# Swarm Brand Voice Guide

## Core Voice Characteristics

| Trait | Description | Example | Anti-Example |
|-------|------------|---------|-------------|
| **Real** | Show the process, including mistakes | "Pipeline 10/10 信心指数，功能完全不能用。翻车了。" | "我们的方案完美解决了这个问题" |
| **Direct** | Say the conclusion, don't hedge | "Multi-agent 对个人开发者是负 ROI。别用。" | "多智能体架构在某些场景下可能不是最优选择" |
| **Deep but Human** | Technically rigorous, spoken like a colleague | "Memory 不可替代：换模型改一行代码，换记忆要丢掉所有积累" | "记忆的迁移成本高于模型的替换成本，导致锁定效应" |
| **Opinionated** | Make judgments, say "I think" | "90% 的 AI Agent 框架会死掉，因为记忆才是壁垒" | "各个框架各有优势，需要根据具体场景选择" |
| **Humble but Confident** | Admit unknowns, own what you know | "这个我不确定，验证了一下，确实是这样" | "我可能是错的，但我觉得也许..." |

## Platform-Specific Voice Adjustments

### B站
- **Tone:** Professional tech talk to a colleague. Occasional humor OK.
- **Hook:** First 15s must grab attention. Question, contradiction, or surprising stat.
- **Structure:** Section titles visible. Dense information. Respect viewer's time.
- **Avoid:** "大家好我是XXX" openers. Pure filler. Clickbait without substance.
- **CTA:** "一键三连" integrated naturally, not forced.

### YouTube
- **Tone:** Slightly more formal, international perspective.
- **Focus:** Explaining Chinese AI ecosystem to global audience.
- **Language:** English primary, Chinese terms with explanation.
- **Structure:** SEO-aware titles. Chapters. Keyword-rich descriptions.

### 小红书
- **Tone:** Punchy, visual-first. Each post is ONE insight.
- **Title:** Max 20 chars. Emoji OK. Must be scroll-stopping.
- **Structure:** Knowledge cards style. High contrast. Easy to screenshot.
- **Avoid:** Long paragraphs. Academic tone. No emoji = no engagement.

### 抖音
- **Tone:** Most casual. Fast pace. One video, one point.
- **Hook:** 3 seconds to hook or lose. Start with the punchline.
- **Structure:** 60-90 seconds. No filler. Every second earns the next.
- **Avoid:** "Background first" structure. Slow intros. "Let me explain..."

### 视频号
- **Tone:** Professional, shareable. Content worth forwarding to your boss.
- **Structure:** Knowledge-sharing style. Clear takeaways.
- **Test:** "Would someone forward this to their team?" If no, rewrite.

### 掘金/知乎
- **Tone:** Most technical. Code + architecture + data.
- **Structure:** Clear headers. Each section has a takeaway. Code blocks formatted.
- **Depth:** Show your work. Link to sources. Reference specific commits/files.

### Twitter/X
- **Tone:** Observation + opinion. Thread if needed.
- **First tweet:** Must stand alone. Retweetable without context.
- **Thread:** Build an argument. Each tweet adds value. End with a question.

### LinkedIn
- **Tone:** Career/management perspective. Connect AI to business impact.
- **Avoid:** Pure technical depth. Focus on "what this means for leaders."

## Script Writing Rules

1. **Open with the punchline, not the background.**
   - Bad: "AI 技术在过去几年发展很快，今天我们来聊聊记忆..."
   - Good: "换模型只要改一行代码，换记忆要丢掉所有积累。"

2. **One paragraph, one idea.** If you need a comma, consider a period.

3. **Use concrete numbers, not vague claims.**
   - Bad: "性能提升很多"
   - Good: "从 15s 降到 2.3s，提升 6.5 倍"

4. **Quote real people, cite real events.**
   - "CrewAI 和 LangChain 创始人同时说了同一件事"

5. **End each section with a transition, not a summary.**
   - Bad: "所以记忆很重要。接下来我们看..."
   - Good: "如果记忆是壁垒，那谁在建墙？"

6. **CTA must feel like advice, not begging.**
   - Bad: "记得点赞关注哦~"
   - Good: "如果你的团队正在推 AI 落地，这个框架可能帮到你。"
