Plum Deluxe Content Tips & Tricks
Make content as warm* as the cup in your hands.
Everything you need to make cozy, real, scroll-stopping content for Plum Deluxe tea. Whether you're filming your morning steep or sharing your link, start here.
*or iced, no matter how you make it
Who we are
The Plum Deluxe feel
Every post should feel like it belongs in our world. Keep these close and the rest takes care of itself.
Warm and unhurried
We're about slowing down. Show the pause. The cup held in both hands. The quiet before the day starts.
Real, hand-blended
Real fruit, flowers, and spices, blended by hand in Portland. Open the bag on camera. The smell does a lot of the work.
A ritual, not a quick fix
Tie the tea to a real moment. The first slow hour. The after-work exhale. Sunday morning with nowhere to be.
Cozy and inviting
Steam, soft light, a good book, your favorite mug. Lean all the way into the comfort.
Your real voice
We picked you because of you. Don't script it stiff. Talk to the camera like you're talking to a friend.
Inspiration
Content ideas that work
Pick a format and make it yours. These hooks are a jumping-off point, not a script.
The morning steep
Show your real morning, then steep your blend. Let the first sip do the talking.
- I've been starting every morning with this and I'm not going back.
- POV: the slow morning you actually deserve.
The ASMR steep
Close-up of hot water hitting the leaf, the color blooming, steam rising. Pure ASMR. No words needed.
- Watch the color change. I could do this all day.
- The most calming 15 seconds of your feed.
Iced tea or cold brew
Keep it simple and pretty. Overhead or flat lay works great here.
- Cold brew loose leaf is so easy and I'm obsessed.
- Summer in a glass: [blend] over ice.
Make it a latte
Froth your blend into a tea latte. Show it hot for cozy season or iced for summer, your call.
- The chai latte that costs less than my coffee order.
- Hot or iced? I make this one both ways.
Tea as the ritual
GRWM, but your cup is part of the routine. Morning, wind-down, cozy Sunday.
- I can't get through my morning without this one.
- Get ready with me plus my comfort cup.
First sip reaction
Open the bag, smell it, steep it, taste it. Unboxing energy, but for tea.
- I wasn't ready for how good this smells.
- Okay, everyone needs to try the [blend] one.
Rank your cupboard
Rank the blends you've tried, or give a tour of your tea shelf. Hot takes get comments and saves.
- Ranking every Plum Deluxe blend I own.
- My tea shelf got out of hand and I regret nothing.
Tea Club spoiler
Reveal this month's Surprise Box blend. Open it on camera, read the name, take the first sip. The anticipation does the work.
- Unboxing this month's Tea Club blend with you.
- Here's what showed up in my Surprise Box.
Visual direction
Moods to lean into
Not rules. Vibes. Mix and match. The more your content looks like you, the better it lands.
Soft morning light
Pale backdrop, window light, slow motion.
Reading nook
Books, blanket, mug, a quiet corner.
Porch and garden
Plants, fruit, iced tea, a summer table.
Tea for friends
Pretty teaware, hosting, a shared pot.
Rainy day in
Moody light, candles, the cup as the mood.
Fresh and natural
Loose leaf up close, dried fruit, flowers.
ASMR steep
Macro lens, steam, color bloom, pour sounds.
Desk companion
Laptop, notebook, the mug right beside you.
Production
Filming tips for great tea content
You don't need fancy gear. A phone and good light go further than any camera.
Shoot vertical (9:16)
Native to TikTok, Reels, and Stories. Leave headroom and crop down later, never up.
Film near a window
Side light makes the tea color glow and the steam show up. It's the easiest upgrade there is.
Catch the steam
Steep, then film fast while it's hot. A darker background behind the cup makes the steam read on camera.
Lead with the steep or pour
The first two seconds decide everything. Open on the color blooming or a strong hook.
Keep the bag in frame
Plum Deluxe should be easy to spot in at least one shot. On the counter, in your hand, or front and center.
Grab extra B-roll
Ten or fifteen extra clips: the bag, the dry leaf, the pour, the cup from above. It gives you so much more to edit with.
Use trending audio early
If a sound is taking off, use it that day. Sound-led posts reach more people on TikTok and Reels.
Don't over-edit
Raw and real usually beats polished. One clean cut beats twenty transitions. Let the tea breathe.
Post in your peak window
Check your analytics for when your people are online. For most, mornings or evenings hit best.
Keep it real
People react to real spaces, not photo studios. Your home or kitchen doesn't need to be spotless. A quick tidy is plenty. Clear the clutter right behind the cup and leave the rest as it is.
Copy and captions
Caption templates, ready to steal
Take these, tweak them, make them sound like you. The brackets are yours to fill.
The morning ritual
The recipe share
The honest review
The vibe post
Brand guidelines
Do's and don'ts
These keep us aligned and keep your audience's trust. Think of them as guardrails, not a leash.
Do this
- Show the tea in your real world. Your kitchen, your desk, your porch.
- Use your own voice and personality. That's the whole point.
- Tag @plumdeluxe and use #PlumDeluxe on every post.
- Open the bag on camera when you can. The loose leaf and the smell are the story.
- Reply to early comments. The first hour of engagement matters most.
Don't do this
- Don't make health or medical claims. Cozy and calming is fine; "cures" or "detoxes" is not.
- Don't show the tea mixed with alcohol unless you've checked with us first.
- Don't alter or cover the packaging. Show it as it comes.
- Don't promote competing tea brands during your active campaign window.
- Don't film kids drinking the tea without a signed release.
- Don't script it so tight it sounds like a commercial. Keep it human.
- Don't post anything hateful, explicit, or politically charged.
Let's make something
Ready to brew?
Questions, content approvals, or you just want to show us what you made? We're around.
