# TikTok / Reels Content Strategy

**Goal:** Use short-form video to reach neurodivergent adults, build trust, and funnel to email list.
**Key Insight:** Face-to-camera is NOT required. Text overlay + voiceover works great for this audience.
**Posting Cadence:** 3-5x/week (batch when energy is high, schedule rest of the week)

---

## Account Setup

**Username:** @undemand
**Display Name:** Undemand | PDA Planning
**Bio:** "Planning systems for brains that rebel against demands. Free reframe cheat sheet ↓"
**Link:** Lead magnet landing page (email capture)
**Profile Photo:** Logo or simple branded graphic (not a personal photo unless comfortable)

---

## Content Pillars

### Pillar 1: PDA Reframes (30% of content)

Transforming "I have to" into invitations. The core philosophy in bite-sized form.

**Examples:**
- "I have to" → "What if I just..." (show 5 reframes on screen)
- "The one reframe that changed how I approach tasks"
- "Stop saying 'I should' — try this instead"
- "POV: You reframe a demand and your brain suddenly cooperates"

### Pillar 2: Why Things Fail (25% of content)

Relatable "it's not you, it's the system" content. Validates the audience's experience.

**Examples:**
- "Why your planner is sitting empty in a drawer"
- "Things 'productivity experts' say that make PDA brains worse"
- "Why 'just break it into steps' backfires for some brains"
- "The lie of time blocking for ADHD brains"
- "Why 'just start' is the worst advice for PDA"

### Pillar 3: PDA Brain Things (25% of content)

Relatable, identity-affirming content. "Oh, that's a PDA thing?!" moments.

**Examples:**
- "Things my PDA brain does that I thought were just me"
- "When someone tells me to do something I was already going to do"
- "The internal scream when a suggestion becomes an expectation"
- "Explain PDA to me like I'm 5"
- "How my brain reacts to the word 'deadline'"

### Pillar 4: Practical Tools (20% of content)

Actual techniques people can try. Establishes expertise.

**Examples:**
- "Energy-based planning in 60 seconds"
- "The tiny next step technique for task paralysis"
- "How I built an external brain with PDA"
- "What my daily planning actually looks like (it's not pretty)"
- "The 'nope not today' list that removed all my guilt"

---

## Hook Formulas

The first 1-3 seconds determine if someone keeps watching. These hooks work for ADHD/PDA audiences:

### Pattern Interrupt Hooks
- "If you have PDA, stop doing this..."
- "Nobody talks about this ADHD thing..."
- "The productivity lie that keeps failing you..."
- "This is for the people who've tried everything..."

### Identity Hooks
- "Things only PDA brains understand..."
- "You might have PDA if..."
- "POV: You have demand avoidance and someone says 'just do it'..."
- "Tell me you have PDA without telling me you have PDA..."

### Curiosity Hooks
- "The reframe that changed everything for my PDA brain..."
- "Why your planner failed (and it's not what you think)..."
- "I stopped planning by time and started planning by THIS instead..."
- "The one thing that actually works for demand-avoidant brains..."

### Emotional Hooks
- "You're not lazy. Your brain just heard 'demand' and said no."
- "For everyone who feels broken because nothing works..."
- "I spent 20 years thinking I was defective..."
- "This is the thing I wish someone told me sooner..."

---

## Video Format Ideas (No Face Required)

### Format 1: Text Cards
- Series of text statements on colored backgrounds
- Each card stays 2-3 seconds
- Background music (calm/lo-fi or trending audio)
- **Best for:** Reframes, relatable lists, "things only PDA brains understand"

### Format 2: Voiceover + B-Roll
- Record voiceover explaining a concept
- Overlay on stock video (desk scenes, nature, abstract)
- Captions always on
- **Best for:** Explaining techniques, personal stories, educational content

### Format 3: Screen Recording
- Show the actual planning sheets being used
- Voiceover explaining what you're doing
- Casual, not polished
- **Best for:** Product demos, "what my planning looks like," tutorials

### Format 4: Green Screen + Text
- Use green screen effect with a relevant image/article as background
- Text overlay with your points
- **Best for:** Responding to common advice, "reacting" to productivity tips

### Format 5: Duet/Stitch
- Stitch popular ADHD/productivity videos with your PDA perspective
- "This advice doesn't work if you have PDA — here's why"
- **Best for:** Riding trending content, reaching new audiences

### Format 6: Slideshow
- Multiple images/graphics in slideshow format
- Music + captions
- **Best for:** Infographics, step-by-step guides, before/after

---

## Posting Schedule

### Cadence: 3-5 videos per week

| Day | Content Type | Notes |
|-----|-------------|-------|
| Monday | PDA Reframe | Start the week with something useful |
| Wednesday | Why Things Fail / PDA Brain Things | Relatable mid-week content |
| Friday | Practical Tool | End the week with something actionable |
| (Optional) Tuesday | PDA Brain Things | Relatable content for engagement |
| (Optional) Thursday | Reframe or Tool | Extra content if energy allows |

### Best Posting Times (for this audience):
- **9-11 AM** — Morning scroll (before the day's demands hit)
- **7-9 PM** — Evening wind-down (peak neurodivergent scrolling)
- **Weekends** — Generally good engagement

### Batching Strategy:
- **High-energy day:** Film 5-8 videos in one session (1-2 hours)
- **Schedule:** Use TikTok's built-in scheduler or Later/Buffer
- **Low-energy weeks:** Post 3x instead of 5x. That's fine.

---

## Hashtag Strategy

### Primary Hashtags (use 3-5 per video):
- #PDA
- #PathologicalDemandAvoidance
- #ADHD
- #AuDHD
- #DemandAvoidance

### Secondary Hashtags (rotate through):
- #ADHDPlanner
- #NeurodivergentLife
- #ADHDTikTok
- #AutismTikTok
- #ExecutiveDysfunction
- #ADHDAdult
- #NeurodivergentPlanning
- #PDABrain

### Trending/Discovery (check weekly):
- #ADHDBrain
- #ActuallyAutistic
- #NeurodivergentTikTok
- #LateDiagnosed
- #ADHDWomen

**Note:** Don't use more than 5-7 hashtags per video. Quality > quantity.

---

## TikTok → Email List Conversion Funnel

```
VIDEO (hook + value)
  ↓
PROFILE VISIT (viewer wants more)
  ↓
BIO LINK (lead magnet landing page)
  ↓
EMAIL CAPTURE (free PDA Reframe Cheat Sheet)
  ↓
WELCOME SEQUENCE (5 emails)
  ↓
PRODUCT PURCHASE ($12 → $49)
```

### Funnel Optimization:

**Video → Profile Visit:**
- End videos with "More PDA planning tips on my profile"
- Don't say "link in bio" (algorithm deprioritizes this)
- Instead: "I have a free cheat sheet if this resonates" (curiosity)

**Profile Visit → Bio Link Click:**
- Bio clearly states the free offer
- Link goes directly to lead magnet page (not Gumroad storefront)
- Landing page is simple: headline + email form + download

**Bio Link → Email Capture:**
- Landing page headline: "Get the PDA Reframe Cheat Sheet — Free"
- Simple email form (name + email, nothing more)
- Instant delivery (no friction)

**Email → Purchase:**
- Welcome sequence handles nurture (see email-welcome-sequence.md)
- No pressure, no urgency tricks
- Let the value speak for itself

---

## Content Repurposing

Every TikTok video can be repurposed:

| Original | Repurpose To | Effort |
|----------|-------------|--------|
| TikTok video | Instagram Reel | 2 min (repost) |
| TikTok video | YouTube Short | 2 min (repost) |
| Video script | Pinterest infographic | 10 min (design in Canva) |
| Video script | Reddit post | 5 min (adapt tone) |
| Video script | Email newsletter topic | 10 min (expand) |
| Video script | Blog post | 20 min (expand significantly) |

**Rule:** Create once, distribute everywhere. Adapt the format, not the idea.

---

## Engagement Strategy

### Reply to Comments:
- Answer questions genuinely
- Pin the best/most relatable comments
- Reply with video when someone asks a great question (algorithm boost)

### Engage With Others:
- Follow and comment on other PDA/ADHD creators
- Genuine comments, not "great video! check out my page"
- Build relationships in the community
- Duet/stitch relevant content (with credit)

### Community Building:
- Ask questions in your videos ("Does this resonate?")
- Use polls in comments
- Acknowledge your audience's experience ("I see you")

---

## What NOT to Do

- ❌ Don't use hustle-culture music or energy
- ❌ Don't promise "this will fix everything"
- ❌ Don't use aggressive sales CTAs ("BUY NOW!")
- ❌ Don't post every day if it becomes a demand (ironic, right?)
- ❌ Don't compare yourself to creators with 100K followers
- ❌ Don't fake energy or positivity you don't feel
- ❌ Don't use "limited time" urgency in videos

---

## Metrics & Growth Targets

| Metric | Month 1 | Month 3 | Month 6 |
|--------|---------|---------|---------|
| Followers | 100-500 | 1,000-3,000 | 5,000-10,000 |
| Avg views/video | 200-1,000 | 1,000-5,000 | 5,000-20,000 |
| Profile visits/week | 50-200 | 500-1,000 | 2,000-5,000 |
| Bio link clicks/week | 10-50 | 100-300 | 500-1,000 |
| Email signups from TikTok | 20-50 | 100-300 | 500-1,000 |

**Reality check:** Growth is unpredictable. One video can go viral and change everything. Or it can take 3 months of consistent posting before anything sticks. Both are normal.

---

## Quick-Start Checklist

- [ ] Create TikTok account with branded username
- [ ] Write bio with free offer mention
- [ ] Set up link-in-bio → lead magnet landing page
- [ ] Film first 3 videos (text overlay format is easiest)
- [ ] Post first video
- [ ] Engage with 5-10 PDA/ADHD creators (genuine comments)
- [ ] Post 3x in first week
- [ ] Review what worked, adjust