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narrative-design

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Narrative Design

叙事设计

Follow shared public skill rules in:
  • postplus-shared
    public skill rules
Use this skill after the opening hook mechanism and viewer question are locked and before storyboard or prompt writing begins.
This skill is for:
  • choosing the right narrative arc for the body of the video
  • making product integration timing and depth explicit
  • mapping the emotional beat sequence across the full video
  • defining the CTA mechanism and placement
  • giving downstream prompt work a clean narrative logic handoff
This skill is not for:
  • choosing the hook opening or stop-scroll mechanism (use 
    hook-design
    if available, or 
    pattern-router
    )
  • writing the final storyboard grid or prompt
  • visual execution or frame-one design (use 
    visual-hook
    )
  • pre-generation approval (use 
    prompt-preflight-qa
    )
遵循以下公开共享技能规则：
  • postplus-shared
    公开技能规则
此技能需在开场钩子机制和观众问题确定后、分镜脚本或提示词撰写前使用。
该技能适用于：
  • 为视频主体选择合适的叙事弧
  • 明确产品植入的时机与深度
  • 规划全视频的情感节拍序列
  • 定义CTA机制与放置位置
  • 为下游提示词工作提供清晰的叙事逻辑衔接
该技能不适用于：
  • 选择钩子开场或停滑机制（若可用请使用 
    hook-design
    ，或 
    pattern-router
    ）
  • 撰写最终分镜网格或提示词
  • 视觉执行或首帧设计（使用 
    visual-hook
    ）
  • 生成前审核（使用 
    prompt-preflight-qa
    ）

Core Rule

核心规则

The hook creates a viewer question. The narrative must answer that question in a way that makes the product feel like the logical conclusion, not an interruption.
Do not introduce the product before the narrative has deepened the viewer's problem or desire enough to make the product arrival feel earned.
钩子会引发观众的疑问。叙事必须以让产品成为合理结论而非突兀插入的方式解答该疑问。
在叙事充分加深观众的痛点或欲望、让产品的出现显得顺理成章之前，请勿引入产品。

Method

方法

Use the upstream hook context as the input to narrative design.
The preferred upstream input is a Hook Brief produced by 
hook-design
. If 
hook-design
has not been run, provide at minimum:
  • the viewer question the opening creates
  • the hook mechanism in use
  • whether the product appears in the opening frame
Narrative design starts where the hook mechanism ends.
以上游钩子上下文作为叙事设计的输入。
首选的上游输入是由 
hook-design
生成的Hook Brief。若未运行 
hook-design
，则至少需提供：
  • 开场引发的观众疑问
  • 使用的钩子机制
  • 产品是否出现在开场帧中
叙事设计从钩子机制结束处开始。

Default Workflow

默认工作流程

1. Confirm the upstream hook context

1. 确认上游钩子上下文

If neither a Hook Brief nor a direct hook description exists, ask for the opening mechanism and viewer question before proceeding.
Do not attempt narrative design from a vague brief or taste words alone.
Confirm at minimum:
  • viewer question created by the hook
  • hook mechanism in use
  • whether the product is visible in the opening frame
Special case: Product/Outcome First hook
If the hook shows the product or result in frame one, the arc's product timing rules apply differently. The product has already been revealed. The arc now governs not first appearance, but first explanation.
Reframe the product integration rule accordingly:
  • hold until solve
    → body builds the problem; product explanation arrives at the solve beat, not product appearance
  • reveal at inversion
    → product is visible from frame one, but its non-obvious capability is revealed at the inversion beat
  • show early, explain late
    → this becomes the default; the body is entirely about earning belief in what the viewer already saw
In practice: a Product/Outcome First hook changes the body's job from earning the product reveal to earning the viewer's belief in the product they already saw.
Special case: Negative hook
If the hook leads with a negative frame ("everyone is doing this wrong," "stop buying X," "don't do this"), the hook has established that the viewer holds a mistaken belief or practice.
Arc compatibility with negative hooks:
  • problemAgitatedSolve
    : strongest fit — the hook has named the mistake; the body deepens the consequence and delivers the correction
  • expertExplainer
    : strong fit — the hook has established authority; the body explains the correct understanding
  • transformation
    : partial fit — reframe the before state as the wrong approach, not an incomplete state
  • surpriseSatisfaction
    : usable if the inversion is the proof that the conventional approach is wrong
  • urgencyClose
    : avoid — a negative hook builds problem tension that urgencyClose does not resolve before asking for action
Caution: a negative hook carries a stronger implied promise than a positive hook. If beat 2 fails to deliver on the correction, the broken narrative lands harder than it would with a neutral opening.
若既无Hook Brief也无直接的钩子描述，请先询问开场机制和观众疑问再继续。
请勿仅凭模糊的简报或风格描述尝试进行叙事设计。
至少需确认：
  • 钩子引发的观众疑问
  • 使用的钩子机制
  • 产品是否在开场帧中可见
特殊情况：产品/成果前置钩子
若钩子在首帧就展示产品或成果，叙事弧的产品时机规则会有所不同。产品已被曝光，此时叙事弧管控的不再是首次出现，而是首次解释。
相应调整产品植入规则：
  • hold until solve
    （延迟至解决方案阶段）→ 主体部分构建痛点；产品解释在解决方案节拍出现，而非产品外观
  • reveal at inversion
    （反转时刻曝光）→ 产品从首帧开始可见，但其非显性功能在反转节拍揭晓
  • show early, explain late
    （早展示晚解释）→ 成为默认规则；主体部分的核心是让观众相信他们已看到的内容
实际应用：产品/成果前置钩子将主体部分的任务从“让产品曝光显得合理”转变为“让观众相信他们已看到的产品”。
特殊情况：负面钩子
若钩子以负面场景开场（“所有人都做错了这件事”“别再买X了”“不要这么做”），则钩子已确立观众持有错误的观念或做法。
叙事弧与负面钩子的兼容性：
  • problemAgitatedSolve
    （痛点激化解决）：最适配——钩子已指出错误；主体部分加深后果并给出修正方案
  • expertExplainer
    （专家讲解）：适配性强——钩子已建立权威性；主体部分解释正确认知
  • transformation
    （转变型）：部分适配——将“之前状态”重构为错误做法，而非不完整状态
  • surpriseSatisfaction
    （惊喜满足）：可使用，若反转是证明常规做法错误的证据
  • urgencyClose
    （紧迫感收尾）：避免使用——负面钩子构建的痛点张力无法在紧迫感收尾中得到解决就直接呼吁行动
注意：负面钩子比正面钩子承载更强的隐含承诺。若第二节拍未能兑现修正承诺，叙事断裂的负面影响会比中性开场更严重。

2. Classify the video segment type

2. 分类视频目标类型

Choose one:
  • conversion
    — primary goal is purchase or click
  • trust
    — primary goal is reducing purchase hesitation
  • awareness
    — primary goal is brand or product recognition
  • engagement
    — primary goal is shares, saves, or comments
The segment type determines which arc family is appropriate and how aggressive the CTA can be.
选择其中一种：
  • conversion
    （转化类）——核心目标是促成购买或点击
  • trust
    （信任类）——核心目标是降低购买犹豫
  • awareness
    （认知类）——核心目标是提升品牌或产品知名度
  • engagement
    （互动类）——核心目标是获得分享、收藏或评论
视频目标类型决定了适用的叙事弧类别以及CTA的激进程度。

3. Choose the narrative arc

3. 选择叙事弧

Use the arc selection shortcuts below to narrow candidates before reading the full arc criteria.
Shortcut A: by content type
If the intended content type is known, use this table first:
Content typePrimary arcSecondary arcAvoid
Price shock / Deal
problemAgitatedSolve
urgencyClose
transformation
Comment reply
expertExplainer
—
urgencyClose
Product result
transformation
expertExplainer
urgencyClose
Lifestyle / aspiration
transformation
surpriseSatisfaction
urgencyClose
Visual / emotional
surpriseSatisfaction
transformation
expertExplainer
Conversion efficiency order (from platform data): price shock > comment reply > product result > lifestyle > visual/emotional. For cold-audience new-account content, start with comment reply or product result — lower production requirement, higher trust return.
Shortcut B: by segment type
Segment typeBest arc matchNote
conversion
problemAgitatedSolve
Highest conversion rate; resolves purchase barrier directly
conversion
(warm audience)
urgencyClose
Only for retargeted or already-warm audiences
trust
expertExplainer
Authority + clarity are the trust mechanism
trust
transformation
Credible before/after builds considered trust
awareness
surpriseSatisfaction
Highest share rate; spreads brand recognition
awareness
expertExplainer
Knowledge gap creates recall
engagement
surpriseSatisfaction
Inversion triggers comment and share
engagement
transformation
Save-worthy content; high save rate
Default arc when segment type or content type is unclear: 
expertExplainer
. It has the highest completion rate of all arc types, works for any audience temperature, and does not require a specific emotional precondition.
Select one primary arc. Do not mix multiple arcs unless timing explicitly supports it.
使用以下叙事弧选择快捷方式缩小候选范围，再阅读完整的弧标准。
快捷方式A：按内容类型选择
若已知目标内容类型，先使用此表格：
内容类型首选叙事弧备选叙事弧避免使用
价格冲击 / 优惠活动
problemAgitatedSolve
urgencyClose
transformation
评论回复
expertExplainer
—
urgencyClose
产品成果展示
transformation
expertExplainer
urgencyClose
生活方式 / 向往类
transformation
surpriseSatisfaction
urgencyClose
视觉 / 情感类
surpriseSatisfaction
transformation
expertExplainer
转化效率排序（基于平台数据）：价格冲击 > 评论回复 > 产品成果 > 生活方式 > 视觉/情感。针对冷启动新账号内容，优先选择评论回复或产品成果类——制作要求更低，每浏览量的信任回报更高。
快捷方式B：按视频目标类型选择
视频目标类型最佳适配叙事弧说明
conversion
（转化类）
problemAgitatedSolve
转化率最高；直接解决购买障碍
conversion
（转化类，暖受众）
urgencyClose
仅用于重定向或已建立信任的受众
trust
（信任类）
expertExplainer
权威性+清晰度是信任构建机制
trust
（信任类）
transformation
可信的前后对比能建立深度信任
awareness
（认知类）
surpriseSatisfaction
分享率最高；助力品牌传播
awareness
（认知类）
expertExplainer
知识缺口能提升记忆点
engagement
（互动类）
surpriseSatisfaction
反转能触发评论和分享
engagement
（互动类）
transformation
值得收藏的内容；收藏率高
若视频目标类型或内容类型不明确，默认选择 
expertExplainer
。它的完播率最高，适用于任何受众熟悉度，且不需要特定的情感前置条件。
选择一个主叙事弧。除非时间安排明确支持，否则请勿混合多个叙事弧。

1. 
expertExplainer

1. 
expertExplainer
（专家讲解）

Use when:
  • the viewer needs to understand something before they can want the product
  • authority and clarity are the main trust levers
  • the hook created a knowledge gap the body must fill
Structure:
Concept → Why it matters → How it works or how to get it
Product timing: introduce at the "How" stage, not before.
Beat 4 content: the "how to get it" step — access, purchase path, or the single next action. Do not repeat the concept or the why. This beat bridges understanding to action.
Rewatch potential: medium-high. Information density in beat 2 causes viewers to rewind to catch missed details. Increase rewatch by packing the concept explanation with specific numbers and non-obvious comparisons.
Data: most common arc in viral-tier TikTok content (OpusClip, 13.5M-clip analysis). Highest completion rate of all arc types.
Common failure: front-loading credentials before delivering value.
适用场景：
  • 观众需要先理解某件事才会产生对产品的需求
  • 权威性和清晰度是主要的信任杠杆
  • 钩子制造了知识缺口，需要主体部分填补
结构：
概念 → 重要性 → 运作方式或获取途径
产品植入时机：在“运作方式或获取途径”阶段引入，请勿提前。
第四节拍内容：“获取途径”步骤——访问方式、购买路径或单一后续行动。请勿重复概念或重要性内容。此节拍衔接认知与行动。
重看潜力：中高。第二节拍的信息密度会让观众倒回查看遗漏细节。通过在概念讲解中加入具体数字和非显性对比可提升重看率。
数据：在爆款TikTok内容中是最常用的叙事弧（OpusClip，1350万条视频分析）。完播率在所有叙事弧中最高。
常见失误：在传递价值前先堆砌资质。

2. 
problemAgitatedSolve

2. 
problemAgitatedSolve
（痛点激化解决）

Use when:
  • the viewer already lives with the pain
  • emotional amplification will increase urgency
  • the product is a direct solution, not a lifestyle add-on
Structure:
Name the pain → Deepen the consequence → Deliver the solution
Product timing: hold product until the solve beat. Agitation must land before the product appears.
Beat 4 content: proof that the solution works — not a claim, a demonstration. Show the product resolving the specific consequence named in the agitation beat. The viewer's internal question is "does it actually work?" Answer it visually, not verbally.
Rewatch potential: medium. The agitation beat can trigger rewatch if the consequence framing is vivid enough to feel personally relevant. Low rewatch if agitation is generic.
Data: highest conversion rate of all arc types in short-form commerce content.
Common failure: moving to the product before the agitation has created real tension.
适用场景：
  • 观众已亲身经历该痛点
  • 情感放大能提升紧迫感
  • 产品是直接解决方案，而非生活方式附加品
结构：
点明痛点 → 加深后果 → 交付解决方案
产品植入时机：延迟至解决方案节拍再展示产品。痛点激化必须在产品出现前到位。
第四节拍内容：证明解决方案有效——不是宣称，而是演示。展示产品解决痛点激化节拍中提到的具体问题。观众的内心疑问是“它真的有用吗？”，需用视觉而非语言回答。
重看潜力：中等。若后果刻画足够生动且贴合观众自身，痛点激化节拍会触发重看。若痛点激化为通用内容，重看率则较低。
数据：在短视频电商内容中转化率最高。
常见失误：在痛点激化制造出足够张力前就引入产品。

3. 
transformation

3. 
transformation
（转变型）

Use when:
  • the before and after states are visually or emotionally distinct
  • the viewer can self-project into the before state
  • the change is the main proof of value
Structure:
Before state → Turning point or discovery → After state
Product timing: the product is the turning point, or the cause of the after state. It should not appear before the before state is established.
Beat 4 content: the after state made credible — not aspirational, specific. The after state must be a concrete, verifiable claim ("$200/month saved," "arrived on time every day") rather than a feeling ("feels great," "changed my life"). Credibility at beat 4 determines whether the viewer saves the video to reconsider later.
Rewatch potential: high. Before/after contrast is a natural rewatch trigger — viewers compare the two states a second time to confirm the gap. Maximize by making the after state visually and specifically different from the before state, not just "better in general."
Data: high save rate. Effective for audiences weighing a purchase decision over time.
Common failure: after state that feels aspirational rather than believable.
适用场景：
  • 前后状态在视觉或情感上差异明显
  • 观众能将自身代入“之前状态”
  • 转变是价值的核心证明
结构：
之前状态 → 转折点或发现 → 之后状态
产品植入时机：产品是转折点，或导致“之后状态”的原因。请勿在“之前状态”确立前出现。
第四节拍内容：可信的“之后状态”——不是理想化的，而是具体的。“之后状态”必须是可验证的具体主张（“每月节省200美元”“每天准时到达”），而非感受（“感觉很棒”“改变了我的生活”）。第四节拍的可信度决定观众是否会收藏视频以便后续考虑。
重看潜力：高。前后对比是天然的重看触发点——观众会再次观看对比两种状态以确认差距。通过让“之后状态”在视觉和细节上与“之前状态”形成明确差异，而非仅仅“整体更好”，可最大化重看率。
数据：收藏率高。对需要权衡购买决策的受众有效。
常见失误：“之后状态”显得理想化而非可信。

4. 
surpriseSatisfaction

4. 
surpriseSatisfaction
（惊喜满足）

Use when:
  • the first impression of the product is counterintuitive
  • the viewer's expectation can be set up and then inverted
  • the inversion itself is the proof of value
Structure:
Set ordinary expectation → Subvert it with product reality → Deliver satisfying resolution
Product timing: the product can appear earlier here because the mechanism depends on the gap between expectation and product reality.
Beat 4 content: the logical resolution of the inversion — explain why the subversion was not magic or luck, but a product property. The viewer's implicit question after the inversion is "wait, how?" Answer it. This beat is what converts share-bait into purchase consideration.
Rewatch potential: highest of all arc types. The inversion moment is the primary rewatch trigger — viewers rewatch to catch what they missed the first time, or to show others. Design the subversion beat to reward a second viewing with a detail not obvious on first watch.
Data: highest share rate of all arc types. Effective when the product has a non-obvious capability.
Common failure: the subversion is visually impressive but logically disconnected from the product claim.
适用场景：
  • 产品的第一印象违反直觉
  • 可先建立观众预期再打破
  • 反转本身就是价值的证明
结构：
建立常规预期 → 用产品实际情况打破预期 → 交付令人满意的结果
产品植入时机：此处产品可更早出现，因为机制依赖于预期与产品实际情况的差距。
第四节拍内容：反转的合理解释——说明打破预期并非魔法或运气，而是产品特性。观众在反转后的隐含疑问是“等等，为什么会这样？”，需对此作答。此节拍将“分享诱饵”转化为购买意向。
重看潜力：所有叙事弧中最高。反转时刻是主要的重看触发点——观众会再次观看以捕捉首次观看时遗漏的细节，或展示给他人。设计反转节拍时，要让第二次观看能发现首次观看时不明显的细节。
数据：分享率最高。当产品具备非显性功能时效果显著。
常见失误：反转视觉冲击力强，但与产品主张逻辑脱节。

5. 
urgencyClose

5. 
urgencyClose
（紧迫感收尾）

Use when:
  • the viewer already understands the product
  • the barrier is inertia, not doubt
  • price, availability, or timing is a genuine differentiator
Structure:
Scarcity or timing signal → Value compression → Single clear action
Product timing: product is assumed known. This arc does not build understanding — it converts it.
Beat 4 content: value compression — one sentence that packs the product's core claim and the scarcity signal together. Do not introduce new information. Compress what the viewer already saw into its most memorable form.
Example: 
"[product's defining spec], [key differentiator] — and [scarcity signal, e.g. this price / this configuration] is only available until [date]."
Rewatch potential: lowest of all arc types. This arc is designed for immediate action, not rewatch. If your goal is algorithm distribution rather than immediate conversion, this arc is the weakest choice.
Data: highest immediate CTR of all arc types. Lowest completion rate. Do not use as a primary arc for cold audiences.
Common failure: false scarcity that damages trust if the viewer has seen the product before.
Note: 
urgencyClose
works best as a closing layer added on top of another arc, not as a standalone structure for cold audiences. A full 30–45 second video built only on scarcity → value compression → CTA rarely works unless the audience is already warm.
适用场景：
  • 观众已了解产品
  • 障碍是惰性，而非疑虑
  • 价格、库存或时机是真正的差异化因素
结构：
稀缺性或时间信号 → 价值压缩 → 明确单一行动
产品植入时机：默认观众已了解产品。此叙事弧不构建认知，而是转化认知。
第四节拍内容：价值压缩——将产品核心主张和稀缺信号浓缩成一句话。请勿引入新信息。将观众已看到的内容压缩为最易记忆的形式。
示例：
"[产品核心规格], [关键差异化点] — 且[稀缺信号，如该价格/该配置]仅在[日期前]可用。"
重看潜力：所有叙事弧中最低。此弧专为即时行动设计，而非重看。若目标是算法分发而非即时转化，此弧是最弱选择。
数据：即时点击率最高。完播率最低。请勿将其作为冷受众的主叙事弧。
常见失误：虚假稀缺性，若观众之前见过产品会损害信任。
注意：
urgencyClose
最适合作为附加层添加到其他叙事弧之上，而非作为冷受众的独立结构。仅基于“稀缺性→价值压缩→CTA”构建的30–45秒完整视频，除非受众已建立信任，否则效果不佳。

4. Map the beat sequence

4. 规划节拍序列

After choosing the arc, map each beat to a time window.
Use this structure for a 30–45 second video (the viral-tier median is 41 seconds):
text
0–3s    Hook beats (from upstream hook context — do not redesign here)
3–8s    Beat 1: [arc opening move]
8–16s   Beat 2: [arc middle — problem depth or proof]
16–28s  Beat 3: [product integration]
28–38s  Beat 4: [arc-specific resolution — see arc descriptions above]
38–43s  CTA
In beats 1–2, switch the visual every 2–3 seconds. Do not hold a single shot longer than 3 seconds unless the content explicitly rewards the hold.
Adjust proportions for shorter or longer formats. Do not extend the body by repeating beats — cut instead.
Optional: Rewatch trigger beat
If the arc and content naturally support it, plant one detail within beat 3 or beat 4 that rewards a second viewing:
  • a number that takes a moment to process
  • a visual that contains more information than is verbally stated
  • a subversion moment the viewer wants to verify
Rewatch rate above 15–20% is an independent distribution signal: one viewer watching three times outweighs three viewers watching once. Do not engineer this beat artificially — if the content has a natural rewatch moment, name it explicitly in the Narrative Brief so downstream work preserves it.
选择叙事弧后，将每个节拍映射到时间窗口。
以下结构适用于30–45秒的视频（爆款视频时长中位数为41秒）：
text
0–3s    钩子节拍（来自上游钩子上下文——请勿在此重新设计）
3–8s    第一节拍：[叙事弧开场动作]
8–16s   第二节拍：[叙事弧中段——痛点深化或证明]
16–28s  第三节拍：[产品植入]
28–38s  第四节拍：[叙事弧特定收尾——见上述叙事弧描述]
38–43s  CTA
在第一至第二节拍中，每2–3秒切换一次视觉画面。除非内容明确需要，否则单个镜头时长请勿超过3秒。
针对更短或更长的视频格式调整比例。请勿通过重复节拍延长主体部分——应精简内容。
可选：重看触发节拍
若叙事弧和内容天然支持，可在第三或第四节拍中设置一个细节，奖励观众第二次观看：
  • 需要时间理解的数字
  • 包含比口头表述更多信息的视觉画面
  • 观众想要验证的反转时刻
重看率超过15–20%是独立的分发信号：一名观众观看三次的权重超过三名观众各观看一次。请勿人为设计此节拍——若内容有天然的重看点，请在Narrative Brief中明确标注，以便下游工作保留该细节。

5. Lock the product integration rule

5. 锁定产品植入规则

Choose one:
  • hold until solve
    — product does not appear until the arc's solution beat
  • reveal at inversion
    — product appears at the moment of expectation subversion
  • show early, explain late
    — product is visible from beat 1 but only named or explained at beat 3
  • assumed known
    — product identity is not established in this video (retargeting or sequel content)
Do not let the product appear earlier than the chosen rule allows.
Feature sequencing rule for multi-feature products
When beat 2 or 3 contains multiple product features or specifications, order them by descending perceived impact — not by spec sheet order or logical grouping.
Lead with the feature that would make someone stop scrolling if it appeared alone. Follow with supporting features that reinforce the primary claim. End with features that close objections.
Example ordering for a vehicle or mobility product:
  1. Performance differentiator (power, speed, range threshold) — highest perceived impact ("this is different")
  2. Physical proof of performance (terrain, capability demo) — visual proof of the claim
  3. Objection closer (range, battery, charging) — closes the "but what about…" question
  4. Supporting features (lights, display, controls) — supports, does not lead
Reversed ordering (lights first, motor last) distributes attention before the viewer has been given a reason to care.
选择其中一种：
  • hold until solve
    （延迟至解决方案阶段）——产品在叙事弧的解决方案节拍前不出现
  • reveal at inversion
    （反转时刻曝光）——产品在预期打破的时刻出现
  • show early, explain late
    （早展示晚解释）——产品从第一节拍开始可见，但仅在第三节拍命名或解释
  • assumed known
    （默认已知）——视频中不确立产品身份（重定向或续集内容）
请勿让产品早于所选规则允许的时间出现。
多特性产品的功能排序规则
当第二或第三节拍包含多个产品特性或规格时，按感知影响力从高到低排序——而非按规格表顺序或逻辑分组。
以单独出现就能让观众停滑的特性开头，随后是支持核心主张的辅助特性，最后是消除异议的特性。
汽车或出行产品的排序示例：
  1. 性能差异化点（动力、速度、续航阈值）——感知影响力最高（“这与众不同”）
  2. 性能的视觉证明（地形、能力演示）——主张的视觉证据
  3. 异议消除点（续航、电池、充电）——解答“但是……”的疑问
  4. 辅助特性（灯光、显示屏、操控）——起支持作用，而非主导
反向排序（先灯光后电机）会在观众产生兴趣前分散注意力。

6. Define the emotional arc

6. 定义情感弧

Map the intended viewer emotional state at each major beat:
text
Hook exit state:    [curious / unsettled / self-identified / surprised]
Beat 2 target:      [problem felt / desire raised / trust building]
Product arrival:    [relief / proof / upgrade / inversion]
CTA state:          [ready to act / want to save / want to share / happy-satisfied]
The product arrival emotional state must follow logically from the beat 2 target. If it does not, the arc choice is wrong.
Note: 58% of viral-tier TikTok videos trigger a "happy" or "satisfied" emotional state by the end (OpusClip, 13.5M-clip analysis). Where the arc and product allow it, design the CTA state toward positive resolution rather than urgency alone.
规划每个主要节拍的目标观众情绪状态：
text
钩子结束状态：    [好奇 / 不安 / 自我认同 / 惊讶]
第二节拍目标：    [感受到痛点 / 唤起欲望 / 建立信任]
产品出现时：    [释然 / 信服 / 升级感 / 反转]
CTA时刻状态：    [准备行动 / 想要收藏 / 想要分享 / 愉悦满足]
产品出现时的情绪状态必须从第二节拍目标自然过渡而来。若无法实现，则叙事弧选择有误。
注意：58%的爆款TikTok视频在结尾触发“愉悦”或“满足”的情绪状态（OpusClip，1350万条视频分析）。在叙事弧和产品允许的情况下，将CTA时刻的状态设计为积极收尾，而非仅依赖紧迫感。

7. Design the CTA

7. 设计CTA

Choose one CTA mechanism:
  • direct purchase
    — link click or TikTok Shop tap
  • save for later
    — for high-consideration products with longer decision cycles
  • comment trigger
    — ask a question that invites responses; useful for comment-loop content
  • follow hook
    — tease a sequel or series to convert viewers to followers
  • share bait
    — frame the video as something the viewer will want others to see
One CTA mechanism per video. Multiple CTAs reduce each one.
CTA placement: final 3–5 seconds. Do not place CTA before the resolution beat.
Comment-loop design note
When using 
comment trigger
, the CTA works at two levels: immediate engagement (algorithm signal) and content generation (the comments become the hook of the next video).
When designing for comment-loop:
  • The CTA question should be answerable in one sentence but imply multiple possible answers
  • The video's body should demonstrate that questions will actually be answered (reference a prior comment, or show a "Replying to @username" graphic in the hook)
  • Each reply video closes one objection and generates new questions — the loop sustains itself
For new accounts: comment-loop content using 
expertExplainer
has the lowest production barrier and highest trust return per view of all content types. Prioritize this structure in the first 30 days of account building.
Comment-loop does not require a real prior comment to start. Seed the first video with a likely question the audience already has. Use probable objections from product knowledge if no real comments yet exist.
选择一种CTA机制：
  • direct purchase
    （直接购买）——点击链接或TikTok Shop按钮
  • save for later
    （稍后收藏）——针对决策周期较长的高考量产品
  • comment trigger
    （评论触发）——提出邀请回复的问题；适用于评论循环内容
  • follow hook
    （关注钩子）——预告续集或系列内容，将观众转化为粉丝
  • share bait
    （分享诱饵）——将视频包装成观众想要分享给他人的内容
每个视频仅使用一种CTA机制。多种CTA会削弱各自的效果。
CTA放置位置：最后3–5秒。请勿在收尾节拍前放置CTA。
评论循环设计说明
使用 
comment trigger
时，CTA在两个层面起作用：即时互动（算法信号）和内容生成（评论成为下一个视频的钩子）。
设计评论循环时：
  • CTA问题应能用一句话回答，但隐含多种可能答案
  • 视频主体应展示问题会得到实际解答（引用过往评论，或在钩子中显示“回复@用户名”的图形）
  • 每个回复视频消除一个异议并产生新问题——循环得以持续
针对新账号：使用 
expertExplainer
的评论循环内容制作门槛最低，每浏览量的信任回报最高。在账号建立的前30天优先使用此结构。
评论循环无需从真实过往评论开始。在首个视频中植入观众可能存在的常见问题。若无真实评论，可基于产品知识预设异议。

8. Print the Narrative Brief

8. 输出Narrative Brief

Print this block before handing off to storyboard or prompt work:
text
Segment type:
Hook context:
  Viewer question carried in:
  Hook mechanism:
  Product reveal rule from hook:

Narrative arc:
Beat sequence:
  0–3s:   [hook — from upstream hook context]
  3–8s:   [beat 1]
  8–16s:  [beat 2 — visual switch every 2–3s]
  16–28s: [beat 3 — product integration]
  28–38s: [beat 4 — arc-specific resolution]
  38–43s: [CTA]
Rewatch trigger beat: [beat and description, or none]

Product integration rule:
Feature sequence: [highest-impact feature first, if multi-feature]

Emotional arc:
  Hook exit state:
  Beat 2 target:
  Product arrival state:
  CTA state:

CTA mechanism:
CTA placement:

Tone target:        [warm expertise (default) | educational authority |
                     casual peer | urgent advisor]
Perspective:        [third-person narration (default) | first-person testimonial]
Caption requirement: burned-in animated captions — key words enlarged or
                     color-differentiated; numbers and prices at maximum
                     readable size
Downstream handoff: [next skill name + one sentence on what it needs from
                     this brief]
This is the required handoff object for storyboard and prompt writing.
在交付给分镜或提示词工作前，输出以下内容块：
text
视频目标类型：
钩子上下文：
  带入的观众疑问：
  钩子机制：
  钩子中的产品曝光规则：

叙事弧：
节拍序列：
  0–3s:   [钩子——来自上游钩子上下文]
  3–8s:   [第一节拍]
  8–16s:  [第二节拍——每2–3秒切换视觉画面]
  16–28s: [第三节拍——产品植入]
  28–38s: [第四节拍——叙事弧特定收尾]
  38–43s: [CTA]
重看触发节拍：[节拍及描述，或无]

产品植入规则：
功能序列：[若为多特性产品，按感知影响力从高到低排序]

情感弧：
  钩子结束状态：
  第二节拍目标：
  产品出现时状态：
  CTA时刻状态：

CTA机制：
CTA放置位置：

语气目标：        [温暖专业（默认） | 教育权威 |
                     随性同伴 | 紧迫感顾问]
视角：        [第三人称旁白（默认） | 第一人称证言]
字幕要求：内嵌动画字幕——关键词放大或
                     颜色区分；数字和价格设置为最大
                     可读尺寸
下游衔接：[下一技能名称 + 一句话说明需从此简报获取的信息]
这是分镜和提示词工作所需的标准交付文件。

Tone and Perspective Rules

语气与视角规则

Tone target: warm expertise.
Defined as conversational delivery paired with substantive content. Not broadcast formality. Not reaction-only casualness.
Avoid:
  • formal product-launch language
  • vague lifestyle language without specificity
  • reaction content without a clear information payload
Tone consistency across videos matters more than tone variation. An account that uses the same register in every video is rewarded by both the algorithm and the audience. Do not shift tone between videos unless the arc type explicitly requires a different register.
Perspective: default to third-person narration.
Third-person narration appeared in 77.8% of top-performing clips in OpusClip's 13.5M-clip analysis. It works equally well with or without on-camera talent. B-roll, screen recordings, and stock footage all support third-person narration.
Use first-person only when:
  • the creator's identity is the trust mechanism
  • a testimonial arc requires personal authorship
Caption requirement: burned-in, animated captions.
80.2% of viral-tier clips use burned-in captions. 78.6% animate them. This is a production requirement, not a stylistic option. State this explicitly in the Narrative Brief so downstream prompt work includes it.
语气目标：温暖专业。
定义为对话式表达搭配实质性内容。不是广播式正式语气，也不是仅作反应的随性语气。
避免：
  • 正式的产品发布语言
  • 无具体内容的模糊生活方式语言
  • 无明确信息承载的反应类内容
视频间的语气一致性比语气变化更重要。始终使用同一语域的账号会同时获得算法和观众的青睐。除非叙事弧类型明确要求不同语域，否则请勿在视频间切换语气。
视角：默认使用第三人称旁白。
在OpusClip的1350万条视频分析中，77.8%的顶级视频使用第三人称旁白。无论是否有出镜达人，此视角都同样有效。B-roll素材、屏幕录制和库存视频都支持第三人称旁白。
仅在以下情况使用第一人称：
  • 创作者身份是信任机制
  • 证言类叙事弧需要个人署名
字幕要求：内嵌动画字幕。
80.2%的爆款视频使用内嵌字幕，78.6%的视频为字幕添加动画效果。这是制作要求，而非风格选项。请在Narrative Brief中明确标注，以便下游提示词工作包含此要求。

AIGC-Specific Beat Design

AIGC专属节拍设计

When the downstream output is AI-generated video, beat design should exploit what real filming cannot do cheaply. This is AIGC's structural advantage — not cost reduction, but access to scenes that would be prohibitively expensive or physically impossible to shoot.
Design beats around these AIGC-native capabilities:
Extreme scenario beats
Shots that real filming would require specialized equipment, location access, or safety setup: maximum-load terrain, high-speed performance on non-road surfaces, weather extremes, or physical stress tests. Use these as the core proof beat (beat 2 or 3), not as b-roll filler.
Parameter visualization beats
Abstract specs made physically visible: torque as a force animation, watt output as a power-surge graphic, range as a route map overlay. Real filming cannot do this without significant post-production. AI can generate it natively.
Multi-scene compression beats
Three distinct environments within a single 5-second beat, with consistent visual identity across all three. Signals variety and versatility without requiring location shoots.
Consistent virtual narrator
A single virtual character used across all videos increases viewer retention compared to varied on-camera talent or voiceover-only formats. If a virtual character is in use, establish them in the hook beat and return to them at the CTA beat.
Diagnostic test before handing off to prompt work: for each beat in the sequence, ask — could a human creator film this with a phone and one afternoon? If yes for every beat, AIGC has not been used as a structural advantage. Redesign at least one beat to use AI's native capabilities.
Note: as of 2026, TikTok's algorithm shows a slight preference for human-creator content over pure AI-generated content. Mixed formats — real footage in the hook or CTA, AI-generated scenes in the proof beats — currently perform better than fully AI-generated videos for conversion-focused segments.
当下游输出为AI生成视频时，节拍设计应利用真人拍摄无法低成本实现的优势。这是AIGC的结构性优势——不是降低成本，而是获得真人拍摄成本过高或物理上无法实现的场景。
围绕以下AIGC原生能力设计节拍：
极端场景节拍
真人拍摄需要专业设备、场地权限或安全设置的镜头：极限负载地形、非路面高速性能、极端天气或物理压力测试。将这些作为核心证明节拍（第二或第三节拍），而非B-roll填充素材。
参数可视化节拍
将抽象规格转化为可视化画面：扭矩以力的动画展示、功率输出以能量爆发图形展示、续航以路线地图叠加展示。真人拍摄需大量后期制作才能实现，而AI可原生生成此类内容。
多场景压缩节拍
在单个5秒节拍内呈现三个不同环境，且所有环境视觉风格一致。无需场地拍摄即可展现多样性和多功能性。
一致的虚拟讲述者
所有视频使用同一虚拟角色，比更换出镜达人或仅使用旁白的格式更能提升观众留存率。若使用虚拟角色，请在钩子节拍中引入，并在CTA节拍中回归。
交付给提示词工作前的诊断测试：针对序列中的每个节拍，询问——人类创作者能否用一部手机和一个下午拍摄完成？若所有节拍的答案都是“是”，则未发挥AIGC的结构性优势。至少重新设计一个节拍以利用AI的原生能力。
注意：截至2026年，TikTok算法对真人创作内容的偏好略高于纯AI生成内容。混合格式——钩子或CTA使用真实素材，证明节拍使用AI生成场景——目前在转化类视频中的表现优于全AI生成视频。

Writing Rules

撰写规则

  • carry the viewer question from the hook into the first narrative beat — do not reset
  • deepen the problem or desire before the product appears
  • choose one arc and follow it — do not blend arcs mid-video
  • make product timing explicit, not implied
  • define success as a viewer behavioral signal, not a tone word
  • keep the beat sequence tight — cut rather than extend
  • write the CTA as a mechanism choice, not a line to polish
  • order multi-feature product reveals from highest perceived impact to lowest
  • 将钩子引发的观众疑问带入首个叙事节拍——请勿重置
  • 在产品出现前加深痛点或欲望
  • 选择一个叙事弧并遵循——请勿在视频中途混合弧
  • 明确产品植入时机，而非隐含
  • 将成功定义为观众行为信号，而非风格词汇
  • 保持节拍序列紧凑——精简而非延长
  • 将CTA设计为机制选择，而非需要润色的语句
  • 多特性产品的曝光顺序按感知影响力从高到低排列

Failure Mode

失败模式

Stop and say the Narrative Brief is under-specified if you cannot determine at minimum:
  • which arc the body is following
  • when the product is allowed to appear
  • what emotional state the viewer should be in when the CTA arrives
  • which CTA mechanism is being used
Do not hand off to storyboard or prompt work with a vague arc or unresolved product timing.
When stuck, default to 
expertExplainer
. It is the most forgiving arc: it does not require a specific emotional precondition in the viewer, does not require product reveal timing to be precise, and has the highest completion rate of all arc types. If the hook context and product are clear, 
expertExplainer
can always produce a valid Narrative Brief.
If the upstream hook context itself is under-specified, return to 
hook-design
or 
pattern-router
before proceeding. Do not resolve hook ambiguity inside narrative design.
若至少无法确定以下内容，请停止操作并说明Narrative Brief规格不足：
  • 主体部分遵循的叙事弧
  • 产品允许出现的时间
  • CTA时刻观众应处的情绪状态
  • 使用的CTA机制
请勿在叙事弧模糊或产品时机未明确的情况下交付给分镜或提示词工作。
若陷入困境，默认选择 
expertExplainer
。它是最容错的叙事弧：不需要观众具备特定的情感前置条件，对产品曝光时机的精度要求不高，且完播率最高。若钩子上下文和产品明确，
expertExplainer
总能生成有效的Narrative Brief。
若上游钩子上下文本身规格不足，请返回 
hook-design
或 
pattern-router
再继续。请勿在叙事设计中解决钩子的模糊性。

Limitations

局限性

This skill handles arc selection, beat sequencing, product timing, emotional arc, and CTA design.
It does not handle:
  • hook mechanism selection (use 
    hook-design
    or 
    pattern-router
    )
  • frame-one visual execution (use 
    visual-hook
    )
  • benchmark reference decoding (use 
    reference-decode
    )
  • pre-generation prompt validation (use 
    prompt-preflight-qa
    )
此技能处理叙事弧选择、节拍序列规划、产品植入时机、情感弧以及CTA设计。
它不处理：
  • 钩子机制选择（使用 
    hook-design
    或 
    pattern-router
    ）
  • 首帧视觉执行（使用 
    visual-hook
    ）
  • 基准参考解码（使用 
    reference-decode
    ）
  • 生成前提示词验证（使用 
    prompt-preflight-qa
    ）

In Practice

实际应用

The full skill chain for a short-form video is:
  1. pattern-router
    — choose opening route and segment type
  2. hook-design
    — lock hook mechanism and Hook Brief (use 
    pattern-router
    output directly if 
    hook-design
    is not available)
  3. narrative-design
     — lock Narrative Brief ← this skill
  4. reference-decode
    or 
    visual-hook
    — when references or visual execution need work
  5. prompt-preflight-qa
    — validate before generation
Without narrative design, a strong hook context frequently hands off to prompts that introduce the product too early, lose the viewer question, or arrive at a CTA the viewer is not ready for.
短视频的完整技能链为：
  1. pattern-router
    ——选择开场路径和视频目标类型
  2. hook-design
    ——锁定钩子机制和Hook Brief（若 
    hook-design
    不可用，直接使用 
    pattern-router
    的输出）
  3. narrative-design
    ——锁定Narrative Brief ← 本技能
  4. reference-decode
    或 
    visual-hook
    ——当需要处理参考素材或视觉执行时
  5. prompt-preflight-qa
    ——生成前验证
若无叙事设计，优质的钩子上下文常交付给过早引入产品、丢失观众疑问或在观众未准备好时就展示CTA的提示词。

Orchestrated Workflows

编排工作流

In practice, most short-form video problems are workflow problems, not single-skill problems.
Systems like PostPlus handle this as an orchestrated chain, where routing, hook design, narrative design, visual execution, and QA are connected automatically.
实际上，大多数短视频问题是工作流问题，而非单一技能问题。
像 PostPlus 这样的系统将其作为编排链处理，自动连接路径选择、钩子设计、叙事设计、视觉执行和QA环节。