Logline
A weekly deep-dive on a single terpene. Seventeen terpenes equals seventeen weeks equals a quarterly cycle. Same slot. Same format. Encyclopedic and serial at the same time.Concept
Terpenes are the actual story of cannabis, and most consumers cannot name three of them. Terpene of the Week fixes that one molecule at a time. Every Monday, one terpene gets the full treatment — molecular structure, aliases, boiling point, where else it shows up in nature, effect signature, and three strains where it dominates. By the end of the season, the audience has met all 17 of the terpenes the strain database tracks. The format is intentionally encyclopedic. The same card layout every week, the same five fields, the same “Catch the next one Monday” sign-off. Repetition is the teaching mechanism. The audience starts predicting what the boiling point slide will look like before they see it. That is the goal — pattern recognition is how a casual viewer becomes a literate one. The 17-week cycle creates a natural season structure. Week 17 is a finale that ranks all 17 by some criteria — most underrated, most misunderstood, best at sleep, most worth seeking out. Then the cycle repeats with new strain spotlights and new found-in-nature pairings. The same terpene at week 18 is not a rerun; it is a fresh angle on a known character.Why It Works
Audience
Cannabis consumers who want to level up beyond indica/sativa. Carousel-format Instagram learners and the long-tail search audience for terpene names.
Brand fit
Professor High’s signature greeting is “Greetings, student.” Terpene of the Week is the actual classroom — same time, same seat, same syllabus.
Viral mechanism
The carousel format is a save engine. Each card is a reference the audience comes back to. High save rates teach the algorithm to keep serving them.
Format
| Beat | Runtime | What Happens |
|---|---|---|
| Title card | Slide 1 | ”Terpene of the Week #N: [Name].” Signature color background. |
| Mugshot | Slide 2 | Molecular structure, aliases, boiling point. The reference data. |
| Found in nature | Slide 3-4 | Two slides of where else the terpene shows up — citrus, pine needles, pepper, hops, lavender. |
| Effect signature | Slide 5 | What the research actually says about how this terpene behaves. No medical claims. |
| Strain spotlight 1 | Slide 6 | A high-dominance strain with the terpene percentage and a one-line note. |
| Strain spotlight 2 | Slide 7 | Second strain, ideally a different effect profile. |
| Strain spotlight 3 | Slide 8 | Third strain, often a hidden gem. |
| Sign-off | Slide 9 | ”Catch the next one Monday.” Cycle counter — “Week N of 17.” |
Platforms
| Platform | Treatment |
|---|---|
| Primary. 9-slide carousel. Drops Monday at 9 AM Central. | |
| TikTok | 60-second vertical mirror. Same script, screen-recorded scroll through the carousel with voiceover. |
| X | Threaded post — one tweet per slide. The molecular structure tweet pinned for the week. |
| Web | Each terpene episode permalinked to the matching terpene reference page on the site. |
Cadence
Weekly. Monday at 9 AM Central, every week, no exceptions. The slot is the appointment. Seventeen weeks per cycle, then a one-week intermission for a finale recap, then the cycle restarts. New strain spotlights every cycle so the encyclopedia stays alive instead of looping a rerun.Example Episodes
Terpene of the Week #1: Myrcene. The most common, most misunderstood, and most predictive terpene in cannabis. Professor High frames the season opener as the case for why every viewer needs to know this molecule by sight. Terpene of the Week #2: Limonene. Professor High’s favorite — and the bias-corrected case for why. Citrus connection, the mood research, three strains where limonene leads. The episode where the host shows his hand on purpose. Terpene of the Week #3: Caryophyllene. The only terpene that activates a cannabinoid receptor (CB2). The biochemistry slide is the centerpiece. Black pepper as the found-in-nature pairing. Terpene of the Week #4: Pinene. What mountain air and sharp focus have in common. Pine needles, rosemary, and the three strains where pinene crosses 1.0%. The clarity-and-focus episode. Season Finale (Week 17): Ranking all 17 terpenes by underrated-ness. The whole season recapped as a leaderboard. Professor High defends his picks. The episode the audience screenshots and argues about all week.Production Notes
- The Terpene Card. A reusable design template — molecular structure top-left, signature color background, boiling point and aliases pinned consistently. The card is the show’s visual signature and never changes layout between episodes.
- Signature colors. Each terpene has its own color drawn from the cannabis colors package. Myrcene leans earthy, limonene yellow, pinene pine green. Same color every cycle.
- Found-in-nature. Real photography over illustration where possible. Citrus, pine, pepper, hops — show the actual source.
- No medical claims. Effect descriptions stay observational and cite the literature. “Associated with” not “treats.” Professor High’s authority depends on this discipline.
- Cycle counter. Bottom-right corner of every card reads “Week N of 17.” Builds the serial feeling without requiring a separate explainer.
Hashtags & Discovery
Primary:#terpenes #terpeneoftheweek #cannabisscience
Secondary: #cannabischemistry #cannabisedu #stonertok
Discovery angle: long-tail SEO on terpene names. The Instagram carousels rank in image search. The web cross-link compounds over cycles.
Success Metrics
- Save rate above 10% on Instagram. Carousels are saved or they are forgotten.
- Carousel completion rate above 70%. Slide 9 should be reached, not skipped to.
- Click-through to the matching terpene page on the site, target 3% of carousel views.
- Cycle-over-cycle audience growth. Cycle 2 of myrcene should outperform cycle 1.
Pillar
Maps to Science Drops. The flagship recurring show in that pillar.Status
concept
Related
The Entourage
The 17 terpenes personified as characters. Terpene of the Week introduces the molecule; The Entourage gives it a personality.
Lab Logs
Lab Logs frequently teases the terpene that becomes the next Monday’s episode. The two shows are deliberately wired together.