The 3-part structure your video content NEEDS to follow

Romeo and Juliet lock eyes through the fish tank.

'Kissing you, Des’ree' plays climatically in the background.

They kiss.

Sparks fly.

It's a union written in the stars.

It was always meant to be.

They marry the next day.

No feuding families, no secret plots, no poison. Just two unashamedly down-bad kids tying the knot and living happily ever after.

Sounds nice. Idyllic, even. But, admittedly, boring asf.

And I can almost guarantee you, completely forgettable and not the iconic, albeit tragic, love story it is today.

That’s because every great story, from Shakespearean tragedies to viral TikToks, thrives on a tried-and-true structure: setup, conflict, and resolution.

It’s the storytelling equivalent of a three-course meal—skip the main course (the conflict), and you’re left feeling unsatisfied, like watching a rom-com without the woe-is-me breakup montage before they inevitably get back together.

When it comes to short-form video, this storytelling structure is essential.

With only seconds to grab attention and keep viewers from swiping, nailing this sequence can make or break your content.

So, let’s break it down. What is set up, conflict, and resolution? And how can you use it to make your next video as captivating as a Shakespearean tragedy (minus the body count)?

Setup: hook, line and sinker.

The setup is your opening pitch—it’s where you set the stage and grab your audience’s attention. In short-form video, this is typically the first 3–5 seconds. Think of it as the bait on the hook; if it’s dull, no one’s biting.

The setup could be a quirky visual, a bold text overlay, or a direct question. For example:

• 'I bet you’ve never seen this hack before'

• 'What happens if you mix baking soda with Coke? Let’s find out.'

• [POV-style video]: 'It’s the first day of school, and you forgot your pants.'

The key? Give your audience a reason to stay. Without a clear setup, viewers swipe faster than Romeo professes love.

Conflict: the juicy middle.

This is where the magic happens. And no, that’s not me being toxic.

The conflict is the challenge, tension, or question that keeps people watching. Without it, there’s no reason to stay invested. In the realm of short-form video, conflict doesn’t have to be grand—it can be anything that piques curiosity or raises the stakes.

Think about the viral cake-cutting videos:

• Setup: The cake looks like a hyper-realistic shoe.

• Conflict: Is it really cake? The knife slowly slicing through keeps viewers on edge.

• Resolution: Surprise—it’s cake! Or maybe, it’s not. Either way, satisfaction is served.

When creating your video, ask: What’s the problem or question driving this story? How can I make it irresistible? 

A conflict could be as simple as, 'Which dress should I wear?' or as dramatic as, 'Can I survive eating the world’s spiciest chip?'

Resolution: how we tie it all together.

Ah, the sweet, sweet payoff. The resolution is where you give your audience closure. It could be solving the conflict, delivering a punchline, or even leaving them with a cliffhanger. The trick is to ensure viewers feel their time was well spent.

Imagine watching a video that starts with an intriguing setup, builds tension beautifully, and then...cuts off without an answer.

Frustrating, right? Enough to throw your phone through a wall.

Don’t be that creator.

Whether it’s revealing the answer, landing a joke, or teasing the next video, make sure your resolution leaves them satisfied—or curious enough to follow you for more.

How to apply these to your content

Let’s take this structure and get real practical for a sec.

1. Keep your setup tight

• Aim for 3–5 seconds. Use text, visuals, or dialogue to grab attention fast.

• Example: 'Here’s how I transformed my bedroom in just 24 hours.'

2. Make the conflict relatable or surprising

• Engage viewers with a relatable scenario or unexpected twist.

• Example: Show the chaos of assembling IKEA furniture or trying to DIY wallpaper.

3. Deliver a memorable resolution

• Wrap it up with a satisfying conclusion or cliffhanger.

• Example: Reveal the final room transformation with a dramatic before-and-after shot.

Our brains are hard-wired for stories.

Setup, conflict, and resolution mimic the way we process and make sense of events. It’s why even a 15-second TikTok can leave a lasting impression—when done right.

Plus, this structure isn’t just for storytelling; it’s a retention hack. Keeping your audience engaged from start to finish signals to algorithms that your content is worth promoting. That’s how videos go viral.

Okay well now class, it’s your time to shine.

Here’s ya homework:

1. Pick a simple story or challenge.

2. Plan your setup, conflict, and resolution.

3. Film your short-form video and watch the magic happen.

Remember, even Romeo and Juliet needed a solid conflict to keep things interesting.

Your videos might not involve forbidden love and duels, but with a strong story structure, they’ll still be unforgettable.

Now go forth and create— make Shakespeare proud.

-Sophie, Writer

Want help applying this winning formula to your videos?

Join The Cohort and learn to use story structure to create viral, on-brand content.