# Social Content Rules

> **Integrated expression standards · current guide:** Apply the [Brand Communication Guide](../../communication/en.html) and include its [AI rules](../../communication/brand-rules.en.json). Memes and conversational copy are allowed in WatchDive and Universal Pro social ads. The guide takes precedence for the imagery, compositing, decorative elements, translation, and channel exceptions it covers.


## Quick Answer

- The social editor has 3 formats (feed square / feed portrait / story & reels) at `../../brand-kit/templates/social/`.
- Dimensions: feed square 1080×1080 · feed portrait 1080×1350 · story/reels 1080×1920.
- **How to use**: Open in a browser to see the editor. Type into labeled text fields (label, headline, subline), switch between dark/light backgrounds, optionally upload a photo, and the preview updates live. Click "Download PNG" to get an exact-dimension image file. No developer tools or HTML editing needed.
- Default caption: hook 1 line → real dive context 2–4 lines → CTA 1 line. Hashtags: 5 or fewer. Short ads, memes, feature explanations and genuine promotional ads may shorten this for their purpose.
- Complete normal facts, rights, language, layout and link checks, then apply [existing publication review](#before-publication). Ordinary work within an approved scope needs no extra jay reapproval.

## Dimension Table

| Format | Size | Safe Area | Min Logo Size | Max Text Lines |
|---|---|---|---|---|
| Feed square | 1080×1080 | Text and logo inside 60 px from edges | Wordmark 160 px / signature 220 px wide | 3 |
| Feed portrait | 1080×1350 | Top/bottom 135 px will be cropped to square — keep key content in center 1080×1080 | Wordmark 160 px / signature 220 px wide | 3 |
| Story / Reels | 1080×1920 | Top 250 px and bottom 310 px overlap with app UI (profile, reply bar) — leave empty. Left/right 60 px | Wordmark 160 px / signature 220 px wide | 4 |

- Logo files: `../../brand-kit/logos/png/` (8 official). White on dark photos, color or black on light backgrounds.
- Logo clear space: the height of the "D" letter on all sides.
- The safe-area guide (blue dashed line) is visible in the editor for reference only and is excluded from the PNG download.
- Carousels: one story per slide. No text near page dots.
- Fonts and letter-spacing follow [typography.md](typography.html). Terminology: marketing prose uses "diving record," product screen captures use "dive log."

## Default captions and short ads

Hook → real dive context → CTA is the default for explanatory posts. It does not require every ad to include 2–4 context lines or a records/maps story.

1. **Hook (1 line)** — A real dive moment or one product benefit. A question is fine.
2. **Real dive context (2–4 lines)** — How that moment connects to the confirmed product value. Specific, no exaggeration.
3. **CTA (1 line)** — One real action: save, share, open the app, review a dive record.
4. **Hashtags (5 or fewer)** — At the very end of the caption. Not inline.

Tone: product pages stay calm. WatchDive and Universal Pro social ads may use memes and conversational copy. Preserve facts, customer respect and the existing limits on safety guarantees, AI decisions, fear-driven messaging and decoration.

## Image Rules

- Actual-use/performance evidence uses actual underwater photos, product usage and app captures. Natural background composites with notices in mood-led ads follow the integrated guide. Do not replace the background or screen in the current WatchDive landing hero.
- No exaggeration: no features that don't exist, no fabricated screens, no inflated numbers.
- Do not pull brand colors from compressed images (screenshots, re-uploaded social images). Always use official values from [`design-tokens.json`](../../_system/tokens/design-tokens.json). Core colors: deep violet `#201748`, surface blue `#36A9E1`, foam `#EEF9FF`.
- Keep text short over underwater photos. If the background is complex, add a deep violet translucent overlay or reduce the text.
- Do not use ocean photos as pure decoration. The photo and caption must tell the same dive story.

## Before publication

Apply normal checks and existing review routes in the [publishing rules](publishing.html). New logos, changed safety/AI/compatibility claims and unresolved legal/rights/privacy matters follow the existing jay review route. Reusing the same approved scope requires normal checks and no extra reapproval.

## Purpose-specific writing directions · draft examples

Use only when the functionality and actual next action are confirmed. These examples are not final approved campaign copy.

| Purpose | English draft | Korean draft | Scope |
| --- | --- | --- | --- |
| Product understanding | Turn a compatible smartwatch into a dive computer with WatchDive and the DIVEROID app. | 호환 스마트워치를 WatchDive와 DIVEROID 앱으로 다이빙컴퓨터로 활용하세요. | Confirm product role and compatibility |
| Feature-led | Your depth. Your dive. Right on your wrist. | 손목에서 확인하는 수심, 내 다이빙. | Confirm depth functionality; omit technical button timing |
| Short humor | Your everyday watch. A new dive buddy. | 매일 차던 워치, 이제 다이빙 메이트로. | Social-voice example for the two product families; preserve source meaning and intensity |
| Housing battery | WatchDive’s housing battery powers 500+ dives. | WatchDive 하우징 배터리로 500회 이상 다이빙. | Housing only; link test conditions and evidence |
| Brand signature | Every dive maps the ocean. | 모든 다이빙이, 바다의 지도가 됩니다. | The tagline does not establish mapping or automatic location logging |

A genuine time-limited ad may lead with its verified offer. Check actual price, period and package together. Do not turn prominent discounts into the default flow of evergreen product pages.

Match the action to the actual stage: explanatory section for product understanding, real signup for Kickstarter prelaunch, actual reward page during the live campaign, and real purchase page for retail. This Kickstarter offer is housing only; do not add an app-only product.

Return natural wordplay alternatives as proposed copy for normal language and brand review. Translators do not independently approve a new regional meme, feature or price.