Donkey Styx, Social Voice & Copy Playbook

Last updated: 2026-06-22 Platforms: Facebook · Instagram · TikTok Goal: Organic audience growth + brand awareness + follower nurture Strategy: 100% organic, soft CTAs only, long game Primary contact: Kristen Weathersby (orders/coordination) The maker / on-camera talent: Richard Weathersby ("T-Rich")

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1. SOCIAL VOICE GUIDE

Who Is Donkey Styx Talking?

T-Rich. A Texas rod builder who figured out that most store-bought rods are fine for most people, and he is not building rods for most people. He knows a flipping stick from a crankbait rod. He knows which blank takes a topwater frog and why. He does not explain himself. He just builds.

The brand voice lives in his hands, his deadpan, and the donkey-in-a-cowboy-hat sitting on the shelf watching all of it.

Core Tone

Laid-back. Dry. Proud. Never pretentious.

Think: the guy at the boat ramp who out-fishes everyone and says the least about it. He's not performing "cool." He is cool. The humor comes from understatement, real situations, and trusting the audience to keep up.

The Three-Word Test

Before posting, ask: is this real, fun, or useful? It needs to hit at least one. Two is great. Three and you've got a viral shot.

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Do / Don't

DO	DON'T
Write like T-Rich talks	Write like a press release
Use real rod vocabulary: blank, guides, grips, action, length, flipping stick, crankbait rod, frog rod, BTO	Drown non-anglers in jargon without a punchline
Let the donkey mascot be weird and lovable	Force corporate energy onto the mascot
Use Texas slang naturally ("fixin' to," "y'all," "over yonder," "holler")	Overdo it to the point of parody
Lean into dry humor and understatement	Explain the joke
Tease limited drops with genuine scarcity, never manufactured	Use fake urgency ("only 3 left" when that's not true)
Celebrate OTHER people's catches hard	Make every post a product pitch
Use ellipses for comedic pause	Use em dashes (never, ever)
Keep captions punchy. Shorter than you think.	Write paragraphs nobody asked for
Soft CTAs: follow, save, comment, tag a buddy, "build yours"	Hard sell: "buy now," "limited time offer," "click the link now"
Speak to the fish that got away	Speak to the hypothetical customer
Own the donkey fully	Apologize for or explain the donkey
Share real customer reviews when Richard sends them	Invent reviews or paraphrase without permission

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Fishing Vocabulary: Use These

These are the terms that make a caption sound like it came from the bench, not a marketing brief.

• blank = the raw rod tube before any building
• guides = the rings the line runs through
• grips = the handle material (cork, EVA, etc.)
• action = how the rod flexes (fast, moderate, slow)
• length = matters a lot for technique; 7'3" flipping stick is different from a 6'6" crankbait rod
• frog rod = a topwater application rod, typically heavier power for fishing frogs over matted grass
• flipping stick = a heavier, longer rod for pitching/flipping into cover for bass
• crankbait rod = moderate or moderate-fast action, lets the fish commit before the hook loads
• BTO / build your own = the custom series where a customer specifies exactly what they want
• "fight the fish, not the rod" = a real phrase in the rod-building world, good caption material
• "taper," "spine," "tip-flex" = deeper vocabulary, use sparingly, earns nerd credibility

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Sample Phrases (In Voice)

Product/craft pride:

• "Hand-wrapped. Not mass-produced. Not even close."
• "Every blank tells you something. You just gotta know how to listen."
• "We don't rush rods. The fish'll still be there."
• "That flex you feel? That's on purpose. Action matters."
• "The guides are set by feel, not a template."
• "You pick the blank, the guides, the grips. We build it. That's BTO."

Dry humor / personality:

• "The donkey said it was ready. We trust the donkey."
• "Built for fishing. Also for proving a point."
• "We're not saying our rods are better. We're just saying...our rods are better."
• "POV: you just out-cast someone who spent more on their setup than your truck payment."
• "Some people overthink fishing. We overthink rods so you don't have to."
• "The frog rod came first. The argument came second. Kristen knows."

Community / warmth:

• "That's the one. Right there. That's why we do this."
• "Keep sending the catches. We never get tired of it."
• "Y'all are putting these rods through it. We love to see it."
• "Tag us. Show us what's biting."
• "Every review Richard sends us... yeah. This is it."

Drop/limited release tease:

• "Something's coming off the bench. Watch this space."
• "Limited run. We're not building another one after these go."
• "T-Rich only makes these when he feels like it. Right now he feels like it. Briefly."

Custom build / BTO tease:

• "Want it built your way? That's what we do."
• "Length, action, guides, grips. Your call. Our hands."
• "The BTO series is coming. Build your own rod. For real."

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The Donkey Mascot "Talks"

The donkey-in-a-cowboy-hat is deadpan. He's not frantic or cartoonish. He delivers truth with zero context and moves on. Think of him as the brand's unofficial quality inspector who says very little but means everything he says.

Mascot voice patterns:

• Short declarative statements. No flair.
• Occasional approval: "Approved." / "That'll do."
• Occasional shade: "Bold choice for a crappie rod."
• Sometimes speaks in third person about himself: "The donkey does not miss."
• Reference him as the authority: "The donkey reviewed it. We shipped it."
• On limited drops: "The donkey only nods so many times. This is a nod."

Emoji posture:

• Use sparingly but strategically. Not every post needs them.
• Favorites: cowboy hat emoji for the donkey, fish for catch content, fire only when it earns it
• Avoid: sparkles, hearts, confetti, anything that reads like a beauty brand
• Texas flag where geography matters
• Laughing emoji is fine when something is genuinely funny. Don't force it.

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2. HOOK BANK (30+ Opening Lines)

Tagged: [B] = Built Tough | [H] = Hooked & Hollerin' | [F] = Fish Smarter | [P] = Our People | [D] = Drop/Limited | [C] = Custom/BTO

Video On-Screen Text / First 2 Seconds

1. "We bent this rod until someone got uncomfortable." [B]
2. "This is a $400 rod. This is ours. Spot the difference." [H]
3. "The thing they don't tell you about fishing a frog rod..." [F]
4. "POV: you just out-cast the guy with the sponsorship." [H]
5. "Built tough enough to survive a Texas summer in the back of a truck." [B]
6. "He spent 10 minutes tying that knot. Here's one that takes 30 seconds." [F]
7. "The donkey quality-checked this one personally." [H]
8. "Custom rod vs. big box store. Same fish. Very different story." [B]
9. "How to NOT lose a big fish. (Common mistake #1)" [F]
10. "This is what a finished blank looks like after T-Rich gets done with it." [B]
11. "Texas anglers, this one's for you." [P]
12. "We built this rod for someone who kept losing bass in the grass. She doesn't anymore." [B]
13. "The frog rod. The one that started an argument." [H]
14. "Nobody asked us to compare. We did it anyway." [H]
15. "This drop is limited. That's not a marketing line. T-Rich made three." [D]
16. "What if you could pick every single thing about your rod?" [C]
17. "Your blank. Your guides. Your grips. We build it." [C]
18. "We got a review in. Posting the whole thing unedited." [P]

Caption Openers (Social Posts)

19. "Real talk: most rods are built for the shelf, not the water." [B]
20. "Y'all keep asking what makes a custom rod different. Alright. Let's do this." [F]
21. "Caught something you're proud of? We want to see it. No fish too small. No story too long." [P]
22. "The donkey does not approve of average. The donkey has standards." [H]
23. "Three things that'll lose you a big fish. None of them are the fish's fault." [F]
24. "Fixin' to have a fishing problem? Good. So are we." [H]
25. "This rod has been places. Let me tell you about it." [B]
26. "Cast it once and you'll understand why people come back for a second rod." [B]
27. "They said the fish weren't biting. They were wrong. Here's why." [F]
28. "T-Rich built this one on a Tuesday. Customer caught a personal best on Saturday." [P]
29. "If you've ever had a rod let you down at the worst moment, this one's for you." [B]
30. "The donkey went fishing. The donkey did not come home empty-handed." [H]
31. "Not a lot of rods survive being sat on in a truck cab. Ours do. Not on purpose, but still." [H]
32. "There's only a few of these. We're not building more when they're gone." [D]
33. "There's an angler out there we'd love to put one of these in the hands of." [C - collab tease]
34. "A customer sent us a review. We're not going to paraphrase it. Read the whole thing." [P]

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3. CAPTION TEMPLATES BY PILLAR

[B] BUILT TOUGH, Craft & Product Hero

Pattern: Lead with one specific detail of the build, then what it means on the water, then a soft CTA.

[One specific thing about this rod: the blank, the action, the guides, the grip, a technique match]

[What that choice does on the water, one real scenario]

[Optional: what T-Rich would never compromise on]

[Soft CTA: save this / follow for more / drop a question below]

Example fill-in:

This crankbait rod is built on a moderate action blank. Not fast. Not slow. Moderate.

That half-second of bend lets the fish commit before the rod loads. You stop losing fish at the boat.

T-Rich doesn't cut corners on action. Neither should your setup.

Follow along. More builds coming off the bench.

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[H] HOOKED & HOLLERIN', Fun, Personality, Donkey Humor

Pattern: Relatable premise, deadpan follow-through, land the bit, tag a buddy.

[Relatable fishing scenario or slightly absurd premise, keep it short]

[Deadpan follow-through OR unexpected twist]

[One-liner that lands the bit]

[Tag a buddy who needs this / who this reminds you of]

Example fill-in:

POV: you borrowed your buddy's flipping stick. Caught the biggest bass of the trip. He's never going to forgive you.

To be fair... he should've grabbed a better rod.

The donkey has no further comment.

Tag that buddy. They know who they are.

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[F] FISH SMARTER, Searchable Value Tips

Pattern: Name the specific problem, give the real fix, tie it to rod choice where honest, save CTA.

[Name the specific problem or mistake, technique, rod choice, setup]

[The fix, short, actionable, no filler]

[Why it matters on the water]

[Save this for your next trip / drop your go-to [knot/technique/setup] below]

Example fill-in:

Losing fish right at the bank? 9 times out of 10 it's rod angle, not the hook.

Keep your tip up and maintain tension all the way in. Don't give him slack for a second.

A rod with the right action helps here too. A stiff fast-action rod doesn't forgive. A moderate does.

Save this. You'll thank yourself later.

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[P] OUR PEOPLE, Community / UGC / Reviews / Catches

Pattern: Let the person, fish, or review be the story. Brand plays second. No embellishment.

[Name/tag the angler OR quote the review directly, unedited]

[One real detail: the fish, the rod, the location, the moment]

[Reflect it back, what this means to the brand, in one line]

[Tag us / send us yours / "we read every one"]

Example fill-in (catch):

[Customer name/tag] took the frog rod out last weekend.

Pulled a 5-pounder out of the grass. The kind of spot you don't cast into unless you trust your rod.

That's why T-Rich builds them the way he does.

Send us your catch. Tag us. [Handle TBC - flag: @donkeystyxrodco likely, unconfirmed]

Example fill-in (review):

Got a review in from [customer name if shared]. Posting it straight, no edits:

"[Paste full review text here]"

That's it. That's the post. Thanks, [name].

If you've fished one of ours, we want to hear it.

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[D] DROP / LIMITED RELEASE, Demand Teaser

Pattern: Announce scarcity honestly (only use if true), build anticipation, no hard sell, watch-this-space CTA. Never manufacture urgency. If T-Rich made three, say three.

[What's coming, one specific description without giving everything away]

[Why it's limited, the honest reason: T-Rich only made X, specific blank run, etc.]

[What to do if you want one, follow/DM/stay tuned, never "buy now"]

[Soft close, donkey sign-off optional]

Example fill-in:

T-Rich just finished a short run of medium-heavy flipping sticks on a blank he's been sitting on for a while.

He built four. That's the run. There won't be more of this exact build.

If that sounds like your rod, stay tuned. Details coming this week.

The donkey approves. That's all we're saying.

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[C] CUSTOM / BTO, Build Your Own Tease

Pattern: Put the choice in the angler's hands, make it feel like a real conversation, soft link-in-bio CTA. (Configurator URL TBC, flag it.)

[Start with the choice: what can they control?]

[One example of how that choice changes the outcome on the water]

[Soft tease of the custom inquiry / BTO coming to the site]

[Follow/save CTA while it's not live yet]

Example fill-in:

Blank, guides, grip material, length, action. You pick. We build.

A flipping stick for grass fishing hits different when it's built for how YOU fish, not how a factory thinks you fish.

BTO builds are coming to the site. Follow so you don't miss it.

Questions? Drop them below. T-Rich reads the comments.

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[COL] COLLAB / INFLUENCER INVITE, Soft Outreach

Pattern: Frame it as putting a tool in the right hands, not a paid-ad pitch. Genuine. Never desperate.

[Name or describe the type of angler you'd love to see with one of these rods]

[Why this specific rod or build would match how they fish]

[Soft open door, DM/tag us, low pressure]

Example fill-in:

There's a style of angler we keep building rods for without them knowing it yet.

The kind who fishes heavy cover, flips into spots other people write off, and doesn't complain about losing a fish she shouldn't have lost.

If that's you, or you know someone, slide into the DMs. We'd love to put one in the right hands.

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4. CREW SHOT LIST, 4 HERO VIDEOS

FOR RICHARD (T-Rich): How to Shoot These

Camera orientation and format: Shoot everything in 4K landscape (horizontal, how your phone naturally sits when turned sideways). Keep the rod or subject centered with good headroom and clear space on both sides. This lets us crop to vertical (9:16) for TikTok and Reels without losing the subject, while the landscape version works for YouTube and the website. The safe zone for the vertical crop is the center 60% of the frame.

Every clip:

• 4K landscape, centered subject
• Natural light when possible. Open a door or window if the shop is dark.
• Film 15 seconds even if the prompt says 10. Gives edit room.
• No need to talk unless the prompt says speak.
• Real shop. Real rods. Real mess. Don't clean it up too much.

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VIDEO 1: "Meet the Donkey" (Origin / Intro)

Who's in it: T-Rich is the talent. This is the introduction of the maker. Concept: Who is Donkey Styx, who builds the rods, and why does it matter. Warm, dry, real. The donkey logo makes an appearance.

Shot 1: Close on T-Rich's hands, wrapping thread onto a blank. Slow. No face yet. Just the craft.

Shot 2: Wide of the build space. Rods on the wall, bench, everywhere. The beautiful mess of someone who actually does this.

Shot 3: T-Rich holds a finished rod up to a window or doorway light and rotates it slowly. The wraps catch the light.

Shot 4: Lay a completed rod down on the workbench like you're proud of it. Let it sit there for 5 seconds.

Shot 5: Camera pulls back slowly from the Donkey Styx brand badge. On a sticker, a hang tag, or the rod itself. Reveal it.

Shot 6 (speak, look at camera): T-Rich looks up from the bench. Says: "We build custom rods in Texas. And yeah, the name is exactly what it sounds like." Looks back at the rod. Done.

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VIDEO 2: "Built Tough Test" (Durability Bend Test)

Who's in it: T-Rich plus one other person for the bend, or T-Rich bracing it himself. Concept: Satisfying and slightly ridiculous. A rod gets bent well past comfortable, and it comes back straight. No drama. Just proof.

Shot 1: Two people on opposite ends of the rod. One holds the butt. The other applies steady pressure to the tip. We see the full bend.

Shot 2: Extreme close-up of the guides and blank under tension. Hold it there. Let it breathe.

Shot 3: They release. The rod snaps back straight. Camera catches the snap.

Shot 4: T-Rich looks at the other person. Shrugs. Nods slightly. No words. That's the bit.

Shot 5: T-Rich runs a thumb down the blank checking for damage. Finds none. Goes back to whatever he was doing.

Shot 6 (optional, speak): "We didn't design it to survive that. But it does. Every time." Hold the rod up. Cut.

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VIDEO 3: "POV: Out-Casting the $400 Rod" (Comedic Angler Flex)

Who's in it: T-Rich as the angler, or someone he fishes with. Shot POV or shoulder. Concept: Completely straight-faced comedy. Our rod catches more fish, casts further, or just performs better. We don't gloat. We just... fish.

Shot 1: Two rods side by side. Donkey Styx on the left, a clearly "fancy" big-brand rod on the right. No comment. Just the rods.

Shot 2: A cast from the angler's POV or just over the shoulder. Rod loads. Releases. Line goes out.

Shot 3: Tight on the reel. Line peeling. Let it run.

Shot 4: A fish on. Doesn't have to be huge. Just on. The fight.

Shot 5: Fish held up toward the camera. No gloating face. Just... there it is.

Shot 6 (on-screen text or speak): "We're not saying our rod is better. We're just saying..." Cut to the fish. The fish is the punchline.

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VIDEO 4: "From the Bench" (Craft Beauty / Process)

Who's in it: T-Rich. His hands, his tools, his rods. Concept: Slow, intentional, beautiful. No talking. ASMR-adjacent. The build as an art form. Slowed down in edit if possible.

Shot 1: Thread wrapping in macro. The blank rotating slowly, thread laying perfectly. Get this as close as you can.

Shot 2: Epoxy being applied to the guide wraps with a small brush. Smooth. Deliberate. Let it pool slightly and get worked in.

Shot 3: A finished section in a rod turner or drying rack. Multiple rods if you have them. Let them spin slowly.

Shot 4: A guide being aligned before securing. The precision of it. T-Rich eyeballing it. Adjusting. Nodding.

Shot 5: Slow reveal: camera moves from tip to butt along a finished rod, handheld and steady. End on the grip.

Shot 6: The finished rod being handed to someone (T-Rich hands it off to another set of hands). Simple. No words. The transfer of something made.

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B-ROLL GRAB BAG (shoot these whenever you have 10 minutes)

• Morning light hitting rods on a rack in the shop
• Hand writing a customer name or spec on a build card or order form
• Different guide styles laid out on a workbench side by side
• Thread spools in a row, all different colors, well-lit
• A raw blank before any work. Plain. Nothing on it yet.
• A completed rod next to the blank it started as
• T-Rich laughing at something or reacting candid. Don't stage it.
• The Donkey Styx badge or logo on any physical surface: sticker, hang tag, truck, wall
• Water. Any Texas fishing water at sunrise or dusk. No fish required.
• A cooler being opened. People love this for reasons nobody can explain.
• Hands doing anything fishing-adjacent: tying a knot, threading guides, stringing up a rod
• The frog rod specifically, up close. Kristen's photo is a starting point. Video of the actual rod is better.
• Customer review on a phone screen (if Richard is comfortable sharing it)

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5. 30-DAY CONTENT CALENDAR

Arc:

• Week 1 (Days 1-7): ESTABLISH, who we are, who T-Rich is, set the mascot loose
• Week 2 (Days 8-14): ENTERTAIN, humor, personality, donkey POVs, reach drivers
• Week 3 (Days 15-21): PROVE + TEACH, craft depth, tips, durability proof, first drop tease
• Week 4 (Days 22-30): COMMUNITY, reviews, catches, UGC, collab invite, custom build tease

Format codes: SV = Short Video (Reel/TikTok/FB Reel) | ST = Static/Graphic | CA = Carousel | STR = Story

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Day	Pillar	Format	Working Idea / Hook
1	BUILT TOUGH	SV	LAUNCH: Hero Video 1 "Meet the Donkey." T-Rich at the bench. First post. Set the tone.
2	HOOKED & HOLLERIN'	ST	Donkey mascot badge graphic. "The donkey has entered the chat." No other context.
3	BUILT TOUGH	STR	Behind the scenes: B-roll shop walkthrough. Raw 4K footage, no polish.
4	FISH SMARTER	CA	"3 rod mistakes most anglers make", swipeable tips. Frog rod, flipping stick, crankbait rod each get a slide.
5	OUR PEOPLE	ST	"We build rods for real Texas anglers. Show us what you're fishing." Soft CTA, no product pitch.
6	BUILT TOUGH	SV	B-roll montage: thread wrapping, guide placement, epoxy. 15-20 sec. No words. Slow it down in edit.
7	HOOKED & HOLLERIN'	STR	First "Donkey says" quote. Text only, deadpan. One line. Something T-Rich would actually say.
8	HOOKED & HOLLERIN'	SV	Hero Video 3: "POV: Out-Casting the $400 Rod." Play it completely straight.
9	BUILT TOUGH	ST	Close-up of the frog rod specifically. One line: "Built for the spots other people won't cast into."
10	FISH SMARTER	SV	Knot tutorial from T-Rich or a regular fishing partner. 30 seconds. Fast, practical, saved-worthy.
11	HOOKED & HOLLERIN'	CA	"Fishing vocab for people who think they already know", humor carousel. Real terms (blank, action, spine) with dry definitions.
12	OUR PEOPLE	STR	"Tag us in your catch this weekend. We read every single one." Simple. Warm.
13	HOOKED & HOLLERIN'	SV	Donkey-narrated b-roll. T-Rich fishes or works the bench. Deadpan on-screen text plays the mascot role.
14	BUILT TOUGH	ST	"Built for Texas. Built for whatever Texas throws at it." Landscape shot of a rod leaning on a truck or near water.
15	BUILT TOUGH	SV	Hero Video 2: "Built Tough Test." The bend. The snap. T-Rich shrugs.
16	FISH SMARTER	CA	Technique carousel: choosing the right rod for bass fishing. Frog rod vs. flipping stick vs. crankbait rod. When to use each.
17	DROP	STR	First limited-drop tease. "Something's coming off the bench." No details yet. Poll: "Curious?"
18	FISH SMARTER	SV	"Why you're losing fish at the bank." Quick tip. Under 30 sec. T-Rich or another angler talks to camera.
19	DROP	ST	Limited drop announcement. Honest number. What it is. How to find out more. Follow/DM CTA.
20	OUR PEOPLE	CA	First customer review drop. Real text, posted straight. Let it speak. "We got a review. Here it is."
21	HOOKED & HOLLERIN'	SV	B-roll montage cut to music. Satisfying shop footage. Donkey badge end card.
22	OUR PEOPLE	SV	Customer catch feature. Use real UGC if T-Rich has it from customers. If not, team member's own catch with honest framing.
23	FISH SMARTER	ST	Single tip, text graphic. Something seasonal or technique-specific. One line. Save-worthy.
24	BUILT TOUGH	SV	Hero Video 4: "From the Bench." Slow, beautiful, T-Rich's hands, the full craft. No words.
25	HOOKED & HOLLERIN'	CA	"Donkey-approved fishing spots in East Texas", dry humor carousel with real local locations T-Rich actually fishes. [Flag: need from Richard]
26	CUSTOM/BTO	STR	First BTO tease. "What if you could pick everything?" Poll: "Would you build your own rod?"
27	OUR PEOPLE	ST	Second review feature if T-Rich has sent more. Or a tagged customer catch. Brand plays second.
28	COLLAB	SV	Collab/influencer invite. "There's a type of angler we'd love to put one of these rods in the hands of." Open door. No pressure.
29	CUSTOM/BTO	CA	BTO breakdown carousel: what you can choose (blank, guides, grips, action, length). Real options. Sets up the configurator when it launches.
30	OUR PEOPLE	ST	Month wrap-up. "30 days in. Thanks for riding with us." Warm, real, no product push. Soft follow CTA.

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FLAGS FOR FELICIA / TERRY / KRISTEN

1. Handle TBC. @donkeystyxrodco is the likely handle based on brand email donkeystyxrodco@gmail.com, but this needs confirmation before any caption goes live with a tag or link.
2. Website / link-in-bio URL TBC. Confirm the domain and whether the BTO configurator or custom inquiry form is live before Days 26-29 content goes out. The calendar stages those toward the end of the month intentionally.
3. Customer reviews from Richard. He's been sending reviews. As soon as those land, Days 20 and 27 slots are ready to go. No editing required, post them straight.
4. Real UGC catches. Day 22 is placeholder-ready. The sooner Kristen or Richard can pull 1-2 real customer catch photos, the better those community posts land.
5. Kristen's frog rod photo. That specific rod gets its own moment (Day 9). If she can share the photo, we can build a static post around it now without waiting for video.
6. East Texas fishing spots for Day 25. The carousel needs real locations T-Rich actually fishes. Lakes, creeks, rivers, bay spots. A 5-minute voice note from Richard would do it.
7. Limited drop details. Days 17 and 19 are built around the limited-release tactic. These posts only go out when T-Rich actually has a specific run to announce. Don't schedule them until the build is real and the quantity is confirmed. We never use false scarcity.
8. Collab targets. Day 28 is a soft outreach post. If there are specific Texas fishing creators or anglers T-Rich has in mind, weave them in. Otherwise, keep it general as written.

Donkey Styx, Social Visual System

Author: Iris (PixelDrip Creative Direction) Date: 2026-06-22 (revised 2026-06-22 with shoot/talent context from May 20 call) Status: SYSTEM + PLAN, retouching executes once real files land in Drive.

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Purpose

This document is the complete visual direction for Donkey Styx's organic social presence across Facebook, Instagram, and TikTok. It covers template specs, photo cleanup workflow, and hero video storyboards. Nothing here is executed speculatively against real assets; this is the repeatable system designers and editors pick up once rod photos arrive in Drive.

Key confirmed context (May 20 Google Meet): Richard Weathersby ("T-Rich") is the maker and the on-camera talent. He is confirmed willing to appear in videos. The production standard is 4K landscape capture with a vertical-safe center framing so one shoot yields both a 1080x1920 vertical crop (TikTok/Reels primary) and a 16:9 landscape master (YouTube + website hero). See Section 3 for framing guidance per video.

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1. STATIC + REEL TEMPLATE KIT

1.1 Palette Application Rules

Role	Hex	Usage
Primary BG	#170E05	Dark-mode base for nearly all templates
Secondary BG	#302014	Card overlays, lower thirds, caption boxes
Texture/Mid	#6B4628	Divider lines, icon fills, decorative brush strokes
Accent (Gold)	#BF854B	Wordmark bar, callout text, rule lines, "BUILT TOUGH" stamp
Cream	#F5E6CE	Body copy, descriptive subheads, watermark overlays
Pure Black	#18130F	Full bleed fallback when photography bleeds through

Never use solid white. Cream (#F5E6CE) is the lightest value in the system. Pure white feels off-brand and breaks the warm, tobacco-and-leather tonality.

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1.2 Typeface System

The brand has two locked typographic voices. Do not introduce any third typeface.

Display / Wordmark Voice

• Source: The DONKEY STYX bold slab wordmark from the master .ai file (Drive Branding folder).
• Use for: Post titles, pillar labels, pull quotes, video overlay titles.
• Style rule: Always tracked wide (at least +100 tracking / 0.1em letter-spacing). All caps. Never set in lower case.

S T Y X Dashed Bar

• The thin "S T Y X" letterspaced bar with tan dashes on either side is a recurring brand graphic device, not body copy.
• Use on: Lower thirds, pillar badges, caption card headers.
• Color: Always #BF854B (tan/gold), never cream, never dark brown.

Body / Caption Voice

• A clean, condensed sans-serif (e.g. Barlow Condensed SemiBold, or match whatever is spec'd in the Brand Sheet when confirmed with Terry). If the Brand Sheet is silent on body text, use Barlow Condensed as a placeholder until the font stack is locked.
• Use for: Caption cards, stat callouts, "FISH SMARTER" tip text, CTA overlays.
• Style rule: Cream (#F5E6CE) on dark backgrounds. Gold (#BF854B) only for a single highlighted word or number.

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1.3 Canvas Sizes

Format	Dimensions	Primary Use
Feed Square	1080 x 1080 px	Facebook grid posts, IG grid carousels (optional)
Feed Portrait	1080 x 1350 px	Default IG feed post, Facebook feed
Vertical Full	1080 x 1920 px	TikTok, IG Reels, IG Stories, FB Reels

Default to Feed Portrait (1080x1350) for statics. Design at 1080x1920 for Reels, then center-crop to 1080x1350 to confirm the important content reads at feed size. Safe zone for 1080x1920: keep all text/logo above 1700px and below 200px to clear platform UI chrome.

---

1.4 Grid / Layout System

All templates use a four-zone anatomy:

+----------------------------+
|  ZONE A, Brand bar        |  ~80-120px tall
|  Logo mark + "DONKEY STYX" |
+----------------------------+
|                            |
|  ZONE B, Hero visual      |  fills remaining height
|  (photo, video still,      |  minus caption zone
|   illustration, or graphic)|
|                            |
+----------------------------+
|  ZONE C, Title/Copy block |  ~160-200px tall
|  Bold slab headline        |
|  S T Y X bar (optional)    |
+----------------------------+
|  ZONE D, Pillar badge     |  ~60px, tightly kerned
|  e.g. [BUILT TOUGH]        |
+----------------------------+

• Zone A: #170E05 bar with the circular donkey-hat badge at 48px left-inset, "DONKEY STYX" wordmark at 60-70% scale to its right. No clutter in this zone.
• Zone B: Full-bleed photo or gradient-over-photo. Apply a subtle vignette at bottom (dark brown to transparent) so Zone C text always lifts off clearly without a hard box.
• Zone C: White/cream headline in display slab, 2-3 words max per line. Below the headline, the gold "S T Y X" dashed bar as a divider.
• Zone D: A single pill or stamp badge in #302014 with gold text naming the content pillar.

For 1080x1080 (square) templates, collapse Zone A to 64px and Zone D to 48px to preserve the visual breathing room in Zone B.

---

1.5 Additional Template Cards

Beyond the four content-pillar templates, these purpose-specific card types are part of the kit.

---

LIMITED-EDITION DROP CARD (Announcement + Teaser)

Dimensions: 1080x1350 (feed) and 1080x1920 (Stories/Reels cover).

Layout: Full-bleed dark canvas (#170E05). No Zone B photography for teaser cards; use a single atmospheric element instead (smoke-style gradient, or the donkey badge at 40% opacity as a watermark behind everything). For announcement cards (the drop is live), use a cleaned rod photo or merch flat-lay in Zone B.

Typography treatment:

• Zone A: Standard brand bar (donkey badge + DONKEY STYX wordmark).
• Zone C top: Small-caps cream label "LIMITED EDITION" in body voice, 28px, loosely tracked.
• Zone C headline: Product name in display slab, 2 lines max. E.g. "THE FROG ROD." Gold (#BF854B).
• Zone C sub: Release window or quantity in cream body, 24px. E.g. "Only 12 made. Dropping Friday."
• Zone D: No pillar badge on drop cards. Replace with a single 1px gold rule as the bottom boundary.

Teaser vs. announcement distinction:

• Teaser (before drop): No product in Zone B. Let the atmosphere carry it. Text can be cryptic. "Something's coming." is enough.
• Announcement (drop live): Rod or merch photo in Zone B, full price/link info in caption (not on the card itself; keep the card clean).

---

MERCH MOMENT CARD

Covers two use cases: (a) the Gildan tee flat-lay or lifestyle wear shot, and (b) the 2-inch clear die-cut rod decal showcase.

Dimensions: 1080x1350 primary.

Layout: Follows standard four-zone anatomy.

Tee flat-lay treatment:

• Zone B: Prairie Dust tee laid flat on a warm surface (raw wood workbench, burlap, dry grass), or T-Rich wearing it at the bench. White background on the garment = strip to alpha (see Section 2.2) before placing on dark canvas.
• Zone C headline: "WEAR THE BRAND." or "REPPING DONKEY STYX." in display slab.
• Pillar badge: BUILT TOUGH or HOOKED + HOLLERIN depending on styling of the shot.

Decal treatment:

• Zone B: Close macro shot of the 2-inch die-cut on a rod blank, a truck window, or a tackle box. Clear substrate = the logo appears to float on the surface. Shoot against a surface with texture so the die-cut pops.
• Zone C headline: "PUT IT ON ANYTHING." Display slab, cream.
• No pillar badge; replace with "DONKEY STYX DECALS" in small-caps body text at Zone D.

Carousel option: Tee + decal together in a 2-3 slide carousel (tee slide, decal slide, combined flat-lay or T-Rich wearing the tee with a rod in hand). Last slide = caption card (Section 1.6) with a soft CTA to shop.

---

SOCIAL-PROOF REVIEW CARD

For customer review quotes once they start arriving. Single post or carousel closer.

Dimensions: 1080x1350.

Layout:

• BG: #302014 full bleed (same as caption card, but structured differently).
• Top third: The donkey-in-hat badge, centered, at 80px. Cream fill.
• Center: Review quote in body condensed, cream, 32-36px, italicized. 3-4 lines max. Attribute with first name + state only (e.g. "-- Jake W., East Texas"). Never attribute a full last name without written permission.
• Divider: 1px gold rule below the quote.
• Bottom: "REAL ANGLERS. REAL RODS." in small-caps display slab, gold.
• No pillar badge. No Zone A bar. This card breaks the standard layout intentionally to feel like a testimonial, not a content post.

Note: Quote text must be verbatim from the actual review. Never paraphrase or clean up grammar unless the customer specifically requests it.

---

1.6 Pillar Badges

Each of the four pillars gets a fixed badge treatment. These are the only four badge variants; never improvise a new one without a strategy session.

Pillar	Badge Label	Badge Color
Built Tough	BUILT TOUGH	#302014 bg, #BF854B text
Hooked & Hollerin'	HOOKED + HOLLERIN	#302014 bg, #F5E6CE text
Fish Smarter	FISH SMARTER	#302014 bg, #BF854B text
Our People	OUR PEOPLE	#302014 bg, #F5E6CE text

Badge shape: Tight rectangular pill with 6px border-radius. 2px stroke in #6B4628. No drop shadow.

---

1.7 Caption Card Style

Carousels and tip posts get a dedicated "Caption Card" slide (always the second slide in a carousel, or the final slide before a CTA). Spec:

• BG: #302014 full bleed.
• Top: The "S T Y X · BUILT TOUGH · CAST PROUD" dashed bar at top center, #BF854B.
• Body: 3-5 lines max, cream body text at 32-38px, line height 1.3.
• Bottom: If a soft CTA is present, set it in small-caps gold slab, e.g. "FOLLOW FOR MORE."
• No decorative elements beyond the dashed bar at top and a single 1px gold rule below the body text.

---

1.8 Video Cover-Frame Style

Every Reel/TikTok/video post needs a designed cover frame that reads as part of the feed grid, not a random freeze-frame. Spec:

• Pull a strong single frame from the video (rod bend, beauty close-up of wrapping, fish splash).
• Apply the full Zone A-D grid overlay above, with the video title set in display slab in Zone C.
• Add a subtle 15% dark vignette over the entire frame so the overlay text lifts off without a hard box.
• Pillar badge in Zone D.
• Export this cover at 1080x1350 (feed portrait) for IG and 1080x1920 (vertical) for TikTok/Reels.

Result: the feed grid looks like a designed editorial system, not a random collection of screenshots.

---

2. PHOTO-CLEANUP PLAYBOOK

2.1 Philosophy

"Elevated but authentic, never fake-polished." Kristen's iPhone shots are real. They look like what they are: a craftsperson's workshop photos taken under imperfect conditions. The goal is to make them feel intentional and beautiful within the brand palette without making them look like a professional studio shoot. Overprocess = breaks the authenticity. Underprocess = wastes the frame.

Target quality bar: A frame a skilled hobbyist would be proud of on their own feed. Not a catalog shot. Not a phone snapshot.

---

2.2 The Knockout Rule

White-background shots placed on dark panels read as bright placeholder rectangles. Before placing any rod photo on the dark brand canvas:

1. Strip white to alpha using ImageMagick: convert in.webp -fuzz 5% -transparent white -quality 90 out.png
2. Alternatively, use the Adobe Remove Background tool for cleaner subjects.
3. Feather the edge at least 1-2px after knockout so the rod doesn't look cut with scissors.
4. Place the knocked-out rod on the dark background with a subtle ground shadow (drop shadow at 60% opacity, 15px blur, matching #302014).

---

2.3 The Brighten Rule

Dark or dim photos scaled down into a tile or thumbnail read as black voids. Before placing any dark photo:

1. Apply an auto-tone pass first to confirm the histogram isn't completely clipped.
2. Boost brightness +20 to +30 and contrast +10. Evaluate at 25% zoom (tile size) before committing.
3. Add a directional gradient base (bottom edge, dark-to-transparent) on the canvas layer UNDER the photo so Zone C text never fights a light sky or bright reflection.

---

2.4 Step-by-Step Cleanup Sequence

This sequence uses Adobe image tools (available via the Adobe MCP). Run in this order.

Step 1: Crop and Straighten

• Tool: image_auto_straighten then image_crop_and_resize
• Target composition: rod should occupy at least 60% of frame height. If the rod is horizontal, rotate the frame to place it diagonally (more dynamic, fits portrait canvases better).
• Output size: 1080x1350 for feed, 1080x1920 for Reels.

Step 2: Auto Tone

• Tool: image_apply_auto_tone
• This is a quick sanity check only. Do not rely on it as the final adjustment.

Step 3: Exposure + Brightness/Contrast

• Tool: image_adjust_exposure (if clipped highlights), then image_adjust_brightness_and_contrast
• Typical starting values for an iPhone indoor shot: Brightness +20, Contrast +15. Adjust by eye.
• Goal: The rod finish, wrapping, and guides should be readable. The background (even if left in) should feel slightly moody.

Step 4: Color Temperature

• Tool: image_adjust_color_temperature
• Nudge warmer (not cooler). These rods are warm-toned, organic, handbuilt. Cool-shifted photos fight the brand palette. Aim for a reading that feels like late-afternoon sunlight, even if the shot was taken in a garage.

Step 5: Highlights + Dark Portions

• Tool: image_adjust_highlights (pull back any blown-out guide hardware or wrapping thread), then image_adjust_dark_portions (lift the deep shadows slightly so the rod body detail emerges)

Step 6: Background Cleanup or Knockout

• If the background is distracting (cluttered workshop, ugly wall): image_remove_background, then place on brand canvas.
• If the background is acceptable but muddy: apply image_apply_gaussian_blur to the background only (select subject first with image_select_subject, invert selection with image_invert_selection, then blur).
• If the frame is too tight and cuts off the rod tip or handle: use image_generative_expand to extend the canvas and inpaint natural-looking content.

Step 7: Optional Grain

• Tool: image_add_grain at a low intensity (3-5% strength).
• This prevents the photo from reading as over-processed or artificially smooth. Adds a slight analog character that fits the handbuilt, Texas-craft personality. Do not skip this step.

Step 8: Final Composite

• Place the cleaned photo into the Zone B area of the appropriate template (1080x1350 or 1080x1920).
• Apply the Zone C text overlay and Zone A brand bar.
• Evaluate at 25% scale (feed tile view) to confirm the rod reads at small size.

---

2.5 Execution Gate

Do NOT run any of the above steps until the actual files land in Drive. This playbook is the plan. The moment Kristen's photos are dropped in, pull them via the Drive MCP and run the sequence. The sequence was designed to be executed in a single agent pass once assets exist.

---

3. HERO VIDEO STORYBOARDS

General Video Spec (all four videos)

• Length: 30-60 seconds for TikTok/Reels (sweet spot is 38-45 sec).
• Capture standard: 4K landscape (confirmed production standard). T-Rich shoots landscape on a capable camera or phone in 4K mode. Frame vertically safe on every shot (see below).
• Aspect ratio delivery: Two exports from every shoot.
  • PRIMARY: 1080x1920 (vertical 9:16) center-crop for TikTok, IG Reels, FB Reels.
  • SECONDARY: 16:9 landscape master for YouTube and the website hero/background. Export at native 4K or downscale to 1920x1080 for web.
• Vertical-safe framing rule (applies to T-Rich on every shot): The main subject (T-Rich's face, the rod in action, the key detail) must land in the center third of the landscape frame. Headroom above, leg room or bench below. Leave at least 25% dead space on both left and right sides. This way, the center-crop to 9:16 captures the subject cleanly without reframing in post.
• Audio: Keep ambient audio when strong (drag on rod, creek sounds, shop noise). Add music bed underneath (royalty-free, Americana/country-adjacent or acoustic instrumental). Music at ~70% so voice and ambient lead.
• Captions: Always. Auto-caption via TikTok or CapCut, then manually spot-check. Caption style: pill-shaped soft-white box, lowercase, matching the Barlow Condensed body voice. Not the slab display. Captions live in the lower third (outside the safe zone bottom).
• Cover frame: Select and design per the spec in Section 1.8.

---

Video 1: "Meet the Donkey"

Purpose: Origin/intro post. Wk1, first or second post. Sets who Donkey Styx is, fast.

Tone: Warm, real, a little funny. Not an ad. A neighbor introducing themselves.

Length target: 38-45 seconds.

Talent: T-Rich on camera. He introduces himself at the bench. He is the brand.

Framing for both crops: T-Rich stands or sits at the bench with the bench running left-to-right in frame. Keep him centered horizontally so the 9:16 crop catches his face and upper body cleanly. The landscape master captures the full bench context (rods, tools, workspace) on either side. Avoid having him walk toward the edge of frame without recentering.

Shot sequence:

Shot	Duration	Visual	Audio/Text overlay
1	0:00-0:04	Cold open: extreme close-up of thread wrapping on a rod blank in T-Rich's hands. Slow pull back. No text yet.	Ambient shop sounds. Music fades in underneath.
2	0:04-0:08	Cut to the circular donkey-hat badge (physical shirt T-Rich is wearing, or a sticker on the bench). Zoom in slightly.	Text overlay: "DONKEY STYX" in display slab, fades in centered.
3	0:08-0:18	Wide bench shot: T-Rich looks up from his work, gives a slight nod to camera. Rods laid out, tools visible. Center-framed.	T-Rich VO or text cards: "We build custom fishing rods from scratch. Right here in Texas."
4	0:18-0:28	Close-up montage (3 quick cuts, 3 sec each): rod guide being seated by T-Rich's hands, cork grip shaped, finished rod tip glinting. Each shot close enough that the 9:16 crop works regardless of landscape framing.	Text card: "BUILT TOUGH." appears on last cut, in slab, gold, centered.
5	0:28-0:38	T-Rich on water casting, or holding up a finished rod against sky/treeline, centered in frame.	T-Rich VO or text: "Cast Proud."
6	0:38-0:42	End card: brand mark centered on dark #170E05. Donkey-in-hat badge at 50% opacity behind. Text below: "FOLLOW ALONG." soft CTA.	Music fades slightly. No hard CTA.

Animated still technique: For shots where live video is short or missing, use a single sharp photo with a slow Ken Burns push (0.8x to 1.0x zoom over 3 seconds) in CapCut or DaVinci Resolve. Add a subtle grain overlay at 5%. This reads as intentional, not as a static slide.

---

Video 2: "Built Tough Test"

Purpose: Durability credibility. Real bend-test demonstration. Wk2 or Wk3.

Tone: Confident, a little dramatic, fun. Not a lab test. T-Rich knows his rod will not snap.

Length target: 30-40 seconds. Short and punchy.

Talent: T-Rich on camera doing the test himself. His confidence is the whole point.

Framing for both crops: The bend test needs to be shot in landscape so the full arc of the rod is visible in the 16:9 master. T-Rich should be centered in the frame, with the rod extending to both sides. For the 9:16 crop, the peak-bend moment (the rod at maximum load) is the key frame; make sure T-Rich's hands and the rod tip are both visible within the center third at that moment. Shoot 4K so there is enough resolution to crop tight in post if needed.

Shot sequence:

Shot	Duration	Visual	Audio/Text overlay
1	0:00-0:03	Cold open: T-Rich's hands grip the rod handle close on camera. Rod angled into frame from below. He does not look up yet.	Silence or low ambient. No text. Hook: the viewer doesn't know what's coming.
2	0:03-0:06	T-Rich looks straight into camera. Slight smirk. Holds the rod up.	Text overlay drops in: "THINK IT'LL BREAK?" Display slab, cream, centered. Music starts, uptempo.
3	0:06-0:20	The bend test. T-Rich loads the rod (tip against a surface or held down by a second person). Full parabolic arc. He holds it. 4K slow-motion if camera supports it (shoot at 120fps, playback at 24fps for the bend peak).	Text overlay at peak bend: "DIDN'T THINK SO." Gold slab, appears mid-bend.
4	0:20-0:28	T-Rich releases. Rod snaps back. He holds it up, perfectly intact. Close-up of wrapping or guide seat still clean.	T-Rich VO or text: "Hand-built to handle whatever the water throws at you."
5	0:28-0:34	Brand end card. Same format as Video 1.	"BUILT TOUGH. CAST PROUD." tagline under badge.

Credit note: Do not spend Higgsfield credits on this video. The value is T-Rich's authentic confidence, not visual polish.

---

Video 3: "POV: Out-Casting the $400 Rod"

Purpose: Comedic flex. Personality pillar, Hooked + Hollerin'. Wk2. This is the bait-the-hook post, built to be shared.

Tone: Self-aware, fun, slightly absurd. NOT mean, NOT punching at competitors by name.

Length target: 30-40 seconds.

Talent: T-Rich on the water for the casting shot. POV opener = camera held by T-Rich looking down the rod, so the cast is first-person.

Framing for both crops: The POV shot (camera looking down the rod) works well for 9:16 crop naturally since the rod runs vertically in the frame. For the landscape master, the cast shot and the follow-up close-ups should still be center-framed so the 9:16 crop stays clean.

Shot sequence:

Shot	Duration	Visual	Audio/Text overlay
1	0:00-0:03	POV: T-Rich holds camera looking down the rod on the water. Classic TikTok POV opener.	Text overlay: "POV: you bought a Donkey Styx rod instead of the $400 one." Cream, body voice, NOT slab. Small, caption-style.
2	0:03-0:10	T-Rich's cast goes out. Line sailing across water, slow-mo if the 4K camera supports 120fps.	No text. Music plays. Ambient water sound.
3	0:10-0:20	Cut to: close-up of the rod handle in T-Rich's hand. Then cut to the donkey badge on his shirt or a sticker on the rod.	Text card: "Same fish. Way less money."
4	0:20-0:28	T-Rich holds up a caught fish with the rod, or holds the rod up grinning at camera. If no fish clip yet, animated still of the rod on water (Ken Burns).	Text: "Built in Texas. Not in a factory."
5	0:28-0:34	End card. Donkey badge centered.	"BUILT TOUGH. CAST PROUD." Soft CTA: "Find yours in the link."

Production note on the $400 joke: Keep it self-deprecating and aspirational, not a competitor attack. The brand personality is "we know what we are and we're proud of it." The joke lands because Donkey Styx confidence is the punchline, not the $400 rod maker.

---

Video 4: "From the Bench" (Craft Beauty Video)

Purpose: Brand prestige. The slowest, most beautiful piece. Shows the craft process end-to-end. Wk3 or ongoing anchor content.

Tone: Quiet, confident, reverent. This is the video that makes a lurker stop scrolling and genuinely wonder "how did they make that."

Length target: 45-60 seconds. This one earns the extra time.

Talent: T-Rich at the bench throughout. His hands, his face, his craft. He does not need to speak. The work is the VO.

Framing for both crops: This video lives in close-ups, which are naturally vertical-safe because the subject (rod, hands, thread) is narrow enough to sit in the center third of any landscape frame. The one wider shot (Shot 1 or 4, T-Rich at the full bench) should position him center-frame with bench extending left and right. The 4K landscape master becomes a natural website hero or YouTube cover; the 9:16 crop becomes the Reels/TikTok version.

Shot sequence:

Shot	Duration	Visual	Audio/Text overlay
1	0:00-0:05	Black open. Slow fade to a wide bench shot: T-Rich seated at his bench in profile or three-quarter, head down working. Center-framed.	Music only. No text. Ambient: faint shop hum or silence.
2	0:05-0:15	Montage: T-Rich's hands choosing thread from a spool, thread meeting blank, first wrap. 3-4 shots, 2-3 sec each. Tight close-ups, slow push-in. Each shot centered.	Light text: "It starts with a blank." Cream, small, lower-left justified. Fades out.
3	0:15-0:28	Montage: T-Rich seating a guide, applying epoxy with a fine brush, setting the winding check. Real close-ups. Where shots are thin, animated stills with Ken Burns and a shallow-depth blur vignette work.	No text in this window. Let the work speak. Music swells slightly.
4	0:28-0:40	The finished rod. T-Rich holds it up at the bench and inspects it. Then a slow pan from tip to handle of the rod laid flat. Center-framed throughout.	Text card fades in: "BUILT TOUGH." Fades out. Then: "CAST PROUD."
5	0:40-0:50	T-Rich on water with the finished rod. He casts once, then holds the rod up against the sky. If no water footage yet, animated still at golden hour (Ken Burns).	Text: "From our bench to your hands."
6	0:50-0:58	Brand end card. Donkey badge.	Tagline. No CTA on this video. It is pure brand.

Animated still technique for missing shots: When a full motion sequence is unavailable, shoot one sharp 4K still frame per stage (blank, thread, guides, finished rod), then in CapCut: 3-second duration per still, Ken Burns push at 0.9x-1.0x, light 10% grain overlay. Directional vignette around edges. The result reads as intentional craft cinematography, not a slideshow.

---

4. ASSET GATES + CREDIT DISCIPLINE

What to pull from Drive before execution begins

The following assets need to be pulled via the Drive MCP (folder ID: 14nRAWzd2CYmdTCPwBqjjlMFfWQRJyBov) before any template-building or photo processing begins:

• Branding/DS - Brand Sheet.jpg -- confirm palette values against spec above, and check if a body font is specified.
• Branding/*.ai (logo master files) -- extract the wordmark and the donkey-in-hat badge as SVG or high-res PNG for template use.
• Print media/T-Shirts/DS - T-Shirt Mockups.ai -- optional reference for pillar badge design language.
• Kristen's rod photos (not yet in Drive as of 2026-06-22) -- when they land, pull and run the cleanup sequence in Section 2.

Credit discipline

Explore all visual directions in ChatGPT (free image generation) before any credits are spent. Higgsfield credits are reserved for:

• Confirmation renders (once a visual direction is locked from free exploration)
• Finals (hero images going live on the feed)

Do not generate speculative or test renders with Higgsfield. The Adobe image tools are the primary pipeline for photo cleanup once assets exist.

---

5. CONFIRMED FROM MAY 20 CALL

• T-Rich (Richard Weathersby) is the maker and on-camera talent. Storyboards updated to reflect this. He is the face of the brand.
• 4K landscape is the production standard. All storyboards now include dual-crop framing notes. The 9:16 vertical crop is the social primary; the 16:9 landscape master feeds YouTube and the website.
• Gildan tees + 2-inch clear die-cut decals are live merch. Merch Moment card template specced in Section 1.5.
• Limited-edition drops are a planned demand mechanic. Limited Edition Drop card template specced in Section 1.5.
• Social-proof review cards are planned once customer reviews arrive. Card style specced in Section 1.5.

---

6. OPEN FLAGS FOR TERRY / FELICIA

1. Body typeface not confirmed. Pull DS - Brand Sheet.jpg from Drive and check. Barlow Condensed is the placeholder; substitute before building templates if the Brand Sheet names something else.
2. Kristen's rod photos not yet in Drive. Photo-cleanup sequence in Section 2 is ready; execution blocked until files arrive. Kristen's email is donkeystyxrodco@gmail.com (from Nova memory).
3. Music licensing source. Confirm preferred platform (TikTok Commercial Music Library, Epidemic Sound, or Artlist). TikTok's own library covers TikTok distribution at zero cost but is restricted on Facebook/Instagram -- Epidemic Sound or Artlist is safer for cross-platform repurposing.
4. "Frog rod" -- limited drop candidate? If this is a branded colorway or specialty build, it is a natural first limited-edition drop post (Section 1.5 Limited-Edition Drop Card). Confirm whether it should be featured early or held for a future drop.
5. Second shooter / camera operator. The bend test (Video 2) is stronger with a second person loading the rod so T-Rich can face the camera. Confirm if someone is available on shoot day or if the setup needs a tripod workaround.

Donkey Styx, Social Search Strategy

Rune / PixelDrip Studio Last updated: 2026-06-22 (revised with May 20 call context)

This document governs how every Donkey Styx post is built to be FOUND inside TikTok, Instagram, and Facebook search, not just passively seen on the feed. It feeds directly into the content calendar and the single-page website's SEO.

---

1. How Social Search Works in 2026 (Quick Brief)

The discovery mechanics differ meaningfully per platform. Understanding this shapes every caption, hashtag, and hook.

TikTok

TikTok is now a true search engine. 84% of TikTok searches happen in the exploration phase, people are actively looking, not just passively scrolling. The algorithm indexes four content layers simultaneously:

1. Spoken audio (ASR transcription, every word you say is a keyword)
2. On-screen text overlays (OCR-indexed)
3. Caption text (first 150 characters carry the most weight)
4. Hashtags (now 3-5 targeted tags, NOT 20-30 generic spray)

Keywords spoken aloud in the first 5 seconds are weighted like an H1 heading. If you say "how to tie a Palomar knot for bass fishing" at the top of the video, TikTok serves you to anyone who searches that phrase.

Instagram

Instagram overhauled its hashtag system in late 2025, users can no longer follow hashtags, and the cap is now 3 per post. Instagram now weights keyword context in captions and bio far more than hashtag count. The algorithm reads captions for topical relevance and surfaces content in Explore and Reels discovery accordingly. Alt text on images and Reels cover text are also indexed.

Facebook

Facebook hashtag discovery is weak and declining. Facebook's real fishing discovery engine is Groups, Texas fishing groups have thousands of active members who search within the group feed and respond to native content. The content strategy for Facebook is built around Group participation + Page posts with keyword-rich copy, not hashtag stacking.

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2. What Texas Anglers Actually Search In-App

These are keyword/topic clusters grounded in TikTok autocomplete behavior, Instagram search patterns, and active community content observed as of mid-2026. They are organized by the four pillars.

Note: These represent observed in-app search patterns and TikTok channel/discover data. They are not Donkey Styx performance metrics.

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PILLAR 1, BUILT TOUGH (Craft + Product)

Primary buyer-intent searches. People discovering custom rods are often mid-process, they either want to see the craft or they are already comparison-shopping.

High-volume in-app search terms:

• custom fishing rod
• custom rod builder
• handmade fishing rod
• rod building process
• custom rod wraps
• fishing rod blank build
• how are fishing rods made
• custom fishing rod vs store bought
• build your own fishing rod
• custom bass rod
• custom bass rod Texas

Technique-specific rod searches (high buyer intent, people searching for the right tool):

• best frog rod
• frog fishing rod
• flipping stick bass
• best flipping stick
• crankbait rod setup
• best crankbait rod
• inshore fishing rod
• best rod for redfish
• best rod for speckled trout
• custom inshore rod

These technique-specific terms are high-intent: the angler already knows what technique they use, they're shopping for the right rod. A custom builder who shows up in that search with a video explaining why their rod is purpose-built for that application has a clear conversion path.

Niche discovery terms (lower volume, higher intent):

• custom rod building Texas
• fishtok rod build
• builtnotbought (strong community hashtag/search term)
• mudhole tackle / mudhole custom rod (popular supplier; searchers find builders this way)
• rod wrap tutorial
• epoxy rod finish
• BTO fishing rod / build to order rod

Content mapped to this cluster:

• Build-process reels (blank to finished rod, time-lapse or step-by-step)
• Close-up wrapping detail shots with spoken narration: "This is a custom inshore rod built right here in Texas..."
• "Custom vs. store-bought" comparison hooks
• Technique-to-rod explainers: "If you frog fish, here's exactly what rod specs you need" (links naturally to the BTO configurator)

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PILLAR 2, HOOKED AND HOLLERIN' (Personality + Humor + Donkey)

Reach driver, this pillar is not search-optimized, it is scroll-stop and share-optimized. Discovery comes from the FYP/Reels algorithm, not keyword search. Still, a few recurring phrases help this content get categorized correctly.

Contextual terms that help categorize this content:

• fishing humor
• fishing fails
• fishing life
• Texas fishing
• redneck fishing
• fishing meme
• donkey (yes, literally, the visual novelty of the mascot earns algorithm curiosity clicks)

Content mapped to this cluster:

• The donkey mascot in unexpected fishing scenarios
• Relatable "you know you're a Texas angler when..." format
• Reaction videos, duets, and challenges using trending audio

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PILLAR 3, FISH SMARTER (Tips + Value + Discovery Engine)

This is the most important pillar for in-app search. Tutorial and how-to content has the highest search-intent traffic on both TikTok and Instagram. Every FISH SMARTER video should be built like a blog post: one specific question, answered clearly, with the keyword in the hook, caption, and spoken aloud.

Bass fishing search clusters (freshwater, high Texas volume):

• bass fishing tips
• bass fishing Texas
• how to catch more bass
• Texas rig bass fishing
• fishing knots for bass
• Palomar knot tutorial
• best bass lures
• baitcaster tips beginners
• how to avoid backlash baitcaster
• Senko fishing tips
• drop shot rig tutorial

Inshore / Gulf Coast search clusters:

• inshore fishing tips
• redfish fishing tips
• how to catch redfish
• speckled trout fishing Texas
• Galveston fishing tips
• inshore fishing Texas
• trout fishing Texas coast
• saltwater fishing tips beginners
• how to fish for redfish (long-tail, very high TikTok search volume per current data)
• best lures for redfish
• wade fishing tips

Knots + rigging (evergreen, highest search volume in fishing category):

• fishing knots tutorial
• easy fishing knots
• strongest fishing knot
• how to tie a Palomar knot
• fluorocarbon leader knot
• how to tie a double uni knot
• best knot for braid to fluorocarbon
• fishing line setup for inshore

Gear + rod selection (connects to custom rod and BTO configurator angle):

• best fishing rod for inshore
• what fishing rod do I need
• medium heavy vs medium rod
• spinning vs baitcasting rod
• fishing rod action explained
• fishing rod power vs action
• how to choose a fishing rod
• fishing rod buying guide
• custom fishing rod worth it
• build your own rod vs buy

Content mapped to this cluster: Each piece should be a single, searchable question answered in under 60 seconds. Open by SAYING the search term aloud: "If you want to catch more redfish in Texas, here is one tip that changed everything for me..." End with a CTA to follow for more Texas fishing tips and a link-in-bio reference to the rod shop.

Rod-selection and BTO content has a natural bridge to the ecommerce site and the "build your own rod" configurator. End those videos with: "Link in bio to build yours, tell us your technique, we build the rod." That CTA is both personality-consistent and commercially direct.

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PILLAR 4, OUR PEOPLE (Community + UGC)

Not a primary search driver. Discovery comes from tagging, community resharing, and partner accounts. The search layer here is the creator's and customer's locations/handles.

Relevant community terms:

• Texas fishing community
• fishing with friends
• catch and release Texas
• Texas angler
• fishing family
• customer spotlight (not a big search term, but caption keyword that signals authenticity)

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3. Hashtag Strategy Per Platform

TikTok Hashtags

Use 3-5 per post. More than that dilutes signal. The goal is to match the hashtag cluster to what the algorithm already knows about the video's topic, not to cast a wide net.

Structure: 1 broad + 1-2 niche + 1 local/community

BUILT TOUGH post set: #customrodbuilding #builtnotbought #texasfishing

HOOKED AND HOLLERIN' post set: #fishing #fishtok #texasfishing

FISH SMARTER, bass: #bassfishing #fishingtips #texasfishing

FISH SMARTER, inshore: #inshorefishing #redfishing #texasfishing

FISH SMARTER, knots: #fishingknots #fishingtips #fishtok

OUR PEOPLE / UGC: #texasanglers #fishtok #customrodbuilding

Branded tag to build over time (start using on every post): #donkeystyx or #donkeystyxrodco, use whichever matches the confirmed handle. Consistency matters more than which one is chosen. Pick one and use it on every post from day one.

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Instagram Hashtags

Cap is 3 per post as of late 2025. Hashtags now supplement keyword-rich captions rather than replacing them. Pick 2 niche + 1 branded.

BUILT TOUGH: #customrodbuilding #builtnotbought #donkeystyx

FISH SMARTER, bass: #bassfishing #fishingtipsandtricks #donkeystyx

FISH SMARTER, inshore: #inshorefishing #texascoast #donkeystyx

HOOKED AND HOLLERIN': #texasfishing #fishinghumor #donkeystyx

OUR PEOPLE: #texasanglers #fishingcommunity #donkeystyx

Note: Always include the branded tag (#donkeystyx or #donkeystyxrodco, whichever is confirmed) as the third tag to start building branded search volume from day one.

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Facebook Hashtags

Use 1-2 maximum; discovery value is minimal. Facebook's real power for Donkey Styx is Group participation and native video performance.

Recommended approach:

• Post all video content natively to Facebook (do not share the TikTok link, native video outperforms linked posts dramatically in algorithm reach)
• Join and post in Texas fishing groups: "Fishing in Texas," "Texas Bass Fishing," "Texas Inshore Fishing," "Gulf Coast Fishing Texas" (TPWD-linked groups have thousands of active members)
• End every Facebook post with a question to drive comments (comment count is the primary Facebook reach signal)
• Use 1 hashtag only when posting: #texasfishing or #inshorefishing

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4. Caption SEO Patterns

These patterns apply across TikTok and Instagram Reels. They are built around how each platform's algorithm indexes content.

Front-Load the Keyword

The first sentence of every caption is the most indexed. Lead with the searchable phrase, not the brand name or a vague hook.

Wrong: "Donkey Styx is out here doing it again..." Right: "How to catch more redfish in Texas, this one rigging change made all the difference."

The "Say It Out Loud" Rule

For every FISH SMARTER video, the target keyword must be spoken in the first 5 seconds of the video. TikTok's ASR transcription indexes spoken words. Instagram also transcribes Reels audio.

Script the opening line. Example: "Today I'm showing you the strongest fishing knot for braid to fluorocarbon, the double uni knot." That sentence alone hits three search terms.

On-Screen Cover Text

The first text frame visible in the video (or the cover thumbnail text) should contain the searchable phrase. This is OCR-indexed on TikTok and used as Reels thumbnail alt context on Instagram.

Example cover text: "BEST REDFISH LURE TEXAS 2026" or "HOW TO TIE A PALOMAR KNOT"

Alt Text (Instagram)

Write manual alt text on every Instagram post. It is indexed by Instagram search and also by Google Image Search, which surfaces social posts. Keep it descriptive and keyword-forward.

Example: "Custom handmade inshore fishing rod built for Texas redfish and speckled trout, made by Donkey Styx."

Caption Length

• TikTok: 150-300 characters for search-focused posts. Use the remaining space to break out the tips in numbered steps, which keeps viewers reading longer (watch time signal).
• Instagram: 150-2,200 characters. FISH SMARTER posts benefit from longer captions (300-600 chars) that repeat the keyword naturally 2-3 times without stuffing.
• Facebook: Write for the Group audience, conversational, question-ended, 100-200 characters.

Mention the Location Naturally

For Texas-targeted discovery, work a location reference into captions and spoken audio where it fits naturally. "fishing the Texas coast," "made right here in Texas," "perfect for Galveston Bay." These terms are indexed and surface content to location-matched users.

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5. Profile Optimization for Discovery

NOTE: The brand email is donkeystyxrodco@gmail.com, so the primary handle candidate is @donkeystyxrodco. Availability must be verified on each platform before profiles go live. All handles marked TBC.

Name Field Strategy

On all three platforms, the name/display name field is keyword-indexed separately from the handle. Use it to carry a search-rich phrase, not just the brand name.

Platform	Handle (TBC)	Display Name (recommended)
TikTok	@donkeystyxrodco	Donkey Styx Custom Fishing Rods
Instagram	@donkeystyxrodco	Donkey Styx Custom Fishing Rods
Facebook Page	Donkey Styx Rod Co	Donkey Styx Custom Fishing Rods

If @donkeystyxrodco is taken on any platform, try: @donkeystyxrods, @donkeystyx_rods, @donkeystyxco

Cross-platform consistency matters. Whatever handle is available cleanly on all three, use that one everywhere. Splitting handles across platforms fragments branded search.

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Bio Copy (drafts per platform)

TikTok Bio (80 char max):

Texas custom fishing rods. Built Tough. Cast Proud.
Build yours: [URL]

Alt version (leads with search value):

Texas custom rod builder
Bass. Inshore. Built to order.
Built Tough. Cast Proud.
[URL]

Instagram Bio (150 char max):

Custom fishing rods built in Texas
Bass. Inshore. Built to order.
Real rods for real anglers.
Build yours below

Recommended Instagram bio structure:

• Line 1: What you do (keyword-rich: "custom fishing rods," "Texas")
• Line 2: Who it's for + the BTO angle
• Line 3: Brand voice / personality
• Line 4: CTA with link (point to the BTO configurator or shop)

Facebook Page "About" section:

Donkey Styx Rod Co builds custom handmade fishing rods right here in Texas.
Built for bass, inshore, and everything in between.
Every rod is hand-wrapped, built to order, and made to last.
Built Tough. Cast Proud.
Website: [URL]

Note: On Facebook, the About section text is indexed by Facebook search. Write it like a short SEO meta description. The phrase "built to order" ties directly to the BTO configurator and is a searchable term anglers use when looking for custom gear.

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6. Link-in-Bio and Website SEO Connection

The Website is a Commercial Engine, Not a Brochure

The Donkey Styx site is being built with three distinct money pages: an ecommerce shop, a "build your own rod" BTO configurator (the custom inquiry/order path), and a custom inquiry form. This changes how social content connects to the site. Every post has a destination:

• BUILT TOUGH content (build process, wraps, craft) points to the BTO configurator
• FISH SMARTER rod-selection content points to the ecommerce shop (in-stock rods) or the BTO configurator
• FISH SMARTER technique tips point to the follow/link in bio (nurture first, then sell)
• OUR PEOPLE / UGC points to the custom inquiry path ("want one like this?")

The link-in-bio should route to a simple hub page (built in Astro, on the brand's own domain) with clear navigation to each of these three paths. Third-party services like Linktree send traffic to their domain, not yours, which wastes the SEO authority built by every social referral click.

On-Page SEO Targets for the Money Pages

Homepage / main:

• Title tag: Donkey Styx | Custom Handmade Fishing Rods | Texas
• Meta description: Hand-built custom fishing rods for Texas bass and inshore anglers. Every rod crafted to your spec. Built Tough. Cast Proud.
• H1: keyword-forward, not just the tagline
• Body copy hits: "custom fishing rod," "handmade fishing rod," "Texas," "bass," "inshore," "build your own rod"

BTO configurator page:

• Title tag: Build Your Own Custom Fishing Rod | Donkey Styx
• Target keywords: "build your own fishing rod," "custom rod builder," "BTO fishing rod," "custom bass rod Texas," "custom inshore rod"

Ecommerce / shop:

• Organize by technique (Frog Rods, Flipping Sticks, Crankbait Rods, Inshore Rods) to capture the technique-specific search terms from FISH SMARTER content
• Product names and descriptions should use the exact phrases anglers search: "frog rod," "flipping stick," "crankbait rod," "inshore spinning rod"

Page speed: Critical for mobile social referral traffic. Target under 2 seconds load time. Social visitors are impatient, a slow page bleeds conversions.

How Social Feeds the Website's Google Authority

Social content drives Google indexation of the brand. When TikTok and Instagram posts generate engagement and shares, Google crawls the brand name more aggressively. Over time:

• The domain gains branded search authority ("Donkey Styx" returns the website first)
• Social proof (video views, follower counts) becomes a secondary trust signal for anyone who finds the brand via Google and then looks them up
• Technique-specific content creates topical relevance signals that help the site rank for product pages tied to those techniques

Always include the website URL in TikTok video descriptions. Set the Facebook Page's Call to Action button to "Visit Website."

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7. GBP and Local Discovery (DECIDED PRIORITY)

GBP is a locked part of the strategy agreed in the May 20 call. Richard Weathersby is tasked to register the listing. This section gives the setup spec so it is done correctly the first time.

Why GBP Matters for a Maker Brand

A custom rod maker without a storefront is exactly the type of business that wins in the local Map Pack when set up correctly. Searchers typing "custom fishing rods near me," "rod builder Texas," or "handmade fishing rod [city]" land in Google Maps first. That is the local battlefield, and it is wide open because most custom rod builders do not have a GBP, or have one set up poorly.

Setup Spec

Business type: Service Area Business (no storefront required)

Service area: Cover the maker's home city/county plus adjacent counties at minimum. If the client ships statewide, set the service area to Texas. Do not use a P.O. Box as a physical address on a SAB listing, Google will suppress it.

Primary category: "Fishing Store" (closest available match for GBP's category taxonomy; verify this is still the best option at time of setup, GBP categories update periodically)

Secondary categories to add:

• "Sporting Goods Store"
• "Custom Clothing Store" (if GBP allows it and merch/apparel is part of the offer)

Note: GBP secondary categories are a ranking signal. Adding "Sporting Goods Store" captures a broader local sporting-goods search pool while "Fishing Store" keeps the primary signal tight.

Business name: Donkey Styx Rod Co (match the Facebook Page name exactly for citation consistency)

Phone: Use a consistent number across all listings. Whatever number is on the website must match GBP exactly.

Website URL: Must match the website URL used in social bios and all directory listings. Inconsistency across NAP (name, address, phone) suppresses local ranking.

Description (GBP allows up to 750 characters):

Donkey Styx Rod Co builds custom handmade fishing rods in Texas.
Specializing in bass, inshore, and Gulf Coast applications.
Every rod is hand-wrapped and built to order, frog rods,
flipping sticks, crankbait rods, inshore setups, and more.
Built Tough. Cast Proud.
Order online or configure your custom rod at [URL].

Products / Services to add in GBP:

• Custom Bass Rods
• Custom Inshore Fishing Rods
• Build-to-Order Fishing Rods
• Frog Rods
• Flipping Sticks
• Crankbait Rods
• Custom Rod Wraps

Adding these as GBP service/product entries creates additional indexed content on the listing and improves relevance matching for technique-specific searches.

Photos to upload at setup:

• The brand mark / logo (Donkey Styx badge)
• Rod build process (wrapping, finishing)
• Finished rods
• Maker with a rod (human element)

GBP listings with photos receive significantly more clicks than text-only listings. This is an industry benchmark, not a Donkey Styx metric.

Posts on GBP

GBP supports "Posts" (short updates similar to social posts, indexed by Google). Repurpose BUILT TOUGH and FISH SMARTER content as monthly GBP Posts to keep the listing active. Active listings rank better than dormant ones.

Citation Consistency

Every online directory listing (Yelp, Facebook, fishing industry directories) must use the same business name, address/service area, phone number, and website URL as GBP. Mismatches suppress local ranking. Do not abbreviate or rearrange. Set this up once, correctly, and document it.

Geo-Tag Social Posts

Always geo-tag TikTok and Instagram posts to the relevant Texas city/region. Location metadata surfaces content to users searching within that area. Consistent geo-tagging over time builds the account's local relevance signal.

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8. Influencer and Creator Collaborations

Collab content was aligned on in the May 20 call as a decided growth tactic. This section covers how to find the right creators and structure collabs so they compound both reach and search visibility.

Why Collabs Compound Search

When a Texas fishing creator posts a video featuring a Donkey Styx rod and mentions the brand name aloud, TikTok and Instagram index that creator's content as additional signal for the brand. Over time, multiple creators using searchable language around "Donkey Styx custom rod" creates a distributed search footprint, the brand name starts appearing in in-app search results even from accounts Donkey Styx does not own. This is the compounding effect.

Finding Texas Fishing Creators

Where to look:

• TikTok: Search #texasfishing, #inshorefishing, #texasbassfishing, #bassfishingtexas. Sort by recent, look for creators in the 5K-100K follower range (mid-tier). Large accounts with 500K+ have expensive rates and lower engagement per follower on average. Micro creators (under 20K) in a tight Texas fishing niche often outperform on engagement and trust.
• Instagram: Same hashtag searches. Reels creators with consistent fishing content are preferable over photo-only accounts.
• YouTube: Search "Texas inshore fishing" and "Texas bass fishing tips." YouTube creators with active audiences often cross-post to TikTok and IG, a collab there can land on all three platforms at once.
• Local: East Texas and Gulf Coast fishing Facebook groups have members who create content. Finding a local creator with a genuine community is higher-value for Donkey Styx than a Dallas-based lifestyle fisherman.

What to look for in a creator:

• Actual fishing content (not just lifestyle / gear hauls)
• Comment section that looks like a real community (replies, inside references, not just "nice!")
• Catches fish they named species and locations, shows they know what they are doing
• Audience in Texas or Gulf Coast region (ask for a screenshot of audience demographics; any creator worth working with will provide it)

What to avoid:

• Accounts with sudden follower spikes (purchase signals)
• Creators who post every brand they are sent without editorial judgment
• Anyone who asks for a flat rate before even seeing the product (flip the sequence, product first, rate if it's a fit)

Collab Structure Options

Product gifting (lowest friction): Send a custom rod with no obligation attached. Real anglers who receive something genuinely well-built will post about it. If they do not, you spent a rod and got nothing, that is a valid outcome and beats a bad forced collab. Include a card with the brand story, not just a discount code.

Content trade: Creator posts a fishing video using the rod. Donkey Styx reposts/reshares. No cash changes hands. Works best when the creator is early-stage (under 10K followers) and values the cross-audience exposure.

Paid partnership: For creators above ~20K followers with strong engagement, a modest paid rate for a dedicated post or a series of Stories/Reels is appropriate. The rate should reflect actual reach and engagement, not just follower count. An angler with 15K highly engaged Texas fishing followers is more valuable to Donkey Styx than a general outdoors influencer with 80K nationally distributed followers.

Important: Any paid partnership must be disclosed as #ad or #sponsored per FTC guidelines. Donkey Styx should never ask a creator to hide the relationship. The brand is authentic enough that transparent sponsorships do not undermine credibility.

Collab Content That Works for Search

The best collab posts are not product showcases, they are fishing content that happens to feature the rod. "Day on the water with the Donkey Styx frog rod" performs better than "Donkey Styx Custom Rods, check them out." Have the creator use the rod, name the technique, say the rod's name naturally, and let the catch do the talking. That spoken audio is what gets indexed.

9. Quick-Reference Post Checklist

Before publishing any post, run through:

• First 5 seconds: is the target search keyword spoken aloud?
• Caption first sentence: does it front-load the keyword?
• Cover/thumbnail text: does it match the search term?
• Hashtags: 3-5 on TikTok, 3 on IG, 1-2 on FB
• Location tag applied
• Alt text written (Instagram)
• Branded tag included (#donkeystyx or #donkeystyxrodco, whichever is confirmed and used consistently)
• CTA mentions the link in bio (especially on BUILT TOUGH + sales-adjacent posts)
• Facebook version posted natively (not a TikTok reshare)

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Flags and Open Items

• Website URL is TBC. All link-in-bio references in this doc use a placeholder. Confirm the live URL with Terry before finalizing profile bios.
• Handle is TBC. Primary candidate is @donkeystyxrodco (inferred from brand email donkeystyxrodco@gmail.com). Availability must be verified on TikTok, Instagram, and Facebook before any profiles are created. Alternative fallbacks: @donkeystyxrods, @donkeystyx_rods. Whatever is available cleanly across all three platforms, use that one everywhere.
• Branded hashtag: Use #donkeystyx or #donkeystyxrodco, whichever matches the confirmed handle. Pick one at account setup and never deviate.
• GBP is a decided priority. Richard Weathersby is tasked to register it. Provide him the setup spec in Section 7 of this doc. Before he registers: confirm the service area (city/county vs. statewide Texas), confirm the phone number, and confirm the website URL. Do not publish a GBP listing with placeholder data.
• GBP primary category. "Fishing Store" is the recommended primary. Verify it is still the closest available category in the current GBP taxonomy at time of setup. GBP category options change, and using an incorrect or mismatched category suppresses local ranking.
• Platform hashtag limits are based on observed behavior through mid-2026. Instagram's 3-hashtag cap came from late 2025 community reports; verify against current Instagram documentation before finalizing the client-facing guide.
• TikTok keyword volume data is based on TikTok Discover pages, autocomplete patterns, and third-party SEO research. Exact search volumes require TikTok Ads Manager keyword planner access, flag as a future step if the client wants to prioritize specific terms by verified volume. DripRank can supplement with web-search keyword data for the adjacent Google search terms.

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Sources used in this research:

• TikTok SEO 2026, SEO Sherpa
• TikTok Algorithm 2026, Hootsuite
• TikTok SEO Optimization Guide, ALM Corp
• Instagram SEO 2026, Later
• Instagram Search Results 2026, SEO Sherpa
• Social SEO Keywords vs Hashtags, Dive Media
• Facebook Hashtags 2026, Sprout Social
• How to Fish for Redfish in Texas 2026, FishingBooker
• TikTok Custom Fishing Rod Discover
• TikTok Fishing Knots 2026