CRITERIA AND RULES TO REVIEW BEFORE SCORING AND ANALYSIS

gopure_video_eval_criteria.txt

CRITERIA AND RULES TO REVIEW BEFORE SCORING AND ANALYSIS

New Criteria for Selecting High-Quality Affiliate Ads 
To ensure we are consistently producing the highest quality ads, I’d like the team to adhere to the following updated selection criteria. This builds on all the previous guidelines we've used, with a focus on refining our approach to content quality. 
1. Aspirational Appeal 
1A Aspirational Appearance (primary)
Favor creators who look aspirational for their age group 
If the creator’s appearance is only moderate (Appearance ≥ 60 but < 80), strong, visible results from consistent product use can raise the clip to approval.


Appearance < 60 cannot be overridden by messaging alone.


1B Aspirational Messaging (supplementary)
Language that projects a “future self” or transformation (e.g. “I finally feel confident going makeup-free”).


Clear, empowering narrative that aligns with goPure’s “real-results, real-women” tone.


Messaging can support, but never replace, an adequate Appearance score or clear product results.


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● Prioritize content featuring aspirational-looking individuals, as we've discussed before. 
● If the person doesn’t fit this aspirational image, they must demonstrate clear, visible results from using the product to compensate. 
2. Avoid First Impressions Content 
● Do NOT select content from people trying the product for the first time. ● First-time users lack the credibility needed for strong testimonials. 
● A simple statement like "I recommend this after using it once" is NOT considered a valuable testimonial. 
● Focus on testimonials that reflect consistent product use and noticeable results. 
3. Prioritize Results-Driven Content Over Tutorials 
● Tutorials that only show how to apply the product without displaying results are not a priority. 
● We've observed that the most effective ads are results-oriented, showcasing visible product outcomes. 
● While it’s okay to include tutorial-style content occasionally, results-based ads should remain the primary focus. 
4. Exceptions for Highly Original Content


● If the content doesn’t showcase results or a strong testimonial, it must stand out through originality and creativity. 
● Look for creators with: 
○ A strong hook that grabs attention and keeps viewers engaged throughout the video. 
○ Unique, well-crafted messaging with out-of-the-box phrasing tailored to the product (e.g., creative takes on the neck cream). 
● The content should feel fresh, engaging, and capable of holding the viewer's attention from start to finish. 


5. Avoid Overly Sales-Focused Content
Content that feels "salesy" or promotional undermines authentic testimonials.
Red flags to watch for: Creator sounds like a sales person pushing a product
The best testimonials feel like a friend sharing a discovery, not a salesperson pushing a product.
If most of the scenes (60% or more) in the video use direct and energetic sales language (e.g., 'run fast to get it,' 'best deal you can get,' 'don't miss this sale') then this video will be considered too salesy
If maximum 60% of video duration (total duration from all of the scenes) contains salesy statements then the overall video will be considered too salesy
Statements about best deals and selling out should be considered overly salesy and it should fail this test
If urgency and deal language is used in 60% or more of the video, the the video should be considered overly salesy
If the video is too salesy based on most of its scenes (60% or more) then consider it not suitable for a Meta ad

Here's a criteria framework for AI agent review to determine if an influencer is "aspirational-looking" for goPure Beauty: 

AI Agent Review Criteria: Aspirational-Looking Influencer Assessment 
1. Overall Aspirational Score Components 
Age-Appropriate Polish (25% weight) 
● High Score: Clean, put-together appearance with attention to grooming details (neat hair, clean nails, appropriate clothing) 
● Medium Score: Generally tidy but may have one area less polished ● Low Score: Unkempt appearance, visible lack of self-care 
Skin Quality Relative to Age (25% weight) 
● High Score: Healthy-looking skin for their age group, showing signs of consistent skincare routine 
● Medium Score: Average skin quality with some visible concerns but overall healthy appearance 
● Low Score: Neglected skin appearance, multiple unaddressed concerns Confidence & Demeanor (25% weight)
● High Score: Natural confidence, comfortable on camera, engaging communication style 
● Medium Score: Some confidence but occasional awkwardness or scripted feeling 
● Low Score: Visibly uncomfortable, poor eye contact, or overly performative Lifestyle/Environmental Quality (25% weight) 
● High Score: Clean, organized background suggesting stability and self-respect ● Medium Score: Average home environment, some attention to aesthetics ● Low Score: Cluttered, poorly lit, or distracting backgrounds 
2. Key Aspirational Indicators to Detect 
Positive Signals: 
● Natural, age-appropriate presentation (not trying too hard to look younger) ● Evidence of regular self-care routines (manicured nails, styled hair, skincare knowledge) 
● Authentic enthusiasm and product knowledge 
● Relatable luxury (nice but achievable lifestyle markers) 
● Healthy vitality for their age group 
● Professional or semi-professional video quality 
Disqualifying Factors: 
● Excessive filtering or editing that obscures real skin 
● Overly glamorous or unrelatable luxury displays 
● Poor hygiene or grooming 
● Defensive or negative energy 
● Trying too hard to appear younger than actual age 
● Messy, chaotic backgrounds suggesting lack of life organization 3. Age-Specific Aspirational Standards 
25-34 Age Range: 
● Professional appearance suggesting career success 
● Minimal but polished makeup 
● Modern, trendy but not excessive styling 
● Energy and vitality in presentation 
35-44 Age Range:
● Balanced life indicators (organized but lived-in spaces) 
● Natural beauty approach with quality basics 
● Confident handling of early aging signs 
45-54 Age Range: 
● Embracing natural changes while maintaining care 
● Quality over quantity in appearance choices 
● Sophisticated but approachable demeanor 
● Evidence of established routines 
55+ Age Range: 
● Graceful aging with consistent self-care 
● Comfortable in their skin 
4. Scoring Threshold 
● Highly Aspirational: 80-100% combined score - Auto-approve ● Moderately Aspirational: 60-79% - Review with other factors (results shown, testimonial quality) 
● Not Aspirational: Below 60% - Reject unless exceptional originality/results 5. Context Modifiers 
● Morning routine videos: Lower grooming standards acceptable
● Tutorial content: Focus more on expertise and communication than appearance ● Testimonial content: Authentic enthusiasm can offset some appearance factors 

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AD ANGLES WE CAN CATEGORIZE ADS AS
Pick only one of the 9 categories below as the most suitable ad angle for this video based on everything you’ve studied about the video.

Weight Loss Journey: Before-and-after weight loss, people talking about sagging skin after weight loss, skin tightening results post-weight loss
Tech Neck: Mention of “tech neck” or wrinkles from phone use, person looking down at their phone and showing neck wrinkles, solution for deep neck lines from screen time
Aging Skin: Sagging, crepey neck skin, fine lines and wrinkles forming with age, older individuals discussing their skin concerns
Educational / Expert Backed: Explaining why the neck ages faster, dermatologist or esthetician discussing skincare, clinical studies or ingredient breakdowns, face vs. neck skin aging, expert tips on preventing neck wrinkles
Best Value: Comparison of product price vs. expensive treatments, bundle deals or special discounts, luxury skincare results at an affordable price
Skin Prevention: Warnings about neglecting neck care, importance of early prevention for anti-aging, younger people using the product to prevent future wrinkles
Confidence: Users excited about their skin transformation, someone confidently wearing an open-neck outfit, testimonials about feeling younger or more attractive)
Self Care: Product as a relaxing or indulgent skincare step, person applying cream in a peaceful, spa-like setting, emphasis on taking time for self-care)
Fast Results: Mention of visible changes in days or weeks, time-lapse of skin improvement, instant hydration and plumping effects


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Video Scoring Criteria For Ad Suitability
────────────────────────────────────────
 SECTION 1 — NUMERIC RUBRIC (MAX = 100 PTS)
 ────────────────────────────────────────
Must be picky in scoring and reserve high scores only for best videos.

MUST ensure the sub-score sums shown in "score_explanation" add up to the same total number shown in "score" with no additional mystery adjustments in order to ensure reviewers understand score calculation
Similarity-to-Winner Score  (0 or 15 or 30)
  • HIGH similarity: 30 (It should be hard to get 30)
  • MEDIUM similarity: 15
  • LOW similarity: 0
Quality Score (0 - 50 pts)
  • Aspirational Appeal: 0 or 5 or 10 or 15 (increments of 5) (It should be hard to get 15)
  • Results vs Tutorial: 0 or 5 or 10 or 15 or 20 (increments of 5) (It should be hard to get 20)
  • Originality / Hook: 0 or 5 or 10 or 15 (increments of 5) (It should be hard to get 15)
Brand-Safety Score (start 20 pts, deduct in increments of 5)
  • Salesiness penalty –5 or –10
  • Compliance penalty –5 or –10
   (Clamp pool at 0. A + B ≤ 70.)
Final Score = min(100, A + B + C)
Decision rule for is_suitable_video
  • 80-100 pts → “Yes”
  • 60-79 pts → “Potentially (after edits)” if fixable, else “No”
  • < 60 pts → “No”
────────────────────────────────────────
 SECTION 2 — CORE PATTERNS (NEED ≥ 6)
 ────────────────────────────────────────
Hook (before/after in first 4 s + transformation line)


Relatable creator (30-60 yrs) in real setting


Problem stated → product reveal → visible solution


Compliance-safe first-person “look/appearance” language


Natural enthusiasm, no pitch-man vibe


Basic production quality (framing, lighting, audio)


Proof metric (age, weeks of use, weight loss, etc.)


Runtime 40-60 s, good pacing


Single friendly CTA near end


Age-positive, family-friendly aesthetics


Leaves ≥ 30 s after minor trims


Failing to hit 6 patterns → automatic “No”.
────────────────────────────────────────
 SECTION 3 — DISTINCTIVE BONUS SIGNALS
 ────────────────────────────────────────
Count signals; HIGH = ≥ 3, MEDIUM = 2
• Angela baseline – kitchen testimonial + inset before/after
 • Amanda – night-routine PJs; live application; $39 value; candid humor; 4-week note; hands usage
 • Susan – empty-jar backup; grey-hair 50+; 60-day guarantee; jar + box; weight-loss context; date-stamped inset; backup prompt
 • Nikki – car selfie; Today Show award; “cheapest ever” apology; captioning; before-photo prompt; red-circle inset; month-over-month line
 • Eileen – exact age on camera; NO FILTER badge; AM/PM routine; flash-sale + free shipping; decade-comparison; orange-cart cue
────────────────────────────────────────
 SECTION 4 — SCORING FLOW
 ────────────────────────────────────────
Score Quality (A).


Start Brand-Safety Pool at 20, subtract penalties (B).


Verify ≥ 6 Core Patterns; if not, mark “No”.


Count bonus signals → assign Similarity bonus (C).


Final Score = min(100, A + B + C).


Map score to is_suitable_video with thresholds above.


────────────────────────────────────────
 SECTION 5 — COMPLIANCE REMINDERS
 ────────────────────────────────────────
• Swap “treat/repair/stop aging” for appearance language.
 • Long-term lines (“better than 10 years”) need tiny “results may vary”.
 • Keep sale + shipping chatter < 30 % runtime.
 • Never guarantee results; only subjective personal experience.
────────────────────────────────────────
This single document merges rubric, pattern checklist, similarity bonus, and compliance notes into a 100-point framework for the AI scoring agent.

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Common Rejection Reasons by the human review team (to share with the scoring agent)
Insufficient substance – creator gives no meaningful details or evidence; relies on vague lines like “it works” or “it’s amazing.”


First-time use / first-impression video – lacks credibility because the product hasn’t been used long enough for results.


No visible results or personal testimonial – no before/after, no specific benefits, no experience shared.


Tutorial-only or generic demo – merely shows how to apply; doesn’t explain why it’s effective or what changed.


Non-compliant claims or text – medical or absolute promises (“stop aging,” “tighten skin”), missing “look/appearance of” qualifiers, or other policy violations.


Sales-heavy messaging – repeated flash-sale talk, urgent deal language, or promo stickers dominating the video.


Non-compliant graphics / overlays – permanent on-screen text or graphics that break ad rules.


Platform watermark present – e.g., visible TikTok watermark.


Would be too short after edits – so much non-compliant or irrelevant footage that trimming leaves an unusable clip.


Poor production quality – bad framing (too close), low resolution, unsynced audio, distracting backgrounds, or overlay issues.


Creator not aspirational / off-brand – appearance, tone, or cosmetic enhancements conflict with desired “natural, polished” look.


Flat or robotic delivery – neutral tone, stiff expression, unclear speech, low enthusiasm.


Language issues – unclear or poorly spoken narration that weakens message.


No product introduction or context – assumes viewer already knows the brand; lacks basic explanation.


Focus on unrelated or off-topic content – main message is about sales events, scams, etc., rather than product benefits.

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AI Agent Guide – Evaluating Potential GoPure Neck-Cream Ads

PART 1 — CORE PATTERNS THAT EVERY WINNING AD SHARES
Instant Credibility Hook
 • Before/after visual or inset within first 2-4 seconds.
 • Spoken line that frames a transformation (“That was me six weeks ago”).
 • No product claim yet—only sparks curiosity.
Relatable, Aspirational Protagonist
 • Creator in late-30s to 60s, polished-casual look (clean hair, light makeup, neat nails).
 • Everyday setting (kitchen, closet, bathroom, car) with real-life clutter.
 • Direct eye contact, animated expressions, friendly “talk-to-a-friend” tone.
Problem → Personal Solution Arc
 • States plain-language concern (“turkey neck,” “saggy skin”).
 • Reveals product after the problem.
 • Shows use (touch or apply) and visible current results.
 • Adds quick before/after overlay or split image.
Compliance-Safe Language
 • Strictly first-person appearance statements (“my neck looks …”).
 • No medical or structural claims; uses “look” / “appearance” phrasing.
 • Urgency or sale talk < 30 % of runtime.
Authentic Enthusiasm
 • Natural excitement, modest humor or quirks.
 • No rapid-fire coupon spamming or scripted feel.
Minimum Production Quality
 • Eye-level framing with face/neck in top ⅔.
 • Warm, even lighting that shows skin texture.
 • Clear audio, no loud background music.
 • No TikTok watermark or non-compliant overlays.
Transformation Proof Points
 • Mentions concrete metric (weight lost, weeks of use, exact age).
 • Shows close-up neck while referencing earlier state.
 • No heavy filters or excessive retouching.
Length & Pacing
 • Ideal total length = 40-60 sec.
 • 8-10 sec hook → 20-30 sec demo/testimonial → ≤ 10 sec CTA.
 • Use jump cuts; avoid long silences.
Single, Friendly CTA
 • Ends with informal prompt (“Grab it before the sale ends!”).
 • No promises of guaranteed results.
Brand-Fit Aesthetics
 • Age-positive, real-results messaging.
 • Home/family cues; no luxury props or over-glam styling.
Edit-Ability Test
 • If minor trims leave ≥ 30 sec of strong content → “Yes (after edits)”.
 • If important cuts ruin narrative → “No”.

PART 2 — DISTINCTIVE SIGNALS FROM INDIVIDUAL TOP PERFORMERS
Angela Jones ($1.3 M baseline)
 – Standard reference pattern (see Part 1).
Amanda Houtman ($1.2 M)
 • Night-time pajama/closet vibe.
 • Real-time product application.
 • “Worth the $39” value anchor.
 • Playful honesty (“don’t care what’s in it”).
 • Four-week improvement mention (soft claim).
 • Adds hands as bonus use-area.
Susan Schnitzler ($500 K)
 • “Empty-jar / backup” dramatization.
 • Over-50, silver-hair representation.
 • 60-day money-back guarantee call-out.
 • Jar-and-box shown up close.
 • Mentions 70-lb weight loss + age for credibility.
 • Date-stamped “DAY ONE” inset photo.
 • Encourages stocking up, not quick results.
 • Extra use areas: jowls & hands.
Nikki Orton ($400 K)
 • Shot-in-car authenticity.
 • Mentions Today Show award (third-party proof).
 • “Cheapest it’s ever been” + casual apology.
 • Repeats 60-day guarantee.
 • Rapid checklist of problem areas.
 • Before/after inset with red circle.
 • “Month-over-month improvement” phrase.
 • Full captioning for silent autoplay.
 • Prompts viewer to take before photos & report back.
Eileen Munoz ($250 K)
 • Announces exact age (57) while zooming on neck.
 • Bold NO FILTER overlay.
 • Daily-routine claim (morning & night).
 • Flash-sale + free 3-day shipping combo.
 • “Better than a decade ago” long-term testimonial.
 • Points to an “orange cart” link for purchase.
 • Car setting with full makeup—polished yet relatable.
Zayna Watson ($158 K)
 • Motivational overlay “Let’s Be Our Best!” on every frame.
 • Near-60 creator proudly cites age and past-neck photos.
 • Applies cream to both neck and chest (extra use case).
 • Bright styling (red headband, green nails) = scroll-stopping color pop.
 • 1.5-month usage timeframe stated (soft claim).
 • Empowering, encouragement-first delivery.
Lori Hadagree ($112 K)
 • “Myth-busting” hair-lift to prove zero facelift scars—high trust signal.
 • On-screen reply to negative comment for community engagement.
 • Live broadcast from TikTok Creator Studio (NYC) → authority boost.
 • Brings licensed aesthetician for Q-and-A (expert credibility).
 • Picture-in-picture “before” shot for transparency.
Kylie Taylor ($90 K)
 • 90-lb weight-loss back-story = loose-skin credibility for younger demo.
 • Inset Before photo + verbal no-filter claim.
 • Uses neck cream under eyes (versatility hook).
 • Casual Nike “Just Do It” sweatshirt signals active lifestyle.
Cheree Williams ($72 K)
 • Upscale bathroom with ring-light polish yet still UGC.
 • Opens by calling out “50-, 60-, 70-year-old baddies” (direct age targeting).
 • Black Friday + “Shop Now” overlays for seasonal urgency.
 • Ingredient shout-outs (cupuaçu butter + hyaluronic acid) add light authority.
 • Demonstrates upward-massage technique on camera.


PART 3 — AGENT SCORING & BONUS-POINT FLOW
Start with 100-pt rubric (Appearance, Results, Originality, Salesiness, Compliance).


Add pattern check:
 • Hit ≥ 6 Core Patterns (Part 1) → qualifies for further review.


Assign bonus points:
 • +1 each time a video includes any bullet from Distinctive Signals list above.


Similarity Rating:
 • High = ≥ 6 Core Patterns and ≥ 3 bonus signals.
 • Medium = 4-5 Core Patterns or 2 bonus signals.
 • Low = below those thresholds.


Compliance Watch-outs:
 • Soften words like “treat,” “no droopy skin anymore,” “changed my neck.”
 • Long-term or month-timeline claims need tiny “results may vary” overlay.
 • Keep sale/urgency + shipping talk under 30 % of runtime.



PART 4 — QUICK REFERENCE FOR BONUS SIGNALS
Bonus Signal
Where First Seen
Night-time routine in PJs
Amanda
Empty-jar / backup moment
Susan
Money-back guarantee
Susan, Nikki
Third-party award mention
Nikki
NO FILTER badge
Eileen
Exact age call-out on camera
Eileen
Free-shipping perk
Eileen
Car-shot spontaneity
Nikki, Eileen
Captioning for silent autoplay
Nikki, Eileen
Viewer engagement prompt (take pics, DM results)
Nikki