Shannon McKinstrie | Social Media Strategist & Marketer

Hook Archetypes

• Identify relatable creator struggles
• Promise specific transformation or solution
• Address common pain points immediately

Narrative Arcs

• Problem-Solution-Proof-CTA
• Struggle-Transformation-Lifestyle Payoff
• Direct advice with actionable steps

Tension Curves

• High-energy opening to immediate value
• Calm, supportive tone for trust building
• Self-deprecating humor to lower barriers

Resolution Patterns

• Direct CTA to caption or save
• Visual proof of success
• Summary of actionable strategy

Beat Structures

• Hook, Problem, Solution, CTA
• Hook, Proof, Actionable Advice
• Narrative build with emotional context

Dialogue Patterns

• Conversational, direct address to camera
• Supportive and encouraging tone
• Concise, value-driven statements

Pacing Rules

• Fast cuts for high-energy tips
• Slow, deliberate pacing for trust
• Rapid montages for backstory

CTA Patterns

• Direct instruction to save or comment
• Directing traffic to caption details
• Encouraging application of strategy

Framing Patterns

• Medium close-up for authority
• Wide shots for lifestyle proof
• Static framing for focus

Camera Movement

• Mostly static for stability
• Handheld for authentic, vlog-style feel
• Minimal movement to keep focus

Transitions

• Jump cuts for energy
• Direct cuts between talking heads
• Overlay transitions for B-roll

Sequencing

• Talking head interspersed with B-roll
• Montage sequences for emotional backstory
• Single-shot for direct advice

Location Patterns

• Natural, everyday environments
• Consistent, recognizable workspace
• Public spaces for relatable B-roll

Blocking Patterns

• Direct eye contact with lens
• Natural, unposed body language
• Centered framing for authority

Audio Patterns

• Clear, direct voiceover
• Music-matched editing for flow
• No dialogue for cozy aesthetic

Editing System

Natural lighting with text-overlay emphasis