# Reel Narrative — Format

> Instagram Reel with story structure. 30-90s. Polished but personal.

## Format basics

- Length: 30-90 seconds
- Aspect: 9:16 vertical
- Polished aesthetic (Reel audience)
- Story arc within format
- Sound-on with music

## Structure

```
0-3s    HOOK
        Strong visual + question/promise

3-15s   SETUP
        Character or situation established
        Stakes hinted

15-45s  STORY
        Conflict, journey, beats
        Visual variety

45-55s  PAYOFF
        Resolution or insight
        Emotional moment

55-60s  CTA
        Soft (link in bio, follow)
```

## Sample 60s reel narrative

```
"How I Started My Coffee Brand With $500"

0-3s: HOOK
Hands holding a Karavan coffee bag.
Text overlay: "I started a coffee brand with $500. Here's how."

3-15s: SETUP
Quick cuts: kitchen counter at 2 AM, generic coffee containers,
spreadsheet with budget numbers.
Voiceover: "Two years ago I had no money and an obsession with
single-origin beans."

15-45s: STORY
- First batch in apartment kitchen
- Small Instagram launch (3 followers)
- First customer (a friend)
- Slow growth montage
- Setting up first packaging
- Quality matters more than budget

45-55s: PAYOFF
Pour-over of finished product. Beautiful slow-motion.
Voiceover: "Today, Karavan ships to 12 countries."

55-60s: CTA
Text: "Link in bio for the story"
Follow button graphic
End on logo
```

## Key principles

### Quality matters
Reels expect higher polish than TikTok.

### Story arc within 60s
Beginning + middle + end.

### Visual variety
Multiple shots, locations, angles.

### Music essential
Trending sound or original score.

### Captions throughout
Accessibility + scroll-by viewers.

## When to use

- Brand storytelling
- Personal journey share
- Product launch context
- Behind-the-scenes
- Creator portfolio piece
- Audience-building content

## Common mistakes

- Too slow opening
- Lo-fi aesthetic (TikTok-like, but Reel audience expects more)
- Forgetting CTA
- Music too generic
- Caption-less
