PHASE 3 · CHANNEL AGENT BRIEF · 05
The awareness + retargeting agent. Owns 15% of daily spend. Primary cohort: Sarah 35–42 on Reels-prime time + Jane 42–52 on retargeting. Format: 15–30 sec UGC vertical · "mirror confession" · "before-and-after-but-honest" · "scroll-stop-stat".
Top-of-funnel attention capture (Reels) + retargeting Meta-feed visitors (Stories). Hand-off to LP for long-form.
At $1K/day total → $150 IG. Reels $100 · Stories retarget $50. CBO not ABO — let algo allocate.
Stories retarget conversion > 3.2% from Meta-feed audience. 3-sec view-through > 22% on Reels.
Beat 1 (0–3s): Woman in bathroom mirror, no makeup, soft light. Direct camera.
Beat 2 (3–10s): "I thought my hair was just thinning because I'm 43. It's not. It's estrogen-drop DHT."
Beat 3 (10–22s): Product reveal on counter. Specific ingredient claim. Specific dose.
Beat 4 (22–30s): "Three weeks. The shedding stopped. Link in bio."
Best ICP: Sarah (hair · peri symptom). Hook to clone: Try Bloom & Bond.
Beat 1 (0–3s): Hands lifting hair-clog from shower drain to camera. Single cut. No filter.
Beat 2 (3–8s): "This is what 6 weeks looked like."
Beat 3 (8–22s): "Then I tried [ingredient + dose]. This is what month 3 looks like." Brush-pull on clean hair · minimal shed.
Beat 4 (22–30s): Product on bathroom shelf. Caption-overlay: "90-day MBG. Link in bio."
Best ICP: Sarah · Jane. Hook to clone: Balmbare GLP-1 Hair.
Beat 1 (0–3s): Bedside clock. 2:14am. Phone-screen glow on face.
Beat 2 (3–10s): Voiceover: "Every night for two months. Tired in the morning. Wired at 2am."
Beat 3 (10–22s): Magnesium glycinate + L-Theanine bottle pickup. "It's not melatonin. It's deeper."
Beat 4 (22–30s): Cut to clean morning + coffee. "Three weeks in. Sleeping through. Link in bio."
Best ICP: Jane · Mei. Hook to clone: TryVivah LullaBites · Lyra Sleep.
Beat 1 (0–3s): Car interior, daytime. Mom in driver-seat camera angle. "I just yelled at my kids over a spilled juice box."
Beat 2 (3–14s): "It's not them. It's cortisol stuck high for 3 years. Saffron is the most clinically-studied plant for this exact problem."
Beat 3 (14–25s): Bottle reveal at coffee shop counter. "30mg. The dose the trials actually use."
Beat 4 (25–30s): Mom + kids laughing later. "10 days in. I have my patience back."
Best ICP: Sarah only. Hook to clone: Naali "T'es pas une mauvaise mère" — translate to English.
Beat 1 (0–3s): Tight shot on cluttered bathroom counter. 6+ failed products visible.
Beat 2 (3–18s): Hand picking up each: "Biotin. Nothing. Collagen. Nothing. Rosemary oil. Nothing. Nutrafol — $80/month. Nothing." Sweep them into trash.
Beat 3 (18–25s): Single bottle remains. "Then I tried this. Lustriva® — 40x more bioavailable than biotin. Three weeks."
Beat 4 (25–30s): Brush pull. Clean. "90-day MBG. Bio link."
Best ICP: Jane. Hook to clone: LookHoudini "$9.95 Nutrafol Replacement".
Beat 1 (0–4s): Big-text overlay on black: "30 mg" on left · "5 mg" on right.
Beat 2 (4–12s): "The dose your saffron supplement actually contains: 5mg. The dose the clinical trial used: 30mg. Now you know."
Beat 3 (12–22s): Bottle reveal. "We dose at 30. Like the studies."
Beat 4 (22–30s): CTA: "Link in bio. €24.90. 90-day MBG."
Best ICP: Jane (research-y) · Mei (label-reader). Hook to clone: Naali clinical-dose variant.
Stories ads convert 3-5x higher when retargeting Meta-feed visitors than when shown cold. Use Stories as the closer · not the opener.
F1: 5-star review screencap from Trustpilot · woman's first name + age.
F2: Product on her bathroom counter (real-life, not studio).
F3: "Join 35,000+ women · 90-day MBG · Swipe up."
F1: "Most saffron gummies: 5mg" · sad-face emoji.
F2: "Clinical trials use: 30mg" · arrows pointing up.
F3: "We dose like the trials. Swipe up."
F1: Plain-color background. "Still thinking about it?"
F2: "Your hair shedding won't fix itself."
F3: "30% off your first bottle today. Swipe up."
| Element | Spec | Tool / how |
|---|---|---|
| Aspect | 1080 × 1920 · 9:16 | Veo3 / Kling / CapCut export |
| Length | 15–22 sec for Reels · 6 sec / frame for Stories | Hard cut every 3 sec to keep retention |
| Captions | Burned-in · Geist Bold · 84pt · drop-shadow | iOS Captions / SubtitleApp · NO IG auto-captions |
| Music | Trending audio <48hr · low BPM 80-100 for confession formats | IG Reels audio explorer · pull weekly |
| Talent | UGC creator 32-48yo · "looks-like-the-buyer" not influencer | BackStage · Insense · TrendHero |
| Hands-on | Tight shot of hand picking up bottle — every video | Forger AI b-roll if no real footage |
| Hard ban | No watermarks · no logos in first 3s · no "AD" disclosure visible | QA agent flags |
Per ICP × per week: 2 Reels (1 new format · 1 winner-rotation) + 1 Stories 3-frame set.
Total weekly: 6 Reels videos + 9 Stories frames. Forger generates · QA reviews · Pixel launches.
| Kill | 3-sec view-through < 12% for 3 days |
| Hold | VT 12–22% · keep 5 days |
| Scale 3x | VT > 22% AND CPA < $25 for 4 days |
| Re-cut | VT > 22% AND CPA > $30 = re-cut hook · keep middle |