According to Jamal Meneide, which part of a short-form video is the most important?

The opening moment is critical because short-form viewers decide quickly whether to keep watching. Video ads need to communicate relevance early so the audience understands the value before attention drops. In Amazon Ads creative planning, strong early messaging supports awareness, consideration, and action across placements. A clear start also helps the rest of the video deliver the story, product point, or customer benefit more effectively.