2. Social Playbook — Facebook, Instagram, TikTok
_Objective for every asset: move someone from "seen it" to scanned their first slip._
2.1 Channel roles
| Channel | Role in the funnel | Primary format | What success looks like |
|---|---|---|---|
| TikTok | Discovery. Cheap reach, highest virality ceiling | Native 9:16 video, 15–35s, faces and voices | Saves + shares, profile visits, link clicks |
| Credibility + consideration. Reels for reach, carousels for explaining | Reels 9:16, carousels 4:5 | Saves, sends (DM shares), link clicks | |
| Conversion + community. Where the Household Manager already is, and where Groups live | Feed video and static, Groups | Link clicks, signups, comment sentiment | |
| Blog | Depth, SEO and authority — see document 3 | Long-form | Organic search + links shared into social |
Publishing ratio (starting point): TikTok 5/week, Instagram 4/week (3 Reels + 1 carousel), Facebook 3/week — with every TikTok's best performer repurposed to Reels and Facebook the following week. One shoot, three platforms.
2.2 Content pillars
Rotate these. Each post belongs to exactly one.
| Pillar | Share | What it is | Example |
|---|---|---|---|
| 1. Proof | 35% | Real receipts, real numbers, real savings | Screen recording: slip → overpaid items → "P47.20 on one shop" |
| 2. Know This | 25% | Short, useful grocery money education | "Why the same 2L milk costs different prices in three shops" |
| 3. Human | 20% | Faces, opinions, humour, street interviews | "What do you think this basket cost? (You're wrong)" |
| 4. Our Data | 10% | Publish what we measured this month | "Gaborone basket watch: what a family staple basket cost in September" |
| 5. Product | 10% | Features, rewards, how-to | "You get 50 points for your first slip. Here's what points do." |
2.3 Hook library
_The first 2 seconds decide everything. These are written in our voice — adapt, don't_ _genericise._
Curiosity / challenge
- "Your slip is lying to you. Not really — but it's hiding money."
- "Guess what this basket cost. You'll be wrong by at least P100."
- "There's a cheaper shop for your groceries. It's not the one you think."
- "I found P300 in my till slips. Literally, in the slips."
Direct benefit
- "One photo tells you which items you overpaid for."
- "Stop guessing which shop is cheaper. Measure it."
- "Ten seconds per slip. That's the whole job."
- "Free for 10 slips a month. Forever."
Local / relatable
- "Gaborone shoppers: you're probably shopping at three shops a week and don't know which is cheapest."
- "Payday was yesterday. Here's where it's already gone."
- "Mama's grocery list doesn't change. The prices do."
Playful / social
- "POV: you finally know what your groceries actually cost."
- "Me: I'll budget this month. Also me: doesn't scan a single slip."
- "Rate my basket. Be honest. (Breadwinner did. It was bad.)"
Reward / gamification
- "8 weeks of slips = 100 bonus points. Who's in?"
- "Invite your cousin, get points when she scans. Everyone wins."
2.4 Formats that fit the product
| Format | Where | Length | Why it works here |
|---|---|---|---|
| Screen-record demo | All | 15–25s | The product's magic is visual: slip → insight. Show it, don't describe it |
| "Guess the price" | TikTok, Reels | 20–30s | Native engagement bait with a genuine payoff — and it ends at the app |
| Street interview | TikTok, Reels | 30–45s | Real Batswana shoppers reacting to real prices |
| Receipt close-up | All | 10–15s | The hero object. An ordinary slip, one number highlighted |
| Text-on-screen explainer | IG carousel | 4–6 slides | "How the comparison works" — slides 1–2 hook, 3–4 mechanism, 5 CTA |
| Monthly data drop | FB, blog, IG | Static or carousel | "Basket watch" — our own measured numbers |
| Before/after | All | 20s | "Before: I thought I was saving. After: here's what I overpaid." |
Production notes
- Vertical 9:16 for everything repurposed across platforms.
- Burn in captions — most viewing is sound-off.
- Face + voice outperforms animation. If budget is tight, spend it on creators, not
motion graphics.
- Always show the real app screen at least once. It's a web app — "open this in your
browser" is a feature, not a limitation.
2.5 First 30-day calendar (skeleton)
| Week | TikTok | ||
|---|---|---|---|
| 1 | Hook launch ×2, product demo ×1, "guess the price" ×1, street interview ×1 | Reel: product demo · Carousel: "How it works in 4 slides" | Launch post · Product demo video |
| 2 | "Guess the price" #2, proof/receipt ×2, Know This ×1, Human ×1 | Reel: proof · Reel: hook #3 · Carousel: pricing explained | Proof video · Question post to spark comments |
| 3 | Proof ×2, streak/rewards ×1, Know This ×1, Human ×1 | Reel: rewards · Carousel: "3 items you're overpaying for" | First "Basket watch" data post · Link to blog |
| 4 | Best-of rerun ×1, referral push ×2, Know This ×1, Human ×1 | Reel: referral · Carousel: objection handling | Referral push · Community question |
Cadence after week 4: hold this volume for two more weeks, then cut the two weakest-performing formats and double the two strongest. Don't add volume before you've cut losers.
2.6 Copy that converts (the CTA layer)
| Placement | CTA |
|---|---|
| Bio link (all platforms) | app.breadwinner.deals — free, 10 slips a month, no card |
| Post caption end | "Scan your first slip — link in bio. Takes ten seconds." |
| Paid ads | "See what you overpaid. Free." |
| Comment replies | Answer the question, then: "If you want, here's where to check your own slips →" |
Never: "Download our app" — there is no app to download. It's a website. Saying "download" creates friction and disappointment.
2.7 Community management
- Reply to every genuine question within a few hours during the campaign. This
product is trust-dependent and Botswana social feeds are conversational.
- Use the objection table in document 1 §1.8 as your script — it keeps answers
consistent and safe.
- Never argue about price claims. If challenged, invite them to test with their own
slips: that's the product's whole promise.
- Escalate escalating threads to Breadwinner rather than improvising.
- Turn the best three questions each month into content. Nothing writes itself better.
2.8 What not to do
- ❌ Don't claim specific savings figures we haven't measured ("save P500 a month").
- ❌ Don't imply we're a bank, a fintech, or that we move money.
- ❌ Don't name a retailer negatively. Price comparisons are factual and neutral.
- ❌ Don't use stock photography of foreign supermarkets.
- ❌ Don't post a "guess the price" without revealing the answer (and the app screen).
- ❌ Don't buy followers or use engagement pods — the audience has to be real because the
goal is a real first upload.