Content & Channels
Production Standards LOCKED
The detailed content-angle taxonomy previously lived here (extracted from a FigJam board, 7 categories × 30+ sub-angles). It is now maintained in the internal production database. This chapter keeps the standards and governance layers only; current-quarter angle planning lives in the V2.2 “Content Angles Tree” section below.
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
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:
Model Face (fashion mood) + Stills (SP mood). Quarterly creative shoots with external photographer + art director.
Product on Model (tai - ear shots) + Product Cata (SP nền trơn - plain bg). Weekly/bi-weekly product photography pipeline.
KOLs + Feedback. Studio piercers photograph customer results. KOL content via CSFriends program.
Content Funnel Strategy (from Notion) LOCKED
Core funnel messages:
Media plan includes 3 key pinned Instagram posts + Reels ads. Media references for funnel content: STUDS, Maria Black, Mejuri.
Platform-Specific Rules LOCKED
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.
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.
[PREFIX]/[SERIES]-[SỐ TRONG THÁNG] — VD: X/POVKOL-3 = video POV KOL thứ 3 trong thángPrefix: 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:
3 chiến lược song song
TikTok-first. Tối ưu reach và discovery. Nội dung dạng POV, ASMR, trending format.
TikTok + Reels + Angles. Content dẫn khách quay lại: testimonials, transformation, education.
IG Feed. Editorial photography, brand story, fashion-beauty positioning. Anchor content.