// LEARN_PERFORMANCE_MARKETING
Learn the short-form-video game.
Performance marketing fundamentals for the surfaces that decide retention in the first three seconds — TikTok, Instagram Reels, and YouTube Shorts. Each article scores back to the rubric.
// FUNDAMENTALS
What is performance marketing?
Paid-traffic ads designed for measurable conversion, not brand recall — and how the short-form-video lens (hook rate, sound-off, native execution) reshapes every traditional best-practice you know. Calibrated for TikTok, Reels, and Shorts.
Read the fundamentals →
// SCORING_RUBRIC
The 6-category rubric
Hook, clarity, CTA, brand fit, native feel, pacing — what each category actually measures, why hook is weighted heaviest, and how to read a Deep Dive score line by line.
Break down the rubric →
// HOOK_LIBRARY
Hooks
30 proven short-form-video hook formulas with real examples — pattern interrupt, curiosity gap, problem-agitate-solution, social proof, contrarian, number-led. Works across TikTok, Reels, and Shorts. Copy a template, rewrite your hook, score the new cut.
Browse 30 hook formulas →
// SOUND_OFF
Designing for sound-off
Sound-off rates vary by platform (TikTok ~85% muted, Reels ~60%, Shorts ~25%) but on-screen text and visual storytelling are universal. The three failure modes and what strong sound-off design looks like across all three platforms.
Read the sound-off rules →
// CTA_ARCHITECTURE
CTA architecture
CTAs aren't buttons — they're an instruction sequence using each platform's native mechanics. Code clarity, save-bait, comment-bait, pinned-comment, link-in-bio framing — the primitives, when each works on TikTok / Reels / Shorts, and the mid-roll + closer pattern that converts.
Build a CTA that converts →
// ALGORITHM_SIGNALS
What the algorithm rewards
Five upstream signals that tilt early reaction: distribution likelihood (FYP / Reels feed / Shorts shelf), audio-trend alignment, hashtag effectiveness, first-frame thumb-stopper, paid-amplification suitability (Spark Ads / Boosted Reels / VAC). The Deep Dive scores all five per platform.
Read the algorithm signals →
// SHORTS_LOOP
Shorts — design for the loop
Repeat-views — not watch-completion — are YouTube's #1 Shorts ranking signal. That changes hook design, CTA placement, and pacing rubric specifically for Shorts. The closer-becomes-opener pattern, denser cut-rate calibration, and when loop-design hurts (narrative Shorts).
Read the Shorts loop playbook →
// SHORTS_DEMAND_GEN
Demand Gen for Shorts
Google's renamed Video Action Campaigns now span Shorts, Discover, and Gmail — one creative pack, three render boxes. Audio-library constraints, the brand-safe risk bar Demand Gen imposes, and when Demand Gen wins over TikTok Spark / Meta Boost for top-of-funnel reach.
Read the Demand Gen playbook →
// SHORTS_POLICY
Shorts: two different rulebooks
A Short can be ad-supported (revenue share) without being eligible as a paid placement (Demand Gen won't run it). Monetization vs. ad-creative eligibility, the non-original-Shorts demonetization rule, and how the four risk-flag categories map to Shorts enforcement. TikTok + Meta contrasts.
Read the policy playbook →
// CROSS_RECUT
One shoot, three cuts
Most operators shoot once and post the same MP4 everywhere — that's a 15-30 point native-feel penalty on at least one platform. Capture rules that survive all three cuts, plus the TikTok (raw, looser) / Reels (polished, save-bait closer) / Shorts (looped, voiceover-forward) cut profiles.
Read the recut workflow →
// HOOK_PORTABILITY
Hooks that travel — and hooks that don't
Pattern-interrupt hooks land harder on TikTok, curiosity-gap dominates Reels, number-led wins Shorts. Map every formula in the 30-hook library against per-platform portability, plus the workflow for rewriting a winning hook for a second platform.
Read the portability map →
// PLATFORM_RULES
2026 ad rules across platforms
The actual ad-policy rules — TikTok, Reels, Shorts — plus FTC influencer disclosure requirements. Spec, banned categories, audio licensing, AI-content labeling, before/after disclaimer hygiene. With citations.
Read the rule book →
// AD_SPECS
US ad-platform specs, 2026
One reference page for every popular US ad surface — TikTok, Instagram, Facebook, YouTube, Snapchat, Pinterest, Reddit, LinkedIn, X, and Threads. Aspect ratios, file sizes, length caps, character limits, safe zones, audio licensing, disclosure rules. With citations.
Open the spec sheet →
// AFFILIATE_ADS
Affiliate ads
TikTok Shop, LTK, and DTC affiliate creative scores by a different rubric than brand-direct ads. FTC disclosure timing, code clarity, save-bait, comment-bait CTA, native-execution penalty — all weighted heavier when affiliate signals are detected.
Read the affiliate rubric →
// BRAND_KIT
Brand voice + rubric weights
How the per-team Brand Kit (voice doc, banned words, compliance posture, six rubric-weight presets) bakes brand context into every analysis your team runs — no copy-paste into prompts, no remembering to set the vertical.
Set up your brand kit →
// DRAFTING_WORKFLOW
From brief to ship
Chain the drafting workbenches into a creative-ops loop: brief → concepts → compare → variants → hook test → compliance → voice match → thumbnail → ship → save the winning hook. Stage by stage with which surface to use when.
Learn the loop →
// CREATOR_VETTING
Vetting UGC creators
Replace 90-second feed scrolls with quantified hire/pass calls. Use the creator scorecard, swipe file, and brief template library to vet UGC talent before outreach in three minutes per creator.
Read the vetting flow →
// VERTICAL_PLAYBOOKS
Vertical playbooks
Per-vertical recommendations: rubric weight presets, compliance posture, banned-word lists, and common pitfalls for ecommerce, beauty, fitness/supplements, SaaS, fintech, gaming, education, and TikTok Shop affiliate.
Pick your vertical →
// REFERENCE
Reference + how-to
- What is hook rate?Definition, benchmarks, why algorithms care.
- TikTok vs Reels vs Shorts ad costSide-by-side CPM / CPC / CVR / ROAS — pick by what you sell.
- How to make a Shorts adLoop closer, Demand Gen, end-screen CTA.
- Shorts ad cost in 2026CPM, CPC, Demand Gen cross-amortization.
- What is CPM?Definition, formula, platform benchmarks.
- What is ROAS?Definition, ROAS vs ROI, benchmarks.
- What is CTR?Definition, formula, benchmarks per platform.
- What is CPA?CPA = CPM × (1/CTR) × (1/CVR), benchmarks.
// CREATIVE_CRAFT
Creative craft
- Writing hooks that stop the scrollPattern-interrupt, curiosity-gap, problem-agitate-solution.
- Caption strategyCaption mechanics + hashtag tradeoff per platform.
- Thumbnail strategyCover-frame design, first-frame stop-rate.
- Sound designAudio-trend selection, sound-off legibility, voiceover pacing.
- Storytelling structure4-6 beat ad narrative shapes that work in 15-30s.
- Social proof typesTestimonial, expert, peer, statistical — when each lands.
- Product demo adsDemo-mechanic patterns, before/after, the reveal.
- Testimonial adsUGC-native delivery, FTC disclosure inline.
- UGC vs studio productionWhen each wins, native-feel penalty math.
- How to write a creative briefBrief template that survives the recut.
// OPERATOR_PLAYBOOKS
Operator playbooks
- A/B testing ad creativeIsolated-variable testing, sample-size math.
- Ad budgetingDaily cap math, creative-test allocation, scaling triggers.
- Ad creative fatigueFrequency thresholds per platform, refresh cadence.
- Analyzing competitor adsTeardown via Meta Ad Library, TikTok Top Ads, YouTube Ads Transparency.
- Direct response vs brand awarenessRubric tilt by objective, how scoring shifts.
- Organic to paid funnelGraduating an organic post to Spark / Boost / Demand Gen.
- Repurposing organic content as paidLegal gates, native-feel preservation, re-cut math.
- Reading the retention curveDropoff-curve interpretation across platforms.
- Whitelisting + dark postingSpark Ads, partnership ads, allowlisting mechanics.
- When to postPer-platform active-window tables.
- Reading the storyboard rebuildHow the analyzer produces 4-6 beat re-cuts.
// READY_TO_TEST
The fastest way to learn the rubric is to run an ad through it. Drop a video, image, TikTok / Reels / Shorts URL, or script and see your scores.