Subtitle: A repeatable playbook for short-form video, UGC, and on-site conversion.
TL;DR
- 5-step engine: Audience → Scene → Tension → Proof → Action.
- Pillars: Education / Comparison / Styling / Sustainability / UGC co-creation.
- Flywheel: UGC seeding → creator-authorized ads → AR & 3D builder → upgrade program.
Contents
- 5-Step Virality Engine
- Content Pillars & Topics
- Ready-to-Shoot Formats
- Production SOP
- From Reach to Purchase
- Benchmarks
- 30-Day Sprint Plan
- Shop & CTA
1) 5-Step Virality Engine
- Audience — Rational planners / Aesthetic-led buyers / Values-driven buyers.
- Scene — Proposal, anniversary, graduation, self-reward (state it in 0–3s).
- Tension — Same budget vs bigger stone? Does color flatter tone? Easy upgrade?
- Proof — Macro sparkle, side profile, certificate close-up, AR try-on, upgrade terms (one card).
- Action — One low-friction CTA: /ring-builder, /ar-try-on, ring-sizer, 0% installments.
2) Content Pillars & Topics
- Education: Lab-grown vs natural (30s); beyond 4Cs (fire/spread/proportions); upgrade/resize rules.
- Comparison: Good/Better/Best at same budget; round vs oval vs emerald; “look-larger” tricks.
- Styling: Color Week (pink/yellow/blue/green); office/daily/event stacks; band pairing by finger shape.
- Sustainability: Recycled metals & traceability snapshots; certificate & inscription demo; one-page policy tour.
- UGC Co-creation: Proposal stories; AR try-on challenge; before/after upgrade path.
3) Ready-to-Shoot Formats
A. Same Budget, Three Rings (25s) — Hook → Split specs → Hand shots → Proof card → CTA “Build in 3D / Try AR”.
B. Color Week (7 posts) — Daily color → tone & outfit → price ladder → certificate snap → CTA; re-post and boost best UGC via creator authorization.
C. Upgrade Story (20–30s) — 0.7ct → 1.2ct in the same setting; overlay rules (credits, windows, free services); milestone montage.
4) Production SOP
- Shot list: hand 45°, macro fire, side profile, certificate, lifestyle scene.
- Light & camera: window + diffuser; ISO 400–800; 1/120s; minimal skin smoothing.
- Batching: film 5 at once; unify captions/music; publish 10–14/week.
- Caption template: Hook “Same budget, bigger center stone?” → Proof “IGI/GIA inscription verified” → CTA “Try AR or build yours → /ring-builder”.
- Hashtags: #labgrowndiamonds #engagementring #affordableluxury #ARtryon #ringbuilder
5) From Reach to Purchase
- Platform mix: TikTok/Reels/Shorts for reach; Pinterest for evergreen discovery; YouTube for long-form “evidence assets”.
- UGC engine: seed wedding photographers, nail artists, stylists; secure usage rights; amplify top posts (Spark/whitelisting).
- On-site loop: AR try-on & 3D builder → one-page policy (certificate/returns/upgrade) → first-purchase perks + 0% APR.
- Offers: set bundles (engagement + band), anniversary upgrade credits, free engraving/resize for newcomers.
- Keep one main CTA: minimize distraction and leakage.
6) Benchmarks
- Creative: 3s hold ≥ 28%, 6s retention ≥ 20%, completes ≥ 14%, save/share ≥ 1.5%.
- Landing: time on page > 40s, CTA CTR ≥ 3%, Add-to-Cart ≥ 6%, Purchase ≥ 1.2%.
- Weekly A/B: first-5s shots, hook lines, subtitle pacing, price presentation—keep Top 3 winners.
7) 30-Day Sprint Plan
W1: 5× Same-Budget + 2× Certificate • W2: 7× Color Week + creator seeding • W3: 3× Upgrade + 4× Stories • W4: 5× AR Challenge + 2× Live Q&A
Each week, boost the top 2–3 posts with creator-authorized ads; optimize after 72h based on retention/CTR/Add-to-Cart.