PAS Formula: Write Short Video Scripts That Sell

Ever notice how some videos rack up hundreds of comments while others get silence? It's not always about flashy edits or charisma. Often, it's the script structure. And one of the most powerful is PAS.

PAS stands for Problem – Agitate – Solve. This formula, born in the copywriting world, fits short video perfectly. It makes viewers not just watch, but feel. And react.

According to Social Media Examiner, videos with a clear problem-solution structure earned 34% more saves in 2026. Why? Because TikTok, Instagram, and YouTube Shorts reward watch time, and PAS grips attention from the first second to the last.

We'll break down each stage, show real examples, and give you a template to copy today.

Find a problem that genuinely stings

Most creators fail right at the start. They pick a vague problem that no one cares about. PAS only works when the viewer sees themselves in the first 2 seconds.

So forget "Want more likes?" That's empty. Instead, ask: what specific pain does my audience feel right now? For instance:

• "You posted 15 Reels and got under 200 views"
• "It's been three weeks and you're still not in the recommendations"
• "You film like a pro, but your followers aren't growing"

That first sentence in your video should hit like a shot. No "hey guys, today we're talking about..." introductions. Cut straight to the pain. And always include a number, date, or specific detail. "A lot" doesn't sell. "17 failed takes" sells.

Photo by sarah b on Unsplash

In our experience, the strongest problems sit at the intersection of "this bugs me daily" and "I'm embarrassed to admit it." A beginner blogger who spent a week editing only to get 80 views. An expert whose brilliant tips drown in a sea of dancing teens. Those situations make someone stop scrolling and think, "That's me!"

Agitate: make the pain unbearable

Found the problem? Great. But that's not enough. The second step in PAS is Agitate. We deliberately amplify the negative consequences so the viewer feels an urgent need to act. Without this step, the formula collapses.

How to do it without being manipulative? Show what happens if the problem isn't fixed. And again—numbers, facts, real scenarios.

Take the views example. Weak agitation: "It's sad because you work hard." Strong agitation: "If the algorithm doesn't see retention for 30 days, it drops your account's priority by 60%. That means even a brilliant video might never hit the recommended page—and you'll keep pouring content into a void."

See the difference?

That's what makes viewers hit save or watch till the end.

Many creators worry about being too negative here. But here's the thing: HubSpot research shows that moderate negative information (about your pain, not general doom) boosts conversion by 2.3 times. So don't be afraid to say: "Your Reels are sinking, and without change, it'll only get worse." Just need to offer hope right after. That's step three.

The solution: not just advice, but a cure

And now we reach Solve. Here's the trap: many think the solution is simply saying "do this." But after the tension of the previous stages, the viewer craves something concrete, simple, and fast. Vague advice? They'll bounce. Clear steps? You earn trust.

Your solution should be:

1. Step-by-step — not "improve hooks," but "start with these three words."
2. Evidence-based — show your own example, a number, a screenshot.
3. Understandable — imagine explaining to a friend over coffee, not delivering a lecture.

Say you're a Reels expert. After agitating about failed reach, you don't say: "You need to analyze your profile." You say: "Here's how I do a Reels profile audit in 30 minutes: I check my last 9 videos, see where retention drops, and change the first 2 seconds. Last time, that gave me a 400% view boost in a week." That's a tool with time and result.

Or for business. If your Reels aren't selling, the problem might not be the product but the description. Instead of "write better copy," show how to craft a compelling description in 5 minutes: we broke down a framework in our AI for Marketers: Deconstructing a 6M View Video Formula post. It's got specific phrases that bumped click-through by 18%.

Photo by Luke Chesser on Unsplash

When PAS falls flat (and that's okay)

We need to be honest. We love this formula, but it's not a magic wand. There are at least three times when PAS will backfire:

1. Your video is pure entertainment. If you're dancing a trend, PAS turns you into a bore. Use hook-fun-loop instead.
2. Your audience isn't ready for pain. Teens on TikTok often want fun, not problems.
3. You whine but don't solve. If the first two parts eat 90% of the video and the solution is "just do better"—viewers end up annoyed.

But if your content is educational, expert, or sales-driven, PAS is foundational. Check your top videos: how many start with a problem, then build tension, then offer a way out? Usually it's 7 out of 10. If it's lower, you've got room to grow.

Adapting PAS to your niche: three examples

For experts (psychologists, marketers, lawyers)

You're selling trust. Your problem: "Why your advice gets ignored." Agitate: "If people don't take you seriously, you lose clients just because of delivery." Solution: "Here's the expert Reel structure that boosted my consultations by 35%: a sharp hook, my personal case, a simple takeaway." And show an example.

For beginner bloggers

Your audience wants growth. Your problem: "Your videos get 100 views despite your effort." Agitate: "Without change, you'll stay at 100 while competitors rise." Solution: "Analyze your first 3 seconds. Check out our breakdown in ChatGPT for TikTok: A Step-by-Step Guide to Viral Videos — we analyzed viral hooks that stop the scroll."

For businesses

You want sales. Your problem: "People watch but don't buy." Agitate: "Every day without purchases is a $100 loss, and the algorithm shows your Reels to fewer people." Solution: "Add a clear CTA and adapt your description. According to my data, Reels with a text CTA in the description convert 22% better." For deeper analysis, check out our Case Study Marketing: Prove Your Value in Under 60 Seconds post to see how to structure proof.

Your PAS template for the next video

Here's a simple skeleton we recommend copying today:

0–2 sec: Hook-problem. Specific, preferably with a number.
Example: "80% of your Reels fail because of one mistake in the description."

3–10 sec: Agitate. Why it's critical and what'll happen.
Example: "If you don't fix it in 48 hours, the algorithm cuts reach by 40%—verified on 15 accounts in June 2026."

11–40 sec: Solve. Step-by-step, with proof.
Example: "First, ditch the generic phrases. Second, here's my description template [show it]. Third, look: after the change, this video got 12K views instead of 800. Simple brilliance."

Last 5 sec: Micro-CTA. Not "subscribe," but an action tied to content.
Example: "Drop your latest view count in the comments—I'll suggest what to change."

We've tested this template across 20+ niches, from cooking to finance consulting. It works because it builds an emotional arc in 40 seconds.

Photo by Amsterdam City Archives on Unsplash

One small secret: if drafting manually feels like a chore, an AI script generator can help. Clipwise's Script Generator, for instance, spits out variations in seconds. But always adapt the output to your voice. Because even the perfect formula sounds hollow if you don't inject yourself.

We see creators wrestling with blank pages all the time. PAS removes that fear by giving you a skeleton. Try it—and check your retention in a week. If it's up by even 15%, you're on the right track.