I Got 4M+ Views Using This Simple Framework

Hey Beyonder! 👋

People think storytelling is all about creativity and talent. But because you are a Beyonder, let me tell you a secret!

Anyone can pretty much become a storyteller. It is just about practice. And I know you want to become a storyteller as well. That’s why you’re here, aren’t you?

And for your practice, I keep bringing interesting frameworks every Friday to your inbox. And today we will study the Freytag’s Pyramid of Storytelling.

The answer to a lot of beautiful stories that go viral, including mine, isn't magical talent. Okay, maybe I am a little talented. A little!😜

But honestly, it is just structure.

In this newsletter, I'll show you exactly how to use Freytag's Pyramid to create powerful 90-second stories for Instagram. I'll break down a viral campaign and one of my own viral videos to show you this framework in action.

What is Freytag's Pyramid?

Freytag's Pyramid isn't some complex theory. It's a simple story map with five parts that creates emotional tension and release:

1. Exposition - Introduce your characters and setting

2. Rising Action - Build tension through challenges

3. Climax - The turning point where everything changes

4. Falling Action - Show the consequences of that change

5. Resolution - Reveal the new normal and lessons learned

Dove Campaign: Freytag's Pyramid in Action

Let’s analyze this amazing ad campaign by Dove- "Evolution”. It's a perfect example of Freytag's Pyramid:

• Exposition: The video opens with a woman walking in and taking a seat in front of a plain backdrop. Her face is bare, her hair unstyled - just a real person at the start of a transformation journey.

• Rising Action: Makeup artists walk in, applying foundation, eye shadow, and lipstick. Hairstylists work their charm. Studio lights adjust. A photographer shoots dozens of frames.

• Climax: A single photo is selected and opened in Photoshop. This moment changes everything about the story.

• Falling Action: Digital manipulation begins. Her neck stretches longer, eyes grow wider, lips fuller. Her jawline reshapes with each mouse click. The natural person disappears pixel by pixel.

• Resolution: The now-impossible beauty standard appears on a billboard. The message hits: "No wonder our perception of beauty is distorted."

What makes this so powerful is how it builds tension through each transformation step. The climax - the moment they open Photoshop - changes everything. That's when we realize what's coming. The resolution delivers the punch: Beauty standards are manufactured, not real.

My Video Breakdown: Elavarasi's Story

Now, let’s analyze my one of the most viral content pieces with more than 4.2 Million views.

explorewithepaphra

View more on Instagram

Exposition (0-15 seconds): I introduced a supermarket owner making ₹1.5 lakhs daily. I specifically mentioned her daily earnings to establish what "normal" looked like for her.

Rising Action (15-30 seconds): I shared how Elavarasi invested ₹50 lakhs to buy her shop. This was her big move – taking all her savings and loans to build something substantial. The stakes were high.

Climax (30-45 seconds): Then came the devastating robbery. Everything was stolen – from store inventory to her first car. This moment changed everything. The loss pushed her into hospitalization and ₹1.5 crore debt.

Falling Action (45-60 seconds): With just ₹100 in hand, Elavarasi started selling snacks from a pushcart. She worked 10 times harder than before. She built relationships with customers, letting them sit at her cart, serving them tea, listening to their stories.

Resolution (60-90 seconds): "150 staff oda, 260 products, iniku 15 countries export panranga" – The transformation into a business exporting to 15 countries.

I ended with "Women are like tea bags, how strong she is, you don't know until she gets into the hot water" – a perfect quote that delivers the lesson.

How to Use Freytag's Pyramid under 90-Second

Let’s look at how you can use the Freytag’s Pyramid in your short form video content:

1. Exposition (0-15 seconds)

   • Introduce your main character/situation

   • Establish the "normal" world

   • Include one specific detail that makes viewers care

2. Rising Action (15-30 seconds)

   • Introduce the problem or challenge

   • Show what's at stake

   • Create tension through contrast

3. Climax (30-45 seconds)

   • Show the turning point decision

   • Make it clear and dramatic

   • This should be the most emotionally charged moment

4. Falling Action (45-60 seconds)

   • Show immediate consequences of the climax

   • Reveal how the character changes

   • Build toward the lesson

5. Resolution (60-90 seconds)

   • Show the transformed situation

   • Deliver your message or lesson

   • End with something quotable or shareable

Why This Works For Short-Form Content

From whatever I observed, let me tell you why I think this framework works:

• First, viewers need context fast. The 15-second exposition gives just enough background without boring them.

• Second, placing your climax at exactly 30-45 seconds keeps viewers watching through the midpoint drop-off (when most people scroll away).

• Third, the resolution delivers the payoff. This is where your message lands and becomes shareable.

Your Turn: Create Your 90-Second Story

Take a story you want to tell and map it on Freytag's Pyramid:

1. Exposition: Write one sentence introducing your main character or situation.

2. Rising Action: What challenge or problem creates tension?

3. Climax: What's the turning point that changes everything?

4. Falling Action: What happens as a result of that turning point?

5. Resolution: What's the final situation and lesson?

This framework would work for personal stories, case studies, and even product demonstrations. I've used it to turn a simple business lesson into content that got over 4M views!!

I'd love to know: What story from your life or business could you transform using Freytag's Pyramid? Try creating a 90-second outline and reply to this email with your structure.

Keep telling stories!
Epaphra