Writing Short-form Video Content

Most short-form content today follows the same structure: Hook → Message → CTA. But the best-performing ones follow a story arc, which keeps viewers engaged. This is what it looks like: → The setup: Introduce a relatable situation or challenge. Make your audience see themselves in it. →The conflict: Highlight the struggle or problem. Build curiosity to the peak. → The turning point: Introduce an insight, realization, or a sudden twist that changes the perspective. → The resolution: Deliver the solution, takeaway, or transformation in a way that feels rewarding. For example, instead of saying: Here are 3 ways to make your reels go viral. → Try something around this: I made five reels last month. Four flopped. One blew up, just because of these 3 reasons. One makes you read/listen. The other makes you feel. Save this and try this next time you're writing! P.S. What type of content do you prefer reading? Short form or long form?

I spent the weekend analyzing ad accounts that collectively spent $5M in the last 30 days. Here's the #1 pattern I discovered: Short form videos up to 30 seconds are crushing it. Why? They tell much more in short amount of time so your average video view is way stronger than on a longer video. They’re easier to produce. If your average video ad length is 50s right now you can double the volume of your ad creative overnight. They leave room for curiosity but it’s enough to get the whole context on a solution. The structure that crushes it for us:  0-5s - strong hook  5-10s - tell and show the outcome  10-25s - present the solution (mechanism)  25-30s - CTA Extra tip: Test this structure without any voice over. Use some relatable, engaging b-roll and present the message with copy. Let me know how it goes! 

95% of my videos are scripted So when someone tells me: "I can't read scripts" "They take too long to write" "Scripts make me sound unnatural" It's almost always one of these 4 mistakes: 1. Writing scripts instead of speaking them Most people write very differently than they speak. This is why it can be so hard to read your script out loud after writing it. To fix this, speak your ideas out first, then write down what you said. P.S. Using a speech→text tool makes this a lot faster. 2. Starting from scratch every time A blank page is probably the number one creativity killer. Make it easy for yourself by using templates and frameworks to provide structure, and examples to inspire you. Don’t have that? Start collecting them from the content you see every day. 3. Constantly trying to reinvent the wheel If something worked for you once, repeat it. I sometimes just copy/paste in phrases or structures that have brought good results the past. This is similar to having templates or frameworks, but using your own past content, instead of other people’s. 4. Not rehearsing your script before recording it I usually do 1-2 reps through my scripts before recording. This is where 90% of my script edits happen. These edits are mostly just changing words or phrases that aren’t flowing. This final step makes my video scripts sound and feel so much more natural when I record. Have a specific challenge with short form video scripting? Share it in the comments and I'll share a solution 👇