Appendix B: Quick-Reference Cards

Condensed one-page references for the most frequently needed frameworks. Print and keep near your editing setup, or save to your phone.

Card 1: The Five Pre-Publish Ethics Questions

Before posting any video, ask:

1. FACT CHECK Is everything I present as fact actually verifiable? If not → label clearly as opinion, estimate, or speculation

2. FAIRNESS Would the people I mention in this video feel fairly represented? Not necessarily agree with me — but feel their perspective was considered?

3. DISCLOSURE Am I disclosing everything a viewer would want to know about my relationship to this content? (Sponsorships, conflicts of interest, personal stakes)

4. HARM Is anyone likely to be harmed by this content in a way I haven't considered? (Individuals mentioned, communities represented, young viewers)

5. INTEGRITY Am I proud of how I'm doing this? Not whether the content is good — whether the approach reflects the creator I want to be.

Card 2: Hook Types Quick Reference

Universal first-15-second rule: Establish your hook AND give the viewer a reason to believe you can deliver it.

Card 3: Analytics Dashboard — What to Check and Why

Check frequency: Once per day, in the evening. Not first thing in the morning.

Card 4: The Brand Deal CPM Quick Calculator

Step 1: Note your average views per video (last 8 videos) Average views: ____

Step 2: Find your niche CPM range - Finance/business: $50–$100+ - Tech/gaming: $25–$50 - Health/wellness: $30–$60 - Beauty/fashion: $15–$35 - General entertainment: $20–$40 Your niche CPM: $____

Step 3: Calculate base integration price Average views ÷ 1,000 × CPM = Base price _ ÷ 1,000 × _ = $____

Step 4: Adjust - High engagement rate (>3%): +10-20% - Dedicated video (not just integration): ×3-4 - Exclusivity requested: Charge more, not less - Free product only offer: This is not a brand deal

Your calculated rate for 60-second integration: $____

Card 5: STEPPS Share Trigger Checklist

Before publishing, check your content against Berger's framework:

S — Social Currency □ Does sharing this make the sharer look smart, funny, interesting, or informed? □ Is there something "insider" or exclusive about knowing this?

T — Triggers □ Is this connected to something people encounter regularly? □ Will viewers be reminded of this video in their daily life?

E — Emotion □ Does this activate a high-arousal emotion? (Awe, humor, surprise, anger — not contentment) □ Is the emotional content authentic, not manufactured?

P — Public □ Is the sharing behavior visible? (Sharing publicly vs. in a private DM) □ Is there social signaling value in the public share?

P — Practical Value □ Does this contain genuinely useful information someone would want to save or share with a specific person?

S — Stories □ Is information embedded in a story rather than stated as fact? □ Does the narrative have transferable moral or lesson?

Rule of thumb: Content that activates 3+ STEPPS simultaneously will typically outshare content that activates 1-2.

Card 6: Thumbnail Design Checklist

Elements: □ Face present (if appropriate to content) — faces increase CTR □ Face looking toward text or into camera — not out of frame □ Strong emotional expression readable at small size □ Contrast: Subject stands out against background (light vs. dark, or opposite color) □ Text (if used): 3–5 words max, large enough to read at thumbnail size □ Color: Consistent with your channel palette

What to avoid: □ Cluttered (too many elements) □ Text that duplicates the title exactly □ Expression: Neutral or bored □ Color: Blends into feed background □ Same composition as your last 5 thumbnails

Quick test: View at 1/4 screen size. Is it still clear? Is the emotion still readable?

Card 7: Validation Dependence Self-Assessment

Rate yourself monthly (1 = not at all, 10 = extremely):

Behavioral indicators: - My mood on any given day is heavily influenced by how my last video performed: ___ - I check analytics more than once per day: ___ - I feel genuinely inadequate when I see other creators outperforming me: ___ - I post content I'm not proud of because I'm worried about consistency: ___ - I struggle to enjoy time away from content creation: ___

Interpretation: - Scores mostly 1-3: Healthy relationship with metrics - Scores mostly 4-6: Some dependency patterns worth monitoring - Multiple scores 7+: Address validation dependence proactively

If addressing it: 1. Delete or restrict analytics app from phone 2. Check analytics: once per day, set time only, on laptop 3. Develop and maintain intrinsic measures (craft growth, community depth, creative satisfaction) 4. Tell someone you trust what you're working on

Card 8: Outreach Template

For collaboration requests to creators of comparable size

Hi [Name],

[One specific compliment that proves you've watched their content — not "love your videos," something specific about a particular video or element]

My channel covers [X] for [specific audience type], and I think [specific shared value or interest] is where our audiences really overlap.

[One sentence: the specific, low-commitment proposal — "I thought a duet/collab on [specific topic] might be interesting," not "we should do a big project together"]

No pressure at all — just wanted to plant the seed.

[Your name] [Your channel link]

Follow-up: One message after two weeks if no response. Then let it go.

What not to include: Your subscriber count as a main pitch; anything that makes it about what you'd gain; a request to make it happen this week.