The Social Burning playbook. Free, and built to be used.
the organic content testing template behind the Social Burning framework: account plan, content calendar, scoring sheet and promotion rules.
1. The account plan
one row per account: the audience angle, the promise, three example hooks, and how the account is linked to the app. the rule for adding an account is simple: only add one if you can make original content for it every day. two strong niche accounts beat eight thin ones.
2. The content calendar
one post per account per day, planned a week ahead. each week mixes proven formats (the ones that won last month) with new experiments, roughly two thirds proven, one third new. no video is posted to more than one account.
3. The monthly scoring sheet
every video, every account, one sheet. score on these five signals, in this order:
| Signal | Measured as | What it tells you |
|---|---|---|
| Reach | views in the first 7 days | is the hook stopping the scroll |
| Average watch time | seconds watched per view | is the middle holding |
| Completion rate | share of views watched to the end | does the payoff land |
| Profile taps | taps per 1,000 views | did the viewer want more |
| Link clicks and installs | attributed installs per 1,000 views | does it convert, not just entertain |
4. The promotion rules
- only videos in the top tier of the monthly sheet move to paid.
- promote the original post as a TikTok Spark Ad or Instagram partnership ad, never a re-cut.
- set a cost per install ceiling before spend starts, and cut anything above it after a fair test.
- scale a winner in steps while cost per install holds.
- write down why each winner won, and feed it into next month's calendar.
the full template, as a copyable sheet, is free. ask for it below and it comes by email.
Get the full Social Burning playbook template.
account plan, calendar and scoring sheet, ready to copy. or skip ahead and see it running on a call.