taketomarket 0.1.0

package/playbooks/social.md

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+---
+discipline: social
+asset_types: [tweet, instagram-post, instagram-carousel, instagram-reel-caption, facebook-post, facebook-ad-copy]
+version: "1.0"
+---
+
+# Social Playbook
+
+## Production Guidance
+
+Social media is not one channel -- it is three distinct platforms with different algorithms, audiences, and content rules. This playbook covers X/Twitter, Instagram, and Facebook. Every post must be written for a specific platform, not adapted from a generic template. Copy-pasting the same content across platforms is an anti-pattern that violates native format rules on every platform.
+
+### General Social Principles
+
+- **Native format preference:** Each platform rewards native content (text, image, video created for that platform) over link posts. Link-only posts get suppressed across all three platforms.
+- **Platform voice:** Adapt tone per platform while maintaining brand voice from BRAND.md. X is concise and direct. Instagram is visual-first with descriptive captions. Facebook allows longer narrative and community engagement.
+- **One idea per post:** Social posts succeed by delivering one clear point, not summarizing multiple ideas. If the idea is complex, break it into a thread (X) or carousel (Instagram).
+
+### X/Twitter Production Rules
+
+- Maximum value in minimum words. Target under 200 characters for highest engagement even though the limit is 280.
+- **No rhetorical questions.** The X algorithm deprioritizes posts with rhetorical questions (questions that do not expect an answer). Use statements, data points, or direct challenges instead. Questions that genuinely invite a response are acceptable.
+- Thread-first for longer content: if the idea needs more than 280 characters, write as a thread with each tweet standalone-valuable. Number tweets in threads longer than 3 posts.
+- URLs count as 23 characters regardless of actual length (X's t.co link wrapping).
+- Hashtags: 1-3 maximum, integrated naturally or at end. More than 3 looks spammy on X.
+
+### Instagram Production Rules
+
+- **Visual-first:** The image or carousel IS the content. The caption supports and extends the visual, not the other way around. Do not write a caption that makes sense without seeing the image.
+- **Carousel structure:** 1:1 (feed-optimized) or 4:5 (maximum vertical space) ratio. Maximum 10 slides. Cover slide must have a hook. Content slides should have one point each. Closing slide should have a CTA.
+- **Caption structure:** Hook in first line (before "more" truncation at ~125 characters), value in body, CTA and hashtags at end.
+- **Hashtags:** 5-15 relevant hashtags, placed at the end of caption or in the first comment. Mix of broad and niche tags.
+- **Reel captions:** Under 150 characters for visibility -- reels have less caption real estate.
+- If a CTA needs a link, reference "link in bio" -- Instagram does not allow clickable links in post captions.
+
+### Facebook Production Rules
+
+- **Text before media:** Facebook shows text above images/videos. Lead with the hook in the first sentence -- do not let an image speak for itself.
+- **Longer narrative acceptable:** 100-500 words perform well on Facebook. The first 100 words are visible before the "See more" truncation.
+- **Community engagement:** Ask questions, run polls, invite shares. Facebook's algorithm weights shares and meaningful comments over reactions.
+- **Hashtags: minimal.** 0-2 hashtags maximum. Facebook hashtags have minimal discovery benefit and look out of place in the feed.
+- **Video preference:** Native video (uploaded directly, not linked from YouTube) gets significantly more reach. Square (1:1) or vertical (4:5) formats preferred in feed.
+
+---
+
+## Discipline Gates
+
+### DISC-SOC-01: Platform Character Limits -- Tier 1
+
+**Checks:** Content length against platform-specific maximums
+**Against:** Platform specifications for the target platform
+
+#### Evaluation Criteria
+
+1. **X/Twitter limit**
+   - PASS: Post is under 280 characters with URLs counted as 23 characters each
+   - WARN: Post is 260-280 characters (functional but no room for retweet commentary or quote-tweet additions)
+   - FAIL: Post exceeds 280 characters (will not publish)
+   - N/A: Asset is not targeting X/Twitter
+
+2. **Instagram caption limit**
+   - PASS: Caption is under 2,200 characters
+   - WARN: Caption is 2,000-2,200 characters (approaching limit, may need trimming)
+   - FAIL: Caption exceeds 2,200 characters (will be truncated by platform)
+   - N/A: Asset is not targeting Instagram
+
+3. **Facebook limit**
+   - PASS: Post is under 1,500 characters with key message in first 100 words (visible before truncation)
+   - WARN: Post is 1,500-2,000 characters (long but functional; key message should be front-loaded)
+   - FAIL: Post exceeds 2,000 characters or key message is buried after the first 200 words
+   - N/A: Asset is not targeting Facebook
+
+### DISC-SOC-02: Native Format Preference -- Tier 2
+
+**Checks:** Content formatted for native platform consumption
+**Against:** Platform best practices for native content
+
+#### Evaluation Criteria
+
+1. **Format appropriateness**
+   - PASS: Content uses native format -- X: text, image, or thread; Instagram: image, carousel, or reel; Facebook: text+image, native video, or poll
+   - WARN: Link-based post but with substantial native text that delivers value independently of the link
+   - FAIL: Link-only post with no native content -- just a URL or "Check this out: [link]" with no additional context
+
+2. **Media format**
+   - PASS: Images or video in platform-preferred ratios (Instagram: 1:1 or 4:5; Facebook: 1.91:1 for link previews, 1:1 or 4:5 for native; X: 16:9 or 1:1)
+   - WARN: Media present but uses non-standard ratio (will display with cropping or letterboxing)
+   - FAIL: N/A -- media is optional on some platforms. Only FAIL if media is present but severely wrong format (e.g., portrait video in a landscape container, or image so distorted it hurts readability)
+
+### DISC-SOC-03: Platform-Specific Rules -- Tier 1
+
+**Checks:** Platform-specific content rules that affect reach and engagement
+**Against:** Current platform algorithm guidelines
+
+#### Evaluation Criteria
+
+1. **X/Twitter rhetorical questions**
+   - PASS: No rhetorical questions -- post uses statements, data points, or direct challenges
+   - WARN: Question present but phrased as a genuine request for response (e.g., "What tool do you use for email automation?" -- expects real answers)
+   - FAIL: Rhetorical question that does not expect an answer (e.g., "Don't you hate when...?", "Who else thinks...?", "Isn't it crazy that...?")
+   - N/A: Asset is not targeting X/Twitter
+
+2. **Instagram carousel structure**
+   - PASS: Carousel has a cover slide with a hook, content slides with one key point each, and a closing CTA slide
+   - WARN: Carousel present but missing clear structure (e.g., no cover hook, or CTA buried mid-carousel)
+   - FAIL: Carousel with walls of text per slide, or slides with no narrative flow (random order would not change meaning)
+   - N/A: Asset is not an Instagram carousel
+
+3. **Facebook text-before-media**
+   - PASS: Text appears above any image or video with a hook in the first sentence
+   - WARN: Text present but hook is weak or buried after generic opening
+   - FAIL: Image or video posted with no text or minimal text (under 20 characters)
+   - N/A: Asset is not targeting Facebook
+
+### DISC-SOC-04: Hashtag and Mention Hygiene -- Tier 2
+
+**Checks:** Platform-appropriate hashtag and mention usage
+**Against:** Platform-specific engagement data and best practices
+
+#### Evaluation Criteria
+
+1. **Hashtag count**
+   - PASS: X/Twitter 1-3 hashtags; Instagram 5-15 hashtags; Facebook 0-2 hashtags
+   - WARN: Slightly above or below optimal range per platform (e.g., X with 4 hashtags, Instagram with 3-4 or 16-20, Facebook with 3)
+   - FAIL: X 5+ hashtags; Instagram 25+ hashtags; Facebook 5+ hashtags
+   - N/A: Platform does not benefit from hashtags or post intentionally omits them with documented reason
+
+2. **Mention accounting**
+   - PASS: Mentions are relevant to the content, and character count including mentions stays within platform limits
+   - WARN: Mentions present and character limit is tight -- removing a mention would improve readability
+   - FAIL: Mentions push content over the platform character limit, or mentions are irrelevant tag-spam
+
+---
+
+## Base Gate Overrides
+
+None -- all base gates keep default tiers.
+
+---
+
+## Format Rules
+
+Platform-specific formatting enforced during production:
+
+### X/Twitter
+
+- **Character limit:** 280 (URLs count as 23 characters regardless of actual length)
+- **Hashtags:** 1-3, integrated naturally in text or placed at end
+- **Thread posts:** Each tweet standalone-valuable, numbered if thread exceeds 3 tweets
+- **Media:** 16:9 or 1:1 images, 4 images maximum per tweet
+- **No rhetorical questions:** Use statements or genuine questions only
+- **Quote tweets:** Under 200 characters to leave room for the quoted content
+
+### Instagram
+
+- **Caption limit:** 2,200 characters
+- **Carousel:** 1:1 or 4:5 ratio, maximum 10 slides, cover slide with hook, closing slide with CTA
+- **Hashtags:** 5-15, placed at end of caption or in first comment
+- **Bio link reference:** If CTA needs a link, reference "link in bio" -- no clickable links in captions
+- **Reel caption:** Under 150 characters for visibility
+- **Image minimum resolution:** 1080x1080 (1:1) or 1080x1350 (4:5)
+
+### Facebook
+
+- **Post limit:** Practical limit 1,500 characters (first 100 words visible before "See more" truncation)
+- **Link preview:** 1.91:1 image ratio for link card previews
+- **Hashtags:** 0-2 maximum (Facebook hashtags have minimal discovery benefit)
+- **Video:** Square (1:1) or vertical (4:5) preferred in feed; native upload only (no YouTube links)
+- **Text before media:** Always include text above images or videos
+- **Polls:** Use native poll feature for engagement; keep options to 2-4 choices
+
+---
+
+## Examples
+
+### Good: Native X/Twitter Thread
+
+```
+Tweet 1 (178 chars):
+We analyzed 2,000 B2B tweets from last quarter.
+
+The ones that got 10x more engagement had one thing in common:
+
+They made a claim in the first sentence. Not a question.
+
+Thread:
+
+Tweet 2:
+Here's the data:
+
+- Claim-first tweets: 4.2% engagement rate
+- Question-first tweets: 0.8% engagement rate
+- Link-first tweets: 0.3% engagement rate
+
+The algorithm rewards conviction.
+
+Tweet 3:
+The best-performing claim format:
+
+"[Specific number] + [counterintuitive insight]"
+
+Example: "83% of B2B buyers make their decision before talking to sales."
+
+Not: "Did you know most buyers decide early?"
+
+#B2B #ContentStrategy
+```
+
+**Why it works:** Opens with data (not a question), each tweet stands alone, no external links, 2 hashtags on final tweet only, rhetorical-question-free.
+
+### Good: Instagram Carousel with Structure
+
+```
+[Slide 1 - Cover/Hook]: "The 5-metric dashboard that replaced our 47-metric report"
+[Slide 2]: Metric 1 -- Revenue per campaign (not total revenue)
+[Slide 3]: Metric 2 -- CAC by channel (not blended CAC)
+[Slide 4]: Metric 3 -- Pipeline velocity (not pipeline value)
+[Slide 5]: Metric 4 -- Content-to-conversion ratio
+[Slide 6]: Metric 5 -- Customer expansion rate
+[Slide 7 - CTA]: "Save this for your next dashboard review. Follow @brand for more."
+
+Caption (412 chars):
+We deleted 42 metrics from our marketing dashboard last month.
+
+Not because they weren't important.
+Because they weren't actionable.
+
+Here are the 5 metrics we kept -- and why each one drives a specific decision.
+
+Swipe through to see the full breakdown.
+
+Which metric would you add to this list? Drop it in the comments.
+
+#MarketingMetrics #B2BMarketing #DataDriven #MarketingDashboard #GrowthMarketing
+```
+
+**Why it works:** Cover slide has hook, one point per slide, CTA on final slide, caption has hook before truncation, 5 hashtags, engagement question.
+
+### Bad: Rhetorical Question on X/Twitter
+
+```
+Don't you just HATE it when your marketing metrics don't make sense?
+
+We've all been there. Check out our new guide to fix it: https://example.com/guide
+
+#Marketing #Metrics #Guide #Data #Analytics #B2B #Growth #Strategy
+```
+
+**Why it fails:** DISC-SOC-03 FAIL (rhetorical question "Don't you just HATE..."), DISC-SOC-02 WARN (link-based post), DISC-SOC-04 FAIL (8 hashtags on X).
+
+### Bad: Link-Only Facebook Post
+
+```
+https://example.com/blog/new-post
+
+[Auto-generated link preview with generic image]
+```
+
+**Why it fails:** DISC-SOC-02 FAIL (link-only, no native content), DISC-SOC-03 FAIL (no text before media/link).
+
+---
+
+## Anti-Patterns
+
+1. **Rhetorical questions on X/Twitter:** The algorithm deprioritizes posts with questions that do not expect genuine answers. "Who else thinks...?" and "Don't you hate when...?" get lower distribution than direct statements or genuine questions.
+
+2. **Link-only posts across all platforms:** Posting a bare URL with no native content gets suppressed on every major platform. Always provide standalone value in the post text itself.
+
+3. **Same content copy-pasted across platforms:** Each platform has different character limits, audience expectations, hashtag norms, and content formats. A tweet is not a Facebook post is not an Instagram caption. Write platform-native content for each.
+
+4. **Excessive hashtags:** 25+ hashtags on Instagram looks spammy, 5+ on X is excessive, and any hashtags on Facebook have minimal value. Stay within platform-optimal ranges.
+
+5. **Instagram carousel with walls of text:** Each carousel slide should have one key point, not a paragraph. If you need more text, use the caption. Slides are visual -- treat them like presentation slides, not blog pages.
+
+6. **Facebook posts with no text before media:** Posting an image or video with no text (or just an emoji) wastes the text space that Facebook displays prominently above media. Always lead with a text hook.
+
+---
+
+## Metrics
+
+What to measure post-ship per platform:
+
+### X/Twitter
+- **Impressions:** How many times the tweet appeared in feeds
+- **Engagements:** Likes, retweets, quote tweets, replies combined
+- **Repost rate:** Retweets + quote tweets / impressions -- indicates content worth sharing
+- **Link clicks:** If link in reply strategy used, track clicks via UTM parameters
+
+### Instagram
+- **Reach:** Unique accounts that saw the post (more meaningful than impressions for Instagram)
+- **Saves:** The strongest content quality signal on Instagram -- saved posts indicate reference-worthy content
+- **Carousel completion rate:** What percentage of viewers reached the last slide? Below 40% suggests weak slide structure
+- **Profile visits:** Did the post drive curiosity about the brand? Track within 48 hours of posting
+
+### Facebook
+- **Reach:** Organic reach per post (Facebook's most throttled metric -- track trends, not absolutes)
+- **Engagement rate:** (Reactions + comments + shares) / reach
+- **Shares:** The highest-value engagement on Facebook -- shares drive exponential reach
+- **Link clicks:** If post includes a link, track CTR via UTM parameters
+
+### Cross-Platform
+- **Sentiment:** Are replies positive, negative, or neutral? Track qualitative patterns across platforms
+- **Reply quality:** Meaningful replies (2+ sentences, on-topic) vs. emoji-only reactions
+- **Follower growth rate:** Net new followers within 48 hours of posting, per platform
+- **Content-to-platform fit score:** Which platforms generate the highest engagement for which content types? Track to optimize channel allocation

package/playbooks/youtube.md

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+---
+discipline: youtube
+asset_types: [video-script, thumbnail-brief, description, community-post]
+version: "1.0"
+---
+
+# YouTube Discipline Playbook
+
+This playbook extends the base playbook contract (`base.md`) with YouTube-specific production guidance, discipline gates, and format rules. It is loaded by ttm-producer during content generation and parsed by ttm-verify for gate evaluation.
+
+---
+
+## Production Guidance
+
+### Hook in the First 5 Seconds
+
+The first 5 seconds determine whether a viewer stays or clicks away. Every video script must open with one of these hook patterns:
+
+- **Problem statement:** Name a specific pain point the viewer recognizes ("You're losing 40% of your viewers in the first 10 seconds")
+- **Bold claim:** Make a concrete, falsifiable promise ("This one change doubled our conversion rate")
+- **Curiosity gap:** Tease a result without revealing the method ("Most creators get this completely wrong")
+- **Pattern interrupt:** Open with something unexpected -- a visual, a question, or a contrarian take
+
+Never open with a greeting ("Hey guys, welcome back"), a channel introduction, or a sponsor read before the hook. The hook comes first, always.
+
+### Title + Thumbnail Click-Fit
+
+Title and thumbnail are a single unit -- they must work as a complementary pair:
+
+- **Title promises:** The title makes a specific, curiosity-driven promise. It tells the viewer WHAT they will learn or get.
+- **Thumbnail amplifies visually:** The thumbnail shows the RESULT, EMOTION, or CONTRAST that makes the promise tangible. It does NOT repeat the title text.
+- **Complementary, not redundant:** If the title says "I Tested 100 Hooks," the thumbnail shows the data chart or a shocked face -- not the words "100 Hooks."
+
+Effective pairs create a "curiosity loop" -- the viewer needs to click to close the gap between what the title promises and what the thumbnail shows.
+
+### Description SEO
+
+YouTube descriptions are searchable. Optimize them:
+
+- Place the target keyword in the first 2 lines (first 150 characters visible before "Show more")
+- Include timestamps for videos over 10 minutes (YouTube uses these for chapters and key moments in search)
+- Add 2-3 relevant links (related videos, resources mentioned, landing pages)
+- Include 3-5 hashtags at the end (YouTube displays the first 3 above the title)
+- Write 200+ words total -- longer descriptions improve discoverability
+
+### End-Screen CTA Placement
+
+Every video script must include an end-screen section in the final 20 seconds:
+
+- Verbal CTA: Tell the viewer exactly what to do next ("Watch this video next" or "Subscribe if you want weekly breakdowns")
+- Visual placement notes: Specify where end-screen elements appear (avoid covering important visuals)
+- Link the CTA to a specific next video or playlist, not just "subscribe"
+
+### Retention Curve Awareness
+
+YouTube rewards watch time. Structure scripts to front-load value:
+
+- Deliver the key value proposition within the first 30% of the script
+- Use pattern interrupts every 2-3 minutes (change visual, ask a question, introduce a new sub-topic)
+- Avoid extended tangents that pull away from the promised topic
+- Use "open loops" -- tease upcoming sections to keep viewers watching ("In a moment I'll show you the exact template, but first...")
+- Place the most valuable or surprising insight early, not as a "big reveal" at the end
+
+### Community Post Strategy
+
+Community posts maintain engagement between uploads:
+
+- **Poll posts:** Ask binary or multiple-choice questions related to upcoming content
+- **Text posts:** Share behind-the-scenes insights or early data from recent videos
+- **Image posts:** Share screenshots, charts, or visual teasers for upcoming content
+- Post 2-3 times per week between uploads to maintain algorithmic presence
+
+---
+
+## Discipline Gates
+
+### DISC-YOUTUBE-01: Hook Strength -- Tier 1
+
+**Checks:** First 5 seconds of video script contain a specific promise, question, or pattern interrupt
+**Against:** Video script opening section
+
+#### Evaluation Criteria
+
+1. **Hook presence and quality**
+   - PASS: Script opens with a concrete hook (problem statement, bold claim, or curiosity gap) within the first 3 sentences. The hook is audience-focused and specific.
+   - WARN: Script has an opening but it is generic or brand-focused rather than audience-focused (e.g., "Today we're going to talk about...")
+   - FAIL: Script opens with an introduction, greeting, or sponsor mention before the hook
+
+2. **Hook specificity**
+   - PASS: Hook contains a specific number, result, or named concept ("3 mistakes," "doubled our revenue," "the LinkedIn algorithm change")
+   - WARN: Hook references a general topic without a specific angle ("Let's talk about marketing")
+   - FAIL: No identifiable hook in the first 5 lines of the script
+
+### DISC-YOUTUBE-02: Title-Thumbnail Click-Fit -- Tier 1
+
+**Checks:** Title and thumbnail brief work as a complementary pair (title promises, thumbnail visualizes)
+**Against:** Video title and thumbnail brief in the asset
+
+#### Evaluation Criteria
+
+1. **Complementary messaging**
+   - PASS: Title contains a specific promise or curiosity gap AND thumbnail brief describes a contrasting visual element that amplifies (not duplicates) the title
+   - WARN: Title and thumbnail overlap in message (both say the same thing in words and visuals)
+   - FAIL: Title is generic or clickbait with no matching thumbnail concept, OR thumbnail brief is missing
+
+2. **Curiosity loop**
+   - PASS: Together, title and thumbnail create an information gap that requires clicking to resolve
+   - WARN: Title and thumbnail are on-topic but do not create tension or curiosity
+   - FAIL: Title and thumbnail are unrelated or contradictory
+
+### DISC-YOUTUBE-03: Description SEO -- Tier 2
+
+**Checks:** Description includes target keyword in first 2 lines, timestamps, and relevant links
+**Against:** Video description content
+
+#### Evaluation Criteria
+
+1. **Keyword placement**
+   - PASS: Target keyword appears in the first 150 characters of the description
+   - WARN: Keyword present in the description but not in the first 150 characters
+   - FAIL: No target keyword in the description, or description is under 100 characters
+
+2. **Structural completeness**
+   - PASS: Timestamps present for videos 10+ minutes, at least 2 links included, 3+ hashtags at the end
+   - WARN: Timestamps missing for long-form content, OR fewer than 2 links
+   - FAIL: No timestamps, no links, and no hashtags -- description is just a single sentence
+
+### DISC-YOUTUBE-04: Retention Structure -- Tier 2
+
+**Checks:** Script front-loads value and avoids retention killers
+**Against:** Video script structure and pacing
+
+#### Evaluation Criteria
+
+1. **Value delivery timing**
+   - PASS: Key value proposition delivered within the first 30% of the script, with pattern interrupts every 2-3 minutes
+   - WARN: Value delivered but after a long preamble (more than 20% of script before any substantive content)
+   - FAIL: Script buries the main point past the halfway mark or has no structural variety
+
+2. **Retention techniques**
+   - PASS: Script uses open loops, sub-topic transitions, or visual change notes to maintain engagement throughout
+   - WARN: Script is linear with no pacing variation but content is solid
+   - FAIL: Script is a single unbroken monologue with no engagement hooks after the opening
+
+### DISC-YOUTUBE-05: End-Screen CTA -- Tier 2
+
+**Checks:** Script includes a clear end-screen call-to-action
+**Against:** Final section of the video script
+
+#### Evaluation Criteria
+
+1. **CTA presence and specificity**
+   - PASS: Final section includes a specific CTA (subscribe, watch next video, click link) with verbal direction and visual placement notes for end-screen elements
+   - WARN: CTA exists but is generic ("like and subscribe") with no specific next action or visual placement
+   - FAIL: No end-screen CTA in the script
+
+### DISC-YOUTUBE-06: Thumbnail Contrast -- Tier 2
+
+**Checks:** Thumbnail brief specifies high-contrast, low-clutter visual design
+**Against:** Thumbnail brief content
+
+#### Evaluation Criteria
+
+1. **Visual clarity**
+   - PASS: Thumbnail brief specifies max 3 elements, contrasting colors, readable text at mobile size, and face/emotion if applicable
+   - WARN: Thumbnail brief exists but includes more than 3 text elements or lacks contrast specification
+   - FAIL: No thumbnail brief provided, or brief describes a busy/cluttered design with 5+ elements
+
+2. **Mobile readability**
+   - PASS: Any text in the thumbnail is specified as large, bold, and limited to 3-4 words maximum
+   - WARN: Text is included but no size or readability specification
+   - FAIL: Thumbnail relies on small text or detailed graphics that would be illegible at mobile thumbnail size
+
+---
+
+## Base Gate Overrides
+
+| Base Gate ID | Default Tier | Override Tier | Reason |
+|-------------|-------------|---------------|--------|
+| GATE-10 (Format Correctness) | Tier 2 | Tier 1 | Video scripts have strict format requirements (timestamps, shot notes, scene markers) that directly affect production workflow and cannot be fixed post-recording |
+
+---
+
+## Format Rules
+
+### Video Script Format
+
+```
+[HOOK - 0:00-0:05]
+{Opening hook -- problem, claim, or curiosity gap}
+
+[INTRO - 0:05-0:30]
+{Brief context setting -- who this is for, what they will learn}
+
+[SECTION 1 - 0:30-3:00]
+{Main content section}
+[B-ROLL: {description of supporting visual}]
+[LOWER THIRD: {text overlay content}]
+
+[PATTERN INTERRUPT - 3:00]
+{Re-engagement moment -- question, visual change, new angle}
+
+[SECTION 2 - 3:00-6:00]
+{Continued content}
+
+[END SCREEN - final 20 seconds]
+{Verbal CTA + visual placement notes}
+[END CARD: {specific video/playlist to link}]
+```
+
+### Thumbnail Brief Format
+
+```
+Elements (max 3):
+1. {Primary element -- face, object, or result}
+2. {Text overlay -- 3-4 words max, bold}
+3. {Background/contrast element}
+
+Colors: {Primary contrast pair, e.g., "Yellow text on dark blue background"}
+Emotion: {If face is included -- shocked, excited, skeptical, etc.}
+Mobile test: {Confirm readability at 168x94px}
+```
+
+### Description Template
+
+```
+{Target keyword in the first line -- what this video covers}
+{Second line -- specific promise or key takeaway}
+
+{Timestamps / Chapters}
+0:00 - {Hook}
+0:30 - {Section 1 title}
+3:00 - {Section 2 title}
+...
+
+{Resources / Links}
+- {Resource 1}: {URL}
+- {Resource 2}: {URL}
+
+{About section -- 2-3 sentences about the channel}
+
+#hashtag1 #hashtag2 #hashtag3
+```
+
+### Community Post Format
+
+- **Poll:** Question (under 65 characters) + 2-4 options (under 25 characters each)
+- **Text:** 1-3 paragraphs, conversational tone, end with a question to drive comments
+- **Image:** High-contrast image with minimal text, paired with 1-2 sentence caption
+
+---
+
+## Examples
+
+### Good: Strong Hook + Complementary Title-Thumbnail
+
+```
+Title: "I Analyzed 1,000 YouTube Thumbnails -- Here's What Actually Works"
+
+Thumbnail brief:
+- Element 1: Creator's face with surprised expression
+- Element 2: Bold text "1,000 THUMBNAILS" in yellow
+- Element 3: Dark background with faded grid of thumbnail images
+- Colors: Yellow text on dark charcoal
+- Mobile test: Face and text readable at 168x94px
+
+Script opening:
+"The average YouTube thumbnail gets mass-ignored. Out of 1,000 thumbnails
+I analyzed across 50 channels, only 12% followed the pattern that
+correlates with above-average CTR. Here's what they all had in common."
+```
+
+Why it works: Title promises data-driven insight. Thumbnail shows the scale (face + "1,000") without repeating the title. Hook delivers a specific stat immediately.
+
+### Bad: Weak Hook + Redundant Title-Thumbnail
+
+```
+Title: "YouTube Thumbnail Tips"
+
+Thumbnail brief:
+- Element 1: Text "Thumbnail Tips"
+- Element 2: Stock photo of a computer screen
+- Element 3: Channel logo
+- Element 4: Subscribe button graphic
+- Element 5: Arrow pointing at screen
+
+Script opening:
+"Hey guys, welcome back to the channel! Today we're going to be talking
+about thumbnails. Before we get into it, a quick word from our sponsor..."
+```
+
+Why it fails: Title is generic (no promise, no number, no curiosity). Thumbnail repeats the title text and has 5 elements (cluttered). Script opens with greeting + sponsor before any hook.
+
+---
+
+## Anti-Patterns
+
+1. **Opening with "Hey guys"** -- Greetings before the hook lose viewers in the first 3 seconds. YouTube's retention graph shows the steepest drop in the first 5 seconds. The hook must come first.
+
+2. **Burying the hook after a sponsor read** -- Sponsor integrations in the first 30 seconds kill retention. Place sponsor reads after the hook and initial value delivery (typically 2-4 minutes in).
+
+3. **Thumbnail text duplicating the title** -- If the thumbnail says the same words as the title, you have wasted one of your two click-driving elements. The thumbnail should SHOW what the title TELLS.
+
+4. **Description with no keywords or links** -- A one-sentence description like "New video!" wastes SEO opportunity. YouTube indexes description text for search -- treat it as a mini blog post.
+
+5. **Scripts without retention markers** -- A script that reads as a continuous essay without scene breaks, B-roll notes, or pattern interrupts will produce a monotonous video. Mark structural variety explicitly.
+
+6. **Generic end-screen CTA** -- "Like and subscribe" is background noise. Specific CTAs ("Watch this video next where I show the exact template") drive measurable end-screen click rates.
+
+7. **Cluttered thumbnails** -- More than 3 visual elements compete for attention at mobile size. Thumbnails must be readable at 168x94 pixels -- the size they appear in mobile feeds.
+
+---
+
+## Metrics
+
+Track these indicators for YouTube content after shipping:
+
+- **Views** -- Total views over 7/30/90 day windows. Compare against channel average.
+- **Watch time (hours)** -- Total accumulated watch time. YouTube's primary ranking signal.
+- **Average view duration** -- Mean watch time per view. Indicates content quality and retention. Target: above 50% of video length.
+- **Click-through rate (CTR)** -- Impressions to views ratio from YouTube Studio. Measures title + thumbnail effectiveness. Channel benchmark: 4-10%.
+- **Subscriber conversion** -- New subscribers attributed to the video. Measures audience growth impact.
+- **End-screen click rate** -- Percentage of viewers who click end-screen elements. Measures CTA effectiveness.
+- **Comments and engagement rate** -- Comments, likes, shares as a percentage of views. Measures community engagement.
+- **Traffic sources** -- Breakdown of Browse, Search, Suggested, External. Indicates discovery path.