BIZZ Agency Content Playbook

What This Is and Why It Matters

We're launching FLOW — BIZZ's first non-nicotine gum — on May 19, 2026. This playbook is everything we need to be aligned on for the launch: brand voice, visual direction, content formats, deliverables, and the sequenced game plan.

Here's what needs to happen and why: we need product photos for the website and emails, video content for TikTok and Reels, graphic templates that power our weekly content engine, and print materials for seeding kits that ship to 50 creators. The photos feed the website. The website feeds the emails. The emails drive launch-day sales. The seeding kits drive creator content. Everything connects.

Everything below is direction, not a cage — you're the creatives and I'm deferring to your expertise. The only non-negotiables are core positioning (Section 1) and ingredient accuracy. Everything else is a conversation. For the full brand strategy, see the Positioning & Messaging Bible.

What's Inside

Your role — what you're creating and what KJ handles
Full deliverables — photos, videos, templates, print
Brand voice + visual standards — how BIZZ looks and sounds
Content formats + weekly cadence — what to post and when
Feed transition plan — how we evolve from Nixodine to FLOW

Who Does What (full scope below)

YOU Photography, video, templates, print, scheduling, ad creatives, email visuals, UGC repurposing
KJ Emails, website, ad accounts, Reddit, creator outreach, reviews, strategy + approvals
CREATORS UGC unboxings, reviews, day-in-my-life, lifestyle Reels (managed by KJ, reposted by you)

Your Role — What We Need From You

Here's the creative scope so nobody's guessing. You focus on making beautiful things — KJ handles the operational side.

What You're Creating

Product photography — hero shots, lifestyle setups, flat lays, hand shots, ingredients (full shot list in Deliverables)
Branded video — teaser reels, product reveals, ingredient spotlights, launch reel
Graphic templates — Canva/Figma files for carousels, cards, countdowns, polls
Print materials — seeding info cards, welcome + returning postcards
Designed carousels — 4-6/month using templates
Caption drafts — for every feed post
Stories — polls, BTS, countdowns, spotlights
Scheduling + publishing — post content to IG (and eventually TikTok) at optimal times
UGC repurposing — when creators send us content, you crop, cut, and reformat it for feed/Stories/Reels
Ad creatives — generate creative variants for paid campaigns (~10 variants per 1-2 month cycle). KJ manages ad accounts and deployment.
Email visuals — product photos and lifestyle images formatted for Klaviyo emails (KJ will brief you on what each email needs)

KJ Handles

Email pipeline (Klaviyo)
Website updates + photo placement
Ad account management
Reddit marketing
Creator outreach + contracts
Reviews + social proof
Strategy + final approvals

Creators / UGC

KJ manages a network of seeded creators who produce organic content — unboxings, reviews, day-in-my-life Reels. When their content comes in, you repost the best-performing stuff and can crop/reformat it for other channels.

The Full Deliverables — What We're Building

This is everything we're building — the full shot list, video specs, templates, print pieces, and how each asset maps across channels. Click any P# or V# code to jump to its definition.

Product Photography (10 core shots)

Deliver as high-res originals + vertical + horizontal crops.

AGENCY = you shoot this CREATOR = can come from seeded creators / UGC

#	Shot	Setting / Props	Priority	Who
P1	Hero Product	FLOW box + pouches on clean surface, overhead + 45° angle	HIGH	AGENCY
P2	Desk Setup "2pm Reset"	FLOW on real desk with laptop, notebook, natural office light	HIGH	AGENCY
P3	Morning Routine	FLOW on nightstand/counter with water glass, phone showing early AM	HIGH	AGENCY
P4	Study Session	FLOW pouch surrounded by textbooks, highlighters, cafe/library setting	HIGH	CREATOR
P5	Commute / On-the-Go	FLOW being pulled from bag, tote, or jacket pocket, urban backdrop	HIGH	CREATOR
P6	Creative Work	FLOW next to sketchbook, headphones, music keyboard, or art supplies	MED	CREATOR
P7	Flat Lay Ingredients	FLOW box center, surrounded by mint leaves, beaker, brain diagram	HIGH	AGENCY
P8	Hand Shots (3 vars)	Close-up of hand holding single FLOW piece: outdoors / desk / plain	HIGH	AGENCY
P9	Unboxing Sequence	Sealed box → opening → pulling pouch → opening pouch → piece in hand (5 frames)	MED	CREATOR
P10	Social / Group Setting	2-3 people at table (meeting, coworking, cafe), FLOW visible as prop	MED	CREATOR

Video Content (7 pieces)

Deliver as MP4, 1080×1920 vertical.

#	Video	Duration	Direction	Who
V1	Teaser Reel "Your brain called"	15-20s	Alarm → coffee → desk → hitting wall → FLOW → smile	AGENCY
V2	Product Reveal	30-45s	Slow-mo unboxing, macro shots of packaging/pouch/gum, voiceover or text overlay	AGENCY
V3	"Day in My Life" with FLOW	45-60s	Workday with FLOW at 3 key moments: morning, afternoon reset, evening creative	CREATOR
V4	Ingredient Spotlight: 5-HTP	10-15s	Clean text animation: "the mood molecule" — what it does, why it matters	AGENCY
V5	Ingredient Spotlight: Huperzine A	10-15s	"the focus extender" — acetylcholinesterase inhibitor in plain English	AGENCY
V6	Ingredient Spotlight: Methylated B-vitamins	10-15s	"the brain fuel your body can actually use" — methylated vs. synthetic	AGENCY
V7	Launch Day Reel	30-45s	High energy montage: box, website, lifestyle, music hit	AGENCY

Graphic Templates (6 reusable) AGENCY

Deliver as editable Canva/Figma files. All templates are agency-designed — once created, KJ or creators can populate them.

Template	Use Case	Specs
Ingredient Card	Spotlight one of 16 ingredients: name, dose, what it does, source	1080×1080 or 1080×1350
Comparison Card	"FLOW vs. ___" or "This vs. That"	1080×1350, side-by-side
Stat Card	Single bold stat ("80% of gum is plastic")	1080×1080
Quote Card	Pull from 58-phrase library in Bible	1080×1080
Countdown Template	"X days until FLOW" — Stories	1080×1920
Poll / Engagement	"Do you hit a wall around 2pm?" — Stories	1080×1920

Printed / Physical Media (3 pieces) AGENCY

Deliver as print-ready design files. All print pieces are agency-designed.

Piece	Specs	Notes
Info Card (seeding kits)	4"×6" cardstock, front + back	Front: FLOW branding + "Less noise. More signal." Back: How to Use, What to Expect, creator-specific discount code slot
Welcome Postcard (new customers)	4"×6"	Product photo + brief welcome message + referral code
Returning Customer Postcard	4"×6"	"Welcome back" + new product announcement or loyalty perk

Monthly Ongoing Deliverables

Recurring scope of work every month:

Deliverable	Qty	Effort	Who	Notes
New product/lifestyle photos	5-8/mo	Med	AGENCY	Rotated settings, repurposed across email, social, website
Short-form video clips	2-3/mo	High	AGENCY + CREATOR	Founder talking head = KJ. Unboxing/lifestyle = creators welcome
Carousels (designed)	4-6/mo	Med	AGENCY	Using templates. Educational, ingredient, comparison
Stories content	8+/wk	Low	AGENCY	Polls, BTS, countdowns, spotlights, reposts
Caption drafts	Every feed post	Low	AGENCY	Follow caption guide (Section 7)
UGC/creator content	4-8/mo	Low	CREATOR	Seeded creators produce unboxings, reviews, day-in-my-life. Agency reposts best performers.

Effort Tiers — What Counts as What

Zero-effort (<5 min)

Repost UGC, share a tweet screenshot, share a review/testimonial, reshare a Story

Low-effort (15-30 min)

Fill in a template, write a caption, create a poll Story

Medium-effort (1-3 hrs)

New product photo batch, designed carousel, edit existing footage into new Reel

High-effort (Half day+)

Full photoshoot, scripted/shot video, new carousel series concept

The goal: 80% of weekly content should come from zero-effort and low-effort tiers. The 20% high-effort work refills the asset library so the low-effort content stays fresh.

Cross-Channel Asset Map — What Goes Where

Every asset serves multiple channels. This is why building the library first matters more than producing individual posts.

Asset	IG Feed	Stories	TikTok	Email	Website	Reddit	Paid Ads
Hero product shot (P1)	✓			✓	✓	✓	✓
Desk setup (P2)	✓	✓	✓	✓	✓	✓	✓
Morning routine (P3)	✓	✓	✓	✓		✓	✓
Unboxing video (V2)	✓	✓	✓		✓		✓
Ingredient card template	✓	✓	✓	✓	✓
Comparison card template	✓		✓		✓	✓	✓
Stat card template	✓	✓	✓	✓		✓
Founder talking head	✓	✓	✓				✓

Total unique assets needed: ~30 (photos + videos + templates + print). These 30 assets produce 100+ pieces of content when deployed across channels with the template system.

FLOW in 60 Seconds

What It Is

A nootropic focus gum with 16 functional ingredients. No caffeine, no nicotine, no stimulants. Natural chicle gum base (biodegradable, no plastic).

The Bigger Picture: BIZZ = Brain States

FLOW is our first product. It won't be the last. BIZZ is building a tool for every cognitive state: Focus (FLOW — live), Calm (in development), Sleep (research), Motivation (exploring), Creativity (exploring).

What this means for content:

Lifestyle shots should be MODULAR — a morning routine photo works for Wake/Energy later. A desk setup works for Focus now. An evening shot works for Calm/Sleep later.
When shooting, capture environments that can be retagged to future products.
Don't frame BIZZ as "a gum company." Frame it as "a brain-states brand." FLOW is the first room in the universe.

What It Does

Supports your brain's focus pathways through two mechanisms:

Acetylcholine support (Huperzine A + Alpha-GPC) — sharpens attention
Serotonin support (5-HTP + methylated B-vitamins) — calms the mental noise that kills focus

How It's Different

Absorbed through the mouth in minutes (not 30-60 min like pills)
16 ingredients vs. NeuroGum's 2
Zero caffeine, zero nicotine

Natural chicle base — no plastic polymers
$21.99/box (vs. Thesis $79/mo, Alpha Brain $80/mo)

Ingredient Hierarchy — What to Emphasize

LEAD Ingredients Feature weekly

These are our genuine differentiators. Build content around them.

Huperzine A (50mcg) — "The focus extender." Clinical dose for acetylcholine support. First to market at this dose in gum format. This is our strongest science claim.
Methylated B-Complex (B6 as P-5-P, B12 as methylcobalamin, Folate as L-5-MTHF) — "Brain fuel your body can actually use." ~40% of people can't convert cheap synthetic B-vitamins. This is a genuine differentiator.

PROMOTE Ingredients Feature biweekly

Strong but supporting. Give them regular attention.

5-HTP (50mg) — "The calm molecule." Direct serotonin precursor. Quiets rumination. This is the second pathway story.

DOWNPLAY Ingredients Mention only in full lists

Never spotlight these individually. Include them in the system, don't lead with them.

Alpha-GPC (10mg) — 3% of the clinically studied dose (300-600mg). Include it in the system, don't lead with it. If a customer or Redditor asks, be honest: "It's a supportive amount, not a standalone dose."
Phosphatidylserine (24mg) — 24% of effective dose. Same guidance.
Zinc (3mg elemental) — from 12mg Zinc Glycinate. ~27% DV, not "at RDA." Foundational mineral for neurotransmitter signaling — include in full ingredient lists but don't spotlight. The glycinate form is well-absorbed, but the dose is supportive, not headline-worthy.

All Other Ingredients

B1, B2, B3, B5, D3, K2, Selenium, Vitamin C: Mention in full formula lists. No individual spotlights.

Natural Chicle Base

Always mention. Always. This is our packaging, our plastic story, our environmental angle. "The original gum. Before plastic took over."

Audience Bubbles & Voice Modulation

We don't target demographics. We target cultural bubbles. Same product, different entry points. Each card below covers who they are, how to reach them, and what to say.

Full bubble deep-dives: see Positioning Bible § Cultural Bubbles.

Primary Bubble 1: Deep Work Culture

Software engineers, writers, analysts, founders, remote workers

They value

Output over hours, systems over hacks
Tools that respect their intelligence

They reject

Supplement-bro energy, "UNLOCK YOUR POTENTIAL," flashy graphics

Lead with

Precision, science, dose legitimacy, mechanism

Tone

Slightly more technical, data-forward, earned confidence

Visual cues

Clean desks, mechanical keyboards, natural light, dark mode, lo-fi beats

Example caption

"Huperzine A at 50mcg. The dose that keeps your brain's acetylcholine spotlight on longer. Two pieces. Lock in."

Example hook

"Why does focus break at 2pm? Acetylcholine."

Map to carousels

Your Brain's SpotlightBuccal Absorption vs. PillsThe Nootropic Price Map

Secondary Bubble 2: Clean Wellness

Label readers, organic buyers, sustainability-conscious

They value

Transparency, clean ingredients, environmental responsibility

They reject

Proprietary blends, artificial ingredients, greenwashing, AI imagery

Lead with

Ingredient transparency, chicle vs. plastic, environmental impact, clean formulation

Tone

Warm, honest, editorial. Think Aesop ingredient storytelling.

Visual cues

Natural textures, minimal packaging, real photography

Example caption

"Natural chicle. Tree sap from the sapodilla tree. The original gum base — before the industry replaced it with plastic polymers. We went back."

Example hook

"What's actually in your gum base?"

Map to carousels

80% of Gum Is PlasticNatural Chicle: The Original GumCompostable Packaging

Growth Bubble 3: Anti-Brain-Rot

People reclaiming their attention from phones and social media

They value

Agency over attention, being present, digital minimalism

They reject

Hustle culture, "10x your productivity," more optimization pressure

Lead with

Philosophy, cultural critique, agency, reclaiming attention

Tone

More provocative, slightly urgent, culturally aware. Mirror their frustration.

Visual cues

Analog vs. digital tension, books, journaling, morning routines

Example caption

"Your brain didn't break. The notification economy broke the conditions it needs. FLOW is one tool to start rebuilding."

Example hook

"Brain rot has an antidote. It's not an app."

Map to carousels

Brain Rot Has an AntidoteThe Attention Economy vs. Your BrainThe Default Mode Network

Brand Voice Quick Reference

Full voice framework, phrase library (58+ lines), and messaging pillars: see Positioning Bible § Brand Voice.

How BIZZ Sounds

Like a sharp friend who happens to know neuroscience. Someone you'd listen to at dinner — not because they're loud, but because what they say is interesting and well-considered.

The Voice in Practice

Situation

SAY THIS

NOT THIS

Introducing FLOW

"Nootropic focus gum. 16 ingredients. No caffeine. No plastic."

"AMAZING new product that SUPERCHARGES your brain!"

How it works

"Supports your brain's natural focus pathways."

"UNLEASH your cognitive potential with our POWERFUL formula!"

Ingredients

"Huperzine A supports acetylcholine — your brain's spotlight molecule."

"Packed with BRAIN-BOOSTING superfoods!"

Brain fog

"Brain fog isn't a personality trait. It's a signal."

"Tired of brain fog? Try BIZZ for an INSTANT boost!"

Environmental

"Natural chicle base. The original gum, before plastic took over."

"PLASTIC IS KILLING YOU! Switch to our SAFE gum NOW!"

CTA

"chewbizz.com"

"Link in bio!!!!"

Sentence Rules

Short sentences. Let ideas land.

Lead with the insight, not the setup.

One idea per sentence when possible.

Questions that make people think: "When's the last time you focused for two hours straight?"

Emoji Rules

We tend to keep it to one emoji max per post — zero is often better.

Emojis work best when they're intentional, not decorative or used as punctuation.

Compliance & Legal Guidelines

What We CAN Say (Structure/Function Claims — FDA-compliant)

"Supports focus" / "supports cognitive function" / "helps maintain clarity"
"Supports natural acetylcholine function" / "supports serotonin stability"
"Designed to support" / "formulated to help maintain"
"Promotes concentration" / "supports a calm, focused baseline"

What We CANNOT Say

"Treats," "cures," "prevents," "fixes," "heals" (any disease/condition)
"Improves focus" (implies clinical benefit — use "supports" instead)
"Clinically proven" (we haven't run our own clinical trials on FLOW)
"FDA approved" (supplements aren't FDA-approved, they're FDA-regulated)
"No side effects" / "100% safe"
"Better than Adderall" / "alternative to medication" (in ads or product pages)
"Helps with ADHD" / "treats anxiety" / "cures brain fog"

Platform-Specific Flags

Platform	Flag	Guidance
TikTok Shop	HIGH RISK	Dietary supplement category is INVITE-ONLY. Huperzine A is derived from Chinese club moss (Huperzia serrata), which may trigger "herbal supplement" prohibition. Do NOT list on TikTok Shop without compliance review.
Instagram Ads	CAUTION	No health claims in ad copy. "Supports focus" is fine. "Fixes brain fog" is not.
Influencer/Creator	DISCLOSURE	All paid partnerships must disclose (#ad, #sponsored, or "Paid partnership" label). Seeded/gifted product does NOT require disclosure if no posting obligation.

Always run by KJ if uncertain. When in doubt, use "supports" language and err conservative.

Conversion Principles (Borrowed from Website CRO)

These come from behavioral psychology and conversion research — they apply to captions and content, not just websites.

1. Clarity Over Cleverness

Lead with the benefit, not the mechanism. "Clear focus in minutes" before "acetylcholine modulation." If someone reads only the first line, they should understand the value.

2. Specificity Builds Trust

"10-15 minutes" beats "fast." "$21.99" beats "affordable." "50mcg Huperzine A" beats "clinically dosed." Numbers and details are more believable than adjectives.

3. Each Post Earns Its Own Attention

In the attention economy, every piece of content must sell itself independently. Don't rely on brand loyalty. Hook every time.

4. One CTA Per Post

Don't split attention between "follow," "save," "share," and "buy." Pick one. Most posts: chewbizz.com (direct). Some posts: a question that drives comments (engagement).

5. Social Proof Is Infrastructure

When we have reviews, testimonials, or usage data, include it. "4.8 stars" or "200+ orders" near CTAs. A quote from a real person in a caption.

Visual Standards

The BIZZ Aesthetic

Think: Aesop meets neuroscience journal. Premium. Clean. Editorial. Smart without being cold. Human without being messy.

Color Palette

BIZZ Blue (Primary)

#334fb4 · Pantone 4150 C

Packaging, carousel backgrounds, brand elements

FLOW Blue (Accent)

#5385C5 · Pantone 2128 C

Secondary elements, highlights, FLOW product branding

BIZZ Cream (Packaging Off-White)

#FBF1D1

Text on dark backgrounds, packaging color, logo fill

BIZZ Dark

#231F20

Text on light backgrounds, logo on cream, bolt icon

Light Grey

#fafafa

Carousel slides, website-feel content

Avoid: Neon colors, bright gradients, orange/red/yellow tones. These signal supplement brand or energy drink — not us.

Typography

Display Font — NaN Fiasco ExtraBlack

Less noise. More signal.

Body Font — PP Neue Montreal Medium

Supports your brain's natural focus pathways through two mechanisms: acetylcholine sharpens attention, serotonin calms the mental noise.

Headlines: Bold, confident, generous letter spacing
Body: Clean sans-serif, readable at mobile scale
Maximum two font weights per carousel
Never use script fonts, bubble fonts, or decorative typefaces

Photography Standards

Always

Natural light preferred (golden hour, window light, overcast diffusion)
Real environments (actual desks, real coffee shops, genuine workspaces)
Slightly imperfect/lived-in — not sterile studio
Product present but not hero-lit (in the scene, not THE scene)
Humans in focus states (working, reading, creating — NOT looking at camera)
High-resolution originals delivered (not IG-compressed)

Never

AI-generated imagery (consumers detect it and distrust it)
Stock photography
Overly staged/perfect scenes (the desk should have coffee rings)
Product centered on white background (save for product page only)
Models posing with product at camera (advertising, not lifestyle)
Heavy filters or presets that alter the blue palette

Flash Photography Style (10-20% of content)

The current @chewbizz feed has paparazzi-style flash shots that carry genuine energy. This style can continue for a subset of content, but it should:

Use FLOW packaging, not Nixodine tubes
Be mixed with editorial and educational content, not the entire feed
Feel intentional and curated, not random

What the Grid Should Communicate in 3 Seconds

Premium

Consistent palette, editorial quality

Brain

Focus language, science, thoughtful settings

Clean

Natural materials, transparency, no clutter

Content Formats & Templates

Content Mix

Editorial Carousels40%

40%

Reels30%

30%

Lifestyle Photography15%

15%

Static Text Posts10%

10%

UGC / Reposts5%

Format 1: The Editorial Carousel 40% of posts AGENCY

BIZZ's signature content format. Every carousel should feel like a mini magazine article.

Slide	Purpose	Example
Slide 1	The Hook — stop the scroll	"You've Been Chewing Plastic Your Whole Life"
Slide 2-3	The Problem — validate what they feel	What conventional gum is made of. Show the ingredients list.
Slide 4-6	The Education — teach something new	What chicle is. How buccal absorption works. What 16 ingredients do.
Slide 7-8	The Turn — introduce FLOW	"We chose different." Show product, ingredients, packaging.
Final	The CTA	"chewbizz.com" + brand mark. Or: a question to drive comments.

Design Tips That Tend to Work Best

One idea per slide — keeps it clean
Let content breathe — white space is your friend
Mix photo slides with text slides
Consistent palette and fonts across all slides
Brand mark on every slide
Each slide should hold up on its own if someone screenshots it

Carousel Topic Bank (quick-ref — full library in Bible § Content Concepts)

Ingredients

"What Is Huperzine A?"
"Why Methylated B-Vitamins Matter"
"5-HTP: The Calm Molecule"
"The 16 Ingredients in FLOW"

Science

"Your Brain's Spotlight (Acetylcholine)"
"The Default Mode Network"
"Buccal Absorption: Why Gum Beats Pills"
"Two Pathways to Flow State"

Comparison

"What's Actually In Your Gum?"
"2 Ingredients vs. 16"
"The Nootropic Price Map"
"Pills vs. Gum: Speed of Delivery"

Problem

"The 2pm Wall Is Real"
"Brain Fog Is Not Normal"
"Your Brain Has 40 Tabs Open"
"The Mental To-Do List That Never Stops"

Cultural

"Brain Rot Has an Antidote"
"The Attention Economy vs. Your Brain"
"Why Everyone's Losing Focus"

Environmental

"80% of Gum Is Plastic"
"500 Years to Decompose"
"Natural Chicle: The Original Gum"
"Compostable vs. Conventional"

Format 2: Reels 30% of posts CREATOR-FRIENDLY

AGENCY handles polished brand Reels (Hook+Reveal, Explainer, Founder Story). CREATORS are great for The Ritual, Day in FLOW, and Unboxing — authentic UGC outperforms here.

Hook + Reveal

15-20 sec

Provocative statement. Quick cuts. Reveal FLOW. Text overlay does the talking.

The Ritual

30-45 sec

A person's focus routine featuring FLOW. No speaking. Lo-fi music. Visual storytelling.

The Explainer

15-30 sec

One concept explained quickly: buccal absorption, gum base, one ingredient. Text overlay + B-roll.

Day in FLOW

45-60 sec

Three moments: morning focus, afternoon reset, evening creative session. FLOW at each moment.

The Unboxing

30-45 sec

Slow-mo or ASMR-style unboxing. Show box, pouch, piece. Emphasize materials and texture.

Founder Story

30-60 sec

KJ talking to camera or voiceover. Authentic. "Why I built this." "What's actually in this gum."

Reel Rules

Hook in first 2 seconds (text overlay or visual surprise)
Text overlay on every Reel (most people watch without sound)
Vertical only (1080x1920)
No watermarks from other platforms
Music: lo-fi, ambient electronic, or minimal. Never EDM, pop, or trending audio that doesn't fit.
End card: BIZZ logo + "chewbizz.com"

Format 3: Stories Daily during active phases AGENCY

Type	Purpose	Frequency
Polls/Questions	Engagement + audience research	2-3x/week
Behind-the-scenes	Builds trust and humanity	1-2x/week
Ingredient spotlights	Quick education — ingredient name + what it does	1x/week
Countdown/Teaser	Pre-launch hype. Branded template in matte blue.	Daily during launch week
Reposts	Share customer/creator content. Social proof.	As available
Swipe-up/Link	Direct to chewbizz.com	1-2x/week

Format 4: Static Posts 15% of posts AGENCY

Single-image posts. Use sparingly but effectively.

Quote-style

"Focus isn't something you add. It's what's left when the noise stops."

Product-in-context

FLOW on a desk, in a bag, next to a laptop. Beautiful photography. Short caption.

Data Point

"80% of gum is made from plastic polymers." Clean design. Arresting fact.

Format 5: TikTok Cross-post + native CREATOR-LED

More casual, faster-paced, and trend-aware than Instagram. Same voice — just quicker. UGC-style content has 3x higher conversion than polished brand content.

CREATORS drive most TikTok content — seeded creators, UGC, talking-head reviews. AGENCY handles branded explainers, ingredient spotlights, and cross-posted IG Reels.

TikTok-Specific Guidance

Hook in the first 1 second (vs. 2 on IG) — TikTok's algorithm rewards ~70%+ completion rate
More personality, more face-to-camera — founder-led content is the #1 growth driver
Trend-jacking encouraged when it fits brand voice
Shares are weighted 3x higher than likes — create content people forward to friends
TikTok now supports carousels (up to 35 images) — repurpose IG carousels with trending audio
Post 3-5x/week during launch, 2-3x/week sustained
Captions/text overlay are important — most people watch without sound
Include a "suggested hooks" card when seeding product to TikTok creators

5 Recurring Series

"Focus Friday" — weekly productivity montage
"Ingredient Spotlight" — weekly deep-dive (16+ weeks of content)
"Brain Rot vs. Brain FLOW" — contrasting habits
"Ask the Founder" — Q&A from comments/DMs (comment reply = algorithm gold)
"The FLOW Challenge" — community focus tasks that generate UGC

Full strategy details available from KJ on request.

Recurring Series Calendar

Recurring formats create appointment content — people come back.

Tuesday: "Brain State Breakdown"

Carousel 8-10 slides

Deep-dive into one focus/brain topic: an ingredient, a study, a myth debunked, a competitor comparison, a brain science concept. Always educational, always editorial, always connects back to FLOW.

Thursday: "The Ingredient"

Carousel 6-8 slides · Biweekly

Spotlight one FLOW ingredient: what it is, what it does, the science, why we chose it, how it's dosed. Rotate through all 16 over time.

Friday: "FLOW Ritual"

Reel 30-45 sec

A real person's focus routine featuring FLOW. Can be KJ, a team member, a creator, or eventually a customer. Short, visual, no hard sell. Lo-fi music.

Monthly: "Plastic vs. Chicle"

Reel 15-30 sec

Environmental education with viral potential. Different angle each month: microplastics in gum, what's in your gum base, 500-year decomposition, compostable packaging.

Fill Between Series With...

Lifestyle photography posts
Cultural moment Reels
Founder-led content
UGC reposts (post-launch)
Stories (daily during active weeks)

The Packaging Story — Own the Imperfection

Our pouches are made from polylactic acid (PLA) — a plant-based, 100% compostable material. The box is recyclable. The gum itself is biodegradable chicle.

Here's the thing: PLA pouches crinkle. They wrinkle if tossed in a pocket. They don't have the smooth, glossy finish of plastic packaging. We know.

We could have used sleek plastic. It would look better on a shelf. But we didn't start this company to optimize for shelf appeal.

Copy Angles for Content

"Yes, the pouch crinkles. It's compostable. We'll take crinkles over plastic."

"Our packaging won't outlive your grandchildren. That's the point."

"Smooth plastic packaging. Or packaging that returns to the earth. We chose."

"The crinkle is the feature, not the bug."

Shot Direction

Shoot the pouch texture honestly. The wrinkles, the matte finish, the compostable marking. Don't hide it. Make it beautiful. Macro lens. Natural light. Let the material tell the story.

The Science We Can Reference — iScience 2020 Study

A 2020 study published in iScience demonstrated that activating the cholinergic system (the same system Huperzine A supports) directly decreases default mode network activity. Translation: boosting acetylcholine doesn't just sharpen focus — it actively quiets the mental noise that gets in the way.

This is the only published study we reference by name. Use it in:

Use In

Educational carousels about the DMN
Reddit posts where science credibility matters
Email flows for the science-curious segment

Do NOT Use In

Paid ads (claims require our own clinical data)
Product pages without proper disclaimer context

Caption Writing Guide

Pattern 1: The Insight Lead

Most common — open with a surprising fact or reframe

"80% of gum is made from plastic polymers — polyethylene, polyvinyl acetate, butadiene rubber. The same materials in shopping bags and rubber gloves.

FLOW is made from chicle — natural tree resin. The same material the Mayans chewed. 100% biodegradable.

You've been chewing plastic your whole life. Now you don't have to. chewbizz.com"

Pattern 2: The Question Lead

Open with a question they feel in their bones

"When's the last time you sat down and focused — really focused — for two straight hours?

Not with coffee jitters. Not with a prescription. Just... clear, sustained attention on the thing that matters.

That state has a name. And now it has a product. chewbizz.com"

Pattern 3: The Short Punch

Max 2-3 sentences. Let the image do the work.

"Not a pill. Not a powder. Not a prayer.

chewbizz.com"

Pattern 4: The Education Lead

For carousel posts — explain what they'll learn

"Your brain uses a neurotransmitter called acetylcholine to direct attention — think of it as a spotlight on a stage. When it's high, you lock in. When it drops, your mind wanders.

Swipe to learn how FLOW supports this system from both sides."

Pattern 5: The Two-Pathway Lead

Use when introducing the dual-pathway science

"Your brain has two systems fighting for control. The one that locks you in — and the one that pulls you out. Acetylcholine directs the spotlight. Serotonin quiets the noise behind it.

FLOW supports both. Not one. Both. That's why it feels different. chewbizz.com"

Pattern 6: The Speed Lead

Use when highlighting buccal absorption advantage

"Locked in. 10 minutes. Not 45.

That's the difference between absorption through your mouth and waiting for a pill to survive your stomach, pass through your liver, and eventually reach your brain.

Gum isn't a gimmick. It's a faster route. chewbizz.com"

Caption Rules

Do

End with "chewbizz.com" (not "link in bio")
Short sentences. Let them land.
Lead with the feeling or insight
Ask questions that make people think
Use specific language ("acetylcholine," "chicle," "buccal absorption")
Maximum one emoji, if any
State facts, not hype

Don't

Use "AMAZING!" or "INCREDIBLE!"
Write walls of text with no line breaks
Lead with the product name
Ask "What do you think? Drop a comment!"
Use vague language ("powerful ingredients")
Use emojis as punctuation
Exaggerate or make health claims

Words You Can Always Use

focus clarity flow state locked in deep work supports helps maintain promotes designed to functional gum nootropic gum focus gum natural chicle biodegradable compostable brain states buccal absorption methylated active-form clinically studied dose

Words You Must Never Use

hack biohack game-changer supercharge turbocharge unleash boost instant treats cures prevents fixes clinically proven no side effects link in bio micro-dosing

Note on "between coffee and Adderall": This positioning concept (Pillar 6) works great in organic/editorial content to describe intensity level. Just avoid claiming equivalence, substitution, or superiority to prescription medications, and keep it out of paid ads — that's a compliance thing.

Hashtag Strategy

Primary — Every FLOW Post

#BIZZ #BIZZGum #FLOWbyBIZZ #FunctionalGum #ChewBIZZ

Secondary — Rotate 3-5 Per Post

Science / Ingredients

#NootropicGum#FocusGum#BrainFood#CleanFocus#BuccalAbsorption

Environmental

#NaturalGumBase#PlasticFree#BiodegradableGum#CompostablePackaging#ZeroWaste

Focus / Productivity

#FlowState#DeepWork#FocusHacks#BrainHealth#ProductivityTools

Lifestyle

#MorningRoutine#WFHLife#9to5Life#CleanLiving#WellnessRoutine

Student

#StudyTok#GradSchool#LawSchool#MedSchool#BarPrep

Niche / Discovery

#Nootropics#CognitiveHealth#BrainStates#FunctionalWellness

Skip these: #Ad #Sponsored #Gifted (unless legally required) · #Biohack #LifeHack #GameChanger · #NicotineAlternative #QuitVaping (FLOW isn't positioned against nicotine)

Photography & Video Shot List

Product Photography

Hero Product HIGH

FLOW box front-facing, one pouch leaning, one flat. Soft directional light. Both overhead and 45-degree angles.

Props: White/grey surface, marble or light wood

Desk Setup HIGH

FLOW pouch on a real desk next to laptop, notebook, half-empty coffee mug. Natural office light. Lived-in, not staged.

Props: Laptop, notebook, pen, coffee mug, glasses

Morning Ritual HIGH

FLOW on nightstand or bathroom counter, glass of water, phone showing 7:00 AM alarm. Hand reaching (crop at wrist).

Props: Nightstand, water glass, phone

Study Session HIGH

FLOW on table with open textbooks, highlighters, sticky notes. Library or coffee shop. Slightly messy.

Props: Books, highlighters, iPad, sticky notes

More Product Shots (5-12)

On-the-Go MEDIUM

FLOW pouch being pulled from a tote bag or jacket pocket. Movement blur OK. Urban backdrop.

Creative Work MEDIUM

FLOW next to art supplies, sketchbook, or music setup. Someone mid-creative-flow.

Ingredient Flat Lay MEDIUM

FLOW box center, surrounded by mint leaves, botanical elements. Nature-meets-science aesthetic.

Hand Shots (x3) HIGH

Close-up: hand holding single FLOW piece. One outdoors, one at desk, one plain background.

Unboxing Sequence (4-5 frames) HIGH

Step-by-step: sealed box → opening → pulling out pouch → opening pouch → piece in hand.

Social Setting MEDIUM

2-3 people at a table. FLOW visible between them. Not the focus — just present.

Macro/Detail MEDIUM

Extreme close-up of chicle gum texture, pouch material, box surface, matte blue finish.

Environmental Wide LOW

Full workspace or cafe scene. FLOW small in frame but visible. Establishes the "world."

Video Content — Needed for Launch

1. Teaser Reel

15-20 sec

Quick cuts: alarm, coffee, desk, hitting the wall, reaching for FLOW. Text: "Something new. 05.19." Lo-fi music.

2. Product Reveal

30-45 sec

Slow-mo unboxing. Macro packaging shots. Voiceover or text overlay. End: "FLOW by BIZZ" + date.

3. Day in FLOW

45-60 sec

One person, three focus moments: morning, afternoon, evening. FLOW at each. First-person POV feel.

4. Ingredient Spotlight (x3)

10-15 sec each

Three short Reels: Huperzine A ("the focus extender"), 5-HTP ("the calm molecule"), methylated B-vitamins ("the fuel your brain can actually use").

5. Launch Day Reel

30-45 sec

High energy. The box, the website going live, lifestyle montage. "It's here." Music should hit.

6. Plastic vs. Chicle

15-30 sec

Side-by-side or before/after. What's in regular gum base vs. FLOW's chicle. Visual, arresting, shareable.

Content Calendar Framework

Weekly Rhythm (Post-Launch Baseline)

Mon

TikTok trend

Story: poll

Tue

Brain State carousel

Cross-post

Story: BTS

Wed

Lifestyle / Reel

Educational

Story: ingredient

Thu

Ingredient carousel

Trend/hook

Story: poll

Fri

FLOW Ritual Reel

Cross-post

Story: shop link

Sat

IG: off

Optional casual

Story: UGC

Sun

IG: off

TikTok: off

Story: teaser

Instagram TikTok Stories

Minimum volume: 4 feed posts + 8 Stories/week during launch (Weeks -2 to +2). 3 feed + 5 Stories sustained.
TikTok: 3-5/week launch, 2-3/week sustained.

Pre-Launch Content Sequence

Week -2 (~May 5)

Teaser

Mystery posts. Silhouettes. "May 19." Cryptic. Build intrigue.

Week -1 (~May 12)

Build-Up

Product reveal. Hero shots. Ingredient spotlights. Daily countdown Stories.

Launch Day — May 19

DROP

Launch carousel, launch Reel, Stories blitz, email same day.

Week +1 (~May 26)

Momentum

UGC reposts, "how I use it" Reels, creator content, social proof. Spark Ads activated on best-performing organic/creator content.

Week +2 (~Jun 2)

Educate

Deep ingredient carousels, science content, community engagement. Identify which pillars drive highest engagement and double down.

Celebrity & Influencer Content Guidelines

Their posts should feel organic — not scripted.

What We Want

Casual Story with FLOW visible (on desk, in hand, in bag)
No scripted language — just "I've been using this" or similar
Natural setting (their studio, office, routine)
Tag @chewbizz

What Tends to Miss the Mark

Holding the product at camera like an ad
Reading a scripted caption
Over-produced studio content
Health claims of any kind
Comparison to prescription medications

Seeding Package Contents

1 FLOW box (+ 1-2 extra pouches if available)
Handwritten note from KJ
Info card explaining what FLOW is
Shipped in padded mailer with BIZZ sticker

Alignment Gut-Checks

Before posting, just gut-check these five things. You have good taste — this isn't a formal review gate, it's a quick sanity check.

Does it feel like us? Think Aesop, not GNC. Clean, editorial, considered.
Does it sound like us? Sharp friend who knows neuroscience — not supplement-bro hype.
Would someone share this? If it's not interesting enough to forward to a friend, it might need more edge.
Are we making any claims? Avoid "treats," "cures," "clinically proven," or comparing to prescriptions. That's the one area where compliance is genuinely non-negotiable.
Does it fit the feed? Would it look at home next to the other posts on @chewbizz?

File Naming & Delivery

Deliverable Format

Photos: High-res originals. JPG or PNG. Min 2400px longest side.
Videos: MP4. 1080x1920 (vertical) or 1080x1080 (square).
Deliver both horizontal AND vertical versions of key shots.
Original files — not IG-compressed exports.

File Naming Convention

FLOW_[shot-type]_[description]_v[version].[ext]

FLOW_desk-setup_laptop-coffee_v1.jpg
FLOW_unboxing_step3-pouch-open_v1.jpg
FLOW_reel_day-in-flow_v2.mp4
FLOW_carousel_brain-spotlight_slide01.png

Descriptive names save everyone time — IMG_4892.jpg doesn't tell us much a week later.

Where We've Been, Where We're Going

The @chewbizz Feed Today (March 2026)

16 posts, 82 followers. Everything on the feed right now is from the Nixodine era — a different product, different positioning. You built a lot of the work that got us here, and the creative energy in those shoots is real. Here's how we evolve it for FLOW.

What's on the Feed Now — Three Visual Directions

Style 1: Paparazzi/Flash (~8 posts)

Candid, flash-lit lifestyle shots. Genuine energy — feels like something, not like a supplement brand. "Caught with the product" aesthetic.

Style 2: Retro 3D Renders (~4 posts)

Blue backgrounds, 3D-rendered vintage computer. Playful, nostalgic, graphic-design-forward. Completely different visual language.

Style 3: Notebook/Education (~2 posts)

Hand-drawn notebook pages explaining ingredients. Right idea, but visually disconnected from both other styles.

What Works (Keep the DNA)

Strength	Why It Works	How It Evolves
Paparazzi/flash energy	Feels genuinely cool. Product as social object, not supplement.	Keep as 10-20% of content. Update to FLOW packaging.
Product never centered	BIZZ tube is in someone's hand, sock, desk — never hero-lit on white.	Continue with FLOW. Product present but not the star.
Retro design sensibility	Nobody in the nootropic space does this. Memorable and distinctive.	Evolve into branded carousel design elements.

Where We're Headed — The Evolution

FLOW is a different product with a different story. Here's what that means for the feed going forward:

Where We've Been	Where We're Going
Three visual styles exploring the brand	One cohesive visual identity (editorial/matte blue) — with flash energy as an accent when it fits
Lifestyle-first, no explanation	Adding educational carousels (~40% of content) — FLOW needs more context than Nixodine did
Nixodine packaging throughout	All new content features FLOW packaging exclusively
No founder presence yet	KJ's voice becomes a regular content thread — talking heads, founder perspective
Bio doesn't tell the story	Updated bio, profile photo (FLOW-era BIZZ logo), and linktree pointing to FLOW

The Transition Plan

Step 1 — Before First FLOW Post

Reference

FLOW Positioning & Messaging Bible →

Full brand strategy, 7 messaging pillars, 58+ ready-to-use phrases, segment messaging, competitive positioning, cultural bubbles, visual standards. This is the master source of truth for all BIZZ messaging.

FLOW Ingredient Reference — Exact Doses Per Piece

Use this for ingredient cards, spotlight videos, carousels, and any content that references specific ingredients or doses. Accuracy matters — always use these exact numbers.

BIZZ Cognitive Support Matrix

These are the star ingredients — the ones to lead with in content.

Ingredient	Dose/Piece	What It Does	Content Angle
Huperzine A	50mcg	Blocks the enzyme that breaks down acetylcholine — keeps your brain's "spotlight" on longer	"The focus extender" — clinical dose, real science
5-HTP	50mg	Precursor to serotonin — quiets the default mode network (mental background noise)	"The calm molecule" — mood + focus from the other side
Phosphatidylserine	24mg	Supports cell membrane fluidity — helps neurons communicate	"Brain cell armor" — structural support
Alpha-GPC	10mg	Choline donor — raw material for acetylcholine production	Mention as supporting ingredient, don't lead with it

Methylated B-Vitamins + Minerals

The "brain fuel" layer — genuine differentiator because they're methylated (bioavailable) forms, not the cheap synthetic versions.

Ingredient	Form	Dose/Piece	%DV
Vitamin B1	Benfotiamine	1.2mg	100%
Vitamin B2	Riboflavin	1.3mg	100%
Vitamin B3	Niacin	5mg	31%
Vitamin B5	Pantothenic Acid	5mg	100%
Vitamin B6	P-5-P (active form)	1.7mg	100%
Folate	L-5-MTHF (active form)	240mcg DFE	100%
Vitamin B12	Methylcobalamin	10mcg	417%
Vitamin C	Ascorbyl Palmitate	8mg	9%
Vitamin D3	Cholecalciferol	25mcg (625 IU)	125%
Vitamin K2	MK-7	50mcg	42%
Zinc	Zinc Bisglycinate	12mg	34%
Selenium	Selenium Glycinate	10mcg	18%

Total: 16 functional ingredients per piece. Natural chicle gum base (biodegradable, no plastic). Sweetened with xylitol + stevia. Mint flavor. 30 pieces per box (3 pouches x 10).

Content honesty tiers: LEAD with Huperzine A + methylated B-vitamins (genuine differentiators at meaningful doses). PROMOTE 5-HTP + Zinc. Alpha-GPC and PS are supporting cast — mention them, but don't build a whole post around their dose.

Measurement & Learning

Weekly Tracking Targets (Post-Launch)

Metric	Target	Why It Matters
Carousel engagement rate	8-12%	Our primary format — this is the heartbeat metric
Reel completion rate	65%+	Signals hook quality and content-audience fit
Stories swipe-through	25%+	Multi-frame Stories should retain through the sequence
TikTok completion rate	70%+	TikTok's algorithm rewards completion heavily
Follower growth	10-20/week launch, 5-10 sustained	Vanity metric but signals content reach
chewbizz.com traffic from social	Track via UTM codes	UTM codes on every link — this is how we attribute
FLOW orders from social	Track via promo codes	Revenue attribution by channel

Learning Questions to Answer by Week 4

Which bubble drives highest engagement? (Deep Work vs. Clean Wellness vs. Anti-Brain-Rot)
Which carousel topics are top 3?
Which Reel format converts best? (Hook+Reveal vs. Ritual vs. Explainer)
Best posting times?

Review Cadence

Weeks 1-2

Daily Check-ins

Quick look at what's performing. Flag anything that's significantly over- or under-performing expectations.

Weeks 3-4

Weekly Reviews

Identify top performers. Start building a pattern: what's working, what's not, what to double down on.

Month 2+

Bi-weekly Reviews

Adjust content mix based on data. More of what works. Cut what doesn't. Experiment in small batches.

Communication & Workflow

The Group Chat Is Home Base

We keep it simple. The group text is where everything happens — sharing work, quick approvals, questions, ideas. No formal process needed.

Quick check-ins

Monday or Tuesday, ~15 minutes. What's done, what's next, anything blocking progress.

Approvals

Text KJ when something's ready. He'll respond within 24 hours. For time-sensitive stuff, flag it and he'll jump on it.

When You're Stuck

On a caption: Pull from the Phrase Library (Positioning Bible). 58+ pre-written lines ready to go.
On an idea: Check the Carousel Topic Bank (Section 5) or the Content Angle Library in the Bible. 30+ concepts.
On compliance: Check the Compliance & Legal Guidelines (Section 3b) — especially before paid ads or influencer content.
On brand fit: Run through the Alignment Gut-Checks (Section 12). Five quick questions.

Questions? Text the group chat. Let's make this launch the best thing we've ever done together.

Agency Content Playbook

What This Is and Why It Matters

Your Role — What We Need From You

The Full Deliverables — What We're Building

Zero-effort (<5 min)

Low-effort (15-30 min)

Medium-effort (1-3 hrs)

High-effort (Half day+)

FLOW in 60 Seconds

What It Is

The Bigger Picture: BIZZ = Brain States

What It Does

How It's Different

Ingredient Hierarchy — What to Emphasize

LEAD Ingredients Feature weekly

PROMOTE Ingredients Feature biweekly

DOWNPLAY Ingredients Mention only in full lists

All Other Ingredients

Natural Chicle Base

Audience Bubbles & Voice Modulation

Primary Bubble 1: Deep Work Culture

Secondary Bubble 2: Clean Wellness

Growth Bubble 3: Anti-Brain-Rot

Brand Voice Quick Reference

How BIZZ Sounds

The Voice in Practice

Sentence Rules

Emoji Rules

Compliance & Legal Guidelines

What We CAN Say (Structure/Function Claims — FDA-compliant)

What We CANNOT Say

Platform-Specific Flags

Conversion Principles (Borrowed from Website CRO)

1. Clarity Over Cleverness

2. Specificity Builds Trust

3. Each Post Earns Its Own Attention

4. One CTA Per Post

5. Social Proof Is Infrastructure

Visual Standards

The BIZZ Aesthetic

Color Palette

Typography

Photography Standards

Always

Never

What the Grid Should Communicate in 3 Seconds

Content Formats & Templates

Content Mix

Design Tips That Tend to Work Best

Hook + Reveal

The Ritual

The Explainer

Day in FLOW

The Unboxing

Founder Story

Reel Rules

TikTok-Specific Guidance

Top 5 Content Concepts

5 Recurring Series

Recurring Series Calendar

Tuesday: "Brain State Breakdown"

Thursday: "The Ingredient"

Friday: "FLOW Ritual"

Monthly: "Plastic vs. Chicle"

Copy Angles for Content

Shot Direction

Use In

Do NOT Use In

Caption Writing Guide

Pattern 1: The Insight Lead

Pattern 2: The Question Lead

Pattern 3: The Short Punch

Pattern 4: The Education Lead

Pattern 5: The Two-Pathway Lead

Pattern 6: The Speed Lead

Caption Rules

Do

Don't

Words You Can Always Use

Words You Must Never Use