Most people who see your AI tool in their feed have never heard of it. They give it two or three seconds. If they can't tell what it does by then, they're gone, and a clever name or a list of benchmark numbers doesn't help.
Chisel makes short vertical reels that fix that. Each one opens with a hook that's scored before we build anything, says in plain words what your tool is by second seven, and shows your real product on screen.
Why AI tools are hard to explain in a feed
AI products have three problems that most software doesn't:
- The name says nothing. Half the tools in any feed are an acronym or a made-up word. A viewer can't guess what "REA" or "Pomelli" does.
- The demo looks like every other demo. A text box and a spinner look the same whether the model writes code or plans a trip.
- The value is a before and after. What sells an AI tool is the work it removes. That has to be said out loud, fast.
So every reel we make for an AI tool follows one rule we call the clarity gate: by second seven, the voiceover has said what the tool is and what it does, as everyday actions. If the name is an acronym, we say it in full. Only then do we show features.
That reel opens with "Nobody tells you: Google's marketing AI is free." The hook scored 87 out of 100 on our hook scorer before we cut a single frame. By second seven, the viewer knows it's a free Google tool that makes marketing posts.
What you get
| Part | What you get |
|---|---|
| Length | 20 to 25 seconds, vertical 9:16 |
| Hook | Lands inside three seconds, scored before we build |
| Script | Written from your docs and demo. You approve it first |
| Voice | AI voiceover, every word also on screen as captions |
| Visuals | Your real UI, captured from your public site or a screen recording you send |
| Brand | Your logo on every frame and your end card at the close |
| Files | MP4 plus a ready-to-post caption for each reel |
Every reel works on Instagram Reels, TikTok, YouTube Shorts and LinkedIn.
What to make reels about
One AI tool can fill months of reels, because each feature and each use case is its own thirty seconds. Topics we plan from your docs and changelog:
- One job, start to finish. "Watch it turn a product link into a week of posts."
- The free part. If you have a free tier, that's often the strongest hook you own.
- A comparison viewers already make. Your tool against the manual way, or against the tool they use now.
- New releases. Every changelog entry is a reel, and those posts give people a reason to come back.
- Objections. "Is my data used for training?" answered in twenty seconds beats a FAQ page nobody reads.
How it works
- Send a link. Your site, docs or repo, and who the tool is for.
- Approve the scripts. We send the hooks and scripts in your brand voice. Nothing gets built until you sign off.
- We build. Voiceover, your UI, captions, your brand.
- You post. Files and captions land in a shared folder, usually within a week of the link.
Pricing
The Pilot is 30 reels for $199, which is enough to test the format on your product. The Launch pack is 75 reels for $450. Monthly volume is priced on a call. See pricing on the home page, or read what short-form explainer reels usually cost if you're comparing options.