Build a 2-Week TikTok Launch Plan for a Real Product Drop
Objective: Produce a real 6-video, 2-week TikTok content plan for a subscription pet-products launch, applying hook patterns, native shooting rules, sound timing, and search captions from the playbook.
Chewy is launching a new Autoship flavor line and wants an organic TikTok plan before any paid spend; you're the freelance social strategist pitching the plan.
Plan 6 videos across 2 weeks (3/week), each with a hook pattern, native shooting note, a sound inside the rising window, and a search-optimized caption.
Before you start
What you'll need
Free path (everything below is enough to finish)
Free, official first-party data on sound age and keyword search
Free, standard planning format
Paid upgrades (optional, faster/deeper)
Faster to preview caption placement than sketching by hand
No access? Sketch caption placement directly on the Sheets grid
The process
3 steps
Step 01 of 03
The lesson's Step 1 gives four hook patterns, pattern interrupt, contrarian claim, visual reveal, question loop, because if retention dips before second 5 the FYP buries the video immediately.
For a video about the new Autoship flavor line, which hook pattern fits video 1 of 6, and what's the exact opening line?
Procedure
- List all 6 planned videos in rows
- Assign one of the 4 hook patterns per video, no pattern repeated twice in a row
- Write the literal first line of dialogue for each hook
- Flag any video whose hook takes longer than 3 seconds to land
VIDEO 1 (contrarian claim): "Stop buying the same dog food flavor every month." VIDEO 2 (visual reveal): opens mid-unboxing, box already torn open, dog already sniffing
Healthy
Every video's hook lands a claim, question, or visual before the 3-second mark, no logo, no brand name yet.
Unhealthy
A hook that spends the first 3 seconds on a brand intro or slow establishing shot.
What this means
The hook is the only gate that matters before the algorithm even starts testing retention.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| Two videos in the plan use the same hook pattern back to back | Reassign one to a different pattern before filming | 5 min |
Step 02 of 03
TikTok indexes spoken words, on-screen text, captions and descriptions; the target keyword should be said aloud in the first 5 seconds and placed in the caption.
What is the one search keyword each of the 6 videos should say aloud and caption, and does it match something a dog owner would actually type into TikTok search?
Procedure
- Pull 3-5 pet-category search terms from Creative Center
- Assign one keyword per video, no duplicates across the 6
- Write the exact spoken sentence containing the keyword for the first 5 seconds
- Add the same keyword into the caption plus 1-2 related hashtags
VIDEO 3 keyword: "dog food subscription" — spoken line: "This is the easiest dog food subscription I've tried." Caption: "The easiest dog food subscription, no more forgetting to reorder #dogfoodsubscription #chewy"
Healthy
Every video's spoken keyword also appears in the caption, and the 6 keywords cover different search intents (not 6 videos chasing the same term).
Unhealthy
A caption with only hashtags and no spoken or written keyword the algorithm can index.
What this means
A hook earns the first 3 seconds; the keyword earns the search index. Both are required, neither substitutes for the other.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| A video's caption has hashtags but no keyword said aloud | Rewrite the first line of dialogue to include the keyword naturally | 5 min |
Step 03 of 03
Optimal posting frequency is 3-5 times per week; posting more with mixed quality dilutes the algorithm's topic clustering, so each of the 6 videos also needs a sound inside the 5,000-100,000-use rising window.
Spread across 2 weeks, which 3 days per week get a video, and which currently-rising sound (checked in Creative Center) pairs with each?
Procedure
- Pick 3 posting days per week, spaced out, not three in a row
- Filter Creative Center sounds to 'rising' with use counts between roughly 5,000 and 100,000
- Assign one sound per video, checking the use count the day before filming, not the day the plan was written
- Note a backup sound for any video whose assigned sound crosses 100,000 uses before filming
Week 1: Mon/Wed/Fri. Video 1 sound: 34,200 uses (rising). Video 2 sound: 61,800 uses (rising). Video 3 sound: 12,100 uses (rising, backup ready).
Healthy
6 videos land on 6 non-consecutive days across 2 weeks, each paired to a sound still under 100,000 uses at filming time.
Unhealthy
A sound picked 2 weeks in advance that has since crossed 1 million uses and gone stale by the time it's filmed.
What this means
Cadence and sound freshness are both time-sensitive constraints, the plan has to be checked again right before filming, not just written once.
So what do I do about it?
| Symptom | Action | Effort |
|---|---|---|
| A previously-rising sound has crossed 1M uses since the plan was written | Swap in the backup sound noted for that video | 5 min |
Final deliverable
A 6-video, 2-week TikTok content grid with hook pattern, opening line, target keyword, assigned sound, and posting day for each video.
See a reference example
Casper Sleep, TikTok launch grid (excerpt) VIDEO 1 (Mon, contrarian claim): "Stop breaking in a new mattress for 90 days." Keyword: "mattress trial period", sound at 28K uses.
Success criteria
You're done when you can:
- 6 videos assigned across 3 non-consecutive days per week for 2 weeks
- No hook pattern repeated on consecutive videos
- Every video's caption contains the spoken keyword
- Every assigned sound is under 100,000 uses