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):

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

→ Output: prioritized list of insightful content to produce.

Content Building (3 steps):

1. Define key message / key concept / key insights
2. Determine channel + format
3. 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:

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.

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”.

Mảng Khuyên — Mix Insight & Bundle

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

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: X/ — Xỏ (Piercing Content)

Prefix: K/ — Khuyên (Jewelry Content)

Prefix: E/ — Education

Prefix: T/ — Test

Flow sản xuất nội dung IG Feed V2.2

Pipeline từ ý tưởng đến xuất bản trên Instagram Feed:

3 chiến lược song song

SEO Content Architecture LOCKED

Chuyển từ Chapter M (Aftercare) sang đây 2026-07-28 — đây là nội dung kênh/nội dung, không phải kiến thức chăm sóc sau xỏ.

COCKSTOCK maintains 20+ published SEO articles on cockstock.com.vn forming an interconnected knowledge hub. Content strategy targets high-intent Vietnamese piercing search queries.

Published Article Index

SEO Content Strategy

Content Pipeline (Unpublished)

SEO Article Visual Library LOCKED

Complete visual asset inventory used across COCKSTOCK’s 20+ published SEO articles on cockstock.com.vn. These images define the brand’s visual language for educational content — combining medical authority with fashion-forward styling. All images follow the V2 palette: warm skin tones, yellow/orange text overlays (approx. #FFD700–#ec771b), clean backgrounds, and close-proximity ear photography.

Position Education

Each position article uses a consistent visual formula: model portrait with position annotated (yellow circle + label) + ear close-up showing jewelry in situ. Bilingual labels (Vietnamese primary, English secondary).

HELIX — Male model, position annotation with yellow circle. ALL-CAPS bilingual title.

HIDDEN HELIX — Extreme close-up, gold jewelry, yellow arrow annotation. XS proximity.

CONCH — Side-by-side ears (gold + pink), pain rating + heal time data bar at bottom.

CONCH COMBOS — Male ears showing Conch+Lobe vs Conch+Lobe+Helix. Dotted position labels.

Pain & Position Maps

MỨC ĐAU VỊ TRÍ XỎ TAI — Green/yellow/orange traffic-light pain scale. Left ear = basic 4 positions, right ear = advanced 8 positions. Clean illustration style with jewelry icons.

XỎ TAI CƠ BẢN — Model portrait + illustrated ear diagram. Orange brand gradient background. Numbered positions: Lobe, Upper Lobe, Upper Lobe, Helix.

Beginner & Entry Content

LẦN ĐẦU BẠN XỎ KHUYÊN — Two models (blue hair + black bob), pastel blue background. Split-screen with question format: “Nên bắt đầu từ đâu?” White Fraunces typography. COCKSTOCK watermark bottom-right.

Curated Stacking & Styling

CURATED STACKING — 4-panel grid. Mix of lifestyle portrait (cap, industrial) + 3 extreme close-ups showing chain-drop, flower, star motifs. Mixed metals.

EDITORIAL MALE — Proximity level M. Rimless glasses, multiple ear piercings, layered fashion. Demonstrates gender-inclusive content strategy.

Service Pillars (Xỏ Êm · An Tâm · Chăm Khéo)

XỎ ÊM — Split-screen: model ear-touch + gloved hands holding Precision needle. Fraunces italic display title. Yellow ALL-CAPS specs: “KIM XỎ 1 LẦN NHẬP KHẨU MỸ / BỀ MẶT ĐƯỢC TRÁNG NHIỆT LỚP FILM TRƠN DUPONT™”

AN TÂM — Split-screen: Statim 2000E autoclave + full surgical instrument layout on sterile tray. Fraunces italic display title. Yellow ALL-CAPS temp range: “124-134°C”

CHĂM KHÉO — Split-screen: spa-grade piercing chair + piercing in progress with smiling model. Fraunces italic display title. Yellow ALL-CAPS: “ĐỘI NGŨ THỢ XỎ, BÁC SĨ, Y TÁ / CHUYÊN MÔN VỮNG CHẮC”

Needle vs Gun

NEEDLE — POSITIVE — Split: sterilized forceps + insertion close-up. White overlays with dotted connectors. COCKSTOCK + Love Piercing watermarks.

GUN — NEGATIVE — Disposable gun devices + gun being applied to ear. No COCKSTOCK branding. Used as counter-example in education content.

Product & Material

TITANIUM CATALOG — 6-panel grid: ear close-up + product silo. "PRIME GRADE titanium" badge. Pricing in VND (75K–178K/PCS). Gold + silver variants.

MATERIAL CLOSE-UP — Full ear shot showing silver titanium pieces across Helix + Conch + Lobe. Pink detail insets at right. Product photography at XS proximity.

Aftercare Content

3 BƯỚC VỆ SINH LỖ XỎ — CS Aftercare branded triptych: Step 1 Rửa Tay (hand wash), Step 2 Nước Muối Sinh Lý (saline), Step 3 Cồn Đỏ (antiseptic). Orange banner with step labels.

KHUYÊN RỐN — NAVEL AFTERCARE — CS Aftercare branded. 8-panel lifestyle grid showing daily movement with Navel piercing. Light blue border frames. Clean, body-positive imagery — diverse poses, casual clothing.