: Pass or Bump.
“Unlock photos only when you both agree.”
Keep it between us.
Download Magnet“(whisper, close-up, pointing down) Magnet. Link's below. Keep it between us.”
Frames 4 and 5 are screens from Magnet's own promo video, to show what the screen recording should capture. Frame 6 is my chat mock-up of the conversation.
05Script · about 24 seconds
| Time | Beat | Shot | VO and delivery tip | On-screen text |
|---|---|---|---|---|
| 0–3 s | Hook (whisper) | Creator on camera. Selfie close-up; he leans in, finger to lips. | Whisper: "Anonymous dating app…?" Delivery tip: the whisper should feel intriguing and playful, not creepy. | Burned-in captions and a text overlay, easy to read. |
| 3–8 s | Problem (normal voice) | Creator on camera. He sits back and makes a quick swipe gesture on his phone, to establish the familiar dating-app behavior before introducing Magnet, but with natural talk and eye contact with the viewer. | "…and tell me I'm not the only one who hates choosing a photo… and being judged by it!" | Burned-in captions and a text overlay. |
| 8–21 s | Demo / product reveal | Creator on camera (swipe), then screen recording. He opens the Magnet app. The cartoon-avatar version of the creator can flash as a 1-second transition into the product section. Real app footage: avatar/profile → interests → match/conversation → chat interface. | "Most dating apps make you swipe based on a photo in the first few seconds… On Magnet, you make an avatar instead, pick your interests, and just chat. Unlock photos only when you both agree." Delivery tip: say the first sentence quickly, with a swipe gesture, then slow down on "make an avatar", "just chat" and "both agree". Those phrases are the product's selling points, so the pace should emphasize them. | Burned-in captions and a text overlay. |
| 21–24 s | CTA (whisper) | Creator on camera. Close-up; he points down. | Whisper: "Magnet. Link's below. Keep it between us." | "Download Magnet", logo / app badge. |
06Production notes
- Location: a home desk with a slightly lived-in background (a shelf, a poster) and a mug, like a real guy's room, not a studio.
- Lighting: a soft front light from a lamp. Keep the face evenly lit, and avoid harsh shadows or heavy color filters. A warm or purple-tinted accent lamp in the background fits Magnet's brand color.
- Time of day: preferably evening, which suits the "whispering a secret" tone.
- Do not show: photos of women, other dating apps' logos, or any real profile pictures.
07Direction notes
- Tone: curious and a little playful, like telling a friend about something you discovered. Not salesy, not creepy.
- Hook rule: the first 3 seconds must work on mute. Use captions plus a visible whisper or lean-in.
- Audio: native voice only, burned-in captions.
- Delivery: natural and imperfect is better than scripted-sounding, but stress the key phrases from the delivery tips.
08Reference that inspired me
tiktok.com/@wordsatwork/video/75736715926521… ↗
09Client input from the brief
Show the client's notes (verbatim)
Core idea and features
- Magnet is about fewer swipes and no judgment by the looks
- Real photos will become available only when the user agrees to do so after exchanging a few messages
- The feature was selected as a focus area as Magnet has several conversions coming from keywords like "anonymous App, anonymous chat" etc
- Gamers like Magnet, the App is sometimes positioned as gamified dating, because of the avatars
Not allowed
- Focus on body parts is a NO
- Exaggerated claims like you WILL find your love
- Portfolio of women is FORBIDDEN, the model must talk, otherwise, this is considered as objectification of women
- Emotional instability is NO-GO (feeling lonely)