For Social Media Coordinators ·
What you'll accomplish
By the end of this guide, you'll be able to generate 4-10 second video clips from text descriptions — usable as B-roll footage, Story backgrounds, or standalone short-form content for TikTok and Reels. No camera, no stock license, no production team.
What you'll need
What you should see: A dashboard with several AI tools listed. You want Gen-3 Alpha for the best quality video generation.
What you should see: A prompt input field on the left, generation settings on the right, and a video canvas area.
Good video prompts describe three things:
Example:
"Close-up of a latte being poured into a white cup, slow motion, steam rising, warm cafe background, cinematic, shallow depth of field"
Type this into the prompt field.
On the right panel:
Click Generate → Runway processes for 30-90 seconds → your video clip appears in the canvas area.
Watch it fully. Look for:
If it looks good, click Download to save the MP4. If not, click Generate Again with the same prompt, or edit the prompt to be more specific.
Troubleshooting: Runway often struggles with text, realistic human faces close-up, and very specific product designs. Avoid close-ups of text or brand logos. Focus on atmosphere, texture, and natural scenes for best results.
Import the MP4 into CapCut, Premiere, or directly into Reels/TikTok:
Lifestyle atmosphere (for food/beverage brands): "Overhead shot of [food/drink] on [surface], soft natural light, steam or condensation visible, slow zoom out, cinematic food photography style"
Nature/seasonal texture (for retail/fashion): "Slow motion close-up of [autumn leaves / falling snow / summer waves], [color palette], dreamy bokeh, gentle movement"
Workspace/productivity (for B2B/SaaS): "Hands typing on laptop at desk near window, morning light, clean minimal workspace, slow motion, cinematic, focus pull"
Abstract background (for text overlays): "Abstract flowing [color] gradient with subtle particle movement, smooth and slow, suitable for social media Story background, no objects"
Urban/street atmosphere: "Slow motion pedestrians on city sidewalk, blurred bokeh, golden hour light, cinematic, depth of field"