git:20260905.4909a33 to git:20260905.0fd23a5

11 added, 8 removed. Audit A to A.

---

name: social-tiktok

title: "TikTok Publishing Playbook"

description: "Draft and revise TikTok scripts, captions, and publishing packages in an identifiable author's voice. Activate for TikTok posts, product demos, launches, customer proof, and creator collaborations; choose formats by audience intent and separate verified platform guidance from editorial judgment."

license: Apache-2.0

- compatibility: "Requires source assets and author samples; browser and TikTok account access for current publishing controls."

+ compatibility: "Text and media editing; browser and TikTok account access for current publishing controls."

domains: content

rules:

- content(tiktok)

- match(\btik\s+tok\b)

- content(fyp)

---

## Overview

Write a post a particular person could stand behind, with a useful result for the intended viewer. Apply supplied facts and proof first, the author's documented voice next, then platform guidance. Use `content-voice` for generic editing; the rules here govern spoken delivery and TikTok packaging.

- Treat editorial prescriptions marked (directional) as craft choices. Evidence dates identify publication or, for undated documents, verification month. Open reference/evidence.md when citing benchmarks, explaining distribution or AI policy, or advising a monetizing creator.

+ Treat prescriptions marked (directional) as craft choices. Drafting doesn't authorize uploading, messaging, or ad operations. Evidence dates identify publication or, for undated documents, verification month. Open reference/evidence.md when citing benchmarks, explaining distribution or AI policy, or advising a monetizing creator.

## Mental model

Make the post understandable without prior familiarity with the account. For You supplied 72.7% of video views in the sampled population; that does not mean every upload starts from zero (measured, Metricool, n=2,314,756 posts, 2026-05).

TikTok's historical explainer describes interactions, video information including captions/sounds/hashtags, and account settings; it uses completion of a longer video as a strong-signal example. It says follower count and prior hits are not direct factors (official, TikTok recommendation explainer, 2020-06). Don't turn that old description into current weights, a guaranteed initial audience, or a fixed distribution test.

## Format and anatomy

### Choose the viewer's job

Default to video when motion carries the demonstration. Video led photos/carousels in the cited comparison; this is a baseline, not a universal winner (measured, Buffer Formats, n=45M+ cross-platform posts, 2026-03).

| Situation | Format and length choice |

|---|---|

| Brand awareness or a compact demonstration | Test the short band: 15–30 seconds led engagement in the brand sample (measured, Socialinsider, n=6M brand videos, 2026-07). |

| Search-intent explanation or a substantial story | Test the extended band: 120–180 seconds led median views in that sample, not necessarily search conversions (measured, Socialinsider, n=6M brand videos, 2026-07). |

| Reference material the viewer needs to inspect | Consider Photo Mode/carousel; make each frame readable and the sequence useful (directional). |

| A written observation without useful footage | Consider a text post if the account offers it; preserve the author's wording and avoid pretending motion adds proof (directional). |

| Product inspection and live questions | Consider LIVE with Shop only after checking account eligibility and purchase controls. The UK Lux Laces case used launch LIVE (measured, TikTok case report, n=Lux Laces campaign, 2026-08). |

| A response to an existing post or comment | Consider reply-video, Duet or Stitch if available and permitted; contribute a demonstration or substantive response (directional). |

| A timely follow-up | Consider Stories if available; put durable proof in a standalone post too (directional). |

| Related explanations or paid depth | Check Playlists or Series availability and terms before planning grouping or paid access; these are different publishing decisions (directional). |

| Material exceeding the extended band | Check the actual upload limit before scripting long-form. Keep only depth the viewer needs (directional). |

| Creator seeking program earnings | Verify current regional Creator Rewards terms before choosing duration; this evidence set does not verify current thresholds. Brand GTM work follows the buyer's job, not an assumed rewards floor. |

Don't assert unverified upload limits, caption caps, or universal feature access. Confirm these in the publishing account, including market and account type.

### Build the opening and script

TikTok's ad playbook emphasizes the opening 3–6 seconds and a hook → selling points → CTA structure; this is advertising guidance, not an organic retention cutoff (official, SMB Playbook, undated; verified 2026-09).

Use the first frame to show the object of the claim. Skip greetings and logo cards in the opening. Put a readable topic label beside it. Continue with the action that demonstrates the claim, explain its boundary, then give a useful next step or stop. Read the script aloud while watching the asset; cut sentences that merely narrate visible movement (directional).

Use the example hooks as a bank of archetypes: visible fault, operational boundary, physical inspection, and service diagnosis. Substitute source-backed specifics; don't copy their fictional experiences.

### Package the post

Use full-screen 9:16, at least 720p, and purposeful sound as the ad-playbook production baseline, not an organic upload requirement (official, SMB Playbook, undated; verified 2026-09). Preview on a phone with the posting UI visible; keep proof and text clear of controls and caption overlays. Correct subtitles and describe visual-only evidence in speech or text (directional).

Front-load the subject in the caption using language the buyer uses. Keep it to a compact thought unless conditions need more space; omit script repetition. Place descriptive hashtags after the prose without a tag stack. Hashtag-bearing posts performed better observationally, but no optimal count was established (measured, Metricool, n=2,314,756 posts, 2026-05). Spoken keywords can clarify the topic; don't promise speech-indexing benefits (directional).

- Export clean source footage and recut imported assets for this opening and CTA. Choose a cover showing the evidence with a legible topic label; write alt text for photo assets where supported (directional). The Commercial Music Library supplies tracks cleared for paid ads; inspect the selected track's current use permissions before commercial publication (official, SMB Playbook, undated; verified 2026-09).

+ Export clean source footage and recut it for this opening and CTA. Choose a cover showing the evidence; write alt text for photo assets (directional). TikTok recommends its Commercial Music Library for product/business promotion; other sounds require the necessary rights and its Music Usage Confirmation. A trending sound's availability isn't commercial clearance or permission to export it elsewhere (official, Commercial Music Help, indexed text checked 2026-09; rights-check application is directional).

## Launch and proof posts

- Before drafting, obtain audience and buying situation, promise, available proof with its source, desired action, destination, campaign stage, and disclosure obligations. Include author samples, account market/type, and whether this is owned, sponsored, affiliate, or paid-amplified content. “No CTA” is a valid choice. If proof is absent, draft a demonstration brief rather than a customer success claim.

+ For campaign planning, record audience, buying situation, promise, sourced proof, desired action/destination, stage, disclosures, and account market/type. Use author samples when available; missing samples don't block a restrained factual script. Distinguish owned, sponsored, affiliate, and paid-amplified content. No CTA is valid. If outcome proof is absent, prepare a demonstration brief rather than inventing customer success.

Use the short or extended bands above as testing options, never compulsory duration (directional):

| Post shape | Anatomy | Length choice |

|---|---|---|

| Launch day | Show the task/result; identify the released product and availability; demonstrate; give the verified access path. | Short |

| Demo or artifact | Show input, perform the relevant operation, inspect output, explain the failure boundary. | Short for a single operation; extended for a walkthrough |

| Customer proof | Establish before/after conditions, show the authorized record, state outcome and remaining limitation. | Short if proof fits; extended for context |

| Founder decision/build update | Name the decision, show its artifact, explain the cost and unresolved tradeoff. | Short |

| Objection answer | Quote a real objection with permission or paraphrase it; test it visibly; state who the result applies to. | Short; extended when the test needs it |

| Recap/lessons | Revisit the promise using observed evidence; name what remains unresolved and the next action. | Extended only when earned |

Apply the strip-test: with the product name removed, the post should still show or teach something useful (directional).

- Confirm the destination in the account before writing the CTA. Prefer an available profile/bio link for a site visit, or verified Shop product controls for an in-app purchase. Don't promise that a URL in a caption, reply, description, or sticker is clickable. Test the complete path, including destination wording; request a DM only when that workflow is available and staffed. State affiliation in the post and select the applicable commercial-content/paid-partnership disclosure control after checking current regional requirements. These are publishing checks, not claims of universal interface access (directional).

+ Confirm the destination before finalizing the CTA: an available profile link, verified Shop control, or staffed requested-DM path. Don't promise a typed URL is clickable; test the complete path. TikTok requires its content-disclosure setting for promotion of your own business as well as third-party branded content; identify that relationship in the writing and select the appropriate disclosure category (official, Commercial Guidelines, rechecked 2026-09). Verify account/market-specific controls before publication.

Seed through relevant creator collaborations and useful participation in existing conversations. Give employees distinct observations and disclose their relationship; agree compensation for additional creator work. Don't script fake customer reactions or coordinate engagement trades. TikTok's rules restrict spam, fake engagement and deceptive incentives (official, Integrity and Authenticity, 2025-08).

Prefer founders for decisions they personally made and brand handles for repeatable product explanations; no verified matched TikTok study establishes a universal founder advantage (directional). Give collaborating creators proof and boundaries while preserving their voice; audience/brand tension was reported in creator research (measured, CreatorIQ, n=5,095 creators, 2026-08).

Illustrative launch-week schedule, not a platform timing prescription; offsets are planning examples:

| Offset | Post and reply plan | Qualified-interest check |

|---|---|---|

| T−7 | Teaser showing the unresolved task; collect real objections. | Comments naming the buying situation |

| T−3 | Founder decision or preview; answer scope questions. | Relevant profile visits and access questions where observable |

| T0 | Launch demo; assign a reply owner for the first hours. | Destination actions; substantive product questions |

| T+1 | Objection-answer or comment response; acknowledge limits. | Follow-up questions showing evaluation |

| T+3 | Authorized proof or deeper demo; consider a staffed LIVE. | Saves, relevant shares, product clicks where available |

| T+7 | Recap with actual evidence; answer remaining blockers. | Qualified inquiries and attributable downstream outcomes |

Skip slots without new evidence; don't manufacture a daily quota (directional). Open reference/launch-detail.md when preparing creator briefs, Shop/LIVE, Spark Ads, paid amplification, or launch measurement. It contains scoped case evidence and current business-product options.

## Voice on this platform

Write spoken clauses the author can say comfortably. Preserve their contractions, local idiom and natural fragments; captions may be lowercase only when the author writes that way. Have a fluent local editor review idiom in spoken context (directional; inference from MIDI, 2026-06).

Match subtitle punctuation to speech and use overlay text for orientation. Don't manufacture hesitations, typos, fake corrections, or choppy jump-cut speech. Lo-fi means a workable production choice, not simulated carelessness (directional).

- Apply the `content-voice` pass to script, overlays, caption and replies. Strip gratuitous contrast frames, padded triads, staccato line stacks, empty suspense phrases, tidy moral endings, rhetorical-question openings, miracle-fix narratives and “nobody talks about” hooks. Remove engagement-bait closers, hashtag stacks and decorative emoji bullets. Inspect repeated emphasis words and dense em-dashes; keep punctuation only when it serves the author's phrasing. These are editing heuristics, not authorship detection or ranking rules (directional; Aborn, Cox and Gichigi).

+ Review script, overlays, caption and replies for information rather than supposed AI markers. Replace an unsupported “this changed everything” with what changed in the footage. Keep genuine questions, contrasts, three-part explanations, and useful punctuation; remove them when they pad the message or distort the speaker's register. Don't prescribe slang, contractions, sentence-length variation, or rough production to simulate authenticity (directional).

+ Time the explanation against the actual action. Cut a sentence that only repeats a visible movement, but retain a prerequisite or exception needed to understand the result. Edit subtitles for names, numbers, negation, and meaningful sounds; a word-for-word transcript still needs readable segmentation. Put necessary visual evidence into narration or accompanying text, and don't rewrite captions into a different claim just to shorten them (directional).

Don't pair generic synthetic narration with unrelated stock footage as a substitute for the author's evidence. Use a trend's phrasing only when it fits the actual situation; captions and replies should sound like the same person speaking to that viewer (directional).

Bad: “This changed everything.” Better: “The seam still catches when I pull it sideways.” Use the latter only when the footage supports it (directional).

## Cadence and engagement

Choose a cadence the author can sustain with fresh evidence and reply coverage. A brand should budget demonstrations and customer permissions; a creator should budget original episodes and, if relevant, verified program requirements. Increase output only while typical-post quality and qualified response remain useful (directional). Benchmark within TikTok using consistent metric definitions (measured, Buffer Engagement, n=52M+ cross-platform posts, 2026-03).

Use audience analytics first. Buffer found evenings from 6–11 p.m. generally strongest, Saturday strongest overall, and Sunday at 9 a.m. the strongest individual slot; test these rather than asserting a universal best time (measured, Buffer Timing, n=7.1M posts, 2026-07).

Assign early and out-of-hours reply coverage when needed; remove fraud/spam and distinguish criticism from abuse. Reply personally to substantive comments; a question is optional, never an obligatory closer (directional). Question posts correlated with more comments, while requests for likes correlated with fewer interactions; this does not establish a follow-request penalty (measured, Metricool, n=2,314,756 posts, 2026-05).

Review at day 10: the study observed 96% of reach and nearly 98% of interactions within that window, not a hard expiry (measured, Metricool, n=2,314,756 posts, 2026-05). Compare available retention and traffic-source data with qualified comments, profile/product actions and downstream outcomes. Keep organic and paid results separate (directional).

## What gets suppressed

Reused material without creative edits, including another person's watermark/logo, and low-quality or minimally edited GIF-only clips can be For You-ineligible under guidelines effective September 13, 2025 (official, Integrity and Authenticity, 2025-08). Re-verify the regional policy before citing it. Don't invent universal QR-code, short-clip, or delete/repost penalties.

- Keep AI disclosure and media provenance intact. US TikTok Shop requires disclosure for fully generated or significantly AI-edited content, prohibits fabricated AI product effects, and says the label alone does not demote compliant content (official, US Shop AIGC Rules, 2026-07). Verify current regional rules before publishing; don't generalize this Shop-specific assurance into neutral reach across TikTok.

+ Keep AI disclosure and provenance intact. TikTok's general guidelines require labeling realistic AI-generated or significantly edited people/scenes; generic TTS not imitating a recognizable person and minor aesthetic edits are listed exceptions (official, Integrity and Authenticity, 2025-08). A cloned testimonial or fabricated product result doesn't become legitimate through a label. US Shop separately requires disclosure for fully generated or significantly AI-edited content and prohibits fabricated product effects; its no-demotion assurance is Shop-scoped (official, US Shop AIGC Rules, 2026-07).

TikTok reports layered AI labeling and AI-spam detection testing in sensitive topics (official, TikTok AI Update, 2026-07). Treat those as scoped announcements, not proof of a universal AI penalty or immunity. Open reference/evidence.md when an AI-assisted asset needs policy review.

## Examples

These are fictional drafting scenarios (directional), not customer claims. Verify every depicted action before use. Bracketed values require supplied evidence; any unfilled example is not publishable.

### Developer tool: visible fault

Hook/script: “The retry duplicated this job. Watch the job ID when I replay the request. With deduplication enabled, the second request returns the existing job. This recording covers a replay after completion; a simultaneous retry still needs its own test.”

First-frame/overlay: show the duplicate rows; “Job retry demo.” Caption: “Job deduplication on a completed request. Concurrent retries aren't covered here. #BackendDevelopment”

Sound: recorded explanation, no music. Closer: “The runnable example is linked in the profile.” Use only after verifying that path. Cover: the duplicate rows with private data masked. Follow-up: answer concurrency questions without claiming an unrun test passed.

Why it works: The visible-fault hook names what the recording proves.

The limitation follows the provenance rule and bounds the access CTA.

### B2B SaaS: operational boundary

Hook/script: “This approval is waiting on a missing owner. I assign the owner here, then the request appears in their queue. The routing works in this sandbox; nobody has measured response time from this demo.”

First-frame/overlay: show the unassigned request; “Approval routing demo.” Caption: “Approval routing with an assigned owner. Sandbox data; this doesn't establish faster decisions. #Procurement”

Sound: own narration. Closer: “The setup guide is linked in our profile.” Verify that path before use. Cover: the owner field. Follow-up: explain permissions and distinguish routing from adoption.

Why it works: The operational-boundary hook makes a buyer's task visible.

The caption prevents a product action becoming an invented business outcome.

### Consumer product: physical inspection

Hook/script: “The mug fits, but the lid rubs the zip. I'll close the bag with it upright so you can see the pressure here. This is the fit on this mug; the size guide has the internal dimensions.”

First-frame/overlay: show contact at the zip; “Mug fit check.” Caption: “Mug fit in the side pocket. Check your mug against the internal dimensions. #BagDetails”

Sound: own speech with the zip audible. Closer: “Check the size guide before ordering.” Point to the verified product destination. Cover: contact point. Follow-up: answer sizing questions using supplied dimensions. Disclose the seller relationship.

Why it works: The physical-inspection hook lets the viewer evaluate fit.

The honest limitation avoids the miracle-fix pattern and supports a buying decision.

### Local service: diagnosis and proof

Hook/script: “The chair rocks at this joint. Here's the movement before repair and the same check afterward. The repair was [documented repair]; this is [inspection date], so it doesn't establish long-term durability.”

First-frame/overlay: show the loose joint; “Chair joint repair.” Caption: “Chair joint repair in [service area]. Result shown at inspection; other joints weren't part of this job. #FurnitureRepair”

Sound: workshop recording and explanation. Closer: “Use the booking link in the profile for an assessment.” Cover: the joint, with customer permission. Follow-up: request consent before moving identifiable job details into a private inquiry.

Why it works: The diagnosis hook anchors before/after footage to the same check.

The placeholders enforce provenance; the bounded result avoids a durability promise.

## Checklist

- [ ] Hook and first frame show the same idea; length and format fit the viewer's job.

- [ ] Every specific is supplied or marked inside a nonpublishable example; no invented experience or results.

- - [ ] Author-voice match and AI-tell pass cover speech, overlays, caption and replies.

+ - [ ] Meaning and author-voice review covers speech, overlays, caption and replies without fabricated roughness or style quotas.

- [ ] Asset brief, cover, corrected subtitles, photo alt text where supported, and UI safe-zone preview are ready.

- [ ] Sound permissions, customer permissions, commercial disclosures and applicable AI labels are checked for this market.

- [ ] Caption and descriptive hashtags are ready; CTA destination is verified or no CTA is deliberate.

- [ ] Playlist/Series assignment is considered only if supported; pin a useful clarification comment only if that control exists, otherwise answer normally.

- [ ] Reply owner, follow-up candidates, moderation coverage and the study-based review window above are assigned.

## References

- [Metricool study](https://metricool.com/press-release-tiktok-study-2026/), 2026-05-12; [CTA analysis](https://metricool.com/tiktok-trends/), 2026-05-13.

- [Buffer Formats](https://buffer.com/resources/data-best-content-format-social-media/), 2026-03-19; [Engagement](https://buffer.com/resources/state-of-social-media-engagement-2026/), 2026-03-05; [Timing](https://buffer.com/resources/best-time-to-post-on-tiktok/), 2026-07-20.

- [Socialinsider lengths](https://www.socialinsider.io/blog/how-long-are-tiktok-videos/), 2026-07-10.

- [TikTok recommendation explainer](https://newsroom.tiktok.com/how-tiktok-recommends-videos-for-you?lang=en), 2020-06-18; [SMB Playbook](https://ads.tiktok.com/business/library/Global_SMB_Creative_Playbook.pdf), undated, verified 2026-09.

- [Integrity and Authenticity](https://www.tiktok.com/community-guidelines/en/integrity-authenticity), 2025-08-14; [US Shop AIGC Rules](https://seller-us.tiktok.com/university/essay?knowledge_id=491489038501663&lang=en), 2026-07-31; [TikTok AI Update](https://newsroom.tiktok.com/helping-people-spot-and-understand-ai-generated-content-on-tiktok-nz?lang=en-NZ), 2026-07-10.

+ - [Commercial Guidelines](https://www.tiktok.com/community-guidelines/en/regulated-commercial-activities), rechecked 2026-09; [Commercial Music Help](https://support.tiktok.com/en/business-and-creator/creator-and-business-accounts/commercial-use-of-music-on-tiktok), indexed text checked 2026-09; [TikTok accessibility](https://newsroom.tiktok.com/creating-an-accessible-and-inclusive-tiktok?lang=en-150), checked 2026-09.

- [Lux Laces](https://newsroom.tiktok.com/tiktokshoplivefashionandcollectables?lang=en-GB), 2026-08-04; [CreatorIQ](https://www.creatoriq.com/press/releases/creatoriq-state-of-creators-report-2026?hs_amp=true), 2026-08-11.

- [Aborn](https://emilyaborn.com/ai-writing-tells-what-they-cost-you/), 2026-07-10; [Cox](https://huntingthemuse.net/library/how-to-tell-if-writing-is-ai), 2026-06; [Gichigi](https://tahigichigi.substack.com/p/12-red-flags-of-ai-writing-and-how), 2026-02-18; [MIDI](https://arxiv.org/abs/2606.02147), 2026-06-01.

Re-validate when: regional policies or program terms change; publishing controls are renamed; new benchmark reports appear; recommendation documentation changes.

Validated: 2026-09