01 — Overview

📱 Financial
Literacy

Content Test Plan · US Market · 2-Week Sprint

30+

🎬 Videos produced

📅 Week sprint

📡 Channels tested

Internal · Operations

02 — Objective

🎯 What We're Solving

We don't yet know what content works or who our audience is. This sprint answers both questions — fast.

👥 WHO

Which audience segment actually converts to a paying subscriber?

💡 WHAT

Which content angle drives saves and quiz starts at scale?

🎣 HOW

Which hook format wins across TikTok organic and Meta paid?

🔁 Sequenced approach: TikTok organic (signal) → Meta paid (conversion) → In-app content (retention)

03 — Setup

🛠️ What We Have

🤖 AI video gen

Full production stack: animated visuals + voiceover + text overlays. Unlimited output capacity — no production bottleneck.

🌐 Web funnel

Quiz → paywall → subscription (weekly/monthly). Instrumented with unique UTM tracking per content cluster.

📡 Distribution

TikTok organic + Spark Ads · Meta Reels/Stories paid · In-app content post-subscription.

⚖️ Content constraint

Educational only — no financial advice, no investment recommendations. Mechanism over prescription. Safer legally and stronger algorithmically.

04 — Content Matrix

🗂️ Content Matrix

5 topic clusters × 3 hook styles = 15 archetypes → 30 videos in batch 1

💳 Debt & survival

Shock stat · "$1,300/yr on forgotten subscriptions"

💾 Save bait

🏫 How money works

Myth bust · "Nobody taught you this in school"

🔁 Share bait

🏦 Scam exposure

Shock stat · "Banks earned $15B from overdraft fees"

💬 Comment bait

💸 Paycheck psychology

Story arc · "He got a raise. Saved less than before."

💬 Comment bait

📊 Wealth gap mechanics

Myth bust · "Rich people don't save — they do this"

💾 Save bait

⏱️ All videos: 30–45 sec · No talking head · No CTA in phase 1 · Text-on-screen kinetic style

05 — Hook Styles

🎣 3 Hook Styles

😲

Shock stat

Opens on a number that feels wrong. Forces self-audit. High watch-through almost guaranteed.

"The average American pays $1,300/year for a service they forgot they subscribed to."

💥

Myth bust

Opens by stating a belief everyone holds — then destroys it in 3 seconds. Very shareable.

"Budgeting doesn't work for most people — and the science tells us exactly why."

📖

Story arc

Mistake → Consequence → Revelation. No advice. No prescription. Just the mechanism.

"He got a raise. Upgraded his car. Saved less than before. This is called lifestyle creep."

06 — Sprint Plan

📅 2-Week Sprint

📱 Week 1 — Organic Signal + Spark

D1–2

Produce 15 videos

All 5 clusters × 3 hooks. Publish 3–4/day staggered.

⚡ Launch Spark Ads

Boost first 5 posts at $10–15/video/day.

D4–5

Publish remaining + observe

Watch patterns. Don't decide yet.

🚦 Gate 1 — Day 5 EOD

Kill bottom 2 clusters. Shift Spark budget to survivors.

D6–7

Batch 2 — 6 videos

Top 3 clusters only. Refine from comment data.

💰 Week 2 — Funnel Conversion

🚀 Meta paid launch

Top 3 creatives. $90/day. Broad US targeting.

D8–10

Track full funnel

Do not touch ads. Let them run 48–72h minimum.

🚦 Gate 2 — Day 10 EOD

Kill worst Meta cluster. Double best performer budget.

D11–13

Scale winner

3 hook variants + 4 more organic videos.

D14

✅ Final read

Declare winning cluster, audience, CAC baseline.

07 — Decision Gates

🚦 Decision Gates

Gate 1 — Day 5 EOD: Kill or Keep Clusters

❌ Kill

Saves rate <2% AND watch-through <30% → cut immediately, no exceptions

✅ Keep

Top 3 clusters by saves rate survive. Shift Spark budget from dead to survivors (+50%)

⚠️ Edge

If all 5 underperform: problem is hook style, not topic. Recut first 3 seconds only.

Gate 2 — Day 10 EOD: Conversion Kill or Scale

❌ Kill

Highest cost-per-quiz-start cluster → cut budget entirely, reallocate to winner

📈 Scale

Lowest cost-per-subscription → 2× budget. If two within 20% of each other, keep both.

⚠️ Edge

Good quiz starts but low subscription → funnel/paywall problem, not content. Flag separately.

🔥 Emotional attachment to a cluster kills your timeline. The gates are not optional.

08 — Metrics

📏 What We Measure

📱 TikTok — Organic + Spark

⏱️ Watch-through

✅ >40%❌ <30%

💾 Saves rate

✅ >3%❌ <2%

💬 Comment quality

Personal mentions

👥 Follower spike

>50 in 48h

⚠️ Approximate benchmarks only. Watch-through, saves rate, and follower spike thresholds are directional starting points — not hard targets. A fresh TikTok account will have lower organic distribution early. Recalibrate after the first 48h of Spark Ads data.

💰 Meta — Paid Funnel

🏆 Primary

Cost per subscription

📊 Secondary

Cost per quiz start

🎯 Quiz start rate

✅ >15%

💳 Paywall conversion

✅ >5%

⚠️ Approximate benchmarks only. Quiz start rate (15%) and paywall conversion (5%) vary heavily by price point, quiz quality, and audience temperature. These are hypotheses to test against — not pass/fail thresholds. Set your own baseline from comparable products.

🚫 Never optimise for: likes · raw view count · CTR without conversion data · follower count alone

09 — Production

🎬 Production Plan

Days	Cluster	Hook style	Volume	Note
D1–2	All 5 clusters	All 3 styles	15 videos	Batch 1 — baseline test
D6–7	Top 3 survivors	Best 2 hooks	6 videos	Batch 2 — after gate 1
D8	Top 3 creatives	Winner reformatted	3 ads	Meta launch — reformat for Reels
D11–12	Winner only	Hook variants	3 videos	Batch 3 — hook testing
D13	Winner only	Best hook	4 videos	Organic scale — audience building

📦 Total: ~31 videos across 14 days. Never produce ahead of data — batch 1 is the only full-matrix run.

10 — Channels

📡 Channel Roles

📱

TikTok organic + Spark

Phase 1 — Signal

Discovery lab. Find which topic + hook resonates before spending on conversion.

Key metrics:
Saves rate · Watch-through · Comment quality

📣

Meta Reels/Stories paid

Phase 2 — Conversion

Conversion engine. Test which winning angle drives quiz starts and subscriptions at scale.

Key metrics:
Cost per subscription · Cost per quiz start · Paywall conv.

📲

In-app content

Phase 3 — Retention

Promise-to-product loop. Winning cluster becomes first content track. Same format, deeper delivery.

Key metrics:
D7 retention · Content completion · Churn vs non-viewers

11 — Risks

⚠️ Risks & Caveats

3/5

⚡ Spark Ads mechanics

Account eligibility rules and boosting requirements change frequently. Verify in TikTok Ads Manager before day 3.

Confirm before launch

3/5

📏 Metric thresholds

The 40% watch-through, 3% saves, 15% quiz start benchmarks are directional — not hard targets. Fresh accounts have lower early distribution.

Recalibrate at 48h

3/5

💸 Spark Ads CPMs

US finance niche CPMs have increased. $10–15/day may not buy enough impressions for a reliable 48h signal.

Check CPMs first

3/5

🧠 Meta learning phase

At $30/day, Meta may not exit learning phase in 4 days. May need to optimise for quiz start rather than subscription.

Monitor on D9

2.5/5

💳 Paywall conversion

5% benchmark varies heavily by price point and quiz quality. Set your own baseline from comparable products you have real data on.

Define your threshold

12 — Outputs

🏁 Day 14 Outputs

What you walk away with at the end of the sprint.

🏆 Validated content cluster

1 winning topic + hook style = your repeatable creative formula going forward

👥 Audience profile

Meta delivery data reveals who actually converts — age, gender, behaviour pattern

📊 CAC baseline

Cost-per-subscription from paid — your ceiling for scaling spend confidently

📲 In-app content pillars

Winning cluster becomes first content track — promise-to-product loop closed

✨ After day 14 you are not experimenting — you are operating.

📱 FinancialLiteracy