Social Media Strategy Reference Guide

WHAT IT IS: Take two alternatives and compare them directly. Show differences, pros/cons of each. Expert or visual comparison.

REAL EXAMPLES: Kiyoko Beauty: this toner vs that toner for skin type | Insurance: term life vs whole life | Furniture: big room vs small room design | Coffee: Arabica vs Robusta

HOW TO EXECUTE: Choose 2 comparable items/approaches. Establish comparison criteria (cost, quality, best use, etc.). Show each side clearly (split screen, side-by-side, or sequential). Explain differences objectively. Finish with clear takeaway (when to use each).

WHAT IT IS: Every industry has things "everyone does" that you think are wrong. Call them out. Be confident. Explain why.

REAL EXAMPLES (from Oren): Camera: "Micro four-thirds is terrible, nobody should use 23mm lenses" | Beauty: "Stop using loose powder in cosmetics" | Fitness: "Creatine doesn't work" | Solar: "You got ripped off by solar"

HOW TO EXECUTE: Identify something industry-standard you disagree with. State the unpopular opinion confidently. Explain why everyone believes the lie. Present the truth/your perspective. Show evidence or reasoning. End with actionable alternative.

WHAT IT IS: Show another video on screen and react to it. Can be your own organic content, competitor content, or trending videos. Add expert commentary or emotional response.

REAL EXAMPLES: React to viral trend | React to competitor product | React to your own product unboxing | Follow-up to customer story with expert analysis

HOW TO EXECUTE: Record your screen with another video playing. React naturally (pause and comment, or continuous). Add value: explain, disagree, validate, improve upon. Keep it authentic (can be funny, analytical, or both).

WHAT IT IS: Use OpenArt, Luma, Veo, or similar AI video tools to create animated explainers showing processes, cause-and-effect, or internal mechanisms.

REAL EXAMPLES: "What happens in your body when you take [supplement]" | "How money flows through [system]" | "What happens in your brain when [emotion/experience]" | "Internal mechanics of [product]"

HOW TO EXECUTE: Script out what you want animated. Use AI video tools (OpenArt has storyboarding function). Generate animation(s). Edit with voiceover explaining what's happening. Add captions/labels for clarity. Takes ~45 minutes per video.

WHAT IT IS: Common myth in your space + the truth + explanation of why people believe the myth + correct approach.

REAL EXAMPLES: Beauty: "You don't need 10-step skincare routine" | Fitness: "Creatine doesn't damage kidneys" | Finance: "You don't need $100K to start investing" | Health: "[Food] isn't actually bad for you"

HOW TO EXECUTE: State the myth confidently (people nod). Reveal the truth with surprise/drama. Explain why people believe the myth. Show scientific evidence or reasoning. Provide correct approach. End with benefit of knowing truth.

WHAT IT IS: Tell the story of how/why something came to exist. Why are things done this way? What was the original reason?

REAL EXAMPLES: "Why do jeans have 5 pockets?" | "Why is denim blue?" | "Why do dress pants have creases?" | "Why are champagne bottles shaped that way?"

HOW TO EXECUTE: Start with modern fact everyone knows but nobody questions. Reveal the historical origin. Explain why it was created that way. Show how it's still relevant today. Connect to modern benefit/meaning. Make it entertaining (surprise element).

WHAT IT IS: Analyze current trends and predict where things are going. Establish authority by reading the market.

REAL EXAMPLES: "Here's why [trend] is happening and where it's going" | "The future of [category] is [prediction]" | "3 trends about to explode in [industry]"

HOW TO EXECUTE: Identify current trend or shift happening. Explain why it's happening (cultural, technological, economic reasons). Predict where it goes next. Show early signals/evidence. Explain implications for consumers/businesses. Position your brand as ahead of curve.

WHAT IT IS: Make a strong opinion statement. "[This] is the best/worst [thing]."

WHY IT WORKS: People want opinions. Creates conversation and engagement.

EXAMPLES: "This denim is the best you can buy under $150." | "This is absolute best concealer for dry skin." | "Most fitness programs are wrong."

HOW TO DELIVER: Direct at camera with conviction. Speak with certainty. Back immediately with "here's why." Keep specific, not vague.

WHAT IT IS: Start with relatable question. "Have you noticed...?" "Do you ever...?"

WHY IT WORKS: People answer internally. Mental nod = they stay watching.

EXAMPLES: "Have you ever bought skincare that made skin worse?" | "Do you notice how expensive doesn't mean better?" | "Have you felt overwhelmed by too many software options?"

HOW TO DELIVER: Ask conversationally. Pause for internal answer. Then answer with your content. Like talking to a friend who just nodded.

WHAT IT IS: Start with funny/relatable scenario. "When you [thing], you [other thing]."

WHY IT WORKS: People feel seen. Humor = shares.

EXAMPLES: "When you walk in for one thing, leave with six." | "When you pay gym membership in January, never go back." | "When you find perfect outfit but not your size."

HOW TO DELIVER: Act it out OR show it OR tell with expression. Key: make people recognize themselves. Be specific and authentic.

WHAT IT IS: Create gap between what they know and what you'll tell them.

WHY IT WORKS: Brain wants to close gap. Must watch to find out.

EXAMPLES: "Fashion brands don't want you knowing one thing about denim quality." | "Everyone's doing skincare wrong. Here's why." | "This feature nobody knows about will change your business."

HOW TO DELIVER: Lean in slightly. Speak like sharing secret. Create dramatic pause. Then deliver with authority.

WHAT IT IS: Speak directly to specific person. "If you're [person], this for you."

WHY IT WORKS: Makes target feel seen. Others keep scrolling.

EXAMPLES: "If you have sensitive skin, this for you." | "If you're agency struggling project management, watch this." | "If you love quality and hate fast fashion, you need to know this."

HOW TO DELIVER: Make eye contact with camera. Speak to one person. Use "you" not "you all."

WHAT IT IS: Something visually unexpected happens in first frame.

WHY IT WORKS: Unexpected = notice. Before/after, surprising angle, movement.

EXAMPLES: Before/after split screen suddenly appearing | Unexpected color change | Rapid transformation | Unique camera angle | Unexpected person/location

HOW TO DELIVER: Do visually surprising immediately. Hold 1-2 seconds. Then introduce yourself/topic. Film the element, edit to appear first.

HOOK (5-10 sec): "This denim is the best you can buy for under $150."

STORY (20-30 sec): "I've tried so many expensive brands. Spent $200, $300 on premium denim. Looked better online than real life. Then I was at thrift store, found this [brand] pair from [year]. Tried them on. The fit was perfect. The fabric felt incredible. I've worn it every day for a year and it's still going strong."

REASON 1 (15-20 sec): "First reason: The fabric weight. [Specific detail about weight]. Most brands use [cheaper method]. This one uses [better method]. That's why it lasts."

REASON 2 (15-20 sec): "Second reason: The fit. [Specific detail about cut/rise]. Your body will feel comfortable, not restricted. That's rare in denim."

TOTAL: 60-90 seconds

OPINION (10-15 sec): "Expensive software isn't worth the price for most agencies."

COUNTER ARGUMENT (20-30 sec): "People say: 'But all the enterprise features...' And 'The big brands use it...' And 'You need those integrations...'"

DEFENSE (30-40 sec): "Here's the reality: Most agencies use 5% of those features. The features you actually use cost $100/month, not $500. The big brands overpay because they didn't set it up right. And those integrations you think you need? There are cheaper alternatives that work just as well."

WHY: "So when I say use [cheaper software], I'm not saying sacrifice quality. I'm saying use the tool built for your actual needs, not overpaying for features you'll never touch."

TOTAL: 60-90 seconds

INTRO (5 sec): "4 skincare trends I'm noticing that actually work."

OBSERVATION 1 (15 sec): "Minimal routine winning. I saw influencers go from 10-step routines to 3-step. Their skin is actually better. That's because [reason]. So if you're using 10 products, you might be overdoing it."

OBSERVATION 2 (15 sec): "K-beauty is no longer a trend, it's standard now. Every brand copying the fermentation and hydration focus. That's because [reason]. If you're not familiar with K-beauty concepts, now's the time."

OBSERVATION 3 (15 sec): "Matching skincare to your cycle is trending. Winter needs different routine than summer. Your skin needs different routine when [hormonal reason]. This is smart because [reason]."

OBSERVATION 4 (15 sec): "Sunscreen finally became cool. Not just recommended, actually used daily. That's because [reason]. This matters because [reason]."

CLOSING (10 sec): "These aren't random trends. They're what actually works."

TOTAL: 75-90 seconds

FULL SCRIPT EXAMPLE:

"Have you noticed how people spend $50,000 on a kitchen remodel but then use IKEA side tables? Yeah, that's weird right? The kitchen is perfect. Granite counters. Professional appliances. Then you put a particle-board table next to it. I think we all do this. We splurge on the big thing and skip the small details. But here's what I realized: those small details are what actually get noticed. That's why [brand] focuses on [detail]. When you invest in the small pieces, the whole room elevates."

STRUCTURE: Observation → Relatable moment → Pause → Flip to meaning

TOTAL: 50-70 seconds

SETUP (15 sec): "I made $0 revenue in month 1. Complete failure. Spent money on ads, got nothing."

STRUGGLE (20 sec): "I was devastated. Month 2, I decided to try something different. Instead of paid ads, I just posted organically and talked to people."

TURNING POINT (10 sec): "By week 2, someone asked me how I was doing [thing]. By week 3, they asked if I offered services."

RESULT (15 sec): "Month 2 ended with my first $500 client."

LESSON (20 sec): "Here's what I learned: Relationship comes before transaction. People buy from people they know and trust, not from ads. That's why we focus on organic community first at [business]."

TOTAL: 80 seconds

BEST FOR: Expert explanations, interviews, credible explainers, serious topics.

EQUIPMENT: iPhone + Tripod ($50). Optional: Road USB-C mic ($50) for better audio.

SETUP: Tripod at eye level (NOT below), sit with good posture, phone at conversational distance, good natural lighting (window behind phone, light on your face), quiet space.

THE RECUT METHOD: Hit record. Talk naturally. When thinking, go quiet but keep camera rolling and maintain eye contact. Take as long as you need to think. Import into ReCut app or editing software. ReCut removes all silences automatically. Result: Looks confident but you had time to think.

LENGTH: 30 seconds - 3 minutes | ENERGY: Professional, knowledgeable, direct

BEST FOR: Insider content (showing location/process), behind-the-scenes, casual tone.

EQUIPMENT: iPhone (hold it or use mount). Can film while walking naturally.

SETUP: Decide your path (walking to/from somewhere), camera can follow you or you hold it, preferably on a path (not random), good natural lighting important.

HOW TO DELIVER: More casual than sitting. Like you're FaceTiming a friend while walking. Don't need perfect eye contact. Can look at surroundings. Speak naturally as you move. Move at natural pace.

EXAMPLE: Walk through coffee shop explaining process, OR walk through studio explaining equipment, OR walk with product showing it in action.

LENGTH: 30 seconds - 2 minutes | ENERGY: Casual, authentic, friendly

BEST FOR: Casual observations, relatable content, personal stories, commute thoughts.

EQUIPMENT: iPhone + phone mount for car (magnetic, $20). Can also just hold it.

SETUP: Mount phone on dash or hold it, park in quiet location OR drive (depending on content), natural car lighting is fine, don't need external mic.

HOW TO DELIVER: Very conversational. Don't need perfect eye contact. Can look at road if driving. Feel free to move naturally. THIS STYLE FEELS AUTHENTIC AND CANDID.

EXAMPLE: Driving home from shoot talking about observations. OR sitting in car talking about life moment. Very relatable.

LENGTH: 30 seconds - 90 seconds | ENERGY: Authentic, casual, thinking out loud

BEST FOR: Educational content, explanations where visuals help, keeping attention during explanations.

EQUIPMENT: Phone (to film yourself) + CapCut (free app) + Images/graphics (you take photos or design).

HOW TO EXECUTE: 1. Film yourself talking (use any yapping style above) 2. Gather 20-30 images related to topic 3. In CapCut, use "Overlay" function 4. Add roughly 1 image every 2 seconds 5. Images can be screenshots, graphics, photos, or footage 6. Edit timing so images match what you're saying

EXAMPLE: You explaining "5 things I noticed about skincare trends": - You talking (voiceover or on camera) - Image 1: Clear skin influencer (when mentioning clarity) - Image 2: K-beauty products (when mentioning K-beauty) - Image 3: SPF bottle (when mentioning sunscreen)

WHY IT WORKS: Short attention span online. Showing images keeps eyes on screen even if audio is heavy educational content.

LENGTH: 60 seconds - 3 minutes | ENERGY: Professional, organized, information-focused

THE PURPOSE: Instead of making content for "everyone," qualifiers help you be SPECIFIC about who should watch. When someone feels like content was made just for them, they: - Watch longer (better retention) - Engage more (comments, shares) - Are more likely to convert (already pre-qualified buyer)

SIMPLE EXAMPLE:
❌ "Best skincare routine" (too broad)
✅ "Skincare routine if you have sensitive, reactive skin" (specific person nods)

Age, gender, income, location, job title, education level, life stage.

EXAMPLES: "If you're a founder..." | "For women over 40..." | "If you make six figures..." | "For new parents..." | "If you work in marketing..."

HOW TO USE: Open with demographic qualifier so right person knows it's for them.

The specific problems or frustrations your audience experiences.

EXAMPLES: "If you've ever [experienced problem]..." | "Have you tried [solution] and it didn't work?" | "Are you tired of [frustration]?" | "Do you struggle with [specific challenge]?"

HOW TO USE: Open by naming pain point so sufferers recognize themselves immediately.

The values, beliefs, or philosophies your ideal customer holds.

EXAMPLES: "If you believe quality matters over price..." | "If you're anti-fast-fashion..." | "If you value sustainability..." | "If you believe in handmade/local..." | "If you think wellness is priority..."

HOW TO USE: Connect your content to belief so aligned people feel understood and seen.

Specific situations, routines, or lifestyles that define your customer.

EXAMPLES: "If you're always on the go..." | "For coffee drinkers who work from home..." | "If you commute 2+ hours daily..." | "For people who cook at home..." | "If you work night shifts..."

HOW TO USE: Reference their specific lifestyle so they see themselves in your content.

How experienced or skilled someone is with your category.

EXAMPLES: "If you've never [done thing]..." | "For experienced [professionals]..." | "If this is your first time with [category]..." | "For people upgrading from [older version]..."

HOW TO USE: Match your content complexity to their experience level. Beginners need basics, experts need advanced tips.

The specific outcomes or goals your customer wants to achieve.

EXAMPLES: "If you want to [achieve goal]..." | "For people trying to [outcome]..." | "If your goal is [specific result]..."

HOW TO USE: Lead with goal and position your content/product as path to achieving it.

FORMULA: [Qualifier] + [Hook] = Stop Scrolling + Pre-Qualified Audience

Qualifier + Strong Take Hook: "If you care about quality over price, this denim is the best under $150."

Qualifier + Question Hook: "Have you ever felt overwhelmed by too many software options? That's because you're comparing wrong."

Qualifier + Relatable Moment Hook: "If you're someone who gets ready in 10 minutes, when you catch a mirror glimpse questioning your outfit choice is real."

Qualifier + Curiosity Gap Hook: "If you believe quality matters, here's one thing fashion brands don't want you knowing about fabric weight."

Qualifier + Direct Callout Hook: "If you're an agency struggling with project management, this is for you."