Week 1 · Tuesday
Open the month by establishing Saskia as the operator who actually knows the material rules, so the right buyer self-identifies and follows for the rest of the Gold Vocabulary series.
Posting window: Tuesday, 7:30 PM PT
Posting times shown in Pacific Time (PT) — adjust to your audience's timezone in your scheduler.
Hook options
Pick the one you’ll use — the script opener updates to match
Gold-filled is not marketing. It's an FTC rule.
1/20. That number decides if your chain is real.
Stop trusting the word gold-filled on a product tag.
There's a federal rule behind gold-filled. No tag says it.
I design this stuff. Here's the rule behind the label.
Script
Opener (0:00 – 0:10)
Gold-filled is not a marketing word a brand gets to pick. It's an FTC rule with a number attached, and almost nobody selling to you says the number out loud.
Body
The rule is 1/20. The gold layer has to be at least one twentieth of the total metal weight, bonded to the base, not sprayed on. Mine is 1/20 14k specifically, which is literally 100 times more gold than most gold-plated pieces. That's why gold-plated turns green in three weeks and gold-filled doesn't. It was never that gold tarnishes. It's that there was almost no gold on that necklace to begin with. So when a product tag says gold-toned, or 18k plated with no layer thickness, or dipped, or vermeil without a micron number, the brand is legally allowed to put almost nothing on that piece and still use the word gold. Gold-filled is the only one of those words with a floor underneath it.
Close / CTA
Next in this series: what vermeil actually means, and why the number nobody prints is the one that matters.
≈ 174 words · about 58 s at edited pace
On-screen graphics
Planned from the script at your reading pace. Times are approximate: drop each graphic over the line it belongs to.
| About | They say | Graphic | On screen |
|---|---|---|---|
| About0:00–0:03 | They sayYour hook, as you open | GraphicTitle | On screenGold-filled is not marketing. It's an FTC rule.Picture: a jewelry tag held up to camera with the words crossed through |
| About0:10–0:13 | They say“The rule is 1/20” | GraphicHeadline | On screenTHE RULE / 1/20Picture: a simple fraction drawn large, centered |
| About0:14–0:16 | They say“one twentieth of the total” | GraphicCard | On screenGOLD LAYER / ≥ 1/20 OF TOTAL WEIGHT |
| About0:16–0:19 | They say“bonded to the base” | GraphicLabel | On screenBONDED, NOT SPRAYEDPicture: two layers pressed together versus a thin mist on a bar |
| About0:21–0:24 | They say“100 times more gold” | GraphicCounter | On screen100 |
| About0:25–0:28 | They say“turns green in three weeks” | GraphicKeyword | On screenGREEN IN 3 WEEKS |
| About0:36–0:42 | They say“gold-toned, or 18k plated” | GraphicStrike-through | On screenGOLD-TONED / 18K PLATED / DIPPED / VERMEIL (NO MICRONS) |
| About0:48–0:52 | They say“the only one of those” | GraphicUnderline | On screenthe only one of those |
Paste it into Claude, ChatGPT or another AI tool to build these graphics as clips.
Production paths
- 1.Set your phone vertically on a small tripod or propped against a stack of books at your bench, lens at eye height, about arm's length away.
- 2.Shoot by the studio window in the late afternoon — the same light that worked on the hoop reshoot. No ring light.
- 3.Frame yourself from mid-chest up, bench and a few pieces visible behind you so the background reads as the real studio.
- 4.Wear a piece that's actually gold-filled — the Everyday Trace or a thicker chain — so viewers see what you're talking about on your own neck.
- 5.Record all five openers back-to-back, then record the body once, then the close once. One or two takes of each, nothing more.
- 6.Grab one B-roll clip for the hook title card: a close-up of a product tag held toward the lens, 3 seconds, no words.
- 7.Import everything into CapCut. Lay down the opener you're going with, then the body, then the close. Trim pauses hard — cut anywhere you breathe or restart.
- 8.Push the clip through Submagic for captions. Keep them simple, white, bottom-third, no karaoke bounce.
- 9.Back in CapCut, add the on-screen graphics from the cue sheet, one per cue, over the line it belongs to. Keep every graphic on screen only while that line is spoken.
- 10.Export at 1080x1920, 30fps, high quality. Preview on your phone before uploading.
Platform captions
There's a number behind the words gold-filled and almost no brand prints it. 1/20. That's what the FTC requires. Everything else — gold-toned, dipped, plated with no thickness — is a word anyone can use with almost no gold on the piece. Part 1 of a 3-part Gold Vocabulary series.
Hashtags
Opening a 3-part series on jewelry words that mean something and words that don't. Starting with the one that actually has a rule underneath it: gold-filled. 1/20 of total metal weight, bonded to the base. Mine is 1/20 14k. Most of what gets sold to you is not that — and the tag will tell you if you know what to look for.
Hashtags
Thumbnail brief
Build this in Canva — it's a design brief, not a prompt to paste.
Save a still of your face from the recording (Record → Save a frame) and open it in Canva — the brief builds everything around the face. Which frame: the beat right after you say '1/20' in the body — eyes on the lens, mouth closed or just settling, calm not smiling.
- Crop
- 9:16 vertical, you cropped from mid-chest up, head slightly off-center to the left so there's room for text on the right
- Words
- 1/20 — the rule nobody prints
- Placement
- '1/20' large in the upper right, 'the rule nobody prints' smaller directly beneath it; a thin underline hand-drawn under '1/20'
- Colors
- warm neutrals from the studio window light; overlay text in a soft off-white; underline in a muted gold
- Element
- a small cutout of a product tag held near your collarbone, pointing up toward the '1/20'
Scheduling
Tool: Later
- 1.Open Later and start a new post. Select TikTok and Instagram Reels as the destinations.
- 2.Upload the exported vertical video.
- 3.Paste the TikTok caption into the TikTok destination and the Instagram caption into the Reels destination — do not share one caption across both.
- 4.Set the thumbnail using the still described above (upload the cropped studio frame as the custom cover for Reels).
- 5.Schedule for Tuesday at 7:30 PM PT.
- 6.In the Reels options, turn on sharing to the main feed so it shows up for existing followers.
- 7.Save and confirm both platforms show as queued on the Later calendar.
Lead capture
Where this should drive
This piece is a top-of-funnel authority opener for the Gold Vocabulary series — no direct capture. The job is to make the right buyer think 'oh, she actually knows what she's talking about' and follow for parts 2 and 3. The close is a soft tee-up to the next video, which keeps viewers watching the series instead of clicking out. Capture happens later in the month on piece 10 (newsletter) and piece 11 (DM keyword), after this piece has built the trust that makes those CTAs convert.