There are five: problem → solution, contrarian → evidence, list, contrast, story. Pick the structure first and write second — the wrong structure cannot be carried by elegant copy.
The five structures side by side
| Structure | Skeleton | Fits | Does not fit |
|---|---|---|---|
| Problem → solution | Name the pain → give the method → show the result | Tools, tutorials, home, health | Categories with no clear pain point |
| Contrarian → evidence | Deny the consensus → explain why → show proof | Knowledge, reviews, industry reveals | Categories that need long-term trust |
| List | Three to five parallel points, each standing alone | Tip compilations, mistakes, resources | Content that must explain one idea deeply |
| Contrast | A vs B, before vs after | Beauty, apparel, appliances, software | Products with no visible difference |
| Story | Character → conflict → turn → outcome | Brands, personal IP, emotional content | Fast direct-response selling |
How to choose
One test decides it: does your product solve “I do not know how” or “I do not believe it”? If it is not knowing, use problem → solution. If it is not believing, use contrast or contrarian → evidence. If it is neither — you just want more people to know it exists — use a list or a story.
Combining them
- Problem → solution + contrast: state the pain, then prove the fix with a before/after. The most reliable selling combination.
- Contrarian + list: open with the counter-intuitive claim, then list the evidence. Common in knowledge accounts.
- Story + problem → solution: stop the story at the conflict to deliver the method, which keeps both emotion and utility.
The usual failure
Mixing too much. A 30-second video with a story, a list and a comparison explains none of them. Combining is fine, but one primary structure per video — the second one is a device inside a segment, not a second spine.
Once the structure is set, use the 30-second template for timing, and the five hook types for the opening.
Frequently asked questions
Which structure should a beginner start with?
Problem → solution. It is the easiest to validate: the pain is real, the method is concrete, and audience response tells you immediately whether you picked right.
Can I invent a sixth structure?
You can combine, but do not invent a sixth. Every short video is doing one thing — giving a reason to keep watching. The five cover the available paths.
Can I repost the same video with a different structure?
Yes, and it is an effective test. Same footage, different skeleton shows whether the problem was content or structure.
Which works best for product videos?
Problem → solution paired with contrast is the most stable: the first builds the need, the second proves the effect. Pure story suits brand work, not direct conversion.
Notice: posts are for studying public content and are not professional advice. Copyright stays with the original creators; commercial use requires permission. Results vary by category, account and platform — trust your own numbers.