# Video Content Guidelines

Best practices for creating engaging video content across platforms: YouTube, TikTok, Instagram Reels, and video ads.

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## Video Script Structure

### Standard Video Flow

**1. Hook (First 3 seconds)**
- Visual hook (movement, text, face)
- Verbal hook (compelling statement)
- Pattern interrupt (unexpected element)

**2. Promise (3-10 seconds)**
- What they'll learn/get
- Why it matters
- Build anticipation

**3. Content Delivery (Main Body)**
- Deliver on the promise
- Keep pace moving
- Use visual variety

**4. Call-to-Action (Last 5-10 seconds)**
- Clear next step
- Like, comment, subscribe
- Link to related content

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## Hook and Retention Strategies

### First 3 Seconds Are Critical

**Visual Hooks**:
- Fast movement or action
- Text overlay with bold claim
- Close-up of face (emotion)
- Unexpected visual
- Before/after comparison

**Verbal Hooks**:
- Surprising statement
- Bold claim
- Question that resonates
- Tease the payoff
- Personal story opening

**Pattern Interrupts**:
- Sudden sound effect
- Jump cut
- Visual effect
- Unexpected statement
- Format change

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### Retention Techniques Throughout

**Pacing**:
- Cut dead air ruthlessly
- Change camera angle every 3-5 seconds
- Vary shot types (close-up, medium, wide)
- Use B-roll to illustrate points

**Open Loops**:
- Promise information later
- "More on that in a minute..."
- "Wait until you see what happens next..."
- Build anticipation

**Visual Variety**:
- Text overlays for key points
- Graphics and animations
- B-roll footage
- Screen recordings
- Multiple camera angles

**Verbal Engagement**:
- Direct address ("You might be thinking...")
- Questions to audience
- Acknowledge objections
- Personal asides
- Humor and personality

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## Platform-Specific Guidelines

### YouTube

**Video Length**:
- Short-form (< 60 seconds): Quick tips, teasers
- Mid-form (3-8 minutes): Tutorials, how-tos
- Long-form (10-20+ minutes): Deep dives, vlogs

**Structure**:
- Hook (0-3 seconds)
- Intro/Promise (3-15 seconds)
- Content (main body)
- Recap (optional)
- CTA (end screen)

**Optimization**:
- Thumbnail: High contrast, clear text, expressive face
- Title: Keyword-rich, compelling, 60 characters
- Description: First 2 lines visible, include keywords
- Tags: Relevant keywords and phrases
- End screen: Subscribe + related videos

**Best Practices**:
- First 30 seconds determine retention
- Pattern interrupt every 30-60 seconds
- Use chapters for longer videos
- Pin comment to drive engagement
- Respond to comments quickly

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### TikTok

**Video Length**:
- Optimal: 15-30 seconds
- Can go up to 10 minutes
- Shorter often performs better

**Structure**:
- Hook (first frame + first second)
- Quick delivery (no fluff)
- Payoff/punchline
- Loop-friendly ending (optional)

**Optimization**:
- Captions: Auto-captions or manual
- Sounds: Trending audio increases reach
- Hashtags: Mix trending + niche (3-5 total)
- Text overlay: Key points, emphasis
- Posting time: Test your audience

**Best Practices**:
- Vertical format (9:16)
- Fast-paced editing
- Trend participation
- Authentic, raw feel
- Strong first frame (thumbnail)
- Loop-friendly for rewatches

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### Instagram Reels

**Video Length**:
- Optimal: 7-15 seconds
- Can go up to 90 seconds
- Shorter often performs better

**Structure**:
- Hook (first frame)
- Quick value delivery
- Clear payoff
- CTA in caption

**Optimization**:
- Cover image: Choose compelling frame
- Caption: Hook in first line
- Hashtags: 3-5 relevant
- Audio: Trending or original
- Location tag: Increases reach

**Best Practices**:
- Vertical format (9:16)
- Text overlays for sound-off viewing
- Trending audio when relevant
- High-quality visuals
- Consistent posting schedule
- Engage with comments quickly

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### YouTube Shorts

**Video Length**:
- Maximum: 60 seconds
- Optimal: 15-30 seconds

**Structure**:
- Immediate hook
- Fast-paced content
- Clear payoff
- Loop-friendly

**Optimization**:
- Vertical format (9:16)
- #Shorts in title or description
- Compelling first frame
- Text overlays
- Trending topics

**Best Practices**:
- Repurpose TikTok/Reels content
- Fast cuts and pacing
- Clear, simple message
- Strong visual hook
- No watermarks from other platforms

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## Video Content Ideas by Platform

### YouTube Ideas

**Educational**:
- How-to tutorials
- Explainer videos
- Course-style series
- Tool reviews
- Case studies

**Entertainment**:
- Vlogs
- Challenges
- Reactions
- Storytelling
- Behind-the-scenes

**Hybrid**:
- "Day in the life" with lessons
- Q&A with teaching moments
- Mistakes and lessons learned

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### Short-Form Ideas (TikTok/Reels/Shorts)

**Quick Tips**:
- One tip per video
- Before/after demonstrations
- Common mistakes
- Quick wins

**Trends**:
- Trending audio with your twist
- Challenge participation
- Duets and stitches
- Trending formats

**Storytelling**:
- Quick personal stories
- Client success stories
- Failure stories with lessons
- "Things I wish I knew"

**List Format**:
- "3 ways to..."
- "5 signs that..."
- "Top mistakes in..."
- Countdown format

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## Thumbnail and Title Optimization

### Thumbnail Best Practices

**Visual Elements**:
- High contrast colors
- Clear, readable text (3-5 words max)
- Expressive face (if applicable)
- Bright, well-lit
- Consistent branding

**Text on Thumbnail**:
- Large, bold font
- High contrast with background
- Complement title (don't repeat)
- Create curiosity

**Composition**:
- Rule of thirds
- Clear focal point
- Not cluttered
- Recognizable at small size

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### Title Formulas

**How-To**:
- "How to [Result] in [Timeframe]"
- "How to [Result] Without [Common Obstacle]"
- "How I [Achieved Result]"

**List**:
- "[Number] Ways to [Result]"
- "[Number] [Things] That [Result]"
- "I Tried [Number] [Things]. Here's What Worked."

**Curiosity**:
- "The [Thing] Nobody Tells You About [Topic]"
- "Why [Common Belief] Is Wrong"
- "What [Event] Taught Me About [Topic]"

**Result-Focused**:
- "[Result] in [Timeframe]: Full Guide"
- "From [Starting Point] to [End Point]"
- "[Result] Without [Expected Requirement]"

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## Call-to-Action Placement

### When to Include CTAs

**Early CTA (First 30 seconds)**:
- "If you're new here, subscribe for..."
- "Drop a comment if you've experienced..."
- Sets expectation for engagement

**Mid-Roll CTA**:
- "If you're finding this helpful, hit like"
- "Comment below with your thoughts"
- Natural break in content

**End CTA**:
- "Subscribe for more content like this"
- "Check out this related video"
- "Link in description for..."

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### CTA Best Practices

**Be Specific**:
❌ "Let me know what you think"
✅ "Comment 'YES' if you want more content like this"

**Give a Reason**:
❌ "Subscribe to my channel"
✅ "Subscribe so you don't miss the next video in this series"

**Make it Easy**:
❌ "Check out all my links"
✅ "Link in bio for the free template"

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## Video Series Planning

### Series Formats

**Educational Series**:
- Multi-part tutorial
- Course-style progression
- Topic deep-dives
- Tool mastery series

**Recurring Content**:
- Weekly tips
- Monthly reviews
- Q&A sessions
- Behind-the-scenes

**Challenge Series**:
- 30-day challenge
- Experiment documentation
- Transformation journey

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### Series Benefits

**Audience Retention**:
- Viewers return for next episode
- Builds anticipation
- Creates habit

**Content Planning**:
- Easier to batch create
- Consistent posting schedule
- Clear content calendar

**Authority Building**:
- Demonstrates expertise depth
- Comprehensive coverage
- Positions as go-to resource

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## Video Production Checklist

### Pre-Production

- [ ] Script or outline prepared
- [ ] Hook and CTA planned
- [ ] Location and lighting checked
- [ ] Equipment ready (camera, mic, lights)
- [ ] B-roll list (if needed)

### Production

- [ ] Strong hook in first 3 seconds
- [ ] Clear audio (no background noise)
- [ ] Good lighting (face well-lit)
- [ ] Stable footage (tripod or stabilization)
- [ ] Multiple takes of key sections

### Post-Production

- [ ] Tight editing (cut dead air)
- [ ] Text overlays for key points
- [ ] B-roll inserted where relevant
- [ ] Music/sound effects (if appropriate)
- [ ] Color correction (if needed)
- [ ] Captions/subtitles added

### Publishing

- [ ] Compelling thumbnail created
- [ ] Optimized title (keywords + curiosity)
- [ ] Description with keywords and links
- [ ] Relevant tags/hashtags
- [ ] End screen/cards added (YouTube)
- [ ] Scheduled for optimal time

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## Common Video Content Mistakes

### ❌ Slow Start
Taking 10+ seconds to get to the point.

### ✅ Immediate Hook
Value or intrigue in first 3 seconds.

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### ❌ Talking Head Only
Static shot with no visual variety.

### ✅ Visual Variety
B-roll, text overlays, multiple angles.

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### ❌ Poor Audio
Background noise, echo, inconsistent levels.

### ✅ Clean Audio
Clear voice, minimal background noise, consistent levels.

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### ❌ No Clear CTA
Video ends without telling viewers what to do.

### ✅ Clear Next Step
Specific action for viewers to take.

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## Usage

Apply these guidelines when creating:
- YouTube videos (short and long-form)
- TikTok content
- Instagram Reels
- YouTube Shorts
- Video ads
- Course content
- Social media video

**Remember**: The first 3 seconds determine if someone watches. The first 30 seconds determine if they stay. Optimize ruthlessly for both.
