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Digital positioning

Photos and videos that sell

Content that sells is planned like a product: a goal, a format designed for each platform and a way to measure whether it generated inquiries.

North team · Updated October 7, 2026 · 3 min read

  1. Goalwhich inquiry we want to generate
  2. Scripthook in the first 3 seconds
  3. Productionone shoot, several pieces
  4. Publishingformat and timing per network
  5. Measurementinquiries per piece
  6. Amplificationads on what worked
From idea to inquiry, piece by piece.

What can be done

The formats we use and what each one is for.

ReachReel or TikTok9:16 · 1080×1920Reaches people who don’t follow you. Good for showing the experience and for testing hooks.
SavesCarousel3:4 or 4:5 · up to 20 imagesGets saved and shared: the menu, a local area guide, a package with a price.
FollowersStorieslink · poll · countdownFor people who already follow you: today’s availability, the dish of the day, an event reminder.
Shared reachCollab postInstagram CollabIt appears on your profile and on a creator’s or partner brand’s, and adds up the engagement of both accounts.
TrustCustomer contentrepost with permission · video reviewWhat a guest posts is more convincing than a studio shot. With written permission, it can be reused in ads.
Live sellingLive streamTikTok or Instagram LiveShow and answer questions in the moment, with the purchase or booking one tap away. This is what BRAVA did in the case below.
AdsVariants for paid promotion1 take → 3 hooks × 2 formatsThe versions that are later tested in Meta Ads come out of the same material.

Which format fits each goal

GoalFormatHow it is measured
Reach new peopleReel or TikTokReach among non-followers and 3 s retention
Generate inquiriesReel with a keyword or story with a linkMessages that arrive with the keyword
Get saved for laterCarouselSaves and shares
Fill a slow dayStory and Reel with date and priceBookings with the offer code
Feed the adsVariants of the same videoCTR and cost per result in Meta

Methods

Batch production

A shoot day is planned with a shot list. Every shot has a destination: which piece, which format and which hook.

Shot list for a shoottext
Casa Aurora · Thursday shoot · 5:00 to 8:00 p.m. (sunset light)

shot  what                               destination                 format
01    table set, static camera           hook for the "Tuesday" Reel  9:16
02    arrival down the hallway           Reel and story               9:16
03    main dish, from above              menu carousel                3:4
04    chef plating                       behind-the-scenes Reel       9:16
05    view from room 4                   catalog ad                   4:5 and 9:16
06    guests toasting (with permission)  ad and carousel              4:5

result: 6 shots → 14 pieces for the month

Recommendation. Shoot vertical and in 4K: the 3:4 and 4:5 crops come out of that without losing quality.

Knowing which piece brought each inquiry

Every piece has its own entry point: a keyword for WhatsApp or a link with UTM. That way the inquiry arrives tagged.

Links for one piecetext
WhatsApp with the message already written
https://wa.me/529840000000?text=TUESDAY

Booking website with UTM
https://casaaurora.mx/reservar?utm_source=instagram&utm_medium=social&utm_campaign=martes&utm_content=reel_mesa_atardecer

Recommendation. One keyword per idea and one utm_content per piece: the first tells you which offer sells, the second which video sold it.

What the dashboard looks like

One piece · Casa Aurora reelIllustrative example
Reach18,400people
3 s retention62%the hook works
Saves640a sign of value
Inquiries23with the word TUESDAY

Video retention (% still watching)

0 s3 s15 s

Inquiries by format (month)

FormatSizeInquiries
Reel9:16 · 1080×192061
Carousel4:5 · 1080×135027
Stories9:1644

Tech stack

Formats
Vertical 9:16 at 1080×1920 for Reels, TikTok and stories; 3:4 at 1080×1440 or 4:5 at 1080×1350 for the feed (since 2025 the Instagram profile grid shows each post in 3:4).
Production
Shoots planned to get many pieces from a single day, plus content from customers and creators.
Tracking
Links with UTM and keywords in messages to know which piece brought each inquiry.
Calendar
Monthly planning with topics, formats and owners.

Under the hood

Brief for one piecetext
Goal         Inquiries for Tuesdays (dinner + stay)
Hook         0–3 s: the table set at sunset, no text
Development  3 shots: arrival, dish, view from the room
Close        "A Tuesday that feels like Friday" + Book on WhatsApp
Measurement  keyword TUESDAY in messages

What we measure

Retention
Percentage of the video people watch; it shows whether the hook works.
Saves and shares
Stronger value signals than likes.
Inquiries per piece
Messages or bookings that came from each post.

Case analysis

BRAVA Wellness: from nearly closing to its best quarter with daily content

BRAVA Wellness · Mexico, 2025

The Mexican wellness brand put it plainly: "In January 2025 we were ready to close the company." Three months later, TikTok was its number one channel.

What they did, step by step

  1. Opened its shop inside TikTok with the full catalog.
  2. Ran live selling streams almost every day.
  3. Posted simple daily videos without heavy production.
  4. Brought in creators who shared their real experience with the products.
  5. Used ads to amplify the videos and products that were already working on their own.
+380%in sales compared with the previous quarter
6 to 12xreturn per peso invested in ads, depending on the product
3 monthsto outsell the previous 12 months outside TikTok

The mechanism

  1. TikTok Shopcatalog inside the network
  2. Daily lives and videosconstant content
  3. Creatorsreal testimonials
  4. Catalog adson what already worked
  5. Salewithout leaving the app

Why it worked. Daily consistency, real faces and selling in the same place where the content is watched. The ads only pushed what was already working.

Analysis of a public case. North Marketing did not take part in this work. Client data published by TikTok for Business; it mixes organic content and ads.

Sources: TikTok for Business

Go deeper

TopicContent for restaurants and hotelsPeople book an experience. You have to show it.

Frequently asked questions

Is AI-generated content useful?

It is useful for variants, captions, crops and scripts. To show the place, the food or the rooms, real footage is better, because it has to match what the person finds on arrival. Meta and TikTok label realistic AI-made content.

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