Video (~8–10 min)

• Short-form video as a communication tool, not entertainment
• Every video must have one clear message and one clear action
• Structure: Problem → Context → Solution → CTA
• Importance of strong hooks in the first seconds
• Using captions, overlays, and direct calls to action
• Common mistakes: lack of focus, no CTA, trying to go viral instead of clear
• Key takeaway: clarity drives conversions, not virality

Workbook

• Write one short-form video using the framework
• Define hook, problem, solution, and CTA
• Identify where attention might drop
• Mini task: rewrite a “viral-focused” idea into a “conversion-focused” video
• Reflection: does your content guide action or just views?

Video (~8–10 min)

• Visuals as the first layer of trust in marketing
• Why aesthetics without intent do not convert
• Simplicity and clarity as performance drivers
• Visual hierarchy and focus on subject
• Examples: product/service in context vs. generic imagery
• Common mistakes: over-design, stock visuals, unclear message
• Key takeaway: visuals must support decision-making

Workbook

• Audit one existing visual post
• Identify distractions and weak points
• Redesign concept with clearer focus and message
• Add or improve CTA alignment
• Reflection: does your visual support a business goal?

Video (~8–10 min)

• Role of AI in modern content production
• How tools speed up creation without lowering quality
• Canva for design and brand consistency
• CapCut for short-form video editing
• Descript for editing, subtitles, and repurposing content
• What AI cannot replace: strategy, messaging, audience understanding
• Key takeaway: AI supports execution, not direction

Workbook

• Choose one AI tool
• Create one piece of content
• Produce one variation for testing
• Define what element you would test (hook, CTA, format)
• Reflection: how can AI improve your workflow, not replace thinking?

Video (~7–9 min)

• Why production quality impacts trust more than people think
• Minimum viable setup for professional-looking content
• Lighting basics: natural front light, consistency, avoiding harsh shadows
• Framing basics: eye-level camera, subject focus, clean composition
• Importance of tone consistency across content
• Key takeaway: simple setup, higher perceived value

Workbook

• Evaluate your current recording setup
• Adjust lighting and framing based on guidelines
• Record a short test video
• Compare before/after perceived quality
• Reflection: does your content feel trustworthy at first glance?