PLAYBOOK · 12 MIN
The 8-second hook playbook — patterns we tested 1.2M times.
Six hook archetypes that consistently outperform across categories, with audience-specific overrides for skincare, audio, and apparel.
Resources
Field notes from growth teams, not gurus.
Practical playbooks, real benchmarks, and the occasional teardown — written by operators who ship campaigns weekly. No ebooks. No "ultimate guide to" anything.
BENCHMARK · 8 MIN
2026 creator economy benchmarks — CTR, CPM, ROAS by category.
Median & top-decile numbers across 4,200 brands. What "good" looks like in beauty, apparel, audio, food & bev, and subscription.
TEARDOWN · 15 MIN
Anatomy of cocokind's Q1 — 38 campaigns, frame by frame.
A walkthrough of every cut cocokind shipped in Q1 2026. What got pulled, what scaled, and the exact hook that produced 31% of orders.
Latest from the bench
19 MAY 2026
7 min
06 MAY 2026
9 min
22 APR 2026
5 min
10 APR 2026
12 min
29 MAR 2026
8 min
14 MAR 2026
22 min
28 FEB 2026
6 min
14 FEB 2026
11 min
FIELD NOTES
Why we stopped optimising for view-through and started optimising for the 3-second drop-off
METRICS
The single creator metric that predicts repeat-customer LTV — and the four that don't
PRODUCT NOTE
What changed in Plenrik's hook ranker, v4.2 — and why your old winners might drop in score
PLAYBOOK
The brief template we ship to every creator — annotated, line by line
BENCHMARK
TikTok vs. Instagram Reels — where your $1 actually goes further in 2026
INTERVIEW
How DOT & KEY's CMO thinks about creator selection — a 90-minute conversation
FIELD NOTES
The contract clause that saved one of our customers $180k in unpaid usage fees
TEARDOWN