Short-Form Vertical Video — Production Spec & Creator Formats

The platform-craft layer beneath any 9:16 video for TikTok, Reels, or Shorts — the constraints that decide whether a good idea survives contact with the feed — plus a tiered library of creator/UGC and founder formats that consistently perform for growth and paid.

Part 1 (the spec) applies to every vertical video this skill produces — the iMessage reveals in imessage-video-ads.md, the motion ads in motion-video-ads.md, and the creator formats below. Part 2 is the format library.

Part 1 — The Vertical Video Spec

Canvas

• 1080×1920 (9:16), 30fps, MP4. Footage of any resolution/orientation is center-cropped to fill (object-fit: cover) — mixed source resolutions are fine.

Safe zones (the single most-missed constraint)

Platform UI covers the frame edges — the action rail, caption stack, music button, and account row all sit on top of your video. Text or key visuals in those bands get covered. Keep everything inside the cross-platform safe band — the worst case of TikTok and IG Reels margins on a 1080×1920 canvas:

Result: a 720×1200 centered text band, from y=220 to y=1420. Compose all captions and load-bearing visuals inside it. Preview against a safe-zone overlay before a big push. (These numbers drift with app updates — re-verify occasionally; they're a well-sourced worst-case, not a permanent law.)

Caption style (classic TikTok)

White fill, black outline, no background pill — the native look that reads as organic, not as an ad:

color: #fff;
font-family: "TikTok Sans", sans-serif;  /* or a close variable sans; embed it, don't assume it's installed */
font-weight: 700;
paint-order: stroke fill;                  /* stroke behind fill — keeps glyphs crisp */
-webkit-text-stroke: 8px #000;
text-shadow: 0 2px 10px rgba(0, 0, 0, 0.35);

• Captions are static — no entrance/exit transitions. A caption is at full visibility on the first frame of its window, and its window matches its video segment exactly (same start, same end). Animated captions read as "made by a brand."
• Auto-size to fit the band. Start at ~58px and shrink in ~2px steps until the text fits the safe band (fit box ~1150px tall), floor ~26px. Never overflow the band, never clip mid-glyph. Long wall-of-text hooks are a supported input, not a failure case — they just shrink. Re-measure after the font actually loads (document.fonts.ready) so sizing uses the real face, not a fallback.

Audio defaults (and the organic-vs-baked decision)

• Mute clip audio by default; let one music track carry the sound. Per-clip audio is opt-in (e.g., keep a creator's voice at full, mute B-roll).
• Fade music out over the final ~0.8s — a hard cut to silence reads as broken.
• The organic call: for organic TikTok/Reels, often post without baked-in music and attach the trending sound in-app — the platform's algorithm rewards native/trending audio, and an in-app sound is discoverable/attachable by others. Bake the music in for paid ads and anywhere you can't attach a native sound (some cross-posting, some platforms). This one decision meaningfully affects organic reach.

Determinism (if you generate programmatically)

Renders must be reproducible: no clocks (Date.now()), no Math.random(), no network fetches at render time. Same inputs → same MP4, every time. (Applies whether you're on Remotion, HyperFrames, or an ffmpeg pipeline — see the video skill for framework choice.)

Part 2 — Creator Format Library

UGC- and creator-driven short-form formats that reliably perform for growth and paid. Each is a structure, not a script — feed it your own footage and hook. All obey Part 1.

Tiers rank a format on one axis: does it scale a cold ad into net-new audiences (a "unicorn scaling" format), or does it just convert people already in mid/low funnel (a "supporting cast" format)? S = the rare formats that both scale cold and carry heavy education. A = scales up well. B = solid supporting cast under the right conditions. C = situational or operationally complex (rights, specific talent, or better faked than captured). Build a portfolio across tiers — don't expect every format to scale. Meta's persona-based delivery is why creator-fronted formats (Yapper, Investigation, Authority, VSL) rank so high: they reach personas natively through the creators those personas already follow. For the full 51-format taxonomy and where each sits, see meta-creative-formats.md (companion reference) and the tier/portfolio logic in ads/references/meta-decision-system.md.

Format 1 — Reaction + Demo (hard cut) · A

Shape: creator reaction clip with a hook caption → hard cut to an app/product demo screen recording. ~9–12s total.

[ reaction · ~3s · hook caption ] → [ demo · full length · optional payoff caption ]

• When: you have (or can get) a genuine-feeling creator reaction and a crisp demo. The workhorse UGC format for apps/tools.
• The hook caption rides the reaction segment and does all the selling — it's the ad. Write it as the reaction's inner monologue ("i was about to hit it and this app talked me out of it"), not a product claim.
• The hard cut is the mechanic — no transition. Reaction earns attention, cut delivers the payoff. Optional second caption on the demo lands the result ("12/12 cravings resisted").
• Sourcing: real UGC reactions are the input bottleneck; the format is only as good as the reaction's authenticity.

Format 2 — "No Yapping" Split-Screen Tutorial · B

Shape: silent, fast tutorial. Fullscreen intro → 50/50 split (typing/action on one half, live result on the other), step captions at the seam. The "…but no yapping" promise = pure value, no talking.

[ intro · fullscreen · hook ] → [ split: input | output · ordered step captions at the seam ]

• When: a how-to where showing beats narrating — setup flows, prompt walkthroughs, tool tutorials. The silence is the selling point (people watch muted; "no yapping" filters for high-intent).
• Captions carry the steps — ordered, static, one per beat, placed at the split seam so both halves stay visible. Auto-size per Part 1.
• No voiceover; music-only (see the organic-sound note). Pace tight — dead air kills retention.

Format 3 — Greenscreen Reaction · A

Shape: one video plays fullscreen; the creator is cut out of their background (greenscreen/segmentation) and composited on top — reacting to or narrating over the underlying content. Optionally start centered, then shrink/drag into a corner so the underlying video takes over.

[ fullscreen video (e.g. a screen recording / another post) + creator cutout overlay · optional hook text ]

• When: reacting to a competitor's post, a trend, a screen recording, or your own product — the TikTok-native "let me react to this" format. Reads as commentary, which the algorithm and audience treat as organic.
• Both soundtracks can coexist (underlying video + creator), unlike the mute-by-default rule — the reaction voice is the point here.
• The corner-drag move (creator starts big to establish presence, then shrinks to let the content breathe) is the signature beat.

Format 4 — Yapper · A

Shape: one creator talks straight to camera, telling a personal story that lands on your product. No cuts required — the story is the ad. ~20–60s.

[ creator talking to camera · hook line first · personal story → product as the resolution ]

• When: you have the right creator (a person who reads as one level above the viewer, excited and specific) and a scripted story with a real narrative arc. Hard to nail — needs creator + script + setting all working — but scales into cold audiences when it lands.
• Mechanics: open on a strong take or a story hook ("I almost cancelled this app three times"), not a product claim. Structure as hook → story → the product entering as the turn, never as a feature list. Captions on (Part 1 style); low-fi setting (car, walk, one spot) reads native. Flat energy kills it — the delivery carries the format.
• Casting is the bottleneck: the format fails on the wrong creator far more than on the wrong script.

Format 5 — Amateur Investigation · A

Shape: a creator "investigates" your product, niche, or a question on the viewer's behalf — visiting places, comparing options, testing claims. The discovery arc is the retention engine.

[ creator sets up the question · goes and investigates (real footage) · lands on your product as the finding ]

• When: your product wins on comparison or holds up to scrutiny — the investigation earns the recommendation instead of asserting it. Scales cold because it plays as content, not an ad.
• Mechanics: frame a genuine question ("are dealership warranties actually worth it?"), let the creator do legwork on camera, and let your product surface as the conclusion the investigation reached — not a sponsor slot. Real-world capture (locations, comparisons) is the credibility.

Format 6 — David & Goliath · A

Shape: position the brand as the underdog (David) against a big industry, incumbent, or broken status quo (Goliath). Root-for-you storytelling.

[ name the Goliath (the villain / broken norm) · the brand's fight against it · why you win / how you're different ]

• When: you have a real antagonist — a bloated incumbent, an industry practice that rips people off, a category default that's worse than yours. The story makes the viewer want you to win.
• Mechanics: make the Goliath concrete and the stakes emotional; the brand's origin ("we built this because X was broken") powers it. Pairs naturally with founder delivery. Don't manufacture a villain that isn't real — the format lives or dies on a genuine antagonist.

Format 7 — Authority · A

Shape: a credentialed expert — doctor, dermatologist, engineer, practitioner — presents or endorses the product on the strength of their expertise.

[ expert on camera (credentials clear) · the problem in their domain · why this product is the right answer ]

• When: hyper-competitive, trust-gated niches (supplements, skincare, health, anything regulated) where a credential does the persuading UGC can't. Adds validation and creative diversity beyond creator UGC.
• Mechanics: the expert must be real and the claims must be true and substantiated — this format sits closest to regulatory risk. Route health/medical/financial claims through legal review; never fabricate credentials or put words in an expert's mouth. Follows the skill's Grounded Inputs rules strictly.

Format 8 — VSL (Video Sales Letter) · S

Shape: long-form (60s to several minutes) direct-response video that educates before it sells — problem → mechanism → proof → offer.

[ hook + problem · why it happens (the mechanism) · the solution + proof · the offer + CTA ]

• When: the sale needs upfront education — health, wellness, fitness, finance, anything where the buyer must understand the mechanism before they'll convert. One of the few formats that both scales cold and carries heavy teaching, hence S-tier.
• Mechanics: the craft is in the script — a tight problem hook, a believable mechanism, stacked proof, and a clear offer. Retention is engineered beat by beat (open loops, "but here's the thing" turns). Captions throughout; a real person or voiceover-over-broll both work. This is a writing discipline first — invest in the script.

Format 9 — Green-Screen Commentary · A

Shape: the creator talks over full-frame imagery — screenshots, product shots, charts, a competitor's page — pairing an educational take with the visual it references. (Distinct from Format 3's reaction: this is a teaching overlay, not a reaction to a post.)

[ creator cutout + full-frame reference imagery behind them · educational narration keyed to what's on screen ]

• When: apparel, and anything with an educational angle where showing the thing while explaining it beats talking alone. Reads as commentary/teaching, which delivery treats as organic.
• Mechanics: swap the background imagery to match each beat of the narration (the visual should always illustrate the current point). Creator voice carries; keep the take genuinely useful, not a disguised pitch.

Format 10 — Conversation · B

Shape: two people in a real exchange — interview, dialogue, back-and-forth — where the product surfaces naturally in the conversation.

[ two people talking · a real question/answer exchange · product enters as part of the dialogue ]

• When: you can stage a genuine-feeling two-person dynamic and the product fits a natural conversational moment. Solid supporting cast; converts more than it scales cold.
• Mechanics: hard to execute — the chemistry and the naturalness are the whole thing; scripted-sounding dialogue kills it. Best when the exchange surfaces a real objection and answers it in-flow.

Format 11 — Duet / Reaction · C (rights needed)

Shape: react to, duet, or stitch another creator's video — your commentary alongside or after their clip.

[ original creator's clip · your reaction / duet / stitch responding to it ]

• When: there's a specific post worth responding to and it earns net-new pockets of audience. Situational.
• Mechanics: you need rights from the original creator to use their footage in a paid ad — this is the operational gate, not the creative. Without cleared rights, don't run it as an ad.

Format 12 — ASMR · C

Shape: sensory-forward, sound-led video — tapping, unboxing, application, texture — with the product as the sensory object.

[ close-up sensory action · product-forward · ASMR audio carries (no VO) ]

• When: pet, beauty, food, or tactile products where the sensory experience is the appeal. Situational and needs the right ASMR-native creator.
• Mechanics: breaks the mute-by-default rule — the audio is the point; capture it clean. Requires talent who actually shoots ASMR; a generalist creator can't fake the sensory craft.

Format 13 — Street Interview · C ("often better to fake")

Shape: person-on-the-street questions — real or recreated — capturing candid reactions to your product or category question.

[ on-the-street setup · question to passersby · candid answers → your angle ]

• When: you want the credibility of unscripted public reaction. Situational and operationally heavy to capture honestly.
• Mechanics: honest capture is painful (releases, dead takes, weather, luck), so this format is often better staged/recreated with the same visual language — the recreated version is faster, controllable, and reads the same. If you do stage it, keep the claims real (Grounded Inputs still apply).

Founder / Organic Vlog Structures

For founder-led video ads and organic-native brand content, four narrative structures (Oren John) give a founder something to say, and a shooting + edit system makes it fast to produce. These aren't a separate tier — they're the story arc inside a Yapper, Investigation, or vlog. Founder's content is typically a brand's first top performer: telling the story of why you built the brand auto-connects with same-problem buyers.

The four structures (pick the arc, then shoot to it):

• Hero's journey — run whatever's happening in the business through: problem → backstory → attempt → failure → epiphany → breakthrough → cliffhanger. The reframe matters more than the events. Lets you post less — one great story-vlog a week can beat daily content because people follow the journey. (For this arc specifically, it's fine to run the raw situation through an LLM for the outline only — feed brand/persona context, ask for a 60–90s hero's-journey outline — then write the words yourself.)
• Math — money as the lever: a cost breakdown or a fixed-budget challenge ("$200 on Meta ads — here's what happened"). Unexpectedly cheap outperforms expensive; the affordability question creates intrinsic curiosity. Don't use luxury as the hook — it doesn't scale and reads as a flex.
• Shiny object — anchor on something visually novel the viewer hasn't seen and that you have access to (your factory, a machine, a craft process, a trade show). Never money/luxury as the shiny object.
• Niche guide with expertise — narrate the real world through your professional lens ("what I'd avoid as an interior designer," filmed in the store). A learner POV works too — just be honest which you are. Getting out into the world is the cheat code while everyone else yaps in their car.

The three-capture shooting system (makes any of the above fast):

• Film every moment three ways — close / medium / wide (0.5x) — to maximize usable footage from any moment.
• 2–3 second clips only — many small clips, never long roaming takes (easy timeline assembly).
• Motion rule: if the subject is moving, hold the phone static; if nothing's moving, add a slow push-in or side-slide.
• Do the activity first, then run back through at the end (~5 min) grabbing three angles of 10–12 things — less interrupting.
• One phone folder per trip; favorite your single best "hook shot" so the opener is pre-chosen. Get ≥5 shots of yourself — you're the through-line.

The 0.5–1s cut formula (the edit): every shot is 0.5–1 second — a 45-second voiceover becomes ~45 one-second shots. Record the voiceover/talk track first, lay clips under it, reorder, trim. Cut in CapCut or Instagram's Edits app — don't reach for Premiere/DaVinci. This cut cadence is the vlog-speed cousin of Format 1's hard cut, and it's what makes the footage read as energetic rather than slow.

Vertical-video spec (safe-zone band, caption recipe, auto-sizing, organic-vs-baked audio) and the first three creator formats are distilled from Daniel Hangan's reelclaw-templates (built on HeyGen's HyperFrames; TikTok Sans redistributed under SIL OFL 1.1) — patterns credited, no code vendored. The tiered format library (Yapper, Investigation, David & Goliath, Authority, VSL, and the tier logic) is adapted from Dara Denney's Meta creative-type tier list; the founder / organic-vlog structures, three-capture shooting system, and 0.5–1s cut formula are adapted from Oren John's vlog + yapping playbooks — sources credited, expressed originally. Safe-zone numbers are a cross-platform worst case; re-verify against current app UI. For framework/tooling choices to actually render these, see the video skill.