# BIZZ Agency Content Playbook
## The Operating Manual for @chewbizz Content
### Prepared by KJ | March 2026

> **A note from KJ:**
>
> This playbook is a collaboration between me and a research process — it captures the brand strategy, positioning, and content ideas we've built out over months of work. But here's the thing: **you're the creatives.** Everything in here is a guideline, not a cage. Your instincts, your eye, your expertise — that's why we work together. These are the guardrails and the inspiration; the creative execution is yours.
>
> Where this playbook says "do this," read it as "this is the direction we're aiming for." If you see a better path to the same destination, take it. The only things that are genuinely non-negotiable are the core positioning (Section 1) and the ingredient/compliance accuracy. Everything else is a conversation.
>
> For the full brand strategy and positioning rationale behind these guidelines, see the `FLOW Positioning & Messaging Bible`.

---

## 0. Launch Checklist — Do This, In This Order

> **Launch date: May 19, 2026.** This is the sequenced action plan. Every item feeds the next one. If you're ever unsure what to work on, come back here and do the next unchecked thing.

### Phase 1: Pre-Product Foundation (Mar 24 – Apr 14)
*Build everything that doesn't require the physical FLOW product. Templates, designs, concepts.*

> **Reality check:** FLOW packaging (pouches from BOWE PACK, boxes from Witpax) is in production and arrives mid-April. Finished gum from Chip/HPN arrives ~Apr 28. The agency cannot shoot real product photos until product is in hand. Use this phase for everything else.

- [ ] **Build 6 graphic templates (Canva/Figma)** | Ingredient card, comparison card, stat card, quote card, countdown, poll. These power 80% of weekly content. **No product needed — use brand colors, fonts, and copy from the Bible.**
- [ ] **Seeding kit info card design** | 4"×6" cardstock, front + back. Needed before seeding packages ship (~May 2). Can be designed now using brand assets.
- [ ] **Welcome postcard design** | 4"×6" box insert for new customers.
- [ ] **Returning customer postcard design** | 4"×6" box insert. "Welcome back" + FLOW announcement.
- [ ] **Referral card design** | 3.5"×2" or 4"×6". "Share FLOW. Give $5. Get $5." with space for unique QR code. Goes in every customer shipment. This is the physical mechanism for the referral loop.
- [ ] **Creator brief (1-page PDF)** | One-page brief for seeding packages: key message, do's/don'ts, 5 suggested hooks from the Bible's phrase library, compliance guardrails, discount code, "make it yours" authenticity reminder. KJ to provide copy; agency designs.
- [ ] **Suggested hooks card** | 4"×6" physical insert for seeding kits with 5-10 TikTok/Reel hook ideas. Creators need inspiration, not scripts.
- [ ] **Source chicle + synthetic gum base props** | Raw chicle resin and polyisobutylene pellets needed for P11 macro shot. Source now so they're ready when product arrives.
- [ ] **Concept + location scout for product shoots** | Plan the settings (desk, cafe, commute, studio) and book locations/models so Phase 2 shoot days are efficient.

*By end of Phase 1, we should have: all templates built, all print designs done, creator materials designed, shoot days planned.*

### Phase 2: Product Photography + Content Build (Apr 28 – May 9)
*FLOW product arrives at KJ's ~Apr 28. KJ ships to agency in LA. Shoot everything in this window.*

> **This is the compressed shoot window.** All product photography and video must be shot, edited, and delivered within ~11 days. This is why Phase 1 pre-work matters — templates, concepts, locations, and props should all be ready so this phase is pure execution.

- [ ] **Product photoshoot — ALL hero shots (P1-P13)** | Hero product, desk setup, morning routine, study session, commute, creative work, flat lay ingredients, hand shots (x3), unboxing sequence, group setting, chicle vs. synthetic macro, supplement facts panel, compostable pouch texture. Deliver as high-res originals + vertical + horizontal crops.
- [ ] **Video content — ALL 7 videos (V1-V7)** | Teaser reel, product reveal, "day in my life," 3 ingredient spotlights, launch day reel. Deliver as MP4, 1080×1920 vertical.
- [ ] **Seed Instagram grid with 6-9 FLOW posts** | Use hero photos + templates from Phase 1. This is what people see when they discover @chewbizz. Must be live before any launch noise.
- [ ] **Email asset handoff to KJ** | Product photos (hero, lifestyle, hand) + ingredient graphics formatted for Klaviyo. KJ handles the email copy and flows — just need the visuals.
- [ ] **First 3 carousels delivered** | Educational, ingredient, or comparison format. Use templates from Phase 1.

*By end of Phase 2, we should have: all photography + video delivered, Instagram grid seeded, email assets handed off, first carousels live.*

### Phase 3: Pre-Launch + Countdown (May 9 – May 18)
*Seeding packages ship. Daily countdown. Everything ramps toward launch.*

- [ ] **Assemble seeding packages (KJ)** | FLOW box + info card + creator brief + suggested hooks card + handwritten note → 50 packages. KJ ships to creators.
- [ ] **Mystery teaser posts on IG + TikTok** | Start the pre-launch drumroll. Don't reveal the product fully yet.
- [ ] **Daily countdown Stories** | Use countdown template. "X days until FLOW." Every day, May 12–18.
- [ ] **Prep launch day content** | Launch Reel (V7), launch carousel, product reveal post — shot, edited, captioned, and ready to post on May 19.
- [ ] **KJ collects 5-10 testimonials from beta testers/friends/family** | 1-2 sentence quotes with first name. These go on the product page, in email flows, and as quote card content. Agency can format these using the quote card template.

*By end of Phase 3, we should have: seeding packages shipped, countdown running, launch content queued, social proof quotes collected.*

### Phase 4: Launch Day + Week 1 (May 19 – May 26)
*Everything goes live. Maximum energy.*

- [ ] **Post launch Reel (V7)** | 30-45s high-energy montage. Goes live launch morning.
- [ ] **Post launch carousel** | Product + benefits + CTA. Feed anchor post.
- [ ] **Post product reveal video (V2)** | If not already posted as teaser, full reveal now.
- [ ] **Daily Stories all week** | BTS, repost UGC, polls, ingredient spotlights. Keep momentum.
- [ ] **TikTok launch content** | Teaser reel + founder talking head + ingredient spotlight. Minimum 3 posts launch week.
- [ ] **Monitor + repost any creator/UGC content** | Seeding packages should start generating organic posts. Reshare everything.

*By end of Phase 4: FLOW is live, content is flowing, creators are posting.*

### Why This Order Matters

```
Phase 1: Templates + designs + planning → can start NOW, no product needed
Phase 2: Product arrives → shoot everything in compressed window
Phase 3: Seeding + countdown → build anticipation with real humans + social proof
Phase 4: Launch → maximum coordinated energy on day one
```

The key insight: **Phase 1 is the longest phase and requires NO product.** All template work, print design, concept development, location scouting, and prop sourcing happens before the FLOW product exists. This means when product arrives (~Apr 28), the agency can move straight to shooting with everything else already done.

P11-P13 are website-specific shots identified in the media audit. P11 (chicle vs. synthetic) is particularly high-priority — it's the hero image for the Plastic Wedge section, the strongest visual argument on the homepage.

### Timeline Risk Factors

| Risk | Impact | Mitigation |
|------|--------|-----------|
| Product arrives late (after May 1) | Compresses shoot window further | Phase 1 pre-work makes Phase 2 pure execution |
| Formula iteration needed after taste test | Pushes everything 1-2 weeks | May 26 fallback launch date; June 1 absolute latest |
| Agency bandwidth crunch in 11-day window | Incomplete photo/video library | Prioritize: P1 (hero), P2 (desk), P8 (hand shots), V7 (launch reel) — minimum viable launch assets |

**If May 19 slips:** Teaser content and countdown simply shift. The phased structure survives a 1-2 week delay without restructuring.

---

## 0b. The Full Deliverables — What We're Building

> Everything above tells you **when**. This section tells you **what** in detail. Reference this for specs, settings, and the cross-channel asset map.

### One-Time: Build the Media Asset Library

These are reusable assets that get created once and used across email, website, Instagram, TikTok, Reddit, and paid ads. This is the foundation — without it, we're building on sand.

**Product Photography (13 core shots — deliver as high-res originals + vertical + horizontal crops)**

| # | Shot | Setting / Props | Priority |
|---|------|----------------|----------|
| P1 | Hero Product | FLOW box + pouches on clean surface, overhead + 45° angle | HIGH |
| P2 | Desk Setup "2pm Reset" | FLOW on real desk with laptop, notebook, natural office light | HIGH |
| P3 | Morning Routine | FLOW on nightstand/counter with water glass, phone showing early AM | HIGH |
| P4 | Study Session | FLOW pouch surrounded by textbooks, highlighters, cafe/library setting | HIGH |
| P5 | Commute / On-the-Go | FLOW being pulled from bag, tote, or jacket pocket, urban backdrop | HIGH |
| P6 | Creative Work | FLOW next to sketchbook, headphones, music keyboard, or art supplies | MEDIUM |
| P7 | Flat Lay Ingredients | FLOW box center, surrounded by mint leaves, beaker, brain diagram — science meets nature | HIGH |
| P8 | Hand Shots (3 variations) | Close-up of hand holding single FLOW piece: outdoors / desk / plain background | HIGH |
| P9 | Unboxing Sequence (5 frames) | Sealed box → opening → pulling pouch → opening pouch → piece in hand | MEDIUM |
| P10 | Social / Group Setting | 2-3 people at table (meeting, coworking, cafe), FLOW visible as background prop | MEDIUM |
| P11 | Chicle vs. Synthetic Macro | Side-by-side macro of raw chicle resin vs. polyisobutylene gum base pellets. The texture difference tells the whole story. | Chicle sample + synthetic gum base pellets, macro lens, neutral bg | HIGH |
| P12 | Supplement Facts Panel | Clean photo of actual FLOW Supplement Facts label — radical transparency as visual | FLOW packaging, good lighting | MEDIUM |
| P13 | Compostable Pouch Texture | Close-up macro of pouch material — show the crinkle, the texture, the imperfection | FLOW pouch, macro lens | MEDIUM |

**Video Content (7 pieces — deliver as MP4, 1080×1920 vertical)**

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

**Spark Ads Note:** Videos V1-V7 and any UGC-style content may be boosted as TikTok Spark Ads (CPM $1-4, vs. $4-10 for standard ads). To keep this option open: no watermarks from other platforms, no copyrighted music (use royalty-free or trending TikTok audio), and vertical format (1080×1920). Spark Ads retain all organic engagement, so content quality directly impacts paid performance.

**Graphic Templates (6 reusable Canva/Figma templates — deliver editable files)**

| Template | Use Case | Specs |
|----------|----------|-------|
| Ingredient Card | Spotlight one of 16 ingredients: name, dose, what it does, source | 1080×1080 or 1080×1350, FLOW brand colors |
| Comparison Card | "FLOW vs. ___" or "This vs. That" (e.g., natural chicle vs. plastic gum) | 1080×1350, side-by-side layout |
| Stat Card | Single bold stat ("80% of gum is plastic," "15 minutes to absorption") | 1080×1080, brand color background |
| Quote Card | Pull from the 58-phrase library in the Positioning Bible | 1080×1080, matte blue + cream |
| Countdown Template | "X days until FLOW" — Stories format | 1080×1920, matte blue palette |
| Poll / Engagement Template | "Do you hit a wall around 2pm?" — Stories format | 1080×1920, interactive feel |

**Printed / Physical Media (design files, print-ready)**

| Piece | Specs | Notes |
|-------|-------|-------|
| Info Card (for 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 (box insert, new customers) | 4"×6" | Product photo + brief welcome message + referral code |
| Returning Customer Postcard (box insert) | 4"×6" | "Welcome back" + new product announcement or loyalty perk |
| Referral Card (box insert, every order) | 3.5"×2" or 4"×6" | "Share FLOW. Give $5. Get $5." + unique QR code slot. Physical referral reminders outperform digital-only. This is the mechanism for the referral loop. |
| Creator Brief (seeding kit insert) | 1-page PDF, designed | Key message, do's/don'ts, 5 suggested hooks, compliance guardrails, "make it yours" reminder, discount code, chewbizz.com |
| Suggested Hooks Card (seeding kit insert) | 4"×6" | 5-10 TikTok/Reel hook ideas from the Bible's phrase library. Inspiration, not scripts. |

### Monthly Ongoing Deliverables

This is the recurring scope of work. Every month, we need:

| Deliverable | Quantity | Effort Level | Notes |
|-------------|----------|-------------|-------|
| **New product/lifestyle photos** | 5-8 per month (1 shoot/month) | Medium | Rotated settings: desk, cafe, commute, morning, group. Repurposed across email, social, website. This is the agency's core recurring deliverable. |
| **Carousels (designed)** | 4-6 per month | Medium | Using templates above. Educational, ingredient, comparison, or storytelling format. |
| **Stories content** | 8+ per week | Low | Polls, BTS, countdowns, ingredient spotlights, reposts. Use templates. |
| **Caption drafts** | For every feed post | Low | Follow caption guide (Section 7). Pull from phrase library when stuck. |

> **Note on video:** Recurring video production is not in scope for the current monthly engagement. The 7 launch videos (V1-V7) are one-time deliverables. Post-launch, KJ handles video through founder-led iPhone content and creator UGC. If a specific polished video is needed (brand film, collab), that's a separate project-based conversation.

### Content Source Breakdown — Who Makes What

The agency is one piece of the content engine. Here's how all content sources work together to hit the target of 30-40 pieces/month across all channels:

| Source | Monthly Volume | Content Type | Who Manages |
|--------|---------------|-------------|-------------|
| **Agency (Mackenzie + Kayla)** | 4-6 carousels, 5-8 photos, Stories content | Polished photography, editorial carousels, designed content. The "premium" layer. | Agency creates; KJ reviews |
| **KJ (founder-led)** | 8-12 videos | Talking head, behind-scenes, lo-fi iPhone content. The "authentic" layer. | KJ creates and posts |
| **Creators (from seeding program)** | 5-10 pieces (from 50-unit program) | UGC, authentic, diverse perspectives. The "social proof" layer. | KJ manages relationships; agency can crop/repost |
| **Template-based (using Phase 1 templates)** | 8-12 Stories, 4+ stat/quote cards | Low-effort fills using reusable templates. The "consistency" layer. | Either KJ or agency |
| **Total** | **30-40 pieces/month** | Mixed polish levels across channels | |

**The 80/20 rule:** 80% of weekly content comes from templates, UGC, and founder iPhone content. The 20% high-effort agency work (photo shoots, designed carousels) refills the asset library so the low-effort content stays fresh.

### Effort Tiers — What Counts as What

| Tier | Time | Examples |
|------|------|---------|
| **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 (stat card, quote card, ingredient card), write a caption, create a poll Story |
| **Medium-effort** | 1-3 hrs | New product photo batch, designed carousel (5-8 slides), edit existing footage into new Reel |
| **High-effort** | Half day+ | Full photoshoot (new setting/model), scripted/shot video, new carousel series concept |

**The goal:** 80% of weekly content should come from zero-effort and low-effort tiers using the reusable templates. The 20% high-effort work (photo shoots, video production) 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 | Instagram Feed | Stories | TikTok | Email (Klaviyo) | Website | Reddit | Paid Ads |
|-------|:-:|:-:|:-:|:-:|:-:|:-:|:-:|
| Hero product shot (P1) | ✓ | | | ✓ | ✓ | ✓ | ✓ |
| Desk setup (P2) | ✓ | ✓ | ✓ carousel | ✓ | ✓ | ✓ | ✓ |
| Morning routine (P3) | ✓ | ✓ | ✓ carousel | ✓ | | ✓ | ✓ |
| Unboxing video (V2) | ✓ Reel | ✓ | ✓ | | ✓ embed | | ✓ |
| Ingredient card template | ✓ carousel | ✓ | ✓ carousel | ✓ | ✓ | | |
| Comparison card template | ✓ carousel | | ✓ carousel | | ✓ | ✓ | ✓ |
| Stat card template | ✓ | ✓ | ✓ | ✓ | | ✓ | |
| Founder talking head (V3/clips) | ✓ Reel | ✓ | ✓ | | | | ✓ |
| Chicle vs. Synthetic (P11) | ✓ | | ✓ | | ✓ | ✓ | ✓ |
| Supplement Facts (P12) | ✓ carousel | ✓ | ✓ | | ✓ | ✓ | |
| Pouch Texture (P13) | ✓ | ✓ | ✓ | | ✓ | | |

**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.

---

## 1. 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).

**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)

**The one-liner:** "Less noise. More signal."

**The positioning:** FLOW doesn't add more stimulation. It quiets the mental noise so you can lock into what matters. Less noise, more signal.

---

## 2. Who We're Talking To

### We don't target demographics. We target cultural bubbles.

**Bubble 1: Deep Work Culture** (Primary at launch)
- Software engineers, writers, analysts, founders, remote workers
- They value: output over hours, systems over hacks, tools that respect their intelligence
- Their aesthetic: clean desks, mechanical keyboards, natural light, dark mode, lo-fi beats
- They respond to: science, precision, founder credibility (KJ is a Google SWE)
- They reject: supplement-bro energy, "UNLOCK YOUR POTENTIAL," flashy graphics

**Bubble 2: Clean Wellness** (Secondary at launch)
- Label readers, organic buyers, sustainability-minded
- They value: transparency, clean ingredients, environmental responsibility
- Their aesthetic: natural textures, minimal packaging, real photography
- They respond to: ingredient transparency, chicle vs. plastic story, compostable pouches
- They reject: proprietary blends, artificial ingredients, greenwashing, AI imagery

**Bubble 3: Anti-Brain-Rot** (Growth phase)
- People reclaiming their attention from phones and social media
- They value: agency over their attention, being present, digital minimalism
- Their aesthetic: analog vs. digital tension, books, journaling, morning routines
- They respond to: "your brain isn't broken — the modern world broke the conditions it needs"
- They reject: hustle culture, "10x your productivity," more optimization pressure

---

## 3. Brand Voice Quick Reference

### 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!" |
| Explaining how it works | "Supports your brain's natural focus pathways." | "UNLEASH your cognitive potential with our POWERFUL formula!" |
| Talking about ingredients | "Huperzine A supports acetylcholine — your brain's spotlight molecule." | "Packed with BRAIN-BOOSTING superfoods!" |
| Addressing brain fog | "Brain fog isn't a personality trait. It's a signal." | "Tired of brain fog? Try BIZZ for an INSTANT boost!" |
| Environmental angle | "Natural chicle base. The original gum, before plastic took over." | "PLASTIC IS KILLING YOU! Switch to our SAFE gum NOW!" |
| Calling to action | "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
- Maximum one emoji per post. Zero is preferred.
- Never use emojis as punctuation.
- If you must use one, make it intentional — not decorative.

---

## 4. Visual Standards

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

### Color Palette

| Swatch | Name | Pantone / Hex | Use |
|--------|------|--------------|-----|
| Dark blue | Primary | Pantone 4150 C | Packaging, carousel backgrounds, brand elements |
| Medium blue | Accent | Pantone 2128 C | Secondary elements, highlights |
| Off-white / cream | Light text | #FBF1D1 | Text on dark backgrounds |
| Near-black | Dark text | #1a1a1a | Text on light backgrounds |
| Light grey | Clean bg | #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
- 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
- Reference fonts: NaN Fiasco (display), PP Neue Montreal (body)

### Photography Direction

You already know how to shoot — the Nixodine-era content proved that. The paparazzi energy was genuinely cool. Here's the world we're building for FLOW, so we're all pointed the same direction:

**The vibe we're going for:**
- Natural light, real environments, lived-in spaces — the stuff you've already been doing well
- Product present but not the star (in the scene, part of someone's world)
- People in their flow — working, reading, creating. Candid over posed.
- High-res originals so we can repurpose across channels

**Things to avoid:**
- AI-generated imagery (audiences catch it instantly)
- Stock photography (defeats the authenticity we've built)
- Heavy filters that shift away from the blue palette

**The Flash Photography Style:**
The current @chewbizz feed has paparazzi-style flash shots that carry genuine energy. This style can continue for a subset of content (10-20% of posts), 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
When someone lands on @chewbizz:
1. **This is premium.** (Consistent palette, editorial quality)
2. **This is about the brain.** (Focus language, science, thoughtful settings)
3. **This is clean.** (Natural materials, transparency, no visual clutter)

---

## 5. Content Formats & Templates

### Format 1: The Editorial Carousel (Primary format — 40% of posts)

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

**Structure:**

| Slide | Purpose | Example |
|-------|---------|---------|
| **Slide 1** | The Hook — stop the scroll. Bold statement or question. | "You've Been Chewing Plastic Your Whole Life" |
| **Slide 2-3** | The Problem — validate what they already feel. | Explain what conventional gum is made of. Show the ingredients list. |
| **Slide 4-6** | The Education — teach something they didn't know. | What chicle is. How buccal absorption works. What 16 ingredients do. |
| **Slide 7-8** | The Turn — introduce FLOW as the answer. | "We chose different." Show the product, the ingredients, the packaging. |
| **Final Slide** | The CTA — what to do next. | "chewbizz.com" + brand mark. Or: a question to drive comments. |

**Design suggestions for carousels:**
- One idea per slide tends to work best — keeps the swipe momentum going
- Give content room to breathe
- Mix photo slides with text slides for visual variety
- Keeping the palette and fonts consistent across slides ties it together
- The BIZZ mark somewhere on each slide helps with attribution when slides get screenshotted and shared

**Carousel topic bank (pick from these anytime you need an idea):**

| Category | Topics |
|----------|--------|
| **Ingredients** | "What Is Huperzine A?", "Why Methylated B-Vitamins Matter", "5-HTP: The Calm Molecule", "The 16 Ingredients in FLOW (And What Each One Does)" |
| **Science** | "Your Brain's Spotlight (Acetylcholine Explained)", "The Default Mode Network: Why Your Brain Won't Shut Up", "Buccal Absorption: Why Gum Beats Pills", "Two Pathways to Flow State" |
| **Comparison** | "What's Actually In Your Gum? (Regular vs. FLOW)", "2 Ingredients vs. 16", "The Nootropic Price Map ($21 vs. $119)", "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 Their Ability to Focus" |
| **Environmental** | "80% of Gum Is Plastic", "500 Years to Decompose", "Natural Chicle: The Original Gum", "Compostable vs. Conventional Packaging" |

### Format 2: Reels (30% of posts)

**Types of Reels that work for FLOW:**

| Reel Type | Length | Description |
|-----------|--------|-------------|
| **The Hook + Reveal** | 15-20 sec | Open with a 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, what's in gum base, one ingredient. Text overlay + B-roll. |
| **Day in FLOW** | 45-60 sec | Three moments in a day: morning focus, afternoon reset, evening creative session. FLOW at each moment. |
| **The Unboxing** | 30-45 sec | Slow-mo or ASMR-style unboxing. Show the box, the pouch, the 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 the brand.
- End card: BIZZ logo + "chewbizz.com"

### Format 3: Stories (Daily during active phases)

**Story types:**

| Type | Purpose | Frequency |
|------|---------|-----------|
| **Polls/Questions** | Engagement + audience research. "Do you hit a wall around 2pm?" "What's your focus routine?" | 2-3x/week |
| **Behind-the-scenes** | Builds trust and humanity. Shoot days, packaging arriving, founder working. | 1-2x/week |
| **Ingredient spotlights** | Quick education. One slide: ingredient name + what it does. | 1x/week |
| **Countdown/Teaser** | Pre-launch hype. "X days until FLOW." 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 for product or email signup. | 1-2x/week |

### Format 4: Static Posts (15% of posts)

Single-image posts. Use sparingly but effectively.

**Types that work:**
- Quote-style: Bold text on blue background. "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 — see `tiktok-playbook.md` for full strategy)

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

**TikTok-specific guidance:**
- Hook in first 1 second (vs. 2 on IG) — completion rate must hit ~70% for viral distribution
- More personality, more face-to-camera — founder-led content is the #1 growth driver (Poppi's founder went viral → 100K units in 24 hours)
- Trend-jacking is encouraged when it fits brand voice
- Educational content ("things you didn't know about gum") performs well
- "Brain rot" counter-content is native to TikTok — the irony of using the brain-rot app to fight brain rot is the hook
- Can be rougher/less polished than IG — authenticity > production value
- ALWAYS add captions/text overlay
- Post 3-5x/week during launch, 2-3x/week sustained
- **Shares are weighted 3x higher than likes** — create content people forward to friends
- TikTok now supports carousels (up to 35 images) — repurpose Instagram carousels with trending audio
- Include a "suggested hooks" card when seeding product to TikTok creators

**Top TikTok content concepts for FLOW (from research):**
1. "Your gum is literally made of plastic" — microplastics exposé (viral shares)
2. "POV: you actually finished your entire to-do list" — lifestyle
3. "Fighting brain rot with brain rot" — meta-ironic cultural play
4. "I replaced my afternoon coffee with gum for 30 days" — transformation series
5. "The neuroscience of why you can't focus (60 seconds)" — educational authority

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

---

## 6. Recurring Series Calendar

Build these into the weekly content plan. Recurring formats create appointment content — people come back.

| Day | Series | Format | Description |
|-----|--------|--------|-------------|
| **Tuesday** | **"Brain State Breakdown"** | Carousel (8-10 slides) | Deep-dive into one focus/brain topic. Could be: 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"** (biweekly) | Carousel (6-8 slides) | 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. |

**Between recurring series, fill with:**
- Lifestyle photography posts
- Cultural moment Reels
- Founder-led content
- UGC reposts (post-launch)
- Stories (daily during active weeks)

---

## 7. Caption Writing Guide

### Structure
Every caption follows one of these patterns:

**Pattern 1: The Insight Lead** (most common)
> Open with a surprising fact or reframe. Let it land. Then expand.
>
> "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 the audience feels 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**
> Maximum 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)
> Briefly explain what the carousel covers and why it matters.
>
> "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."

### Caption Rules

| Do | Don't |
|----|-------|
| End with "chewbizz.com" (not "link in bio") | Use "AMAZING!" or "INCREDIBLE!" |
| Short sentences. Let them land. | Write walls of text with no line breaks |
| Lead with the feeling or insight | Lead with the product name |
| Ask questions that make people think | Ask "What do you think? Drop a comment!" |
| Use specific language ("acetylcholine," "chicle," "buccal absorption") | Use vague language ("powerful ingredients," "special formula") |
| Maximum one emoji, if any | Use emojis as punctuation |
| State facts, not hype | 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, tools for your mind
- Buccal absorption, absorbed through the mouth
- Methylated, active-form, clinically studied dose

### Words You Must Never Use
- Hack, biohack, lifehack, game-changer
- Supercharge, turbocharge, unleash, boost (as primary claim)
- Instant (it takes 15-20 minutes)
- Treats, cures, prevents, fixes, heals
- Clinically proven (we don't have our own trial)
- No side effects
- Link in bio
- "Micro-dosing"
- Direct claims about prescription drugs (e.g., "better than Adderall," "replaces Vyvanse") — NOTE: the *positioning concept* "between coffee and Adderall" is allowed in organic/editorial content to describe the intensity level (it's Pillar 6 in the Bible), but NEVER claim equivalence, substitution, or superiority to prescription medications, and NEVER use in paid ads

---

## 8. Hashtag Strategy

### Primary (use on EVERY FLOW post)
```
#BIZZ #BIZZGum #FLOWbyBIZZ #FunctionalGum #ChewBIZZ
```

### Secondary (rotate 3-5 per post based on content)

| Content Type | Hashtags |
|-------------|----------|
| **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 |

### Never Use
- #Ad #Sponsored #Gifted (unless legally required for paid placements)
- #Biohack #LifeHack #GameChanger
- #NicotineAlternative #QuitVaping (FLOW is not positioned against nicotine)

---

## 9. Photography & Video Shot List

### Product Photography (Needed for content library)

| # | Shot | Description | Props/Setting | Priority |
|---|------|-------------|---------------|----------|
| 1 | **Hero Product** | FLOW box front-facing, one pouch leaning, one flat. Soft directional light. Both overhead and 45-degree angles. | White/grey surface, marble or light wood | HIGH |
| 2 | **Desk Setup** | FLOW pouch on a real desk next to laptop, notebook, half-empty coffee mug. Natural office light. Lived-in, not staged. | Laptop, notebook, pen, coffee mug, glasses | HIGH |
| 3 | **Morning Ritual** | FLOW on nightstand or bathroom counter, glass of water, phone showing 7:00 AM alarm. Hand reaching (crop at wrist). | Nightstand, water glass, phone | HIGH |
| 4 | **Study Session** | FLOW on table with open textbooks, highlighters, sticky notes. Library or coffee shop. Slightly messy. | Books, highlighters, iPad, sticky notes | HIGH |
| 5 | **On-the-Go** | FLOW pouch being pulled from a tote bag or jacket pocket. Movement blur OK. Urban backdrop. | Tote bag or jacket, street setting | MEDIUM |
| 6 | **Creative Work** | FLOW next to art supplies, sketchbook, or music setup. Someone mid-creative-flow. | Art supplies or keyboard/headphones | MEDIUM |
| 7 | **Ingredient Flat Lay** | FLOW box center, surrounded by: mint leaves, botanical elements, science-visual props. Nature-meets-science aesthetic. | Mint, botanical elements, clean surface | MEDIUM |
| 8 | **Hand Shots (x3)** | Close-up: hand holding single FLOW piece between thumb and finger. One outdoors, one at desk, one plain background. | Product + clean hands | HIGH |
| 9 | **Unboxing Sequence (4-5 frames)** | Step-by-step: sealed box → opening → pulling out pouch → opening pouch → piece in hand. Consistent cropping. | Just the product | HIGH |
| 10 | **Social Setting** | 2-3 people at a table. FLOW visible between them. Not the focus — just present. Bloom Nutrition energy. | 2-3 people, cafe or co-working space | MEDIUM |
| 11 | **Macro/Detail** | Extreme close-up of chicle gum texture, pouch material, box surface, matte blue finish. Emphasize craft. | Product, macro lens | MEDIUM |
| 12 | **Environmental Wide** | Full workspace or cafe scene. FLOW small in frame but visible. Establishes the "world." | Location-dependent | LOW |
| 13 | **Chicle vs. Synthetic Macro** | Side-by-side macro: raw chicle resin (organic, amber, textured) vs. synthetic polyisobutylene pellets (white, uniform, industrial). The visceral contrast IS the argument. | Chicle sample + synthetic gum base pellets, macro lens, neutral surface | HIGH |
| 14 | **Supplement Facts Panel** | Clean, well-lit photo of actual FLOW Supplement Facts label. Every ingredient, every dose, visible. | FLOW packaging, neutral background | MEDIUM |
| 15 | **Compostable Pouch Texture** | Extreme close-up of pouch material. The crinkle, the matte finish, the compostable texture. This supports the "the pouch crinkles — it's compostable" copy. | FLOW pouch, macro lens | MEDIUM |

### Video Content (Needed for launch)

| # | Type | Description | Length |
|---|------|-------------|--------|
| 1 | **Teaser Reel** | Quick cuts: alarm, coffee, desk, hitting the wall, reaching for FLOW. Text: "Something new. 05.19." Lo-fi music. | 15-20 sec |
| 2 | **Product Reveal** | Slow-mo unboxing. Macro packaging shots. Voiceover or text overlay explaining what it is. End: "FLOW by BIZZ" + date. | 30-45 sec |
| 3 | **Day in FLOW** | One person, three focus moments: morning, afternoon, evening. FLOW at each. First-person POV feel. | 45-60 sec |
| 4 | **Ingredient Spotlight (x3)** | Three short Reels, each on one ingredient: Huperzine A ("the focus extender"), 5-HTP ("the calm molecule"), methylated B-vitamins ("the fuel your brain can actually use"). Clean text over product shots. | 10-15 sec each |
| 5 | **Launch Day Reel** | High energy. The box, the website going live, lifestyle montage. "It's here." Music should hit. | 30-45 sec |
| 6 | **Plastic vs. Chicle** | Side-by-side or before/after. What's in regular gum base vs. FLOW's chicle. Visual, arresting, shareable. | 15-30 sec |

---

## 10. Content Calendar Framework

### Weekly Rhythm (Post-Launch Baseline)

| Day | Instagram | TikTok | Stories |
|-----|-----------|--------|---------|
| **Monday** | — | Trend/cultural post | Poll or question |
| **Tuesday** | "Brain State Breakdown" carousel | Cross-post carousel as Reel | Behind-the-scenes |
| **Wednesday** | Lifestyle photo or Reel | Educational TikTok | Ingredient spotlight |
| **Thursday** | "The Ingredient" carousel (biweekly) or lifestyle photo | Trend/hook content | Engagement (poll, quiz) |
| **Friday** | "FLOW Ritual" Reel | Cross-post Reel | Swipe-up to shop |
| **Saturday** | — | Optional casual content | Repost UGC |
| **Sunday** | — | — | Week ahead teaser |

**Minimum volume:** 4 feed posts + 8 Stories per week during launch phase (Weeks -2 through +2). 3 feed posts + 5 Stories sustained.

**TikTok:** 3-5 posts/week during launch, 2-3/week sustained.

### Pre-Launch Content Sequence (Weeks -2 to 0)

| Week | Theme | Content Focus |
|------|-------|---------------|
| **Week -2** | **Teaser** | Mystery posts. Silhouettes. "May 19." Cryptic. Build intrigue. |
| **Week -1** | **Build-Up** | Product reveal. Hero shots. Ingredient spotlights. Daily countdown Stories. |
| **Launch Day** | **DROP** | Launch carousel, launch Reel, Stories blitz, email same day. |
| **Week +1** | **Momentum** | UGC reposts, "how I use it" Reels, creator content, social proof. Spark Ads activated on best-performing organic/creator content. |
| **Week +2** | **Educate** | Deep ingredient carousels, science content, community engagement. Identify which pillars drive highest engagement and double down. |

---

## 11. Celebrity & Influencer Content Guidelines

When celebrities or influencers post FLOW content, 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, their office, their routine)
- Tag @chewbizz

### What We Don't Want
- 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 (for reference)
- 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

---

## 12. Alignment Gut-Checks

Not a formal review gate — just a few questions worth asking before hitting publish. You'll internalize these quickly:

- **Does it feel like BIZZ?** Premium, editorial, smart — not supplement-bro or GNC-shelf energy.
- **Would the FLOW person share this?** If a knowledge worker or grad student wouldn't screenshot it, it's probably not landing.
- **Are we compliant?** Avoid "treats," "cures," "instant," "clinically proven," or comparisons to prescription drugs. This one's genuinely non-negotiable (FDA).
- **Is the palette consistent?** Our matte blue / off-white / near-black world should feel cohesive across the feed.
- **Is there a next step?** Every post should point somewhere — "chewbizz.com" or a conversation starter in the caption.

---

## 13. File Naming & Delivery

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

### File Naming Convention
```
FLOW_[shot-type]_[description]_v[version].[ext]

Examples:
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
```

This helps us find things later when we're pulling assets across channels — saves everyone time.

---

## 14. Where We've Been, Where We're Going — The Feed Transition

### The Story So Far
The current @chewbizz feed (16 posts, 82 followers) was built during the Nixodine era. You created a lot of genuinely great content in that phase — the paparazzi flash energy, the retro renders, the notebook education pages. That work built the foundation. Now we're evolving the brand for FLOW, and the feed needs to evolve with it.

### What You Built That We're Keeping (The DNA)

The best instincts from the Nixodine content carry forward:

| What Worked | Why | How It Evolves for FLOW |
|-------------|-----|------------------------|
| **The paparazzi flash energy** | It feels genuinely cool. Product as social object, not supplement. Anti-polished in a good way. | Keep this as 10-20% of content — now with FLOW packaging. Mix with the new editorial content. |
| **Product in context, not centered** | Product in someone's hand, sock, desk — never hero-lit on white. This was the right instinct from day one. | Same approach with FLOW. Product present but not the star of every shot. |
| **The retro design vibe** | Nobody else in the nootropic space does this. It's memorable. | Can evolve into carousel design elements — retro-tech meets neuroscience. A distinctive accent. |

### Where We're Evolving

With FLOW launching as a completely new product (non-nicotine, 16 functional ingredients, different packaging), there are a few areas where we want to level up together:

- **Adding an educational layer** — FLOW needs explanation. People don't know what nootropic gum is yet. Carousels and ingredient content will help bridge that gap.
- **Building visual cohesion** — The feed will feel more like one world when we anchor everything in the matte blue editorial palette, with the flash photography as an intentional accent.
- **Bringing KJ into the content** — Founder-led content builds trust faster than anything. At least some Reels with KJ's face and voice.
- **Updating the bio** — Something that tells a new visitor what we are. Ideas: "Nootropic focus gum. 16 ingredients. No caffeine. No plastic." or "Quiet the mental noise. Enter flow."
- **All new content in FLOW packaging** — The old Nixodine pouches served their era. Everything from here forward features the new matte blue FLOW boxes and pouches.

### The Transition Plan

| Step | When | What to Do |
|------|------|-----------|
| **1. Archive** | Before first FLOW post | Archive all 16 existing posts (do NOT delete). Even the 1-2 product-agnostic shots (gum piece pile, Taurine notebook) will look orphaned next to a new cohesive FLOW grid. A clean start communicates brand clarity. See "Concepts Worth Reshooting" below. |
| **2. Bio update** | Same day as archive | Update bio, profile photo (FLOW-era BIZZ logo), and linktree with FLOW product page. |
| **3. Seed the grid** | 3-5 days before first public post | Post 6-9 pieces of FLOW content in quick succession (over 2-3 days) so the grid looks intentional and full when new visitors arrive. Mix of: 2-3 editorial carousels, 2-3 lifestyle photos (FLOW packaging), 1-2 Reels. This becomes the "foundation" of the new era. |
| **4. Launch cadence** | Week -2 (teasers begin) | Follow the pre-launch content sequence (Section 10). From this point forward, all content follows this playbook. |

### Concepts Worth Reshooting with FLOW

The Nixodine-era feed had 5 concepts that are forward-compatible — the *energy* works, just the product is wrong. Agency should recreate these with FLOW packaging:

| Original Concept | What Worked | FLOW Reshoot Direction |
|-----------------|-------------|----------------------|
| **Suit/car paparazzi** | Aspirational, "caught with the product" cool factor | Same flash energy — FLOW pouch being pulled from suit jacket or car console |
| **Product tucked in sock with loafers** | Product as fashion accessory, anti-supplement positioning | FLOW pouch in tote bag, jacket pocket, or desk drawer — same "casually cool" vibe |
| **Product next to iced drinks** | Product as social object in a group setting | FLOW box on cafe table, co-working space, or study group — product present but not hero-lit |
| **Woman working on floor with laptop** | Authentic, unposed work-from-home energy | Same concept — FLOW pouch next to laptop on couch, floor, or bed. Real work, not staged |
| **Ingredient education (notebook style)** | Warm, hand-drawn, distinctive in the nootropic space | Evolve into editorial carousel format with FLOW's actual ingredients (5-HTP, Huperzine A, PS, Alpha-GPC, methylated B-vitamins). Note: the old notebook posts featured Taurine and L-Theanine which are NOT in FLOW — those were Nixodine ingredients. |

Note on old packaging: Most existing posts show the old compostable pouches (BOWE PACK / EarthyCores era), not tubes. The new FLOW pouches are also from BOWE PACK and similar in form factor, but the branding and design are completely different (matte blue FLOW packaging vs. old BIZZ Nixodine branding). Similar shape ≠ compatible content.

These are not "nice to have" — they're proven concepts from the first era that should be recreated in the FLOW visual language. Include them in the first content batch shoot.

### What the New Feed Grid Should Look Like

When someone lands on @chewbizz after the transition, the 9-post grid should communicate:

**Row 1 (top 3 posts):** One editorial carousel (science/education), one lifestyle photo (FLOW in context), one Reel thumbnail (founder or ritual)

**Row 2 (middle 3):** One carousel (ingredient or comparison), one lifestyle photo (different setting), one static post (bold text quote on matte blue)

**Row 3 (bottom 3):** One environmental Reel (plastic vs. chicle), one lifestyle photo, one carousel (problem-aware)

**The visual pattern:** Alternating between carousels (text/education) and photography (lifestyle/product), creating a checkered effect that's both informative and beautiful. No two posts of the same format should sit next to each other in the grid.

### Content Format Ratios (Restated for Clarity)

| Format | % of Feed | Frequency | Purpose |
|--------|-----------|-----------|---------|
| **Editorial Carousels** | 40% | 2x/week | Education, science, comparison, brand story. The backbone. |
| **Reels** | 30% | 2x/week | Rituals, hooks, explainers, founder content, unboxing. Movement and personality. |
| **Lifestyle Photography** | 15% | 1x/week | Product in context. Desk, bag, cafe, commute. Beautiful, aspirational, human. |
| **Static Text Posts** | 10% | 1x/biweekly | Bold statement on brand-color background. Quote-style. Pattern interrupt in the grid. |
| **UGC/Reposts** | 5% | As available | Customer or creator content. Social proof. Post-launch only. |

**Stories** are separate from feed content:
- 8+ per week during launch phase
- 5+ per week sustained
- Types: polls/questions, BTS, ingredient spotlights, countdowns, reposts, shop links

**TikTok** follows its own rhythm:
- 3-5x/week during launch
- 2-3x/week sustained
- More casual, faster, trend-aware — but same voice

---

## 15. How We Know It's Working

### First 30 Days Post-Launch — Success Metrics

These aren't agency KPIs — they're shared goals. If we're hitting these numbers, the content strategy is working. If we're not, we diagnose together.

| Metric | Target (Day 30) | What It Means |
|--------|----------------|---------------|
| Instagram net new followers | 200+ | People discovering and staying |
| Instagram feed engagement rate | 2%+ | Content resonating |
| Instagram profile visits/week | 50+ | Curiosity converting to investigation |
| TikTok average views/video | 300+ | Algorithm distributing content |
| TikTok engagement rate | 3%+ | Content landing with audience |
| TikTok net new followers | 100+ | Building a base |
| Social-attributable website sessions | 100+ | Social driving traffic |
| Email signups from social | 15+ | Converting attention to owned audience |

**What "not working" looks like:** All metrics below these thresholds after 30 days of consistent posting (minimum 3x/week per platform). If this happens, we diagnose: volume? hooks? content-audience fit? platform fit? See GTM Decision Tree 1 in the full strategy docs.

**What the J-curve looks like:** 500-2,000 views with 4-5% engagement IS working. Modest early numbers with strong engagement signals are normal months 1-3. Don't panic. Don't change the positioning. The invisible assets (content library, search indexing, algorithmic trust) are compounding.

---

## 16. Reference Documents

For deeper context on any topic in this playbook. The two most important docs have visual HTML versions — start there:

| Document | What's In It |
|----------|-------------|
| **FLOW Positioning Bible** ✦ | Full brand strategy, 7 messaging pillars, 58+ phrases, cultural bubbles, competitive map, visual standards. **This is the source of truth for all messaging.** |
| **FLOW Formula** | Complete ingredient list with exact doses per piece (1 piece = 1 serving) — what we can and can't claim |
| **Brand Voice Guide** | Full tone spectrum and vocabulary |
| **TikTok Playbook** | Algorithm mechanics, SEO, 8 content formats, Spark Ads, TikTok Shop compliance, growth roadmap |
| **GTM Playbook** | Launch calendar (9-week countdown), channel strategy, budgets, KPIs |
| **GTM Decision Framework (compacted)** | All benchmarks, decision rules, creator economics, case studies — the "why" behind everything |
| **Failure Prevention Framework** | What NOT to do — compliance guardrails, 20 death modes, 25 axioms |

✦ = Available as a styled HTML page. KJ will share these with you directly.

---

## 17. Communication

We'll figure out the rhythm together as we go. For now:

- **Group chat stays the hub.** Quick questions, sharing drafts, flagging blockers — same as always.
- **When you're stuck on a caption:** The Positioning Bible has 58+ pre-written phrases organized by angle. Pull from those instead of starting from scratch.
- **When you need an idea:** The Carousel Topic Bank (Section 5) and the Content Angle Library (Positioning Bible Part 6) have 30+ concepts ready to go.

---

## 18. Budget Context & Agency Scope (Internal — KJ Reference)

> **This section is for KJ's internal planning. Do NOT include in the version shared with the agency.** This contextualizes agency deliverables against BIZZ's financial reality.

### Historical Agency Spend

| Period | Monthly Rate | Total | Deliverables |
|--------|------------|-------|-------------|
| Oct 2025 – Feb 2026 (5 months) | $1,500/month | $7,500 | ~7 IG posts, animations, 2 photo shoots, creative deck, flat lay photos |
| Effective cost per post | ~$860/post | | Low volume relative to spend |

The Jan 25, 2026 accountability conversation reset expectations. Output improved immediately (3 models booked, 2 shoots executed, flat lay photos delivered). The agency responds well to clear direction and structured deliverables.

### Budget Allocation for Launch (Mar – May 2026)

| Month | Agency Fee | What They Must Deliver | ROI Justification |
|-------|-----------|----------------------|------------------|
| **Mar** | $1,500 | 6 graphic templates, all print designs (info card, postcards, referral card, creator brief, hooks card), shoot planning/scouting | Templates power 80% of ongoing content. Print pieces are one-time assets used for every order and every seeding package. |
| **Apr** | $1,500 | Concept prep, location booking, model coordination. If product arrives late Apr: begin shooting. | Prep work ensures the compressed May shoot window is pure execution. |
| **May** | $1,500 | ALL product photography (P1-P13), ALL video (V1-V7), IG grid seeding (6-9 posts), launch day content, email visual assets | This is the highest-value month. These ~30 assets produce 100+ pieces of content when deployed across channels. |
| **Total** | **$4,500** | ~30 one-time assets + 6 reusable templates + 6 print designs | Amortized: ~$100/asset. Assets used for 6-12+ months. |

### What Must Be Agency-Produced (Non-Negotiable)

These require professional creative execution and directly enable revenue:

1. **Product photography for website** — Hero shots, lifestyle shots. The website is the conversion funnel. Bad photos = no sales. (~$500 value)
2. **Initial IG grid (6-9 posts)** — First impression for every discovery visit. Must look premium and cohesive. (~$300 value)
3. **Graphic templates (6)** — Amortized across 100+ uses. Powers the entire ongoing content engine. (~$400 value)
4. **Print designs (info card, postcards, referral card, creator brief)** — One-time designs, used on every order. (~$300 value)
5. **Launch day content (reel + carousel)** — The highest-traffic day. Must be excellent. (~$200 value)

### What KJ Handles (Not Agency)

- All UGC collection and creator relationship management
- Founder-led TikTok/Reel content (iPhone, lo-fi)
- Reddit posts
- Email copy (Klaviyo flows and campaigns)
- Website copy
- Creator outreach, seeding logistics, and follow-up
- Review solicitation
- All analytics and metric tracking

### Post-Launch Budget Decision

After launch, evaluate whether to continue at $1,500/month based on:
- **Is the content generating measurable traffic/engagement?** (Section 15 metrics)
- **Are templates sustaining content volume?** (If 80/20 rule works, agency produces 20%)
- **What's the blended CAC?** (If CAC > $20, shift budget to creator gifting which has 5-15x better CPM)
- **Revenue milestone:** At $2,500+/month revenue, $1,500 agency is 60% of revenue — consider reducing to project-based ($500-750/month for monthly photo batches only) until revenue scales

### Agency ROI Framework

| Agency deliverable | Revenue driver | Measurable? |
|-------------------|---------------|-------------|
| Product photos → website | Direct conversion (every sale sees these) | Yes — track site conversion rate |
| IG grid + carousels | Discovery → follow → eventual purchase | Indirect — track follower growth, profile visits |
| Templates | Enable 80% of ongoing content at zero marginal cost | Yes — content volume sustained |
| Print designs | Referral loop (referral card), seeding success (creator brief) | Yes — track referral code redemptions, creator post rate |
| Ongoing photos/video | Content freshness, new angles | Indirect — track engagement trends |

**Bottom line:** The $4,500 pre-launch investment is justified by the asset library it creates. Post-launch, the $1,500/month recurring should be evaluated against revenue and can be scaled down to project-based if templates + UGC + founder content sustain volume.

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*Let's make this launch the best thing we've ever done together.*

*Last updated: March 17, 2026*