---
name: crm-smm-voice-and-style
description: Use this skill whenever writing, reviewing, or editing a Swipix Telegram/SMM post's TEXT or VISUAL brief — checking it against the channel's actual voice and visual language. Triggers include any mention of "напиши пост для Telegram", "тон канала", "войс канала", "стиль SMM", "визуал баннера", "как у нас принято писать в тг", "проверь пост на стиль", "SMM voice", "SMM style", "Telegram post copy", "channel tone", "brand visual language", "конкурс"/"розыгрыш" copy (gambling-lexicon check), "review contest", "raffle", "giveaway copy". Make sure to use this skill BEFORE finalizing any Telegram post text or image brief, and ALWAYS when the post describes a contest/raffle/giveaway — the channel has one recorded incident of gambling-adjacent wording slipping through.
---

# Swipix SMM Voice & Visual Style

Codifies the ACTUAL voice and visual language of the Swipix Telegram channel, as
observed post-rebrand (2026-06-03), plus one hard-won compliance rule. Source of
truth for the audit itself: `artifacts/smm/voice-and-visual-audit.md` (sections A1
"тон и структура", A2 "визуальная система"). Re-read that file if the channel's
style drifts — this skill is a distilled rulebook, not a replacement for the audit.

Brand terms, domain, deeplinks, offer names: always from `reference/constants.md`,
never hardcoded here or in generated posts. Copy hard rules (no guaranteed income,
no comparisons to Cheelee/TikTok, brand terms untranslated): `reference/copywriting-persuasion.md`
— this skill adds the SMM-specific layer on top, it does not replace that file.

## When this skill activates

Any time text or an image brief is being produced/reviewed for the Telegram
channel. Pair with `crm-smm-content-planner` (what to post) and
`crm-smm-visual-director` (how to brief nanobanana 2) — this skill is the shared
style contract both of those depend on. For the actual sentence-level craft of a
post (hook formulas, caption structure, native CTA, platform conventions) once
this skill's brand rules are satisfied, layer in the global `youth-social-copy`
skill — it owns youth-audience hook/format technique, brand-agnostically; this
skill owns WHAT the Swipix voice is, that one owns HOW to hook and structure it.

## A. Voice rules

### A1. Structure (do this)

| Element | Rule |
|---|---|
| Hook line | Emoji-decorated headline, often CAPS or near-CAPS, one strong idea |
| Body | 2–4 short paragraphs, **each starts with an emoji marker** (🔵/💘/✅/🏆/…), rarely more than one sentence per point |
| CTA | Explicit — a question to the audience, or "drop it below 👇" — almost every real post ends this way |
| Footer | Sequential social-links line (`Chat 🔵 Get Swipix 🔵 X 🔵 Discord…`) — present on most posts; pull actual links from `reference/constants.md`, don't invent |
| Numbers | Token amounts ($DOPPY/$LUMY) without a dollar conversion; explicit "$X" appears rarely and never as a guarantee |
| Register | Informal "geek-hype" — space/AI vocabulary ("the algorithm", "the ecosystem", "signal detected"); emoji is a STRUCTURAL element (list markers, hooks), not decoration sprinkled at random |

### A2. Good vs bad

**Good** (matches real MSG 43/44 pattern):
> ⚡ POWER UP YOUR STREAK
> 🔵 Every day you show up charges your battery.
> 🔵 Miss a day and it resets — no exceptions.
> 🔵 Full battery unlocks a bonus drop.
> Still charging today? Tell us your streak 👇

**Bad** (violates structure + makes an income claim):
> Swipix pays you $500/month guaranteed just for opening the app!!! Better than any job. Download now before it's too late!!!

What's wrong: guaranteed income claim, no real deadline (false urgency), wall of
hype with no emoji-marker structure, implicit comparison to "any job" (avoid
comparisons), no genuine CTA question.

### A3. Gambling-lexicon ban — hard rule (2026-07-28 incident)

**Never use raffle/odds/winner/jackpot/draw-as-lottery language, or close
synonyms, when describing a contest, giveaway, loyalty-ticket mechanic, or any
in-app draw — regardless of channel.**

Banned words/framings (non-exhaustive — reject synonyms with the same semantics):
`raffle`, `odds`, `winner` (as a lottery outcome), `jackpot`, `bet`, `Daily Draw`
(as a chance mechanic), "your chances of winning", "lucky number".

- **Incident record**: the real post published 2026-07-28 (`MSG 46` in
  `tg_messages_parsed.txt`) described the Loyalty Tickets / Task Center mechanic
  using "Daily Draw", "raffle", "odds", "winner" — this sits right on top of the
  guardrail in `reference/copywriting-persuasion.md` §7 ("NO gambling-adjacent
  semantics: win/bet/jackpot/odds"). See `artifacts/smm/voice-and-visual-audit.md`
  section B and `artifacts/smm/content-plan-10-posts.md` Post 5's caveat for the
  full trace.
- **Required framing instead**: describe the mechanic as a straightforward
  exchange — "spend LUMY → get a ticket → ticket converts to DOPPY" — never as a
  chance/lottery outcome. Compare: Post 5 in `content-plan-10-posts.md`
  ("SPEND LUMY, EARN DOPPY — MEET LOYALTY TICKETS") is the compliant rewrite of
  the same mechanic the 07-28 post got wrong.
- **Scope**: this applies even when the underlying feature genuinely involves a
  drawing/lottery mechanic ("Розыгрыши с ботами" in the gamification bank,
  `crm-smm-content-planner`) — the MECHANIC can exist, the WORDING that describes
  it to users may not use gambling semantics. If a gamification idea is
  structurally a lottery/raffle, flag it to `crm-compliance-guard` before
  drafting copy, don't just reword around the ban.
- **Geo relevance**: gambling-adjacent language is highest-risk in
  `GEO_Blocked` markets (`reference/constants.md`) — if the post could reach
  those geos (public Telegram channel = yes, by default), treat the ban as
  absolute, not "soften it a bit."

## B. Visual rules

Three recurring visual tracks, all confirmed against post-rebrand photos
(`artifacts/smm/voice-and-visual-audit.md` §A2). Use one per post, matched to
the post's Angle-tag / content type (see `crm-smm-content-planner`).

| Track | Subject | When to use |
|---|---|---|
| 1. Fashion + gradient headline | Street/studio fashion photography, dark or desaturated base, teal↔purple↔magenta duotone/gradient glow overlay, bold white sans-serif headline in the lower third | Philosophy/onboarding posts, image-forward releases |
| 2. 3D brand mascot | The plush blue alien mascot (silver crown with red gems, big cartoon eyes), holding thematic prop (calendar, coin, ticket), dark background with colored bokeh | Feature releases, streak/reward mechanics, playful game posts |
| 3. Glossy product/UI render | Studio product-photography style 3D render of tokens/UI elements (coins, cards, notification mockups), dark charcoal surface, dramatic lighting | Token/balance mechanics, technical feature reveals (e.g. push UI) |

**Constant across all three tracks** (never vary):
- Dark/black base background.
- Accent duo: teal/cyan + purple/magenta, as gradient or glow — this IS the
  brand palette signature, not a seasonal choice.
- Headline space: white, bold sans-serif, always reserved in the **lower third**
  of the frame — the image brief must explicitly leave that area empty; the
  headline is composited after, never baked into the generated image.
- Format: **1:1** primary, **+ 4:5 adaptive for Instagram** — state both in every
  image brief.
- No baked-in text/logos in the generated image itself (headline is added in
  post).

For the actual mega-prompt wording to hand to nanobanana 2 / Gemini image-gen,
use `crm-smm-visual-director` — this section defines WHAT the visual must be,
that skill defines HOW to phrase the generation prompt.

## Anti-patterns

- Any dollar-denominated guaranteed-income claim ("$X/month", "guaranteed
  payout").
- Comparing Swipix to Cheelee or TikTok by name.
- Translating brand terms (Swipix, DOPPY, LUMY, UFO stay as-is).
- Gambling-adjacent wording on a contest/raffle/ticket post — see A3, no
  exceptions, no "just this once."
- Posting a visual with no reserved lower-third space for the headline, or with
  text/logo baked into the generated image.
- Publishing a feature as live before checking its status in
  `reference/constants.md` — see the Dating-feature miss in the audit (§A3):
  the plan once announced an `in-dev` feature as shipped.
- False urgency: a countdown or "limited" framing on something that isn't
  actually time-boxed.

## Quality check

- [ ] Hook + emoji-marker paragraph structure present.
- [ ] Post ends on an explicit CTA (question or "drop it below").
- [ ] No dollar-guaranteed-income claim; token amounts have no invented USD rate.
- [ ] No gambling-adjacent word (raffle/odds/winner/jackpot/bet) anywhere in the
      copy, especially on contest/ticket/draw content.
- [ ] Brand terms untranslated; no Cheelee/TikTok comparison.
- [ ] Image brief names one of the three visual tracks, reserves the lower
      third for text, states 1:1 (+4:5), and bakes in no text/logo.
- [ ] Feature described as "live" is confirmed live in `reference/constants.md`
      (or memory), not assumed from the content-plan table alone.

## Pair with

- `artifacts/smm/voice-and-visual-audit.md` — the full audit this skill distills.
- `reference/copywriting-persuasion.md` — general copy guardrails (§7 hard rules).
- `reference/constants.md` — brand/domain/deeplink/feature-status source of truth.
- `crm-compliance-guard` — escalate here if a gamification idea is structurally
  a lottery/raffle, not just a wording problem.
- `crm-smm-content-planner` — what to post, gamification bank, readiness gate.
- `crm-smm-visual-director` — turning track B into an actual nanobanana 2 prompt.
