A scriptable, repeatable structure for 30–60 second video posts that works across TikTok, Reels, and Shorts. The template, the worked example, and what changes per channel.
Writers usually treat a short-form video script the way they treat a long-form one: opening, exposition, payoff. That is exactly backwards for a feed where the first 1.5 seconds decides whether anyone sees the rest.
This is the structure that works in our experience, across categories.
Either a counter-intuitive claim ("This is the dashboard your boss does not want you to copy"), a specific question that the audience has not been asked before, or a visual that makes them stop scrolling. Spoken AND on-screen text. Skip generic openers ("Hi everyone, today I want to talk about…") — they kill retention.
One sentence that tells the viewer exactly what they will get if they stay. "In 30 seconds you will see why most onboarding emails do not convert and the one change that fixes it."
3–5 short beats that deliver on the promise. One concrete example per beat. Cut hard between beats — no transitions, no "let me explain", no "now here is the next part". On-screen text echoes the spoken line for the 70% who watch muted.
Two options: end with a sentence that loops naturally back to the hook (so the algorithm registers a re-watch), or end with a specific small CTA (a follow, a save, a single comment prompt). Pick one — never both.
Hook (2s): "I rejected the highest-paying offer of my career last month."
Promise (3s): "Here is what changed for me and the framework I now use."
Payoff (35s): Three short beats — 1) the offer details, 2) the question I asked myself that flipped it, 3) the trade-off I would not make.
Loop (5s): "Which is why the next offer I take will probably look smaller on paper than this one."
Postify automates drafting, scheduling, and approvals across every channel.
