scope: client-account — Rye Valley delivery decisions about how JOLT! will run Josh Kaplan’s (Decade Labs) account. Ours to make, about their account.
- Date: 2026-09-24
- Decider(s): Michael Houck, Tatem, Blake Stewart (JOLT! team)
- Status: decided
- Meeting: JOLT! <> Decade Labs: Kickoff!
Decision
JOLT! will run Josh Kaplan’s content on TikTok-first with micro-boosting to validate save rates quickly before cross-posting to Instagram (18k followers). Save rate is the sole leading metric. Posting cadence is minimum 1 post per day. Brand tone is judgment-free and approachable, not fear-based. Personal health lifestyle is the primary content angle; tech/entrepreneur identity is already established and acts as backdrop.
Context
Josh is a stealth tech founder (Decade Labs, not yet publicly announced). He has essentially no TikTok presence and dormant Instagram from a prior fashion business. He wanted organic growth; JOLT! aligned but added micro-boosting as a controlled signal-gathering tool for the first weeks before scaling organic cross-platform.
Options considered
- Instagram-first: rejected because Josh’s existing 18k followers deserve proven content; don’t risk the existing audience on unvalidated formats.
- Simultaneous TikTok + Instagram from day one: rejected; micro-boosting TikTok-only first gives faster save-rate signal without risking the Instagram follower base.
- X/Twitter as co-primary: Josh uses X for Silicon Valley reach; kept as tertiary. Not a main driver.
Consequences
Tatem runs TikTok exclusively for first 2-4 weeks, reading save rate data to identify which formats and topics to scale. Once a format is proven, it cross-posts to Instagram. Monthly check-in at 60 days. Josh’s content schedule: voice note at top of each week, Tatem scripts, Josh records, Tatem edits and posts (minimum daily). Blake monitors Slack and reports metrics; available in LA as local cameraman.