How to choose a viral reel format on the Formats screen
Updated
Quick answer
The LUME Hub Formats screen is a guide to the LUME method's viral content formats. It has 3 script structures, such as AIDA, and 12 proven video formats, such as split screen, voiceover and behind the scenes. Pick a structure and a format, watch the examples and write the script in your post.
The Formats screen is the guide to the LUME method's viral content formats. It answers two questions for every video: how to tell it (the script structure) and how to show it (the visual format). The rule is simple: pick a script, pick a format and shoot.
Step by step
- In the Content app, open Formats. If it is not in the short menu, look under Mais telas (more screens).
- In the Estrutura de Roteiro (script structure) column, open a card and pick your video's structure.
- In the Formatos Virais Validados (proven viral formats) column, open the format that fits your topic.
- Read what the format is and the hooks that make it work. Hack: boxes add practical tips.
- Under the examples, click Assistir aqui (watch here) to play an example Reel, or Abrir no Instagram (open on Instagram).
- Go back to the Editorial calendar, open the post and write the script following the structure and format you chose.
What are the script structures?
| Structure | In one line |
|---|---|
| Estrutura LUME (AIDA) | Attention, Interest, Desire, Action: the base for any script. |
| Identificação + História | A real story people recognize themselves in. |
| Antes e Depois (a virada) | The wrong way, the turning point and the right way. |
What are the 12 viral formats?
- Tela Dividida (split screen): you on one side, images of what you say on the other.
- Tela Verde (green screen): you in front of images that illustrate your words.
- Palestrinha (mini talk): a slide, board or screen supports your explanation.
- Narrado (voiceover): your voice over the footage, with fast cuts.
- Experimento Social / Feedback (street interview): questions for strangers on the street.
- Conflito Situacional (situational conflict): opens with a conflict that looks real, then turns.
- Caixinha de Polêmica (hot take question): an on-screen question that sparks debate.
- Comparação (comparison): the wrong way on one side, the right way on the other.
- Conversa (conversation): you act out two characters.
- Rotina / Cotidiano (day in the life): you talk while doing an everyday task.
- Lo-Fi: a simple, homemade look with a conversational feel.
- Bastidores (behind the scenes): the process behind something, start to finish.
How do I turn the format into a script?
Open the post on the calendar and use the Roteiro (script) field to write in the structure's order. The steps are in How to write a Reels script. When it is time to shoot, the Execution kit shows the script ready to copy.
Frequently asked questions
Can I apply a format straight to a post?
No. The Formats screen is a reading guide. You choose the format there and write the script in the post on the Editorial calendar.
Do the examples play inside the Hub?
Yes. Click Assistir aqui (watch here) to play the example Reel in the window, or Abrir no Instagram (open on Instagram).
Which script structure should I use?
The LUME structure (AIDA) works as a base for almost anything. The relatable story builds connection, and before and after shows a turning point.
Which plan includes Formats?
Formats is included in the Essential plan and up, together with the Editorial calendar and the Execution kit.
Still need help?Ask the Community: other users and the LUME team answer.
Ask a question