Pile of fallen dominos contrasted with a clean, labelled sequence TEASE→TELL→TRUST→TURN.

Campaign structure, not just clips

Let’s be honest: most short videos flop because they’re posted as isolated clips.
No context, no arc, no plan — just “here’s a bit we liked.” It’s like handing someone a single jigsaw piece and asking for applause.

Why does this happen?
Because “short” feels easy. You cut a juicy 12 seconds, slap on captions, hit post, and… crickets. There’s nothing wrong with the clip; it’s the lack of story around it.

A quick example of what doesn’t work:
A brand snips three unrelated quotes from a customer interview and posts them in one afternoon. No hook, no reason to care, no thread connecting them. Viewers don’t know who’s speaking, why it matters, or what to do next.

The simple plan that works: a mini-campaign, not a one-off

Use this 4-step arc. It’s easy to remember and easy to brief.

1) TEASE — grab attention

Say the problem in the audience’s words. One line, plain English.
Example: “Our demos were slick. Buyers still ghosted.”

2) TELL — give meaning

A 60–120s story that explains the why/how with a human moment.
Example: a client story with the “near-miss” and what fixed it.

3) TRUST — show proof

3–5 short follow-ups: a real quote, a number, a behind-the-scenes tip.
Example: “One question we asked: What nearly made you walk away?”

4) TURN — ask for action

One clear next step.
Example: “Watch the full case study” or “Book a 15-minute chat.”

Why this works (in human terms)

  • People need more than one touch. One post = one glance. Several posts = memory.

  • Small steps beat big dumps. Spread posts over days; let interest build.

  • Repetition builds retellability. Same idea from a few angles → people can repeat it in their next meeting (that’s where deals move).

  • You protect budget and trust. Each post has a job; you’re not gambling on a single “banger.”

“Capture once, use everywhere” (why it’s smart)

From one well-planned half-day, aim for:

  • 1 hero story (60–120s, 16:9)

  • 6 short cutdowns (15–30s, 9:16/1:1), each with its own hook

  • 3 motion quote/stat cards (animated text)

  • 5 thumbnails/stills for posts and blog

  • 1 blog post that ties the thread together

This saves time because the message is planned up front. You’re not guessing in the edit. It also keeps visuals and tone consistent, which makes your brand feel coherent (buyers notice).

Posting schedule (example: two weeks) — and why not “all at once”

Week 1

  • Tue: TEASE #1 (name the pain)

  • Thu: TELL (the hero story)

Week 2

  • Tue: TRUST #1 (client moment)

  • Thu: TRUST #2 (mini how-to)

  • Optional Fri: TURN (simple CTA)

Why drip it?

  • Algorithms reward consistent engagement (not one big dump).

  • Humans need multiple touches before acting.

  • Light, respectful suspense keeps interest.
    Post everything in a day and you’ll spike once then vanish; pace it and you’ll compound.

Caption blueprint (with a quick dummy set)

Each post = 3 parts:

  1. Hook: problem → promise (one line)

  2. One takeaway (a tiny tip or truth)

  3. Single CTA (just one job)

Dummy set you can steal:

  • TEASE: “Our deck was slick. Still no deal. Here’s what finally moved buyers.”

  • TELL: 90s client story: problem → near-miss → fix → result.

  • TRUST #1: “We didn’t need more features. We needed a story the team could retell.”

  • TRUST #2: “Ask on camera: What nearly made you walk away?”

  • TURN: “Want a repeatable client story? Book a quick chat.”

Metrics that matter (and how to tweak)

Think of it like four simple questions:

  • TEASE → Did they stop?
    Look at: 2-second holds, saves, follows.
    If weak: change the first line and the first frame (what’s on screen at 0:00–0:02).

  • TELL → Did they watch?
    Look at: average watch time, % completion, where drop-off spikes.
    If weak: tighten the 5 seconds before the drop. Cut filler. Front-load the human bit.

  • TRUST → Did they engage?
    Look at: comments with specifics, shares, profile taps.
    If weak: use clearer proof — a number, a concrete quote, or a tiny “do this tomorrow” tip.

  • TURN → Did they click/convert?
    Look at: link clicks, form starts, booked calls.
    If weak: sharpen the CTA and match the landing-page headline to the promise in the post.

Why check every time?
Because the market moves. Formats, lengths, even humour styles shift. Testing keeps you in step; guessing burns budget.

Pitfalls to avoid (with fixes and impact)

  • Clip soup (random bits).
    Impact: Forgettable; no next step.
    Fix: Map TEASE→TELL→TRUST→TURN on one page before editing.

  • Too many CTAs.
    Impact: Decision fatigue → no action.
    Fix: One post = one job.

  • No captions / weak first frame.
    Impact: Sound-off scrollers bounce.
    Fix: Caption everything; put the hook on screen immediately.

  • All in one day.
    Impact: One spike, then silence.
    Fix: Two-week rhythm; build recall.

  • Pretty but empty.
    Impact: Looks nice, changes nothing.
    Fix: Lead with a real problem, real quote, or real number.

Want the one-page planner?

We’ve got a simple Mini-Campaign Map (TEASE→TELL→TRUST→TURN) and a capture checklist so you can brief fast, shoot once, and use everywhere.
Message us and we’ll share.