---
title: Video Archetypes
description: Common video narrative archetypes — explainer, testimonial, product demo, and more — with structure and pacing guidance.
type: reference
order: 2
---

# Video Archetypes by Industry

Quick reference for common video patterns and structures.

## SaaS / Software

**Product Demo (60-90s)**: Hook → Problem → Solution → Features (3-4 max) → Social proof → CTA  
*Style*: Screen recordings, clean UI | *Pacing*: Medium | *Mistake*: Too many features

**Explainer (30-60s)**: Problem → Solution → How it works (3 steps) → CTA  
*Style*: Abstract animations, icons | *Pacing*: Fast | *Mistake*: Too technical

**Launch (30-45s)**: Teaser → Problem → Reveal → Key features (2-3) → Availability  
*Style*: Cinematic, polished | *Pacing*: Building to reveal | *Mistake*: Revealing too early

## E-commerce / Retail

**Product Showcase (15-30s)**: Hero shot → Features/angles → Lifestyle → CTA  
*Style*: High-quality product photography | *Pacing*: Fast | *Mistake*: Not showing in use

**Brand Story (60-90s)**: Hook → Origin → Values → Products → Community → CTA  
*Style*: Authentic, emotional | *Pacing*: Slow-medium | *Mistake*: Too sales-y

**Seasonal (15-30s)**: Holiday hook → Products → Offer → CTA  
*Style*: Holiday-themed, festive | *Pacing*: Fast, urgent | *Mistake*: No urgency

## B2B / Enterprise

**Thought Leadership (60-120s)**: Challenge → Insight → Implications → Approach → CTA  
*Style*: Professional, data viz | *Pacing*: Slow | *Mistake*: Too self-promotional

**Case Study (90-120s)**: Customer intro → Problem → Solution → Results/metrics → Testimonial → CTA  
*Style*: Customer footage, data | *Pacing*: Medium | *Mistake*: No real metrics

**Company Overview (60-90s)**: Mission → Problem → Solution → Differentiators → Customers → CTA  
*Style*: Office/team shots | *Pacing*: Medium | *Mistake*: Too generic

## Finance / Healthcare / Real Estate / Food / Education / Non-Profit / Entertainment

**Finance Trust Builder (45-60s)**: Security hook → Problem → Solution → Trust signals → CTA  
*Style*: Clean, professional | *Pacing*: Calm | *Mistake*: Too complex

**Healthcare Patient Story (60-90s)**: Intro → Challenge → Journey → Outcome → CTA  
*Style*: Authentic, hopeful | *Pacing*: Slow, emotional | *Mistake*: HIPAA violations

**Real Estate Property (30-60s)**: Exterior → Rooms → Features → Neighborhood → CTA  
*Style*: Smooth movement, bright | *Pacing*: Slow | *Mistake*: Camera too fast

**Food Recipe (30-60s)**: Final dish → Ingredients → Process → Reveal → CTA  
*Style*: Overhead, close-ups | *Pacing*: Fast | *Mistake*: Not enough final product

**Education Course Promo (45-60s)**: Outcome → Problem → Overview → Instructor → CTA  
*Style*: Dynamic, engaging | *Pacing*: Energetic | *Mistake*: No course content shown

**Non-Profit Impact (60-90s)**: Problem → Beneficiary story → Solution → Impact → CTA  
*Style*: Authentic, emotional | *Pacing*: Slow | *Mistake*: Exploitation

**Entertainment Trailer (30-60s)**: Hook → Setup → Conflict → Climax tease → Title  
*Style*: Cinematic, fast cuts | *Pacing*: Building | *Mistake*: Showing too much

## Common Patterns

**Problem-Solution**: Problem → Agitate → Solve → Prove → CTA (*B2B, SaaS, services*)  
**Transformation**: Before → Catalyst → Journey → After → CTA (*Education, wellness*)  
**Feature Showcase**: Hook → Feature 1/2/3 → Summary → CTA (*Launches, demos*)  
**Social Proof**: Hook → Testimonial 1/2/3 → Join CTA (*Trust-building*)  
**Aspirational**: Dream → Gap → Bridge → Vision → CTA (*Luxury, lifestyle*)

## Length Guidelines

**Platform**: Instagram/TikTok 15-30s | Facebook/LinkedIn 30-60s | YouTube 60-120s | Website 60-90s | Ads 15-30s  
**Objective**: Awareness 15-30s | Consideration 60-90s | Conversion 30-60s | Education 90-120s  
**Complexity**: Simple 30-45s | Complex 60-90s | Service 45-60s | Story 60-120s

## Pacing

**Fast (1-2s/scene)**: Social media, high energy | *Risk*: Fatigue  
**Medium (2-4s/scene)**: Most content | *Risk*: Generic  
**Slow (4-8s/scene)**: Luxury, emotional | *Risk*: Losing attention