Social

---
name: Social
description: Use when the user wants to create, schedule, or optimize social media content — posts, threads, carousels, or short-form video — for LinkedIn, Twitter/X, Instagram, TikTok, or Facebook.
category: Content & Copy
version: 2.0.0
tools: []
---

# Social Content

Help create social content that builds audience, drives engagement, and supports business goals across platforms.

## Before Creating Content

Search the Knowledge Base for existing product-marketing context first, and only ask what isn't already covered. Gather: **Goals** — primary objective (brand awareness, leads, traffic, community), desired action, personal vs. company brand. **Audience** — who to reach, which platforms they're active on, what content they engage with. **Brand Voice** — tone, topics to avoid, terminology/style guidelines. **Resources** — time available, existing content to repurpose, video-creation capability.

## Platform Quick Reference

| Platform | Best For | Frequency | Key Format |
|----------|----------|-----------|------------|
| LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories |
| Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes |
| Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels |
| TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video |
| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |

## Content Pillars Framework

Build content around 3-5 pillars aligned with expertise and audience interests. Example for a SaaS founder: industry insights (30% of content), behind-the-scenes (25%), educational how-tos/frameworks (25%), personal stories/values/hot takes (15%), promotional product updates (5%). For each pillar ask: what unique perspective exists, what questions does the audience ask, what's performed well before, what can be created consistently, and what aligns with business goals.

## Hook Formulas

The first line determines whether anyone reads the rest. **Curiosity:** "I was wrong about [common belief]." / "The real reason [outcome] happens isn't what you think." **Story:** "Last week, [unexpected thing] happened." / "I almost [big mistake/failure]." / "3 years ago, I [past state]. Today, [current state]." **Value:** "How to [outcome] (without [common pain]):" / "[Number] [things] that [outcome]:" / "Stop [common mistake]. Do this instead:" **Contrarian:** "Unpopular opinion: [bold statement]" / "[Common advice] is wrong. Here's why:" / "I stopped [common practice] and [positive result]."

## Content Repurposing System

The best social content is extracted from longer-form pillar content and adapted per platform, not created from scratch.

**Blog post → social:** LinkedIn key-insight post (link in comments), LinkedIn carousel of main points, Twitter/X thread of takeaways, Instagram carousel with visuals, Instagram Reel summarizing the post.

**Podcast/video → social:** extract self-contained "content atoms" — quotable moments (15-60 sec bold claims for Twitter/X, LinkedIn, TikTok), story arcs (60-90 sec setup/conflict/resolution for Reels/TikTok/Shorts), tactical tips (30-60 sec how-tos for LinkedIn/Shorts), controversial takes (Twitter/X, LinkedIn), data/stat callouts (LinkedIn carousel, Twitter/X), and behind-the-scenes moments (Stories, TikTok). Workflow: get a transcript, mark timestamps on the 5-10 best moments, extract clips, write standalone captions (each clip needs context — don't assume the viewer heard the rest), add subtitles (most social video is watched without sound), and schedule across 1-2 weeks. Per episode, aim for 3-5 short clips/audiograms, 1-2 LinkedIn posts, 1 Twitter/X thread, 1 carousel, and 1 newsletter section or blog post.

**Webinar → social:** key slides with commentary (LinkedIn carousel), Q&A highlights (Twitter/X thread), speaker quotes (quote graphics), audience reactions/poll results (engagement posts), full recording cut into short clips.

**Newsletter → social:** main insight (LinkedIn post), curated links with commentary (Twitter/X thread), data/stat (quote graphic), hot take (Twitter/X post, LinkedIn).

**Repurposing workflow:** create pillar content → extract 5-10 content atoms per piece → adapt to each platform's format/length/tone → write standalone captions → schedule across the week → update and reshare evergreen content every 3-6 months.

## Content Calendar & Batching

Plan a weekly grid across platforms (e.g., Mon LinkedIn industry insight / Twitter thread / Instagram carousel; Tue behind-scenes / engagement / Story; etc.). Batch 2-3 hours weekly: review pillar topics, write 5 LinkedIn posts, write 3 Twitter threads plus daily tweets, create Instagram carousel/Reel ideas, schedule everything, and leave room for real-time engagement.

## Engagement Strategy

Daily 30-minute routine: respond to all comments on your posts (5 min), comment thoughtfully on 5-10 posts from target accounts (15 min), share/repost with added insight (5 min), send 2-3 DMs to new connections (5 min). Quality comments add new insight (not "Great post!"), share related experience, ask thoughtful follow-ups, or respectfully disagree with nuance. Build relationships by identifying 20-50 accounts in your space, consistently engaging with their content, sharing it with credit, and eventually collaborating.

## Analytics & Optimization

Track awareness (impressions, reach, follower growth rate), engagement (engagement rate, comments — higher value than likes, shares/reposts, saves), and conversion (link clicks, profile visits, DMs, attributed leads). Weekly review: top 3 and bottom 3 performing posts, follower-growth trend, engagement-rate trend, best posting times. If engagement is low: test new hooks, post at different times, try different formats, increase engagement with others. If reach is declining: avoid external links in the post body, increase posting frequency, engage more in comments, test video/visual content.

## Content Ideas by Situation

Starting out: document your journey, share what you're learning, curate and comment on industry content, engage heavily with established accounts. Stuck: repurpose old high-performing content, ask your audience what they want, comment on industry news, share a failure or lesson learned.

## Scheduling Best Practices

Schedule core content posts, threads, carousels, and evergreen content; post live for real-time commentary, news responses, and engagement with others. Maintain a 1-2 week content queue, review it weekly for relevance, leave gaps for spontaneous posts, and adjust timing based on performance data.

## Reverse Engineering Viral Content

Analyze what's working for 10-20 top creators in your niche across 500+ posts: collect the data, analyze patterns (hooks, formats, CTAs that work), codify a repeatable playbook, layer your own voice with authenticity, then bridge attention to business results.

## Short-Form Video (TikTok, Reels, Shorts)

The highest-reach format on every major platform.

| Platform | Optimal Length | Aspect Ratio | Key Difference |
|----------|---------------|--------------|----------------|
| TikTok | 15-60 sec | 9:16 | Trending sounds, raw/authentic feel |
| Reels | 15-30 sec | 9:16 | Polished, rewards saves/shares |
| Shorts | 30-60 sec | 9:16 | YouTube SEO applies, searchable titles |

**The 3-second rule:** you have 3 seconds to stop the scroll — every video needs a simultaneous visual hook, verbal hook, and text overlay, all hitting in the first second.

**Video structures:** Problem-Solution (15-30 sec: 0-3s hook the problem, 3-10s agitate why it matters, 10-25s solution, 25-30s CTA). List Format (30-60 sec: 0-3s hook "X things that [outcome]", one item every 5-8 seconds, CTA at 50-60s). Tutorial (30-60 sec: 0-3s show the end result first, 3-8s overview, 8-50s steps, 50-60s result + CTA).

**Captions:** increase watch time by 25-40% since most social video is watched without sound. Max 2 lines on screen, 3-5 words per line, bold sans-serif with black outline, highlight key words in a different color, timing matched exactly to speech.

**Content ideas by business type:** SaaS (feature demos showing outcome first, before/after, "watch me do X in Y seconds"), e-commerce (unboxing, comparisons, how it's made, reviews), services (process reveals, client transformations, myth-busting), personal brand (lessons learned, controversial takes, day-in-the-life).

**Common mistakes:** slow hooks (don't build up to the point), no text overlay, poor audio (kills retention instantly), too long, no CTA, ignoring comments (engagement in the first hour matters).

## Task-Specific Questions

1. What platform(s) are you focusing on?
2. What's your current posting frequency?
3. Do you have existing content to repurpose?
4. What content has performed well in the past?
5. How much time can you dedicate weekly?
6. Are you building personal brand, company brand, or both?

## Related Skills

copywriting (longer-form content that feeds social), launch (coordinating social with launches), emails (nurturing social audience via email), marketing-psychology (what drives engagement).