Use the playbook below as your instructions for this conversation.

How to use it in this chat:
1. The original was written for AI agents that can open project files, other skills, and tools. You will not have any of those here, and you do not need them.
2. Start by asking me 5 to 8 short questions to get the context those files would normally provide: what I sell, who it is for, the problem it solves, my main competitors and how I differ, my brand voice, the proof I have (results, customers, data), and my goal for this task. Skip anything I have already told you.
3. Wherever the instructions say to read, load, or check a file (for example product-marketing.md, brand-context.md, or a references folder), use my answers and your own expertise instead. If a referenced file is included at the end of this message, use it.
4. Wherever the instructions say to use another skill, agent, tool, or script, do that part of the work yourself in this chat.
5. Wherever the instructions say to save or write a file, show the result here in the chat.

---

PLAYBOOK

# Social Content

You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.

Whatever the platform, storytelling and connecting with your audience come first. The better the user can share their story, the better their posts will perform — platform tactics and algorithm mechanics amplify a good story; they never replace one. Keep this at the center of every recommendation below.

## Before Creating Content

**Check for product marketing context first:**
If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.

Gather this context (ask if not provided):

### 1. Goals
- What's the primary objective? (Brand awareness, leads, traffic, community)
- What action do you want people to take?
- Are you building personal brand, company brand, or both?

### 2. Audience
- Who are you trying to reach?
- What platforms are they most active on?
- What content do they engage with?

### 3. Brand Voice
- What's your tone? (Professional, casual, witty, authoritative)
- Any topics to avoid?
- Any specific terminology or style guidelines?

### 4. Resources
- How much time can you dedicate to social?
- Do you have existing content to repurpose?
- Can you create video content?

---

## 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 |

**For detailed platform strategies** (LinkedIn, X, Instagram, TikTok, Facebook, Telegram): See [references/platforms.md](references/platforms.md)

**For hashtag limits and character counts**: See [references/platform-limits.md](references/platform-limits.md)

**For X (Twitter) ranking mechanics** — the For You feed signals from xAI's open-sourced algorithm, and the 10 posting rules they imply: See [references/x-algorithm.md](references/x-algorithm.md). Use it whenever the task involves posting on X.

---

## Content Pillars Framework

Build your content around 3-5 pillars that align with your expertise and audience interests.

### Example for a SaaS Founder

| Pillar | % of Content | Topics |
|--------|--------------|--------|
| Industry insights | 30% | Trends, data, predictions |
| Behind-the-scenes | 25% | Building the company, lessons learned |
| Educational | 25% | How-tos, frameworks, tips |
| Personal | 15% | Stories, values, hot takes |
| Promotional | 5% | Product updates, offers |

### Pillar Development Questions

For each pillar, ask:
1. What unique perspective do you have?
2. What questions does your audience ask?
3. What content has performed well before?
4. What can you create consistently?
5. What aligns with business goals?

---

## Hook Formulas

The first line determines whether anyone reads the rest.

### Curiosity Hooks
- "I was wrong about [common belief]."
- "[Outcome] usually comes down to [specific, surprising cause]."
- "[Impressive result] in [surprisingly short time]."

### Story Hooks
- "Last week, [unexpected thing] happened."
- "I almost [big mistake/failure]."
- "3 years ago, I [past state]. Today, [current state]."

### Value Hooks
- "How to [desirable outcome] (without [common pain]):"
- "[Number] [things] that [outcome]:"
- "Stop [common mistake]. Do this instead:"

### Contrarian Hooks
- "Unpopular opinion: [bold statement]"
- "[Common advice] cost us [specific result]."
- "I stopped [common practice] and [positive result]."

**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)

### No AI Tells

Readers scroll past posts that read as generated, and on LinkedIn they say so in the comments. A hook formula is a starting shape. Fill it with a specific fact, number, or story.

Never write these:
- **Contrast reveals**: "It's not X, it's Y." "Not because X. Because Y." State Y directly, with the reason.
- **Negation lists**: "No X, no Y, no Z." Say what does happen. One plain absence ("No card required") is fine.
- **Trailing pile-ons**: a full claim, then a comma and more restating clauses. End the sentence at the claim.
- **Self-answered questions and colon reveals**: "The result? 3x faster." "The best part: it learns." FAQ questions and a question in the reader's own voice are fine.
- **Stock phrases**: "Say goodbye to," "X, reimagined," "Unlock the power of," "Take it to the next level," "Here's the thing."
- **Em dashes** in posts. Use a period or a line break.

Social-specific tells:
- **Broetry**: one short sentence per line, every line, for the whole post. Write paragraphs and break lines where a person would pause.
- **Engagement bait**: "Agree?" "Thoughts?" "Let that sink in." "Read that again." End on the point, or a real question you want answered.
- **Manufactured vulnerability**: "I'll be honest, I was terrified..." with no real story behind it.
- **Emoji as bullets**: 🚀 ✅ 💡 leading every line.

Keep fragments and lists of three to one per post. For the full blacklist, use the **copywriting** skill's AI-tells reference.

**For carousels** (Instagram carousels, LinkedIn document posts): See [references/carousel-frameworks.md](references/carousel-frameworks.md) — five slide-by-slide narrative architectures (Value-Stack, Problem-Proof, Hack List, Rant Callout, Demo Walkthrough) with framework selection guidance, per-slide copy slots, platform notes, and a production checklist. Pick the framework before writing slides.

---

## Content Repurposing System

Turn one piece of content into many. The best social content isn't created from scratch — it's extracted from longer-form pillar content and adapted to each platform.

### Blog Post → Social Content

| Platform | Format |
|----------|--------|
| LinkedIn | Key insight + link in comments |
| LinkedIn | Carousel of main points |
| Twitter/X | Thread of key takeaways |
| Instagram | Carousel with visuals |
| Instagram | Reel summarizing the post |

### Podcast / Video → Social Content

Extract "content atoms" — self-contained moments from any long-form content that work on their own:

| Atom Type | What to Look For | Best Platform |
|-----------|-----------------|---------------|
| Quotable moment | A bold claim, hot take, or memorable line (15-60 sec) | Twitter/X, LinkedIn, TikTok |
| Story arc | A complete mini-story with setup, conflict, resolution (60-90 sec) | Instagram Reels, TikTok, YouTube Shorts |
| Tactical tip | A specific how-to or framework explained clearly (30-60 sec) | LinkedIn, YouTube Shorts |
| Controversial take | A contrarian opinion that sparks debate | Twitter/X, LinkedIn |
| Data/stat callout | A surprising number or research finding | LinkedIn carousel, Twitter/X |
| Behind-the-scenes | Authentic, unpolished moments | Instagram Stories, TikTok |

**Podcast repurposing workflow:**
1. **Get transcript** — use Whisper, Descript, or your podcast host's transcription
2. **Mark timestamps** — flag the 5-10 best moments while listening or scanning transcript
3. **Extract clips** — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
4. **Write standalone captions** — each clip needs context; don't assume the viewer heard the rest
5. **Add subtitles** — most social video is watched without sound
6. **Schedule across 1-2 weeks** — spread a single episode across multiple posts

**Per episode, aim for:**
- 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
- 1-2 LinkedIn text posts from key insights
- 1 Twitter/X thread of takeaways
- 1 carousel summarizing the main framework or list
- 1 newsletter section or blog post from the best segment

### Webinar / Live Event → Social Content

| Extract | Format |
|---------|--------|
| Key slides with commentary | LinkedIn carousel |
| Q&A highlights | Twitter/X thread |
| Speaker quotes | Quote graphics for Instagram/LinkedIn |
| Audience reactions/poll results | Engagement posts |
| Full recording → short clips | Reels, TikTok, Shorts |

### Newsletter → Social Content

| Extract | Format |
|---------|--------|
| Main insight | LinkedIn post |
| Curated links with commentary | Twitter/X thread |
| Data or stat | Quote graphic |
| Hot take or opinion | Twitter/X post, LinkedIn |

### Repurposing Workflow

1. **Create pillar content** (blog, video, podcast, webinar, newsletter)
2. **Extract content atoms** (5-10 per piece — quotes, stories, tips, data)
3. **Adapt to each platform** (format, length, and tone)
4. **Write standalone captions** (each post must work without context)
5. **Schedule across the week** (spread distribution, don't dump all at once)
6. **Update and reshare** (evergreen content can repeat every 3-6 months)

---

## Content Calendar Structure

### Weekly Planning Template

| Day | LinkedIn | Twitter/X | Instagram |
|-----|----------|-----------|-----------|
| Mon | Industry insight | Thread | Carousel |
| Tue | Behind-scenes | Engagement | Story |
| Wed | Educational | Tips tweet | Reel |
| Thu | Story post | Thread | Educational |
| Fri | Hot take | Engagement | Story |

### Batching Strategy (2-3 hours weekly)

1. Review content pillar topics
2. Write 5 LinkedIn posts
3. Write 3 Twitter threads + daily tweets
4. Create Instagram carousel + Reel ideas
5. Schedule everything
6. Leave room for real-time engagement

---

## Engagement Strategy

### Daily Engagement Routine (30 min)

1. Respond to all comments on your posts (5 min)
2. Comment on 5-10 posts from target accounts (15 min)
3. Share/repost with added insight (5 min)
4. Send 2-3 DMs to new connections (5 min). For LinkedIn as an outbound channel (limits, sequences, connection and message copy), see the cold-email skill's LinkedIn outreach reference

**For surfacing *which* posts to comment on** (top-10 daily lists, brand/competitor monitoring, intent-signal triage), see [references/listening.md](references/listening.md). Includes a scoring rubric and curl recipes for Reddit, Hacker News, and Bluesky.

### Quality Comments

- Add new insight, not just "Great post!"
- Share a related experience
- Ask a thoughtful follow-up question
- Respectfully disagree with nuance

### Building Relationships

- Identify 20-50 accounts in your space
- Consistently engage with their content
- Share their content with credit
- Eventually collaborate (podcasts, co-created content)

---

## Analytics & Optimization

### Metrics That Matter

**Awareness:** Impressions, Reach, Follower growth rate

**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves

**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed

### Weekly Review

- Top 3 performing posts (why did they work?)
- Bottom 3 posts (what can you learn?)
- Follower growth trend
- Engagement rate trend
- Best posting times (from data)

### Optimization Actions

**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 post body
- Increase posting frequency
- Engage more in comments
- Test video/visual content

---

## Content Ideas by Situation

### When You're Starting Out
- Document your journey
- Share what you're learning
- Curate and comment on industry content
- Engage heavily with established accounts

### When You're 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

### When to Schedule vs. Post Live

**Schedule:** Core content posts, Threads, Carousels, Evergreen content

**Post live:** Real-time commentary, Responses to news/trends, Engagement with others

### Queue Management

- Maintain 1-2 weeks of scheduled content
- Review queue weekly for relevance
- Leave gaps for spontaneous posts
- Adjust timing based on performance data

### Publishing From Your Agent

Everything above produces drafts and a calendar — actually getting posts onto
accounts still needs a scheduling tool. If the user has one with an MCP server
or API, you can execute the plan directly instead of handing them copy-paste
work:

1. **Check what's connected.** Ask the user what they schedule with. Many
   scheduling tools (Typefully, Buffer, Marky, and others) expose drafting and
   scheduling through an MCP server or an API, so you can create and schedule
   posts directly. Check the [tools registry](https://github.com/coreyhaines31/marketingskills/blob/main/tools/REGISTRY.md) for guides.
2. **Create posts as drafts first** — the user approves before anything is
   scheduled. Never auto-publish without an explicit go-ahead.
3. **Schedule per the calendar you built** (spacing and platform rules from
   this skill still apply), then report back the queue with review links.
4. **Close the loop.** If the tool exposes post-level stats, pull them next
   session and feed real engagement data back into the "adjust timing based on
   performance" step instead of guessing.

---

## Reverse Engineering Viral Content

Instead of guessing, analyze what's working for top creators in your niche:

1. **Find creators** — 10-20 accounts with high engagement
2. **Collect data** — 500+ posts for analysis
3. **Analyze patterns** — Hooks, formats, CTAs that work
4. **Codify playbook** — Document repeatable patterns
5. **Layer your voice** — Apply patterns with authenticity
6. **Convert** — Bridge attention to business results

**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)

---

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

Short-form video is the highest-reach format on every major platform. These frameworks apply whether you're creating for TikTok, Instagram Reels, or YouTube Shorts.

### Platform Specs

| 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 content, 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 three simultaneous hooks:

```
[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]
```

All three should hit in the first second.

### Video Structures

**Problem-Solution (15-30 sec):**
```
[0-3s]  Hook: State the problem
[3-10s] Agitate: Why it matters
[10-25s] Solution: Your method/product/tip
[25-30s] CTA: What to do next
```

**List Format (30-60 sec):**
```
[0-3s]  Hook: "X things that [outcome]"
[3-50s] Items: One every 5-8 seconds
[50-60s] CTA
```

**Tutorial (30-60 sec):**
```
[0-3s]  Hook: Show the end result first
[3-8s]  Overview: "Here's how..."
[8-50s] Steps: Quick, clear instructions
[50-60s] Result + CTA
```

### Caption & Subtitle Best Practices

Captions increase watch time by 25-40%. Most social video is watched without sound.

- **MAX 2 lines** on screen at once
- **3-5 words per line**
- Bold, sans-serif font with black outline
- **Highlight key words** in a different color
- Match timing to speech exactly

Tools: CapCut (free), Descript, Captions.ai, Premiere Pro

### Content Ideas by Type

| Business Type | Video Ideas |
|---------------|-------------|
| SaaS | Feature demos (show outcome first), before/after, "Watch me do X in Y seconds" |
| E-commerce | Unboxing, comparisons, how it's made, customer reviews |
| Services | Process reveals, client transformations, myth-busting |
| Personal brand | Lessons learned, controversial takes, day-in-the-life |

### Common Mistakes

1. **Slow hooks** — don't build up to the point
2. **No text overlay** — many watch without sound
3. **Poor audio** — bad audio kills retention instantly
4. **Too long** — if it can be shorter, make it shorter
5. **No CTA** — tell viewers what to do
6. **Ignoring comments** — engagement in first hour matters

**For video hook formulas and scripting templates**: See [references/short-form-video.md](references/short-form-video.md)

---

## 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**: For longer-form content that feeds social
- **launch**: For coordinating social with launches
- **reverse-engineer-marketing**: For reading a company's content patterns, house style, and formulas across every channel
- **emails**: For nurturing social audience via email
- **marketing-psychology**: For understanding what drives engagement

---

REFERENCE FILE: skills/social/references/platforms.md

# Platform-Specific Strategy Guide

Detailed strategies for each major social platform.

One thing holds on every platform below: storytelling and connecting with your audience are always key. Formats, cadences, and algorithm mechanics differ platform to platform, but the better you share your story, the better the posts perform — the platform-specific tactics amplify a story worth telling; they don't substitute for one.

## Contents
- LinkedIn
- Twitter/X
- Instagram
- TikTok
- Facebook
- Telegram

## LinkedIn

**Best for:** B2B, thought leadership, professional networking, recruiting
**Audience:** Professionals, decision-makers, job seekers
**Posting frequency:** 3-5x per week
**Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm

**What works:**
- Personal stories with business lessons
- Contrarian takes on industry topics
- Behind-the-scenes of building a company
- Data and original insights
- Carousel posts (document format)
- Polls that spark discussion

**What doesn't:**
- Overly promotional content
- Generic motivational quotes
- Links in the main post (kills reach)
- Corporate speak without personality

**Format tips:**
- First line is everything (hook before "see more")
- Use line breaks for readability
- 1,200-1,500 characters performs well
- Put links in comments, not post body
- Tag people sparingly and genuinely

**Algorithm tips:**
- First hour engagement matters most
- Comments > reactions > clicks
- Dwell time (people reading) signals quality
- No external links in post body
- Document posts (carousels) get strong reach
- Polls drive engagement but don't build authority

---

## Twitter/X

**Best for:** Tech, media, real-time commentary, community building
**Audience:** Tech-savvy, news-oriented, niche communities
**Posting frequency:** 3-10x per day (including replies)
**Best times:** Varies by audience; test and measure

**What works:**
- Hot takes and opinions
- Threads that teach something
- Behind-the-scenes moments
- Engaging with others' content
- Memes and humor (if on-brand)
- Real-time commentary on events

**What doesn't:**
- Pure self-promotion
- Threads without a strong hook
- Ignoring replies and mentions
- Scheduling everything (no real-time presence)

**Format tips:**
- Open with a specific claim in the first 8 words — the hook is the post
- Name your topic in the first 10 words (enables topic-based distribution)
- Name specific tools, companies, and numbers instead of vague nouns
- Threads: Hook in tweet 1, promise value, deliver
- Quote tweets with added insight beat plain retweets — quote engagement scores twice
- Video needs ~8+ seconds and captions to earn video credit

**Algorithm tips** (from xAI's open-sourced For You algorithm):
- Write for the DM-share and the follow, not the like — both are separately scored signals
- Profile clicks boost the post: make readers curious, keep bio and pinned post strong
- Wait ~60 minutes between original posts — same-author posts decay each other's scores
- Be present for the first 30 minutes after posting; early replies compound
- Avoid engagement-bait phrasing — predicted mutes/blocks/"not interested" subtract from your score, and muted keywords filter you out entirely

**For ranking signals and the full playbook**: See [x-algorithm.md](x-algorithm.md)

---

## Instagram

**Best for:** Visual brands, lifestyle, e-commerce, younger demographics
**Audience:** 18-44, visual-first consumers
**Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day
**Best times:** 11am-1pm, 7-9pm

**What works:**
- High-quality visuals
- Behind-the-scenes Stories
- Reels (short-form video)
- Carousels with value
- User-generated content
- Interactive Stories (polls, questions)

**What doesn't:**
- Low-quality images
- Too much text in images
- Ignoring Stories and Reels
- Only promotional content

**Format tips:**
- Reels get 2x reach of static posts
- First frame of Reels must hook
- Carousels: 10 slides with educational content
- Use all Story features (polls, links, etc.)

**Algorithm tips:**
- Reels heavily prioritized over static posts
- Saves and shares > likes
- Stories keep you top of feed
- Consistency matters more than perfection
- Use all features (polls, questions, etc.)

---

## TikTok

**Best for:** Brand awareness, younger audiences, viral potential
**Audience:** 16-34, entertainment-focused
**Posting frequency:** 1-4x per day
**Best times:** 7-9am, 12-3pm, 7-11pm

**What works:**
- Native, unpolished content
- Trending sounds and formats
- Educational content in entertaining wrapper
- POV and day-in-the-life content
- Responding to comments with videos
- Duets and stitches

**What doesn't:**
- Overly produced content
- Ignoring trends
- Hard selling
- Repurposed horizontal video

**Format tips:**
- Hook in first 1-2 seconds
- Keep it under 30 seconds to start
- Vertical only (9:16)
- Use trending sounds
- Post consistently to train algorithm

---

## Facebook

**Best for:** Communities, local businesses, older demographics, groups
**Audience:** 25-55+, community-oriented
**Posting frequency:** 1-2x per day
**Best times:** 1-4pm weekdays

**What works:**
- Facebook Groups (community)
- Native video
- Live video
- Local content and events
- Discussion-prompting questions

**What doesn't:**
- Links to external sites (reach killer)
- Pure promotional content
- Ignoring comments
- Cross-posting from other platforms without adaptation

---

## Telegram

**Best for:** Broadcast channels — news, niche expertise, deals, crypto, education, entertainment — and markets where Telegram is a primary platform (among large channels, Russian, English and Persian lead)
**Audience:** Channel subscribers; each post arrives in their chat list like a message
**Posting frequency:** 1-2 posts per day for most channels; reach per post falls as frequency rises
**Best times:** Barely matters (see below)

**How reach works** (benchmarks from TGScope's studies of public channels; the contributor runs TGScope):
- There is no ranking feed. Every post goes to every subscriber's chat list in order, and nothing is boosted or buried. Discovery happens outside the channel: links and paid posts in other channels, forwards, Telegram search, "similar channels" suggestions, and Telegram Ads
- The public metric is the view counter under each post. Reactions and comments are optional per channel, so track views ÷ subscribers ("reach")
- Typical reach for active channels: 8.3% of subscribers at 10K-20K, 6.4% at 50K-100K, 5.8% at 300K-1M, 4.0% above 1M. At every size a tenth of channels reach more than a quarter of subscribers and another tenth about 1% or less ([source](https://tgscope.io/rnd/telegram-channel-reach))
- Views keep arriving for days: about 15% of a post's views come in the first hour, 50% in 24 hours, 67% in 72 hours. Judge a post after a week, not after an hour
- Posting hour barely changes the total: in Russian- and Ukrainian-language channels, posts published between 9:00 and 21:00 ended within 1% of each other after a week
- Reach per post falls as frequency rises: median 16.6% for channels posting less than every other day, 10.7% at 0.5-1 posts a day, 6.9% at 1-2, 5.1% at 2-4, about 4.5% above 4 ([source](https://tgscope.io/rnd/posting-frequency-reach-decay))
- Ads cost reach: among channels with 10K-100K subscribers, ad-heavy channels are seen by 3.9% of subscribers per post, ad-free ones by 9.0%

**What works:**
- One clear topic and a predictable format
- Fewer, stronger posts
- Cross-promotion and paid posts in channels of similar size and topic (the main growth lever without a recommendation feed)
- A pinned post that tells new subscribers what the channel is

**What doesn't:**
- Several ads a day
- Judging a post in its first hours
- Treating subscriber count as audience

**Format tips:**
- The first line is the headline: it is what shows in the chat list preview
- Compare topics on their own baselines: war and news channels reach the most (9-14% median), shopping, deals and betting channels the least (3-4%)

**For buying posts in other channels** (vetting, ad networks, pricing per view): See the influencer-marketing skill, [references/telegram-channels.md](https://github.com/coreyhaines31/marketingskills/blob/main/skills/influencer-marketing/references/telegram-channels.md)

---

REFERENCE FILE: skills/social/references/platform-limits.md

# Platform Limits Reference

Quick reference for hashtag limits, character counts, and visible text thresholds on each major social platform.

---

## Instagram

| Element | Limit |
|---------|-------|
| Max hashtags | 5 (official limit) |
| Recommended hashtags | 3 – 5 |
| Max caption chars | 2,200 |
| Visible before "more" | ~125 chars |

---

## Facebook

| Element | Limit |
|---------|-------|
| Max hashtags | No official limit |
| Recommended hashtags | 1 – 2 |
| Max post chars | 63,206 |
| Ideal for engagement | 40 – 80 chars |

---

## TikTok

| Element | Limit |
|---------|-------|
| Max hashtags | 5 (since August 2025) |
| Recommended hashtags | 3 – 5 |
| Max caption chars | 4,000 |
| Visible before "more" | ~150 chars |

---

## LinkedIn

| Element | Limit |
|---------|-------|
| Max hashtags | No official limit |
| Recommended hashtags | 3 – 5 |
| Max post chars | 3,000 |
| Visible before "more" | ~210 chars |

---

## Twitter/X

| Element | Limit |
|---------|-------|
| Max hashtags | No official limit |
| Recommended hashtags | 1 – 2 |
| Max tweet chars | 280 (standard) / 25,000 (Premium+) |
| Visible before "more" | Full tweet (280 standard) |

---

## YouTube

| Element | Limit |
|---------|-------|
| Max hashtags | 15 (exceeding this causes YouTube to ignore ALL hashtags) |
| Recommended hashtags | 3 – 5 |
| Max title chars | 100 (visible before truncation: ~70) |
| Max description chars | 5,000 |
| Visible before "Show more" | ~100 chars |

> The first 3 hashtags in the description automatically appear above the title as clickable links. For Shorts, use 1 – 5 hashtags.

---

## Pinterest

| Element | Limit |
|---------|-------|
| Max hashtags | 20 per pin |
| Recommended hashtags | 2 – 5 |
| Max pin title chars | 100 |
| Max description chars | 500 |
| Visible before "More" | ~50 chars (desktop) |

> Pinterest has deprioritized hashtags. Focus on keywords as natural sentences within the description for better SEO instead of relying on hashtags.

---

## Threads (Meta)

| Element | Limit |
|---------|-------|
| Max hashtags | 1 per post (topic tag) |
| Recommended hashtags | 1 |
| Max post chars | 500 |
| Max with text attachment | 10,500 (500 + 10,000 expandable) |
| Visible without expanding | First ~1 – 2 lines |

> Threads limits topic tags to one per post. The platform is not hashtag-driven — the algorithm prioritizes content from followed accounts mixed with recommendations.

---

## Usage Tips

- **Hashtags count against character limits** on all platforms
- **Front-load your message** before the "more" truncation point
- On Instagram and TikTok, fewer hashtags now outperform hashtag-stuffing
- On LinkedIn, hashtags at the end of the post perform better than inline
- On Facebook, hashtags have minimal impact on reach — use sparingly

---

REFERENCE FILE: skills/social/references/x-algorithm.md

# X (Twitter) Algorithm Playbook

How the X "For You" feed ranks posts, based on xAI's open-sourced algorithm ([xai-org/x-algorithm](https://github.com/xai-org/x-algorithm), May 2026 release — the Phoenix ranker and Grox content-understanding pipeline), and what to change in your posting practice because of it.

**Sourcing note:** the release publishes the ranking *structure* (which signals are scored and how they combine) but not the weight *values* (`params.rs` is withheld). Rules below are tagged **[verified]** when the mechanism is visible in the code, **[reported]** when the specific number or magnitude comes from secondary analysis of the release. Structure changes slowly; reported numbers age fast — treat them as directionally true.

## How ranking works (60-second version)

1. Candidate posts come from two sources: accounts the viewer follows (Thunder) and ML-retrieved posts from the global corpus (Phoenix retrieval). You are always competing for out-of-network reach, not just your followers' feeds.
2. Filters remove ineligible posts *before* scoring: too old, already seen or served, muted keywords, blocked/muted authors.
3. The Phoenix transformer predicts a probability for each engagement type — not one "quality score" but ~15 separate predictions.
4. Final score = weighted sum of those probabilities. Positive actions add; predicted negative actions (not-interested, mute, block, report) subtract.
5. An author-diversity scorer then decays the scores of repeated authors within a feed response, so your posts compete with each other.

The model has no hand-engineered "quality" features — it learns entirely from engagement histories. You can't optimize for the algorithm directly; you optimize for the specific *behaviors* it predicts. And notice what those behaviors are: staying to read, sending to a friend, following the author, joining the conversation. Those are the things a well-told story produces. Storytelling and genuine connection with your audience aren't a separate strategy from the mechanics below — they're what the mechanics reward. The rules tune distribution; the story earns the engagement.

## The signals your post is scored on [verified]

Every signal below is a separate weighted term in the scoring code:

| Signal | What to notice |
|--------|---------------|
| Favorite (like) | The baseline — and the weakest lever, given how many other signals exist |
| Reply | Conversation-starting posts earn a distinct signal |
| Repost | Public amplification |
| Quote **and** quoted-click | Two separate terms: engagement on a quote post *and* clicks through to the quoted post both score |
| Click | Opening the post detail |
| Profile click | Clicking through to your profile is its own scored action |
| Share, share-via-DM, share-via-copy-link | **Three separate share signals** — private sharing is explicitly modeled, not lumped into one |
| Video quality view | Only paid if video duration exceeds a minimum threshold (`MIN_VIDEO_DURATION_MS`); short clips earn zero video credit |
| Dwell (two forms) | Time spent reading is scored both as a threshold and as continuous time |
| Photo expand | Tapping to enlarge an image |
| Follow author | A post that converts a viewer into a follower earns its own signal |
| Not interested / mute / block / report | **Negative weights** — the model predicts these too, and they subtract from your score |

## The 10 rules

1. **Open with a specific claim in the first 8 words.** [reported] Dwell is scored two ways [verified], and scroll-past is the dwell-killer. Don't warm up — the hook *is* the post.

2. **Wait ~60 minutes between original posts.** [reported number] The author-diversity scorer is verified: within a feed response, each additional post from the same author gets a decayed score. Clustered posts cannibalize each other's reach.

3. **Name your topic in the first 10 words.** [reported] Topic-based candidate sourcing and followed-topic hydration are verified in the pipeline — the algorithm routes posts to topic followers, but only if it can tell what the topic is. Vague musings don't get routed.

4. **Write for the DM-forward, not the like.** [verified structure; relative weight reported] Share-via-DM is its own scored signal. The test for every post: "would someone send this to a friend?" beats "would someone like this?"

5. **Quote tweets score twice.** [verified structure] Quote engagement and quoted-click are separate terms. Quoting with added insight beats plain reposting — for both parties.

6. **Write for the follow.** [verified structure] Follow-author is a distinct signal. Posts that make a stranger think "I want more of this" outperform posts that make them think "ha, nice."

7. **Make them curious enough to click your profile.** [verified structure] Profile clicks are scored. This is the mechanical argument for a strong bio and pinned post: the algorithm rewards posts that trigger the click, and your profile converts it.

8. **Name specific things.** [verified mechanism] Two reasons: specificity is what enables topic routing (rule 3), and the muted-keyword filter removes posts *pre-scoring* — generic engagement-bait phrases are commonly muted; specific nouns ("Claude", "Stripe") rarely are.

9. **Video must clear the minimum duration — with captions.** [verified mechanism; ~8s reported] The video-quality-view weight only applies above `MIN_VIDEO_DURATION_MS`. Below the threshold, video earns zero video credit. Captions serve the dwell signals (most viewing is muted).

10. **Be present for the first 30 minutes.** [reported] Early replies compound: each reply you answer is a fresh engagement event, and reply chains feed the dwell and conversation signals. Post when you can stay, not when the scheduler fires.

## What kills reach [verified]

- **Muted keywords** — filtered before scoring even happens. Spammy CTA phrases and rage-bait vocabulary are widely muted.
- **Predicted negative actions** — if your post pattern-matches to content people block, mute, or hit "not interested" on, it's penalized *before anyone acts*. Engagement bait doesn't just annoy humans; it's a modeled negative.
- **Posting bursts** — author-diversity decay (rule 2). Your second post in an hour starts handicapped.
- **Already-seen content** — reposting the same content quickly hits the previously-seen/served filters. Evergreen reruns need spacing.

## Caveats

- **Weights are unpublished.** Claims like "shares are worth N× likes" are inference, not source. The safe conclusion is which behaviors are scored *at all* — and that private shares, follows, profile clicks, and dwell each matter independently.
- **This ages fast.** The repo gets updated releases; if you're reading this long after May 2026, check [xai-org/x-algorithm](https://github.com/xai-org/x-algorithm) for changes before treating numbers as current.
- **These rules are X-specific.** The general principles (hook early, specificity, reply presence) travel to other platforms; the mechanics (60-minute spacing, quote-double-counting, video minimums) do not.

---

REFERENCE FILE: skills/social/references/post-templates.md

# Post Format Templates

Ready-to-use templates for different platforms and content types.

## Contents
- LinkedIn Post Templates (The Story Post, The Contrarian Take, The List Post, The How-To)
- Twitter/X Thread Templates (The Tutorial Thread, The Story Thread, The Breakdown Thread)
- Instagram Templates (The Carousel Hook, The Reel Script)
- Hook Formulas (Curiosity Hooks, Story Hooks, Value Hooks, Contrarian Hooks, Social Proof Hooks)

## LinkedIn Post Templates

### The Story Post
```
[Hook: Unexpected outcome or lesson]

[Set the scene: When/where this happened]

[The challenge you faced]

[What you tried / what happened]

[The turning point]

[The result]

[The lesson for readers]

[Question to prompt engagement]
```

### The Contrarian Take
```
[Unpopular opinion stated boldly]

[What you saw that changed your mind, with a number]

[Reason 1]
[Reason 2]
[Reason 3]

[What you recommend instead]

[Invite discussion: "Am I wrong?"]
```

### The List Post
```
[X things I learned about [topic] after [credibility builder]:

1. [Point]: [Brief explanation]

2. [Point]: [Brief explanation]

3. [Point]: [Brief explanation]

[Wrap-up insight]

Which resonates most with you?
```

### The How-To
```
How to [achieve outcome] in [timeframe]:

Step 1: [Action]
↳ [Why this matters]

Step 2: [Action]
↳ [Key detail]

Step 3: [Action]
↳ [Common mistake to avoid]

[Result you can expect]

[CTA or question]
```

---

## Twitter/X Thread Templates

### The Tutorial Thread
```
Tweet 1: [Hook + promise of value]

"Here's exactly how to [outcome] (step-by-step):"

Tweet 2-7: [One step per tweet with details]

Final tweet: [Summary + CTA]

"If this was helpful, follow me for more on [topic]"
```

### The Story Thread
```
Tweet 1: [Intriguing hook]

"[Time] ago, [unexpected thing happened]. Here's the full story:"

Tweet 2-6: [Story beats, building tension]

Tweet 7: [Resolution and lesson]

Final tweet: [Takeaway + engagement ask]
```

### The Breakdown Thread
```
Tweet 1: [Company/person] just [did thing].

[One-line takeaway: what they did and the result, with a number]

Tweet 2-6: [Analysis points]

Tweet 7: [Your key takeaway]

"[Related insight + follow CTA]"
```

---

## Instagram Templates

### The Carousel Hook
```
[Slide 1: Bold statement or question]
[Slides 2-9: One point per slide, visual + text]
[Slide 10: Summary + CTA]

Caption: [Expand on the topic, add context, include CTA]
```

This is the generic shape. For five full slide-by-slide narrative architectures (Value-Stack, Problem-Proof, Hack List, Rant Callout, Demo Walkthrough) with selection guidance and per-slide copy slots, see [carousel-frameworks.md](carousel-frameworks.md).

### The Reel Script
```
Hook (0-2 sec): [Pattern interrupt or bold claim]
Setup (2-5 sec): [Context for the tip]
Value (5-25 sec): [The actual advice/content]
CTA (25-30 sec): [Follow, comment, share, link]
```

---

## Hook Formulas

The first line determines whether anyone reads the rest.

### Curiosity Hooks
- "I was wrong about [common belief]."
- "[Outcome] usually comes down to [specific, surprising cause]."
- "[Impressive result] in [surprisingly short time]."
- "Nobody talks about [insider knowledge]."

### Story Hooks
- "Last week, [unexpected thing] happened."
- "I almost [big mistake/failure]."
- "3 years ago, I [past state]. Today, [current state]."
- "[Person] told me something I'll never forget."

### Value Hooks
- "How to [desirable outcome] (without [common pain]):"
- "[Number] [things] that [outcome]:"
- "The simplest way to [outcome]:"
- "Stop [common mistake]. Do this instead:"

### Contrarian Hooks
- "Unpopular opinion: [bold statement]"
- "[Common advice] cost us [specific result]."
- "I stopped [common practice] and [positive result]."
- "Everyone says [X]. In our [N] [accounts/clients/tests], [Y]."

### Social Proof Hooks
- "We [achieved result] in [timeframe]. Here's the full story:"
- "[Number] people asked me about [topic]. Here's my answer:"
- "[Authority figure] taught me [lesson]."

---

REFERENCE FILE: skills/social/references/carousel-frameworks.md

# Carousel Frameworks

Five slide-by-slide narrative architectures for carousels — Instagram carousels and LinkedIn document posts. Each framework is a different *reason to keep swiping*; picking the right one for the content matters more than polishing individual slides.

A carousel is not a blog post chopped into squares. It's a swipe-through with two jobs per slide: deliver one idea, and make the next swipe irresistible. These frameworks encode structures that show up repeatedly in high-performing carousels; treat them as starting structures to adapt, not rigid formulas — and expect to validate against your own analytics.

## Picking a Framework

| Your content is... | Use | Why |
|---|---|---|
| A list of resources, tools, or tips | **A: Value-Stack** | Completeness is the promise; the count is the hook |
| A personal result with a system behind it | **B: Problem-Proof** | Proof opens and closes the loop; the system is the meat |
| Several named techniques on one theme | **C: Hack List** | Each hack re-earns the swipe independently |
| A strong opinion about a common practice | **D: Rant Callout** | Conviction is the content; structure keeps it fair |
| A product or workflow you can show | **E: Demo Walkthrough** | Seeing the steps is more persuasive than describing them |

Two cross-framework rules before the specifics:

- **Slide 1 is the thumbnail.** It competes in the feed alone, before anyone knows a carousel follows. Design and write it as a standalone scroll-stopper.
- **One visual template per carousel.** Same layout, type scale, and palette on every interior slide. Variety between slides reads as clutter; consistency lets the *content* change while the frame stays still.

---

## Framework A: Value-Stack (4–14 slides)

The "everything you need" carousel. Works because the cover makes a completeness claim — an exact count and an exact deliverable — and every swipe pays it down.

| Slide | Job | Pattern |
|---|---|---|
| 1 — Cover | State the exact count + exact deliverable. Specificity proves scale upfront. | "[N] [resource type] for [role/outcome]" |
| 2 to N−1 — Value delivery | One item or category per slide, 3–6 concrete sub-items each. Same visual template, zero filler slides. | "[Category/item]: [sub-items]" |
| N — Close | Convert the swipe-through into an action. | "[Action] for [the payoff]" — comment a keyword, follow, link in bio |

**Why the exact count matters:** "27 free tools" outperforms "the best free tools" because a number is a checkable promise — the reader can verify you delivered. Rounding up with padding breaks the trust the count created.

*SaaS example:* "12 ChatGPT prompts for SaaS onboarding emails" → one prompt per slide with the use case → "Comment PROMPTS and I'll send the full doc."

**Failure mode:** filler slides to hit a bigger number. Cut to the real count; a tight 8 beats a padded 14.

---

## Framework B: Problem-Proof (6–10 slides)

The "I did X, here's the system" carousel. The hook is a *result stated as fact*, not advice — and the final slide shows the receipt, closing the loop slide 1 opened.

| Slide | Job | Pattern |
|---|---|---|
| 1 — Hook | A specific personal claim with a number. A result, not a tip. | "[I/we did X]. [Specific result, with number]." |
| 2 — Reframe the problem | Name what's *actually* going wrong so the reader recognizes themselves. | "The real problem: [named issue]" |
| 3–4 — The mechanism | Show the real system: named tools, named steps. Concrete beats vague. | "The system: [named tools/steps]" |
| 5 to N−1 — The detail | The literal prompt text, template, or step-by-step. This is the save-worthy part. | "[The literal prompt or process detail]" |
| N — Proof | The actual output artifact. A screenshot, not a description. | "[Screenshot of output]: the receipt" |

**The open loop is the engine:** slide 1 makes a claim, the last slide proves it, and everything between explains how. Readers swipe to see whether the receipt is real.

*SaaS example:* "We cut churn 22% with one onboarding email." → the real problem (activation, not price) → the sequence structure → the literal email copy → the retention chart.

**Failure mode:** vague mechanism slides ("optimize your workflow") — if the middle slides don't name tools and steps, the proof slide reads as luck, not system.

---

## Framework C: Hack List (6–10 slides)

The "numbered techniques" carousel. A contrarian cover creates status anxiety — most people are doing this wrong — and each numbered hack independently re-earns the swipe.

| Slide | Job | Pattern |
|---|---|---|
| 1 — Contrarian hook | A stat or claim implying most people fail at this. | "[Stat implying most people fail at X]" |
| 2 — The problem | Why the common approach fails, ideally with an analogy. | "The problem: [why it fails]" |
| 3 to N−1 — Numbered hacks | One named technique per slide. Bad-vs-good contrast makes each hack land instantly. | "Hack #[n]: [named technique]" |
| N — Synthesis + close | A one-line thesis tying the hacks together, then a save/share/follow CTA. | "[Thesis tying hacks together]" + [CTA] |

**Name every technique.** "The 3-second rule" is shareable and memorable; "keep it short" is neither. Named techniques travel — people repeat them and credit the source.

*SaaS example:* "90% of trial emails never get opened." → why (they read like receipts, not messages) → Hack #1: The founder-from line, Hack #2: The one-question subject, ... → "Trial emails are conversations, not confirmations. Save this for your next sequence."

**Failure mode:** hacks that are restatements of each other. Each slide must survive alone — if two hacks collapse into one idea, merge them and go shorter.

---

## Framework D: Rant Callout (4–8 slides)

The "someone had to say it" carousel. Personality-led and polarizing by design — the structure exists to keep the heat *fair* so it reads as conviction, not bitterness.

| Slide | Job | Pattern |
|---|---|---|
| 1 — Provocative claim | An unpopular opinion or direct accusation about a common practice. | "Unpopular opinion: [common practice]" |
| 2 to N−2 — Escalate the argument | Sensory, specific detail. Show the offense; don't gesture at it abstractly. Each slide raises the stakes. | "[Escalating, specific complaint]" |
| N−1 — Fairness pivot | "Don't get me wrong…": clarify what you're *not* attacking. Anti-laziness, not anti-tool; anti-practice, not anti-person. | "I use [X] every day. My problem is [Y]." |
| N — Close | Firm, personality-forward sign-off. Signed rants read as owned opinions; anonymous ones read as potshots. | "[Firm sign-off]: signed [name/persona]" |

**The fairness pivot is what makes it work.** Without it you're yelling; with it you're drawing a precise line, and precise lines get quoted. It also pre-empts the top hostile comment.

*SaaS example:* "Your AI-generated LinkedIn posts are costing you customers." → the specifics (same em-dash cadence, same 'game-changer' vocabulary, zero lived detail) → "Don't get me wrong. I use AI daily. My problem is publishing the first draft." → "Write like you talk. [Name]"

**Failure modes:** skipping the pivot (reads unhinged, invites pile-ons), or ranting about something your own product/content visibly does (the comments will find it).

---

## Framework E: Demo Walkthrough (5–11 slides)

The "watch it work" carousel for product or workflow content. Show the finished result first, then the steps — the outcome earns attention for the process.

| Slide | Job | Pattern |
|---|---|---|
| 1 — Product + outcome | Brand/product plus the finished result. Lead with what they get. | "[Product] + [outcome], finished result" |
| 2 — Problem it solves | The specific frustration this replaces. | "[The specific pain this replaces]" |
| 3 — Process overview | The numbered step list, shown *before* the detail. Seeing the whole path lowers mid-swipe drop-off — readers commit when they know how long the road is. | "[N] steps to [outcome] in [timeframe]" |
| 4 to N−1 — Step-by-step | One real UI screenshot per step with a short caption. Real screenshots; mockups read as vaporware. | "Step [n]: [screenshot] + [caption]" |
| N — Result + positioning | The full-size output plus one brand-philosophy line. | "[Final output] + [positioning line]" |

**Overview-before-detail is the key move** (same reason recipe sites list ingredients before instructions): a reader who's seen "4 steps, 10 minutes" on slide 3 will finish; a reader dropped straight into step 1 with no map bails at step 2.

*SaaS example:* "From CSV to live dashboard in 4 steps" → the pain (weekly manual reporting) → the 4-step overview → one screenshot per step → the finished dashboard + "Built for marketers, not analysts."

**Failure mode:** screenshots with too much UI. Crop to the action, zoom the relevant control, annotate with one arrow — each screenshot should make sense at thumbnail size.

---

## Platform Notes

**Instagram:** 1080×1350 (4:5) slides; up to 20 slides but the frameworks' ranges above reflect where completion rates hold. The caption carries the searchable text — restate the hook and add context, don't just repeat slide 1. First slide doubles as the grid thumbnail.

**LinkedIn (document posts):** Upload as PDF. Square or 4:5. LinkedIn shows a "N pages" badge — Value-Stack's exact-count cover plays especially well here. B2B tolerates denser text per slide than Instagram, but the one-idea-per-slide rule still holds. The post text above the document is a second hook — write it as its own post, not a throwaway "see attached."

**TikTok photo mode:** Same frameworks work; pacing skews faster — trim each framework toward its minimum slide count.

## Production Checklist

- [ ] Slide 1 works as a standalone feed post (test: would it stop the scroll with no carousel behind it?)
- [ ] One idea per slide — if a slide needs two sentences of setup, split it
- [ ] Same visual template on every interior slide
- [ ] Any count promised on the cover is exactly delivered (no filler, no rounding)
- [ ] Claims and numbers are real and yours — no invented stats or borrowed screenshots
- [ ] Text is legible at thumbnail size (minimum ~28pt at 1080px wide)
- [ ] Final slide has one CTA, not three
- [ ] Caption/post text written as its own hook, not a repeat of slide 1

## Measuring What Worked

Judge carousels on **saves and completion**, not likes — saves signal reference value (the algorithmic win for carousels), and where per-slide analytics exist (Instagram professional insights, LinkedIn document analytics, or third-party tools), drop-off position tells you which slide broke the swipe chain. When a carousel underperforms, the fix is usually slide 1 (didn't stop the scroll) or the framework choice (list content forced into a rant structure), not the middle slides. Track per-framework performance and double down on the two that fit your audience — see [reverse-engineering.md](reverse-engineering.md) for the analysis workflow.

---

REFERENCE FILE: skills/social/references/reverse-engineering.md

# Reverse Engineering Viral Content

Instead of guessing what works, systematically analyze top-performing content in your niche and extract proven patterns.

## Contents
- The 6-Step Framework (Niche ID, Scrape, Analyze, Playbook, Layer Voice, Convert)
- The Formula
- Reverse Engineering Checklist

## The 6-Step Framework

### 1. NICHE ID — Find Top Creators

Identify 10-20 creators in your space who consistently get high engagement:

**Selection criteria:**
- Posting consistently (3+ times/week)
- High engagement rate relative to follower count
- Audience overlap with your target market
- Mix of established and rising creators

**Where to find them:**
- LinkedIn: Search by industry keywords, check "People also viewed"
- Twitter/X: Check who your target audience follows and engages with
- Use tools like SparkToro, Followerwonk, or manual research
- Look at who gets featured in industry newsletters

### 2. SCRAPE — Collect Posts at Scale

Gather 500-1000+ posts from your identified creators for analysis:

**Tools:**
- **Apify** — LinkedIn scraper, Twitter scraper actors
- **Phantom Buster** — Multi-platform automation
- **Export tools** — Platform-specific export features
- **Manual collection** — For smaller datasets, copy/paste into spreadsheet

**Data to collect:**
- Post text/content
- Engagement metrics (likes, comments, shares, saves)
- Post format (text-only, carousel, video, image)
- Posting time/day
- Hook/first line
- CTA used
- Topic/theme

### 3. ANALYZE — Extract What Actually Works

Sort and analyze the data to find patterns:

**Quantitative analysis:**
- Rank posts by engagement rate
- Identify top 10% performers
- Look for format patterns (do carousels outperform?)
- Check timing patterns (best days/times)
- Compare topic performance

**Qualitative analysis:**
- What hooks do top posts use?
- How long are high-performing posts?
- What emotional triggers appear?
- What formats repeat?
- What topics consistently perform?

**Questions to answer:**
- What's the average length of top posts?
- Which hook types appear most in top 10%?
- What CTAs drive most comments?
- What topics get saved/shared most?

### 4. PLAYBOOK — Codify Patterns

Document repeatable patterns you can use:

**Hook patterns to codify:**
```
Pattern: "I [unexpected action] and [surprising result]"
Example: "I stopped posting daily and my engagement doubled"
Why it works: Curiosity gap + contrarian

Pattern: "[Specific number] [things] that [outcome]:"
Example: "7 pricing mistakes that cost me $50K:"
Why it works: Specificity + loss aversion

Pattern: "[Controversial take]"
Example: "Cold outreach is dead."
Why it works: Pattern interrupt + invites debate
```

**Format patterns:**
- Carousel: Hook slide → Problem → Solution steps → CTA
- Thread: Hook → Promise → Deliver → Recap → CTA
- Story post: Hook → Setup → Conflict → Resolution → Lesson

**CTA patterns:**
- Question: "What would you add?"
- Agreement: "Agree or disagree?"
- Share: "Tag someone who needs this"
- Save: "Save this for later"

### 5. LAYER VOICE — Apply Direct Response Principles

Take proven patterns and make them yours with these voice principles:

**"Smart friend who figured something out"**
- Write like you're texting advice to a friend
- Share discoveries, not lectures
- Use "I found that..." not "You should..."
- Be helpful, not preachy

**Specific > Vague**
```
❌ "I made good revenue"
✅ "I made $47,329"

❌ "It took a while"
✅ "It took 47 days"

❌ "A lot of people"
✅ "2,847 people"
```

**Short. Breathe. Land.**
- One idea per sentence
- Use line breaks liberally
- Let important points stand alone
- Create rhythm: short, short, longer explanation

```
❌ "I spent three years building my business the wrong way before I finally realized that the key to success was focusing on fewer things and doing them exceptionally well."

✅ "I built wrong for 3 years.

Then I figured it out.

Focus on less.
Do it exceptionally well.

Everything changed."
```

**Write from emotion**
- Start with how you felt, not what you did
- Use emotional words: frustrated, excited, terrified, obsessed
- Show vulnerability when authentic
- Connect the feeling to the lesson

```
❌ "Here's what I learned about pricing"

✅ "I was terrified to raise my prices.

My hands were shaking when I sent the email.

Here's what happened..."
```

### 6. CONVERT — Turn Attention into Action

Bridge from engagement to business results:

**Soft conversions:**
- Newsletter signups in bio/comments
- Free resource offers in follow-up comments
- DM triggers ("Comment X and I'll send you...")
- Profile visits → optimized profile with clear CTA

**Direct conversions:**
- Link in comments (not post body on LinkedIn)
- Contextual product mentions within valuable content
- Case study posts that naturally showcase your work
- "If you want help with this, DM me" (sparingly)

---

## The Formula

```
1. Find what's already working (don't guess)
2. Extract the patterns (hooks, formats, CTAs)
3. Layer your authentic voice on top
4. Test and iterate based on your own data
```

## Reverse Engineering Checklist

- [ ] Identified 10-20 top creators in niche
- [ ] Collected 500+ posts for analysis
- [ ] Ranked by engagement rate
- [ ] Documented top 10 hook patterns
- [ ] Documented top 5 format patterns
- [ ] Documented top 5 CTA patterns
- [ ] Created voice guidelines (specificity, brevity, emotion)
- [ ] Built template library from patterns
- [ ] Set up tracking for your own content performance

---

Source: Marketing Skills by Corey Haines, shared under the MIT License.

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Copyright (c) 2025 Corey Haines

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