What the work looks like
Explore a content plan, video script and review sheet for an imaginary Singapore baking studio. These examples show how we organise the work; they are not client projects or performance results. Your deliverables are agreed in the brief.
A clear job for every post.
The objective is to help beginners compare classes and make relevant enquiries. A live content calendar would also assign owners, production deadlines, approval status and publishing dates.
On smaller screens, swipe across the table to see every column.
| Channel / format | Topic | Purpose | Next step |
|---|---|---|---|
| Instagram Reel | Three things to consider before your first baking class | Answer beginner questions and help people judge whether the class suits them | View the class schedule |
| Xiaohongshu post | Choosing a baking class in Singapore: four things to compare | Help searchers compare class content, duration, group size and pricing conditions | Explore suitable classes |
| Facebook video | How does the instructor guide you through the difficult steps? | Build confidence through a clear view of the teaching process | Ask about available sessions |
A script the production team can use.
This example sets out the structure. Course claims must reflect the actual offer. Shots, captions, permissions and the next action are agreed before filming.
On smaller screens, swipe across the table to see every column.
| Section | Message | Visual and production notes |
|---|---|---|
| Opening | “Before you book your first baking class, think about what you want to learn.” | Open on the instructor and workbench; get straight to the question |
| Selection criteria | Explain what to compare for a one-off experience, basic skills or continued learning. | Show course details and relevant tools; captions highlight the essentials |
| Demonstration | Show the instructor demonstrating, the learner trying and a key step being explained. | Each shot adds information; secure participants’ permission before filming |
| Closing | “Compare the class content, group size and timing, then choose a session that suits you.” | Make course details and the enquiry route easy to find |
| Test versions | Version A opens with learning goals; version B opens with a common beginner question. | Keep the main explanation consistent; compare viewing and qualified enquiries |
A review that leads to a decision.
No results have been invented for this sample. A real review would state the dates, content versions, ad spend, data sources and metric definitions before setting out the findings and next test.
On smaller screens, swipe across the table to see every column.
| Stage | Evidence | Sample status | Possible next step |
|---|---|---|---|
| Viewing and retention | Available viewing data, checked against the relevant shots | To be recorded after publishing | Test a more direct opening if viewers leave before the explanation |
| Qualified enquiries | Class needs, suitability and interest in a session | To be recorded after enquiries arrive | Clarify the intended audience if enquiries concern the wrong class |
| Bookings and follow-up | Confirmed bookings and reasons people did not continue | Awaiting client feedback | Distinguish content issues from timing, price and follow-up issues |
A record of what the test teaches us
Using the baking-class example above, this sheet shows how a test becomes a useful record. No test results have been invented.
- Hypothesis
- Explaining who the class suits may attract more relevant enquiries. This is an assumption to test.
- Main change
- Version A opens with learning goals; version B opens with a common question.
- Comparable conditions
- Keep the main explanation, course information and enquiry route consistent where possible; record differences in dates, audiences and spend.
- Evidence
- Review available viewing measures, relevant class enquiries and booking feedback, with the sample and definitions stated.
- Finding
- To complete after execution: what we observed, what remains uncertain and where the finding applies.
- Next decision
- To complete after review: keep the approach, refine the message or investigate a specific question further.