# Channel SOP — Short-form video (TikTok, Reels, Shorts)

**Use when:** the problem, transformation, craft, product, or point of view can be shown quickly; the ICP consumes video on a specific platform; and the founder can run a 4-week learning series.

**Especially useful for:** creators, brands, education, visual digital products, communities, services with teachable expertise, and apps with a visible workflow.

**Avoid when:** the ICP is not there, the product requires confidential context, there is no demonstrable idea, or the founder expects one viral clip to validate demand.

## Pick one platform and one viewer

Choose TikTok, Instagram Reels, or YouTube Shorts from audience evidence—not generic reach. Define:

- viewer: `{specific person in specific situation}`;
- recurring promise: `{what they learn/feel/see in each clip}`;
- next action: follow a series, comment a real problem, view a useful page, join, book, or buy;
- three content pillars maximum.

Do not post identical watermarked exports everywhere. Reuse the core idea, but adapt caption, framing, length, CTA, and native conventions.

## Reliable content pillars

1. **Pain / mistake:** diagnose a specific costly mistake in the viewer’s language.
2. **Demonstration:** show the process, before/after, teardown, workflow, product use, or result.
3. **Proof / learning:** a real customer question, experiment, limitation, objection, or behind-the-scenes decision.

At least half of early clips should demonstrate or teach. Do not make every clip an announcement.

## Script formats

### 20–35 second useful demonstration

- **0–2s:** concrete hook + visual proof: “If your {thing} keeps {problem}, check this first.”
- **3–8s:** who/when this applies to; remove unnecessary backstory.
- **9–25s:** show 1–3 steps or the before/after. Keep visual changes moving with the explanation.
- **26–35s:** one CTA proportionate to intent: “Save this,” “comment your case,” “see the full example,” or “try/book” only when earned.

### Other repeatable formats

- `Three signs {specific problem} is happening`
- `{Common advice} fails when {constraint}; do this instead`
- `I reviewed/fixed {artifact}: here are the two changes`
- `A customer asked {real question}; the honest answer is {answer + limitation}`
- `Build/delivery log: evidence → decision → result`, not a feature diary

## Production checklist

1. One clip = one idea and one audience.
2. Show the outcome/problem in the first frame when possible; do not begin with a logo.
3. Use clear speech, readable native captions, sufficient contrast, and visual evidence.
4. Cut pauses and setup that do not increase understanding. Do not chase arbitrary length if clarity needs more.
5. Use original footage/examples or licensed material. Get permission for customer faces, data, quotes, and transformations.
6. Make claims supportable. No fake urgency, earnings promises, health claims, testimonials, or undisclosed sponsorships.
7. Caption adds context/search language; hashtags label the topic but do not rescue weak audience fit.
8. **Real ship + live Premium:** for a changelog / release MP4, hand off to [../artifacts/changelog-video.md](../artifacts/changelog-video.md) (HyperFrames + `POST /api/gtm/agent/tts`). Otherwise draft **one** text script here as today.

## Four-week test

- Week 1: create 3 concepts across the three pillars.
- Weeks 2–3: publish 3–5 clips/week if sustainable; repeat the strongest topic with a new hook/example.
- Week 4: compare by qualified outcome, not the biggest view count.
- Change one variable per mini-test: hook, topic, proof format, length, or CTA.
- Reply to useful comments and turn repeated questions into the next clip—with attribution/privacy respected.

The Coach should draft **one script at a time**, including shot/visual, spoken line, on-screen text, caption, CTA, hypothesis, and review metric.

## Measure the funnel

- **Distribution diagnostics:** viewed vs swiped, early retention, completion, rewatches.
- **Value diagnostics:** saves, shares, substantive comments, repeat viewers.
- **Business outcome:** qualified profile visits, site actions, conversations, subscriptions, bookings, activation, or purchases.

Platform analytics definitions vary; ask the founder to paste the metrics shown rather than assuming exact formulas.

## Decision rules

- High retention + right-person comments + business action: continue the series and deepen the same promise.
- High views + wrong audience/no action: change topic/audience signal or CTA; do not call it success.
- Low early retention: test the first frame/hook while keeping the idea constant.
- Strong saves but low conversion: the content helps; improve the transition and offer fit without turning it into a hard pitch.
- No read after inconsistent posting: fix cadence/sample before rejecting the channel.
- No useful signal after a consistent 4-week, audience-correct test: stop or demote the channel.

## Project-type adaptations

- **App/SaaS:** screen workflow, teardown, time-to-value; CTA to one core job.
- **Service:** diagnose examples and show judgment; CTA to a qualified audit/call.
- **Newsletter/media:** native excerpt or argument; CTA to the recurring edition.
- **Digital product:** show the artifact in use, not a mockup carousel.
- **Community:** show member ritual/outcome with consent, not member-count hype.
- **Creator/artist:** process, story, finished work, and series continuity.
- **Brand:** use/demo, comparison, fit, care, or customer context; disclose gifted/sponsored content.
- **Education:** teach one complete micro-outcome; CTA to workshop/application.
- **Marketplace:** show a successful narrow transaction and trust mechanism; recruit the constrained side.