Templates explained: which one to pick
Eight video types and what each one changes in the brief and the cut.
A template pre-sets tone, length and the structure of the hook and the ending, and tells the assistant your context so it asks fewer questions.
- Product / e-shop — sales tone, ~18 s, benefit-first, offer at the end.
- Service / local business — emotional tone, ~20 s, atmosphere and people, “come in” ending.
- Personal brand / creator — dynamic, ~22 s, talking head plus b-roll, one clear point.
- Event — dynamic, ~15 s, quick cuts, date and place at the end.
- Before × after — emotional, ~15 s, the reveal in the middle of the reel.
- Customer testimonial — calm, ~25 s, problem → solution → result.
- Tip / how-to — calm, ~30 s, three numbered steps, value in the hook.
- Hiring — emotional, ~20 s, team and workplace, “apply” at the end.
You can change tone, length and platform after picking a concept — the template is a starting point, not a cage.
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