Guidelines › Content Production › Content & Channels

Chapter E

Content & Channels

Content & Format LOCKED

Complete content architecture — every content angle, format type, and production standard. Extracted from FigJam board and operational practice. Each angle branches into specific formats with real post examples linked.

KHUYÊN (Jewelry Content)

Mixset close-up + product detail — by category (pink stones, crosses, butterflies, mini stones, etc.). Each set shows 1 product category in close-up ear shots.

Mixset + creative flatlay / swatch — combine ear shots with styled flatlay or color swatch cards showing the jewelry palette.

Flatlay cover + mixset behind — lead image is a wide flatlay of grouped products by theme (flowers, stars), followed by ear mixset photos.

Mixset + grouped product graphics — ear photo paired with graphic layout of the same products.

Flatlay zoom with product info — wide flatlay showing variety → zoomed flatlay with product details (ring size, stone type, pricing). Link to Shopee.

Titanium product content — 3D renders showing structure, polish quality, superior finish. Highlight features: safe, no irritation, flat labret, changeable tops, adjustable posts.

Jewelry styling guides — by piercing position, by ear shape, by occasion/style/personal need, by zodiac sign/numerology.

XỎ (Piercing Content)

Position-specific content for: Lobe (+variants), Helix (+variants: hidden helix, vertical helix, double helix, forward helix), Flat, Conch (+variants), Tragus (+anti-tragus), Daith, Nostril/Septum, Navel, Rook. Each position includes: catalogue posts, tips/advice, feedback compilations, mixset inspo images.

Close-up piercing process videos — real technique footage by position (Lobe, Helix, Lobe+Rook combo, etc.).

Jewelry change experience — content showing the post-healing jewelry swap experience.

Combo piercing intros — introduce 2-3 position combos with 1-2 styled mixset images per combo (e.g., lobe + helix + forward helix).

Piercing styling suggestions:
• Get-ready/makeup with KOLs — collaborative content
• “Ear Destination” planning — mapping out your piercing journey, matching positions to personal goals
• Zodiac consulting — piercing recommendations by zodiac sign (real person or voiceover + photo formats)
• Idol-inspired — “Xỏ theo Jungkook”, “Xỏ theo Jennie”
• Anatomy-based — choosing piercings that fit your ear structure (e.g., “can your ear handle a Rook?”, “why you can’t get a Helix”)

Personal stories:
• Family opposition to piercing — storytelling personal narratives
• Milestone piercings — piercing tied to life changes, memories
• Style completion — how piercing completed someone’s look
• Bad gun-piercing experiences — stories of switching from gun to needle

FEEDBACK Content

Customer feedback: By single position or combo, by time period (weekly/monthly compilations), by seasonal top picks, by top trending positions.

KOL feedback: Compilations with/without pricing shown, per product line (e.g., clip earrings, gold jewelry), individual KOL feature posts.

EDUCATION Content

Bump/scar/swelling knowledge (10+ content pieces): signs of bumps, 3 causes of bumps, bump vs keloid differences, should you treat bump at home?, comprehensive bump guide, all reasons for bumps, swelling management. Tone: not too text-heavy, plain everyday language (ngôn ngữ bình dân, đơn giản).

Aftercare tips: Sleeping on piercings, preventing misalignment, dealing with closed piercings, swallowed jewelry, multiple piercings at once, post-piercing swelling, saline spray cleaning protocol (Reels + Post formats).

Product knowledge: Material comparison (Titanium vs Steel vs Gold vs Alloy with detailed properties), titanium series deep-dives, steel content education, jewelry care/maintenance, how-to-wear guides (taper method for tragus, press-fit for hoops, etc.).

Piercing technique: Pain ratings (multiple cast reaction videos with “mouth says no pain but cries during piercing” format), healing timelines by position, standard piercing angles (lobe angles, perpendicular-to-skin standard), gun vs needle comparison (foundational content strategy).

MEME / ENTERTAINMENT

Piercing addiction lifestyle · Relatable piercing stories (easily create empathy) · Trend-riding (social media, fashion, content trends, holidays, events) · Zodiac/spiritual content · Celebrity content

BRANDING

Piercer stories: Personal character, piercing style, unique experiences, psychological approach, meticulousness, portfolio (number of piercings, years of experience).

USP introductions: Diverse jewelry selection always trending · Medical team with certified credentials · Premium piercing process with US needles · Modern sterilized facilities · Central city locations near popular spots · Legacy/trust (11+ years pioneering).

Process/policy introductions · Flagship event coverage · Team activities/birthdays (e.g., 11th birthday at store).

PROMOTION

Text announcements · Meme-style announcements · Creative video with hooks · Mixset imagery · Single/double/quad/multi-image post formats · Seasonal piercing reminders (“heal in time for summer!”) · Promotion recaps with customer imagery · Recruitment posts with team imagery.

CSR

Program recaps with imagery.

Production Standards LOCKED

Photo Standards

Flatlay: All key angles (front, left, right). High sharpness, bright stones, clean metal surfaces — no scratches or dirt. Clear product structure. Straight posts, round uniform ball ends, clean edges after background removal. Must show product structure clearly.

Mixset: Clear product sharpness on ear. Determine best jewelry positioning based on individual ear anatomy before styling. Follow trending themes (color, shape, style). Include relatable positions (lobe, helix) alongside statement/highlight pieces.

Catalogue: 4 proximity levels (XS/S/M/L). Priority: XS + S. Models must reflect healthy, polished, modern beauty. When mixing jewelry: follow trending themes, include relatable positions, and add fashion-forward statement pieces.

Creative Flatlay: Styled product arrangement with props, mood lighting, and thematic composition. Separate standard from regular flatlay.

Concept: High-concept photoshoots with creative direction. Requires booking guidelines (pending).

Video Standards

Even lighting — not harsh from one side. Scripted — every video needs a brief. Real product interaction: hold, wear, demonstrate on actual ears/body. Multi-angle or rotation to show products from multiple perspectives. Purpose-driven: every video must connect to the quarterly content framework’s goals, insights, and professional focus. Cast selection must match the insight/theme. Friendly, approachable personality.

Ratios: 9:16 (TikTok/Reels), 1:1 (Feed), 16:9 (Website).
Pacing: Fast for trends, medium for tutorials, slow for brand films.
Color: Bright, natural skin tones. Warm OK. Never desaturated.
Outro: Logo animation on all video.
Music: Licensed only. Trending for TikTok. Never aggressive/horror.

Thumbnail Standards

Facebook: Thumbnails required for long-form content only (short posts don’t need them).
TikTok: Short keyword titles that emphasize key terms. Subtle vignette overlay + strategic title positioning to highlight the cast/subject. Font: Mallory Medium ALL CAPS + Fraunces 28pt Bold. Priority color tones: orange/yellow.

Instagram Feed Standards

Feed layout planning required before publishing. Theme transitions between sales periods/campaigns must be smooth. Highlights: insight-driven grouping (what content groupings drive the most engagement), 50/50 ratio brand-created content vs customer-generated content. Ear model database maintained for casting. Stories content follows the same 50/50 brand vs customer rule.

Photo Data Management

Standardized album naming conventions required. Clear folder structure for what each album contains and how files should be named.

Content Processes LOCKED

Research Process (4 steps):

Evaluate professional depth of the topic
Reference online sources — both domestic and international
Evaluate competitor approaches in the same market
Work with internal professional team via targeted questions

→ Output: prioritized list of insightful content to produce.

Content Building (3 steps):

Define key message / key concept / key insights
Determine channel + format
Build the content

Platform Map LOCKED

TikTok Main

32.4K

@cockstock

Pierce funnel — education, real-POV piercing, inspo, zodiac series. #1 Gen Z discovery channel.

TikTok 2nd

@cockstock.khuyen

Product/Shop funnel — jewelry showcase, demos. Future TikTok Shop integration. Drives Shopee sales.

Instagram

136K+

@cock.stock

Primary visual brand hub. Verified. Seasonal color theme rotation on grid.

Instagram 2nd

@thichxokhuyen

Customer feedback photography from piercers. Before/after, healed piercings.

Shopee

shopee.vn/cockstock

700+ SKU e-commerce. Livestream commerce. Seller ID: 179115994.

Facebook

@CockStockVN

Legacy community + long-form. Parent-friendly. All jewelry posts MUST include Shopee links.

Website

cockstock.com.vn

SEO hub — topic cluster model. 20+ articles, positions, aftercare, materials. FAQ + booking.

Zalo OA

zalo.me/4239178776352588640

Aftercare hotline. 24/7 remote consultation. Direct customer care.

Handle Governance LOCKED

Display name inconsistency across platforms (e.g., @cock.stock vs @cockstock, “Cockstock” vs “Xỏ Khuyên COCKSTOCK”) is acknowledged as a non-issue. These are legacy verified handles that cannot and should not be changed. The ALL-CAPS COCKSTOCK naming rule applies to brand name usage in content, not platform handles.

Notable Content Performance LOCKED

The zodiac content series on TikTok drove exceptional engagement — one Aries video reached approximately 6.2M views. Content themes that consistently perform: zodiac-themed piercing recommendations, ASMR piercing process, K-pop idol ear inspiration (e.g., Jisoo), helix difficulty rankings, store tours.

Instagram Feed Strategy V2.1

Instagram feed layout planned by content phase — Women Focus, Promo, Tết, Valentine, Always-On. Each phase gets a curated grid of 9-15 posts with editorial + product mix. Source: Production Suggestion deck.

Photography Production Categories V2.1

Photography production is split into three pipelines based on scope and resource allocation:

Outsource

Model Face (fashion mood) + Stills (SP mood). Quarterly creative shoots with external photographer + art director.

Anh Tấn (In-house)

Product on Model (tai - ear shots) + Product Cata (SP nền trơn - plain bg). Weekly/bi-weekly product photography pipeline.

Internal Team Booking

KOLs + Feedback. Studio piercers photograph customer results. KOL content via CSFriends program.

Content Funnel Strategy (from Notion) LOCKED

Core funnel messages:

“Why COCKSTOCK”Professional/friendly vibe. Reference: STUDS.

”Free aftercare + piercing from 99K”Happy vibe. Accessible positioning.

”Come get pierced with me”Self-shot/vlog vibe. Authentic, relatable.

Media plan includes 3 key pinned Instagram posts + Reels ads. Media references for funnel content: STUDS, Maria Black, Mejuri.

Platform-Specific Rules LOCKED

All FB jewelry posts MUST include Shopee affiliate link + product images

Maintain standardized album naming conventions for all photo data

Include English subtitles on all video content

Always include a CTA (book, shop, learn, save, share)

Always credit piercers, photographers, and KOL/KOC partners

Always tag the correct COCKSTOCK handles

Content Angles Tree V2.2

Tagline theo mùa = ý tưởng gốc → phân nhánh ra toàn bộ content angles cho từng mảng. Q2/2026: “Xỏ khuyên êm dịu cho đôi tai nhạy cảm” — tagline theo mùa, KHÔNG hardcode vĩnh viễn.

Flow: Seasonal Tagline → Content Angles Tree → Content Series (X/POVKOL, K/SKUANGLE…) → KBK → Videos cụ thể
Nguồn truth: FigJam board “CONTENT-CS”

Mảng Xỏ — 6 gốc nội dung

Content Angles Tree mảng Xỏ Q2/2026 (simplified). Main message: “Xỏ khuyên dịu êm cho đôi tai nhạy cảm”.

Gốc	Chủ đề	Pain points chính
1	Trải nghiệm xỏ chân thực	Thích POV, ASMR, thí nghiệm. Muốn thấy quy trình thực tế.
2	Xỏ chuẩn góc, êm dịu, ít đau	Sợ đau, sợ xỏ lệch, sợ thợ thiếu chuyên nghiệp.
3	Xỏ khuyên mau lành	Sợ kiêng ăn, mất công chăm sóc, kích ứng.
4	Lý do ba mẹ yên tâm	Sợ con đau, lâu lành, biến chứng, thiếu an toàn.
5	Xỏ cho embes (trẻ em)	Phụ huynh lo lắng, kỹ thuật xỏ cho bé.
6	Truyền cảm hứng xỏ khuyên	Tìm thương hiệu đồng cảm, hình mẫu phong cách, biến đổi cái tôi.

Chi tiết 6 gốc + content angles (click để mở)

Gốc 1: Trải nghiệm xỏ chân thực

Series: POV trải nghiệm xỏ với KOLs (TikTok 18x)
Series: POV cận cảnh thủ thuật xỏ (TikTok 15x)
Góc xỏ chuẩn — infographic showcase (TikTok 3x, IG 6x, FB 6x)

Gốc 2: Xỏ chuẩn góc, êm dịu, ít đau

Kim xỏ chuyên gia: siêu sắc, siêu trọn (IG 1x)
So sánh bấm khuyên vs xỏ khuyên (TikTok 1x, IG 1x, FB 1x)
Không sợ đau: tổng hợp biểu cảm (TikTok 1x, IG 1x, FB 1x)
Thân khuyên titan flatback: chân ái xỏ khuyên (TikTok 1x, IG 3x, FB 3x)
So sánh khuyên bạc thế hệ mới vs cũ (TikTok 1x, IG 1x)

Gốc 3: Xỏ khuyên mau lành

Series: Hướng dẫn cho bạn xỏ khuyên (TikTok 3x, IG 3x, FB 3x)
Chăm sóc sau xỏ miễn phí trọn đời (IG 1x, FB 1x)

Gốc 4: Lý do ba mẹ yên tâm

Content USP, phân tích tỉ lệ tâm tư phụ huynh (TikTok 2x, IG 1x, FB 1x)

Gốc 5: Xỏ cho embes

Feedback xỏ bé (IG 3x, FB 6x)
Khuyên xinh yêu dành riêng cho bé (TikTok 1x, IG 2x, FB 2x)
Sản phẩm chăm lỗ xỏ tiện lợi cho bé (FB 1x)

Gốc 6: Truyền cảm hứng

Series: Mixset xỏ đẹp, chất (TikTok 3x, IG 18x, FB 18x)
Feedback hình mẫu xỏ đẹp (IG 6x, FB 3x)
Cheap moment xỏ idol (TikTok 3x, FB 3x)
Series: Xỏ cung hoàng đạo (TikTok 10x, IG 6x, FB 12x)
Series: Nhả vía xỏ lành (TikTok 2x, IG 3x, FB 3x)

Mảng Khuyên — Mix Insight & Bundle

Content Angles Tree mảng Khuyên Q2/2026. Hai nhánh chính: Mix Insight (trend-driven) + Bundle (top doanh thu).

Mix Insight

Khuyên tòng teng, charm thả
Khuyên đá theme hoa
Khuyên mặt bạc – thân titan flatback
Khuyên vàng mix xanh lá
Feedback KOL
Khuyên vertical helix / rốn / mũi

Bundle + Mã lẻ: Top doanh thu

Bundle: Vòng đính đá / vòng thép / vòng hợp kim
Bundle: Đá hồng / đá xanh blue
Bundle: Khuyên kẹp
Bundle: Nơ – bướm
Bundle: Nụ titan – bạc mini
Bundle: Nụ sao – trăng – tuyết

Sản phẩm mới Q3: Khuyên horseshoe · Khuyên birth stone đá tự nhiên · Vòng cổ

Content Series Codes V2.2

Mã series nội dung dùng chung cho toàn bộ pipeline sản xuất. Prefix xác định nhóm chủ đề, suffix đánh số thứ tự trong tháng.

Format[PREFIX]/[SERIES]-[SỐ TRONG THÁNG] — VD: X/POVKOL-3 = video POV KOL thứ 3 trong tháng

KBKKịch bản khung — template script chuẩn cho mỗi series

Prefix: X/ — Xỏ (Piercing Content)

Code	Series	Trạng thái
X/POVKOL	POV: Thợ Xỏ KOL — full consultation bodycam	Active
X/POVBABY	POV: Thợ Xỏ Nhí — kids variant	Active
X/HOROMIXSET	Xỏ Khuyên Cung Hoàng Đạo — zodiac ear curation	TẠM NGƯNG
X/CLOSEUP	Xỏ Cận — ASMR close-up compilation	Active
X/BAFEEDBACK	Before/After Feedback — transformation results	Active

Prefix: K/ — Khuyên (Jewelry Content)

Code	Series	Trạng thái
K/MOTD	Mixset of the Day — daily curated ear showcase	Active
K/SKUANGLE	SKU Angle — single product hero shot	Active
K/BUNDLE	Bundle — set/combo product showcase	Active
K/TRANSFORM	Transform — before/after jewelry styling	TẠM NGƯNG

Prefix: E/ — Education

Code	Series	Trạng thái
E/EDUPIERCE	Education Piercing — knowledge sharing content	Active

Prefix: T/ — Test

Code	Series	Trạng thái
T/TEST30	Test 30s — experimental short-form content	Active

Flow sản xuất nội dung IG Feed V2.2

Pipeline từ ý tưởng đến xuất bản trên Instagram Feed:

Content Angle Tree

→

IG Grid Plan

→

Shotlists

→

Shoot

→

Air

IG FeedMỏ neo thương hiệu — FB up lại từ IG, không ngược lại

3 chiến lược song song

Viral

TikTok-first. Tối ưu reach và discovery. Nội dung dạng POV, ASMR, trending format.

Phễu Retarget

TikTok + Reels + Angles. Content dẫn khách quay lại: testimonials, transformation, education.

Thời trang hoá

IG Feed. Editorial photography, brand story, fashion-beauty positioning. Anchor content.