Coach promo video: a 60 to 90 second script, a shot list, and cutdowns for Reels and Shorts

Updated 28 October 2026 · Written by Naman Dhiman, co-founder of SOVE7GN, who runs the campaigns and reviews the clips

A coach promo video should run 60 to 90 seconds and do four things in order: name the client's problem, show you solving it, let a real client say what changed, and tell the viewer the next step. Film it in one afternoon, then cut 15 and 30 second versions for Reels, Shorts and TikTok so the same shoot works everywhere.

How long should a coach promo video be?

60 to 90 seconds for the main version. That is our working range, not a platform rule: long enough to show you coaching and one testimonial, short enough to watch on a sales page without scrolling past. Under 60 seconds you usually lose the coaching moment, and that is the part that persuades. Over 90 you start explaining your program instead of selling the call.

Then make two cutdowns from the same footage:

YouTube counts a vertical or square video up to three minutes as a Short (YouTube Help, checked October 2026), so the main version can post as a Short too. Keep licensed music out of anything over one minute: YouTube blocks a Short over one minute globally while it has an active copyright claim.

What is the structure of a coach promo video?

The example lines are placeholders to show the tone. Replace them with your own client's words.

What is a simple script template?

Fill this in, read it aloud, and cut anything you would not say to a client across a table.

1. Hook: "If you are [client type] and [specific problem], this is for you."
2. Who and how: "I am [name]. I help [client type] [result], by [the one thing you do differently]."
3. Coaching moment: no script. Film yourself actually coaching and pick the best 15 to 20 seconds.
4. Proof: no script. Let clients answer "What was going on before?" and "What is different now?"
5. Next step: "If that sounds like you, [one action]. [Where the link is]."

Two lines we would cut from any coach promo: "I help people reach their full potential" (says nothing) and "Clients make six figures in 90 days" (an earnings claim you would need to support, see below).

What should you film?

One afternoon covers it if you plan the shots:

• Talking head, two angles. The hook, the "who and how" and the call to action, each recorded three or four times. Sit or stand where your clients would picture you.
• The coaching moment. Best: a real session filmed with the client's written consent. Second best: a recorded call with consent, shown with the waveform or video tile. If you recreate a session with someone who is not a client, the FTC's guides say ads that present people as actual consumers should use actual consumers or clearly disclose that they are not (16 CFR 255.2(c)).
• Two or three client interviews. 10 minutes each on a call or in person. Ask open questions and let them talk; you need about 15 seconds from each.
• B-roll. You at a workshop, on stage, at a whiteboard, preparing for a session. No stock footage of laptops on beaches.

If you already have keynote or workshop footage, check who owns it before you cut it. Our speaker reel page covers who owns an event recording and how to turn one talk into a reel for event planners, which is a different job from a promo video.

What are the rules for testimonials in a promo video?

All checked October 2026; US rules, general information only.

• Typical results. If a client's result could be read as what clients generally achieve and you cannot back that up, the FTC's Endorsement Guides say the ad should clearly disclose the generally expected results (16 CFR 255.2(b)). Put it on screen while the client speaks, not in the description.
• Anything given for the testimonial. A free month, a discount or a payment is a material connection that must be disclosed clearly (16 CFR 255.5).
• No invented or edited experiences. It is unlawful for a business to create or disseminate a testimonial that misrepresents the person's experience (16 CFR 465.2). Do not cut two sentences together to make a client say something they did not mean.
• Written consent. Get the client's written permission to use their name, face and words, and let them see the final cut.

Income results are where coaches get into the most trouble; our page on FTC rules for coaches goes through what the FTC has said to coaching and money-making businesses, with example lines that pass and fail.

Where does the promo video go after launch?

Pin the main version on your profile, put it on your sales and booking pages, and use the cutdowns as regular posts. Then let ongoing clips do the daily work: the promo says who you are once, the clips show it every day. Our business coach social media page lists 18 post ideas that run after the promo. If you run a long-form channel, the promo also works as its trailer; see our business coach YouTube channel plan.

We do not produce promo shoots. What we do is cut your existing calls, webinars and podcasts into daily clips on your own accounts, after you approve 2 example clips, live within 48 hours. Entry is $2,000 a month for 2 clips a day and Growth $4,000 for 4 a day; on a 3-month plan at Entry or above we guarantee 1,000,000 views, and if you fall short we keep posting at our own cost (terms). See our clipping service for coaches, how we work with founder-led businesses, or book a 30-minute call.

Questions people ask