Every viral-content guide teaches the same move: find a trend, copy its shape, insert yourself. It works, for a face. It does not work for a store, because the trend has nothing to do with what you sell and the audience it brings does not buy.
The e-commerce version of that move is different, and it is stronger: find one number that is true, specific, and that your competitor cannot claim. Then render it well enough that people stop.
This is the playbook we use for BoostEcom itself.
1. The number is the whole post
Not the design. Not the hook. The number.
A claim performs when it is verifiable and uncomfortable to ignore. "We help you grow" is neither. "Every price on our pricing page is read from the billing code, and a figure that drifts breaks the build" is both: it is checkable, and it implies something about how we work that a competitor would have to match rather than repeat.
Where to find yours, in order of how fast it pays:
- Something you measured and nobody publishes. A delivery time, a return rate, a restock delay. Your dashboard has a dozen.
- A constraint you accept that others do not. "We refuse X" is a claim with a spine. It costs something, which is why it is credible.
- A comparison you can source. Read the fact on their public page, note the date, and say where it came from. A sourced comparison is defensible; an unsourced one is a lawsuit with good engagement.
Never invent the number. A rounded-up figure is the cheapest way to lose the only asset this playbook builds, which is that people believe you.
2. Render it in the Studio
One claim, one prompt, one render per format.
Open the Image tab of the Studio composer and put the claim in the prompt, word for word:
Every price on our pricing page is read from the billing code
Not typed by hand, not reviewed quarterly
A number that drifts breaks the build
Pick the model the Image tab recommends for text inside an image (the Image guide lists what each model is for), then set the Format pill to where the post will live: 9:16 for a story or a reel, 1:1 or 4:5 for a feed, 16:9 for a banner or a link post. Same claim, one render per surface, no redesign.
Check the number before anything else. An image model draws letters, it does not typeset them. If the figure comes out wrong, generate again, or put the number in the caption and keep the image for the setting. A misprinted proof is worse than no post at all.
The cost is on the Generate button, computed from the model and the options you picked. The first click shows it, the second spends it.
3. Add motion only where motion earns it
A still claim is enough for a link preview and a grid. A feed rewards movement.
So: open the Video tab, drag the render you just made onto Start frame, and keep the prompt to one action over five seconds. You get your picture in motion instead of a model's idea of it. Read the number again on the result: motion can blur a figure that was sharp on the still.
If the motion adds nothing you can name, skip it. A static post that says something beats a moving post that says it worse.
4. Ship it, and keep the proof
Download the render from the gallery (tick it, then Download) and post it on your channel. Then keep the public URL of the post: a URL is the only thing that distinguishes "we posted this" from "we made this".
When we run this playbook for BoostEcom, a post counts as published only once its public URL has been seen. Nothing counts because it was scheduled. Hold yourself to the same rule.
5. Measure what came back, not what felt good
Impressions are not a measurement. Nothing in our stack even records one, on purpose: we do not know how to observe an impression honestly, so we do not store a number that pretends we do.
What is worth counting:
- a confirmed signup that can be traced to the post;
- a real send that followed from it;
- a reply from someone who read the number and wanted the method.
Three of those beat thirty thousand views, because each one is a person who believed a specific claim.
6. Repeat per pillar, not per platform
The mistake is to run this playbook once and then chase reach. Run it once per pillar of your business, and the week fills itself:
| Pillar | The number that proves it | |---|---| | Product | A sourcing or quality constraint you actually enforce | | Logistics | A delivery or restock figure you measured | | Support | A response time, or a policy you refuse to bend | | Price | What you do not charge for, and why |
Four pillars, four claims, one render per format for each. That is a month, and none of it is invented.
What to do first, today
Open your dashboard, find one number you have never published, and run step 2 on it. If it renders and you would defend it out loud, it is a post. If you hesitate, it was not a claim, it was a slogan.