Master playbook
Crew brief for your editor & videographer
A Google Doc in your Drive with only the reels: when to shoot, when it posts, the shot list and the exact edit. It updates itself whenever you plan, move or post a reel, and every hour. Share it as Viewer.
Festive & launch reels
Every reel with a fixed date: when to shoot it, when it must go live. Missed ones stay here until you reschedule or skip them.
Which account comes first
Worked out from the date every time you open the app, so you never have to decide it again. Deadlines always beat this order; it decides everything else.
Three accounts, one pipeline
You make each reel once. It's posted from @thejainuinejeweller as an Instagram Collab with the account it's about, so it shows on both grids.
@thejainuinejeweller
The engine. Education, Weigh-ins, Jainuine or Not, founder story, funny reels. Every reel goes out from here.
@poojajewellers.nangloi
The shop since 1993. Gold, diamonds, weddings, festival footfall. Gets the gold and wedding Collabs plus the daily rate Story.
@sanishajewels
925 silver across India, in one-of-one drops. Gets the silver, drop and gifting Collabs.
Always: Hinglish in every line, hook in the first 2 seconds, under 40 seconds, captions burned in. Never: prices, making charges or margins; never call Sanisha silver "hallmarked" (it carries a 925 stamp); day-to-day decisions on camera, family matters off.
Your week
Five reels a week, Stories every day, one rest-and-batch day. Today's row is what "Pick today's reel" suggests from.
| Day | Reel | Collab with | Stories |
|---|
A content day, built on your wake time
Sunday batch shoot · 2 hours
- Pick 5 ideas from the Ideas tab and schedule them Mon–Sat. Mix: 2 education, 1 Weigh-in, 1 shop or Sanisha, 1 funny.
- Write the hook and 3 beats for each on paper. Say the hook out loud; if it doesn't sound like you at the counter, change it.
- Set up once: plum velvet for silver, ivory cloth for gold, the 0.01 g scale, loupe, phone on tripod near the window.
- Shoot all the close-ups first (pieces, stamps, scale), then all the face-to-camera parts in one outfit.
- Rough-cut in CapCut the same evening. Save each as a draft named with its post date.
- Shoot 3 spare B-roll clips (shop, hands, scale) for days when nothing gets filmed.
Shoot better reels
Light
- Window light from the side, at 45°. Never under the shop's overhead tube lights.
- For sparkle, move a small LED or the phone torch slowly across the piece while you film.
- White card on the shadow side to lift it; black card to kill reflections on polished gold.
Phone settings
- 4K at 30 fps; 60 fps for slow-motion sparkle.
- Tap and hold to lock focus and exposure before you start.
- Use 2× for close-ups, not 0.5× (wide lenses distort jewellery). Wipe the lens every time.
Framing
- Vertical 9:16. Keep faces and text in the middle 60% so captions and buttons don't cover them.
- Tripod or an overhead rig for flat-lays; handheld only for walk-throughs.
- Clean hands and nails in every close-up; the piece is the hero.
Sound
- Clip-on mic for talking parts, or shoot before the shop opens.
- Trending audio only for funny reels; education reels use your voice.
- Burn in captions: most people watch muted.
Your signature
- The 0.01 g scale in every Weigh-in and explainer.
- Spec card on screen for weight, length and purity, in a mono font.
- End card for one second: the wordmark and "Stay jainuine."
Edit
- Cut every pause. A new shot every 2–3 seconds.
- No more than 6 words per caption line, 2 lines at a time.
- One cover style per series so the grid reads like a shelf.
Hooks that work
| Pattern | Example |
|---|
| Secret | "Jewellers ek cheez kabhi nahi batate. Today, I will." |
| Challenge | "Iss chain ka weight guess karo." |
| Myth-buster | "925 likha hai matlab pure silver? Not really." |
| Warning | "Gold lene se pehle, ye 6 characters check karna mat bhoolna." |
| Quick test | "Asli silver hai ya nakli? 30 second mein pata karo." |
| Story | "3rd generation jeweller hoon. Aur ab main kuch naya bana raha hoon." |
Before you hit post
- Hook said in the first 2 seconds, with text on screen.
- Under 40 seconds. Captions burned in. No price, making charge or margin anywhere, including the caption.
- Collab invite sent to the right account (gold and weddings → Pooja, silver and drops → Sanisha).
- Caption: hook again, one useful line, one question for the comments, 3–5 hashtags.
- Post at your slot (about 1 PM or 7–9 PM). Reply to every comment in the first hour.
- Next morning, note the saves. After two weeks, do more of whichever series gets the most.
Season ahead
| When | Moment | Content |
|---|
| 20 Oct | Dussehra | Sanisha Coming Soon reel; greeting post for Pooja |
| 29 Oct | Karwa Chauth | Gifting picks 3–5 days before; last-day Story |
| 30 Oct | Sanisha Drop 01 "Sa" | Sneak peeks D−5 to D−1, live reel at 8 PM |
| 6 Nov | Dhanteras | HUID / what-to-check reel by 3 Nov; Stories all day; rush reel the day after |
| 8 Nov | Diwali | Light day: one greeting, family time |
| 11 Nov | Bhai Dooj | Silver gifts for siblings (Sanisha) |
| 13 Nov | Sanisha Drop 02 "Ni" | Same drop cycle as Drop 01 |
| Late Nov | Wedding season | Bridal Weigh-ins, 4Cs, 22K vs 18K, "wedding phone" funny reel |
Festival dates are from memory; check them against a panchang.
Rates: SLN Bullion live feed. India Gold = ask (sell) per 10 g; Silver = Chennai T+1 per kg; H = today's high. Refreshed every 30 seconds while the app is open. Green ▲ / red ▼ = moved up / down since the last change. Market = MCX hours, Mon–Fri 9:00 AM–11:30 PM IST.