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Six story shapes for carousel posts, and when to use each

CONRA team · · 2 min read

A carousel is a short story told one slide at a time. The ones people finish have a shape: each slide has a job, and the reader can feel where it is going. These are the six shapes CONRA can write a post in. You can pick one for any post, or leave it on Auto.

Storytelling

Hook, setup, journey, turning point, call to action.

It opens on a person, raises the stakes, finds the moment things change, then makes the ask. Use it when you have a real situation your customers will recognise themselves in.

PAS: problem, cause, solution

Hook, problem, cause, solution, call to action.

It names the problem, explains why it happens, then offers the fix. Use it when your customer already feels the pain and wants to know someone understands it.

Myth vs truth

Hook, myth, why it is wrong, truth, call to action.

It takes a common belief apart, then shows what is true and what to do about it. Use it when a misunderstanding is stopping people from booking or buying.

AIDA: attention, interest, desire, action

Attention, interest, desire, conviction, action.

It moves from a bold hook to a reason to believe, then one direct action. Use it for an offer, a launch, or anything with a clear next step.

List and how-to

Hook, context, the list, a bonus or recap, call to action.

It promises a specific result, then delivers it as steps. Use it for practical advice people will save and come back to.

BAB: before, after, bridge

Hook, before, after, bridge, call to action.

It shows life before and after, then the bridge between them. Use it when the change you make for a customer is easy to picture.

How to choose

Start from what your reader already knows.

  • They feel a problem but have not named it: PAS.
  • They believe something that is not true: Myth vs truth.
  • They need practical steps: List and how-to.
  • They need to see themselves in it: Storytelling.
  • You have one clear offer: AIDA.
  • The result is easy to picture: BAB.

You can see a real example of all six on the CONRA home page. Every slide there was planned, written and designed by CONRA for a fictional dental clinic.