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description: "Proven narrative arc templates for product videos and ads. Use when: 'write script', 'video structure', 'narrative arc', 'scene plan', 'storyboard', '15 second video', '30 second video', '60 second video', 'how to structure the video', 'video script template'. Provides beat-by-beat templates with timing, emotional arc mapping, hook formulas, and pacing rules. Covers 10s-90s formats for social, product demos, launches, and pitches."
---

# Video Narrative Arc Templates

Proven narrative structures for product videos. Pick a template, fill slots from your Product Brief, get a timestamped script with emotional beats.

## Rule #1: Brief First

ALWAYS create a Product Brief (use product-meaning-extractor) BEFORE choosing a template. Without a brief, you'll write generic feature lists.

## Template Selection

| Duration | Best For | Template | Emotional Arc |
|----------|----------|----------|---------------|
| 10-15s | Social ads, teasers | **Pattern Interrupt** | Surprise → Curiosity → Action |
| 15-20s | Product awareness | **Problem-Solution Flash** | Pain → Relief → Action |
| 30s | Product demos | **Hook-Pain-Demo-Proof-CTA** | Attention → Recognition → Desire → Trust → Action |
| 45-60s | Launches, explainers | **Apple Keynote Mini** | Understanding → Frustration → Hope → Amazement → Delight |
| 60-90s | Brand stories, pitches | **Full Story Arc** | Empathy → Tension → Discovery → Wonder → Inspiration |

---

## Template 1: Pattern Interrupt (10-15s)

For: TikTok, Reels, YouTube Shorts, social ads.

```
[0-3s] INTERRUPT
  Break the scroll. Unexpected visual or bold text on dark bg.
  Use: provocative question, shocking stat, or visual contrast.
  Example: "Why are you still [painful manual task]?"

[3-7s] CURIOSITY GAP
  Show what's possible. Product in action, before→after, result.
  One phrase that captures the transformation.
  Example: Split-screen transformation in real time.

[7-12s] PROMISE + CTA
  Product name + key benefit + action.
  Example: "[Product]. [One-line value]. Try free."
```

**Key rule:** First frame must have useful/surprising information. No logos, no gradients, no decorative intros.

---

## Template 2: Problem-Solution Flash (15-20s)

For: Instagram/Facebook ads, product awareness.

```
[0-3s] HOOK - Customer pain in THEIR words
  Dark bg, large text, one line from Customer Language Bank.
  Example: "45 minutes. Per. Photo."
  BEAT: TENSION

[3-8s] AGITATE - Stack the problems (2-3 rapid pain points, 1.5s each)
  Example: "Scratches. Noise. Shadows. Every. Single. Time."
  BEAT: FRUSTRATION PEAK

[8-10s] PIVOT
  Visual shift (dark→light, blur→sharp). Two words max.
  Example: "Not anymore." / "Until now." / "There's a better way."
  BEAT: RELIEF BEGINS

[10-16s] SOLUTION - Product in action
  Show the unique mechanism (from brief), not just the name.
  Example: "AI retouching. Original resolution. Editable .PSD."
  BEAT: DESIRE

[16-20s] CTA
  Low-friction call to action. Logo + URL + free offer.
  Example: "Try free. No signup. [url]"
  BEAT: ACTION
```

---

## Template 3: Hook-Pain-Demo-Proof-CTA (30s)

For: Product demos, YouTube pre-rolls.

```
[0-4s] HOOK - The boldest claim you can back up
  Core insight from brief. NOT a feature - a worldview.
  Example: "The last time you'll [painful task] by hand."
  BEAT: ATTENTION

[4-10s] PAIN - The enemy, made visceral
  Show the painful process. Use customer language.
  Specific numbers. Speed up boring tasks to emphasize tedium.
  Example: Clock ticking, manual work, frustration faces.
  BEAT: RECOGNITION ("that's me!")

[10-20s] DEMO - Solution + unique mechanism
  Product in action. Start slow (dramatic reveal), then quick feature hits.
  Show HOW it works, not just THAT it works.
  3-4 features max, each getting 2-3 seconds.
  BEAT: DESIRE (building)

[20-26s] PROOF - Why believe it
  Stats, logos, testimonials, specific numbers from brief.
  Example: "Original DPI. Used by 500+ studios. .PSD with layers."
  BEAT: TRUST

[26-30s] CTA - Specific and low-friction
  Logo + URL + offer + animated button.
  What to do RIGHT NOW, not someday.
  Example: "800 free tokens. No signup. [url]"
  BEAT: ACTION
```

---

## Template 4: Apple Keynote Mini (45-60s)

For: Product launches, explainer videos. The premium option.

```
[0-5s] THE PROBLEM WITH TODAY
  Clean text on dark bg, slow fade. Calm, authoritative tone.
  "The problem with [category] today..."
  BEAT: SHARED UNDERSTANDING

[5-12s] THE REALITY
  2-3 scenes showing current painful workflow.
  Each problem appears with visual authority (large type, pause).
  "Manual. Slow. Inconsistent. Expensive."
  BEAT: FRUSTRATION BUILDS

[12-15s] THE VISION
  Visual shift (dark→light or reverse). This is the hinge.
  "What if..." / "We asked: what if..." / "Imagine..."
  BEAT: HOPE

[15-30s] THE SOLUTION (longest section)
  Product demo. 3-4 features, one at a time.
  Each feature: name + real benefit (not just feature name).
  Pacing: slow reveals. One feature = one breath. Don't rush.
  BEAT: PROGRESSIVE AMAZEMENT

[30-40s] THE PROOF
  Numbers, logos, before/after comparisons.
  2-3 strongest proof points from brief.
  BEAT: CONFIDENCE

[40-48s] ONE MORE THING (optional but powerful)
  Surprise feature or unexpected benefit they didn't see coming.
  "And it's free to try. No signup required."
  BEAT: DELIGHT

[48-60s] CTA
  Logo animation + URL + memorable closing line.
  "[Product] - [tagline]."
  BEAT: RESOLUTION
```

---

## Template 5: Full Story Arc (60-90s)

For: Brand stories, investor pitches, deep explainers.

```
ACT 1: THE WORLD (0-20s)
  [0-5s]   Establish WHO this is for (specific persona, not generic)
  [5-12s]  Their daily struggle (use "Before" from brief)
  [12-20s] The breaking point - why NOW something must change

ACT 2: THE CHANGE (20-55s)
  [20-25s] Discovery - product enters the story (not as hero, as guide)
  [25-40s] The journey - seeing it work (features as story beats, not list)
  [40-50s] Transformation - before vs after side-by-side
  [50-55s] Proof - numbers, testimonials, authority

ACT 3: THE NEW WORLD (55-90s)
  [55-65s] Life after - what's possible now (use "After" from brief)
  [65-75s] Bigger vision - beyond the product, what world are we building?
  [75-90s] CTA + logo + resolution
```

---

## Hook Formulas (first 3 seconds)

The hook is 80% of whether someone watches. Spend 80% of script time on the first 3 seconds.

| Formula | Example | When to Use |
|---------|---------|-------------|
| Shocking stat | "87% of [role] spend 3+ hours on [task]" | When you have hard data |
| Provocative question | "Why are you still doing this by hand?" | When the pain is universal |
| Bold claim | "The last time you'll [painful task]" | When you can prove it |
| Customer quote | "[Verbatim pain phrase from reviews]" | When you have real language |
| Before/After | Show transformation, no words | When visual impact is strong |
| Pattern interrupt | Unexpected visual that stops scrolling | Social media specifically |
| Countdown | "In 8 seconds, this photo will be perfect" | When speed is the value prop |
| Contrarian | "Everyone says [X]. They're wrong." | When positioning against status quo |

## Script Writing Rules

### Text on Screen
- **Max 7 words** on screen at any time
- **Reading speed:** 150 WPM = 2.5 words/second
- **3-word phrases** hit hardest: "Upload. Process. Done."
- Text readable for min 2 seconds AFTER animation completes
- NEVER animate text while expecting reading

### Power Words vs Kill Words
**Use:** Free, New, You, Instantly, Proven, Discover, Secret, Because, Now, Imagine
**Kill:** Revolutionary, Innovative, Cutting-edge, World-class, Seamless, Leverage, Synergy, Disrupt

### Tension Rules
- Every scene needs tension (contrast, scarcity, curiosity, authority gap)
- No tension = flat video. No exceptions.
- If a scene feels boring: add a surprising stat, customer pain quote, or visual contrast

### Pacing
- **Fast** (2-3s cuts): problems, feature montage, social proof
- **Slow** (5-8s holds): product reveal, hero moment, emotional beat
- **Never more than 3 fast cuts** without a slow breath
- The most important moment gets the MOST time, not the least
- After every fast section, add one slow "breathing" shot

### Language
- "You" > "We" (customer-first, always)
- Customer language > clever copywriting
- Concrete > abstract ("45 minutes" > "a long time")
- If it sounds like a brochure, rewrite it
- If it sounds like a text to a friend, it's closer

## Gotchas

- Template != formula. Adapt timing to your content
- If template feels forced, simplify: 3 strong scenes > 7 weak ones
- The brief is the source of truth, not the template
- Don't use Template 5 (Full Story Arc) for a 15-second ad. Match format to platform
- "One more thing" only works if the surprise is genuinely unexpected
