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—Playbook

Everythingweknow,
writtendown.

We are not precious about method. The hard part was never knowing what works, it was building something that can run the loop at volume without getting tired. Take the notes.

01The hook economy · 7 min

How we crack virality

Virality is not a quality problem, it is a first-second problem. What we test, in what order, and why most brands optimise the wrong end of the clip.

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kept
02Diagnostics · 6 min

Reading a retention curve

Every failed clip tells you exactly where it failed. Four curve shapes, what each one means, and the specific fix for each.

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03Fleet health · 8 min

Why accounts get suppressed

Suppression is rarely about the content. It is about the account's behavioural history, and it is mostly earned in the weeks before the first post.

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04Character · 6 min

Designing a persona that holds

Consistency beats charisma. What goes in a persona spec, what has to be forbidden explicitly, and why the interesting ones are always specific.

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age62
regionPhoenix
neveremoji
05Compounding · 5 min

The variant engine

What to do the day something works. How a single proven clip becomes a family, and how to spawn variants without triggering duplicate suppression.

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