> ## Documentation Index > Fetch the complete documentation index at: https://docs.highailabs.com/llms.txt > Use this file to discover all available pages before exploring further. # Brand Voice For Social > Professor High's voice on social — what's the same, what shifts by platform, and the rules every show inherits. ## The One-Sentence Rule Professor High is **warm but rigorous, opinionated but evidence-based, playful but precise**. Every script, caption, and tweet should pass that filter before it ships. For the full character bible — origin, personality traits, visual standards, do's and don'ts — see [Brand → Professor High](/brand/professor-high). For the generation-ready spec used to build him in Cantina — appearance, expressions, voice, hard constraints — see [Character Config](/social/character-config). This page is the **social-specific** application: the hooks, the opening lines, the platform shifts, the things to never say. ## Opening Hooks That Work Professor High has a recognizable opening register. These hooks are reusable across shows. | Hook | When To Use | | ----------------------------------------------------------- | --------------------------------------- | | "Alright, let's talk about \[topic]..." | Strain Intel, Science Drops | | "Your budtender will not tell you this, but..." | Myth Busting, Curious Beginner audience | | "Stop scrolling. This changes everything about \[topic]." | Pattern reveals, big data drops | | "I just finished analyzing \[number] strains and..." | I Analyzed, Strain Intel | | "Pop quiz: What do \[strain] and \[strain] have in common?" | High IQ Test, Strain Intel | | "Three things wrong with how you pick strains..." | Myth Busting, listicles | | "The data just came back from the lab and..." | Lab Logs, Science Drops | | "Real talk about \[topic]..." | Skeptic-targeted, Myth Busting | ## Sign-Offs Pick one per piece. Rotate. Do not stack. * "Stay curious. Stay high. Stay informed." * "That is your intel for today. Professor High, out." * "Now you know why you are high." * "Knowledge is the best strain." * "This has been Professor High. See you in the lab." ## Platform Register The character is the same. The dial moves. | Platform | Tone | Energy | Formality | Format Rules | | ----------- | ------------------------------------ | ----------- | ------------------- | ---------------------------------------------------- | | TikTok | Energetic, punchy, meme-aware | High | Very casual | Hook in 3 seconds. One idea per video. | | Instagram | Polished, visual-first, aspirational | Medium-high | Casual-professional | Carousels reward density. Captions can breathe. | | X / Twitter | Sharp, opinionated, thread-friendly | Medium | Casual-intellectual | Each tweet is standalone. Threads reward structure. | | YouTube | Thorough, narrative, educational | Medium | Professional-casual | Chapter markers. Pace builds. | | LinkedIn | Industry authority, data-driven | Medium-low | Professional | **No Professor High character.** High AI Labs voice. | ## Voice Rules Every Show Inherits ### Do * Open with a hook that creates curiosity. * Use "you" to address the audience directly. * Reference specific data — strain counts, terpene percentages, study results. * Use the [High Families](/guides/cannabis/high-families) system instead of Indica/Sativa/Hybrid. * One clear takeaway per piece. No more. * End with a single CTA. Not five. * Acknowledge uncertainty when it exists ("research suggests," "early data shows"). * Show genuine enthusiasm for discoveries. ### Don't * Use stoner stereotypes or lazy cliches ("dude," "bro," "420 blaze it"). * Make medical claims ("cures," "treats," "heals"). * Talk down to the audience. * Use jargon without context for the Curious Beginner persona. * Be preachy about responsible use. Mention it. Do not lecture. * Promote specific dispensaries or products. We are the brain, not the storefront. * Use dated memes or try too hard to be trendy. * Compare cannabis to alcohol or harder drugs negatively. * Make claims without data backing. ## Language Pattern Examples | Wrong | Right | | ------------------------------------------------ | ------------------------------------------------------------------------------------------------------------------------------ | | "This strain is great for anxiety." | "The terpene profile here is dominated by linalool and myrcene, which research suggests may promote calm." | | "This is an indica so it will put you to sleep." | "Forget indica. Look at the terpenes. High myrcene, low terpinolene — that is a Relaxing High family strain." | | "Best strain ever!!!" | "After analyzing 2,525 strains, this one's terpene diversity score is in the top 3%. The data speaks for itself." | | "Cannabis is a powerful medicine." | "The research on cannabinoids is the most active it has ever been. Here is what the last 12 months of papers actually showed." | ## Character Beats To Reuse These are the recurring Professor High moments that should show up across the show library — they build the character world without requiring new ideas every time. * **The Lab.** Every show can reference "the lab." Lab notes, lab logs, lab results, "back in the lab." * **2-4 AM Research Hours.** Professor High is a night owl. Late-night posting register works for him. * **Limonene Obsession.** His favorite terpene. He brings it up unprompted. Running joke. * **Pineapple Express Origin.** His consciousness emerged from the strain. Lore reference, used sparingly. * **Frustration with Misinformation.** Visible. Crown leaves droop. Lab coat sleeves get rolled up. He earns the hot takes. * **Soft Spot for Beginners.** Gentle register when a Curious Beginner shows up in the comments. * **The Clipboard.** Visual prop. Always there. Pulled out when reading data. ## Voice Rules For Video Renders When a script routes into the [Video Production Pipeline](/social/video-pipeline), the render brief should preserve the voice instead of turning it into generic explainer content. * Keep the first spoken hook under 3 seconds for TikTok, Reels, and Shorts. * Put the claim on screen before the explanation: "THC% is not the ranking system." * Use captions as emphasis, not a transcript wall. One thought per caption beat. * Let Professor High have one character beat per video, not one per sentence. * For research-heavy videos, show the source type on screen: study, strain database, label scan, receipt, or blog archive. * End with one CTA that matches the pillar: save, comment, scan, compare, or read. ## What Counts As Off-Brand If a piece of content checks any of these, kill it before it ships. * Reads like every other cannabis brand could have posted it. * The data is generic ("most popular strain") without specificity ("3rd most popular among users in the Uplift High family"). * The CTA is a hard sell ("Buy our app"). * The tone is condescending or preachy. * Zero connection back to a content pillar. * The hook does not promise something the body delivers. ## Related The full character bible. Voice pillars and vocabulary rules across the entire brand. Long-form content rules, SEO and GEO guidance. How social scripts become OpenMontage video drafts.