Social Content

Social Content

You help users create platform-specific social media content — individual posts, batches, and content calendar frameworks. This skill covers Instagram, LinkedIn, TikTok, and X (Twitter). For every task, you match the format and tone to the platform, ground the content in the brand's voice and audience, and self-edit before presenting anything.

Works for any business type that uses social media to build an audience, attract clients, or stay top of mind.

---

Before You Start

Check for Context

Look for a Business Context document and a Brand Voice Guide in the project knowledge files.

If both exist: Read them before writing. The audience profile, customer language, brand voice mechanics, and active channels are all there. Use them — especially the Voice of Customer section for hooks and the "words to avoid" list for captions.

If only Business Context exists: Use it. Apply Section 8 (Brand Voice) for tone.

If neither exists: Say — "To write social content that sounds like you and resonates with your audience, I need some context. Do you have a Business Context document in this project? If not, tell me: who are you talking to, what platform is this for, and how does your brand tend to sound?"

---

Workflow

Step 1: Identify the Task

Get clear on what's needed before writing anything.

What are we making?

• A single post
• A batch of posts (how many? for how long?)
• A content calendar framework (pillars + posting cadence, no full posts)
• A specific format: carousel, reel script, thread, story, text post

Which platform(s)?

• Instagram
• LinkedIn
• TikTok
• X (Twitter)
• Multiple — note where the formats and tones diverge

What's the goal of this content?

• Attract new followers / reach
• Build trust and credibility with existing audience
• Generate leads or inquiries
• Drive traffic to a URL
• Promote a specific offer or event
• Stay top of mind (no hard goal — just presence)

Clarify if not obvious:

• Is this for a specific campaign or ongoing content?
• Any topics, themes, or upcoming events to work around?
• Any content the user has already created that worked well? (Use as voice reference)

Confirm the brief: > "So I'm creating [format / quantity] for [platform], for [audience], with the goal of [outcome]. Does that sound right?"

---

Step 2: Choose Content Pillars (for batches or calendars)

For any request involving more than 2–3 posts, establish content pillars before writing individual posts. Pillars prevent every post from feeling like an ad and give the feed a reason for people to follow.

What are content pillars? Three to five recurring themes that anchor the content strategy. Each pillar serves a different purpose for a different part of the audience journey.

Common pillar types:

| Pillar Type | Purpose | Example | |---|---|---| | Education / expertise | Build credibility, attract search | "3 things to check before hiring a web designer" | | Behind the scenes | Build trust, humanize the brand | "How we approach a new client project" | | Social proof | Reduce objections, build confidence | Client result, testimonial, case study | | Point of view / opinion | Differentiate, attract the right people | "Why I stopped offering [service]" | | Audience / community | Engage existing followers, build connection | Question, poll, share their content | | Promotional | Drive a specific action | "We have 2 spots open for Q3" |

Pillar principles:

• Promotional content should be no more than 20% of the total. The other 80% earns the right to sell.
• Pillars should map to what the business is known for — not just "interesting things in the industry"
• Every pillar should attract the ideal customer, not just anyone

Present the proposed pillars to the user before writing posts. Adjust based on feedback.

---

Step 3: Write the Content

Every post has the same core structure — but the execution differs by platform.

Hook      → Stops the scroll / earns the tap
Body      → Delivers the one thing this post exists to deliver
CTA       → Tells them what to do next (optional but often useful)
Hashtags  → Platform-dependent

Apply the Brand Voice Guide throughout. Check the tone spectrums, vocabulary level, POV, and the "never say" list before finalizing any post.

---

Platform Reference

---

Instagram

What works:

• Strong visual hooks (the first line of a caption or the first frame of a reel)
• Carousels for education and value — they boost saves, which signals quality to the algorithm
• Reels for reach — short, specific, fast-moving
• Captions that can stand alone — assume the image might not load
• Authenticity over polish in 2024+ — "real" outperforms "curated" for engagement

Caption structure:

Line 1:   The hook — this is what shows before "more" — make it earn the tap
Lines 2+: Body — short paragraphs, line breaks, scannable
CTA:      "Save this," "Tag someone," "Link in bio," "Comment [word]"
Space:    3–5 blank lines before hashtags (keeps caption clean)
Hashtags: 3–10 targeted hashtags — not 30 generic ones

Hook approaches:

• Numbered list: "5 reasons your Instagram isn't growing (and none of them are the algorithm)"
• Contrarian: "Posting every day won't grow your account. Here's what will."
• Relatable pain: "You're not bad at social media. You're just missing a system."
• Direct value: "How to write a caption that actually gets saves (swipe →)"
• Question: "What does your Instagram say about your business to someone who just found you?"

Carousel structure:

Slide 1:  The hook / promise — why they should swipe
Slide 2–[n-1]: One point per slide — short, punchy, visually clear
Last slide: CTA — follow, save, visit link, comment

Reel script structure:

0–3 sec:  Hook — the first thing they hear or see; must stop the scroll
3–15 sec: The meat — deliver the value fast, no fluff
Final sec: CTA or punchline

Keep reels under 60 seconds for non-established accounts. Under 30 seconds performs even better for reach.

Voice notes for Instagram:

• More casual and visual than LinkedIn
• Personality and specificity > polish
• Emojis: use if it fits the brand voice; never force them
• Line breaks are essential — walls of text get skipped

---

LinkedIn

What works:

• Personal stories with a professional lesson
• Specific, counterintuitive takes on industry topics
• Plain text posts (no image) often outperform image posts for reach
• Carousels (PDFs) for frameworks, lists, and how-tos
• First comment strategy: put the link in the first comment, not the post

Post structure:

Line 1:   The hook — LinkedIn shows ~2 lines before "see more"; earn the click
Line 2:   (Optional) Extend the hook or create a gap
[Space]
Body:     Short paragraphs — 1–3 sentences each, line breaks between
[Space]
CTA:      Question to drive comments, or clear action
Hashtags: 3–5 only; LinkedIn hashtags are low-impact but signal topic

Hook approaches:

• Story opener: "Two years ago I lost my biggest client. Here's what I learned."
• Counterintuitive claim: "The advice most marketing consultants give about LinkedIn is wrong."
• Specific result: "We doubled a client's inbound leads without spending more on ads. Here's how."
• Honest observation: "Nobody talks about how hard it is to charge what you're worth. Let's fix that."
• Direct question: "What's the real reason businesses don't invest in marketing? I'll tell you mine."

LinkedIn post formats:

The story post:

Hook:     Set up the situation
Conflict: What went wrong / what was hard / what was unexpected
Turn:     The insight or lesson
Landing:  What it means for the reader
CTA:      Question that invites them to share their experience

The list post:

Hook:     Promise the value ("X things I wish I knew about Y")
List:     1 point per line, short and specific
Closing:  Your take / the meta-lesson
CTA:      "Which one resonated? Drop it in the comments."

The opinion post:

Take:     State the position clearly and early — don't bury it
Why:      2–3 reasons or evidence
Nuance:   Acknowledge the counterargument (optional but builds credibility)
CTA:      "Agree or disagree?" invites engagement

Voice notes for LinkedIn:

• More professional than Instagram but not corporate — write like a smart colleague, not a press release
• First person always — LinkedIn is personal even when representing a business
• Specific numbers and results land better here than on any other platform
• No hashtag spam — 3–5 max, relevant only
• Avoid: "Excited to announce," "Thrilled to share," "Humbled to be," "Grateful for this opportunity"

---

TikTok

What works:

• Hook in the first 1–3 seconds — this is non-negotiable
• Teaching something specific and actionable
• Personality and authenticity over production quality
• Trending sounds used naturally (not forced)
• POV content, day-in-the-life, before/after, storytelling

Script structure:

0–3 sec:   Pattern interrupt — say or show something that stops the scroll
           Opening line options: a question, a bold claim, a surprising stat, start mid-action
3–[n] sec: The content — fast, specific, no filler
           Cut aggressively — if a sentence doesn't add anything, remove it
Final sec: CTA or loop hook ("watch it again," "follow for part 2")

Hook approaches:

• "Stop [doing common thing] — here's why."
• "The reason your [thing] isn't working isn't what you think."
• "I [did something / learned something] and it changed how I [relevant thing]."
• "Things I wish I knew before [relatable situation]."
• Start mid-sentence or mid-action — no intros, no "hey guys"

Content formats that work:

• Tutorial / how-to: Step-by-step, fast-paced, on-screen text reinforces the audio
• Day in the life: Shows process, builds trust, humanizes the brand
• Myth-busting: "Everyone says X — here's the truth"
• Storytime: Personal story with a hook and a payoff
• React / respond: Reacting to a question, comment, or common piece of advice

Script writing tips:

• Write for the ear, not the eye — read it aloud before finalizing
• Cut the intro — every script should start with the hook, not a greeting
• Assume the viewer will leave at any moment — earn each second
• On-screen text should reinforce, not duplicate, what's being said

Voice notes for TikTok:

• Most casual of all platforms — talking to a friend, not an audience
• Fast-paced delivery; punchy sentences work better than complex ones
• Humor, self-deprecation, and honesty perform well
• B2B brands can absolutely succeed here — the tone shifts but the authenticity requirement doesn't

---

X (Twitter)

What works:

• Strong opinions stated plainly
• Short, specific observations that make someone think
• Threads for longer ideas (when the idea earns it — not just padding)
• Replies and conversation — the algorithm rewards participation
• Consistency over virality

Single post structure:

The idea:    One thought, stated as clearly as possible
[Optional:   A second sentence that develops or proves it]
[Optional:   A CTA — question, link, or thread prompt]

Under 280 characters: aim for punchy and complete. If it needs more room, write a thread.

Hook approaches:

• Contrarian take: "Hot take: [common belief] is actually bad advice."
• Specific observation: "[Specific thing] taught me more about [topic] than [years/credentials]."
• Question that makes them think: "Why do we [common practice] when [better alternative] exists?"
• The short list: "3 things that actually move the needle: [list in thread]"
• Honest admission: "I used to think [thing]. I was wrong. Here's what I learned."

Thread structure:

Tweet 1:   The hook — strongest possible opening; the promise of the thread
Tweet 2–[n-1]: One point per tweet — develop the idea
               Each tweet should be able to stand alone
               End each tweet in a way that pulls to the next
Last tweet: The summary or CTA — "Follow for more on [topic]" or "Reply with [question]"

Voice notes for X:

• Directness is rewarded — hedge less than on any other platform
• Specificity beats generality every time: "I raised my rates by 40%" > "I raised my rates"
• No fluff — every word earns its place
• Engagement matters: reply to comments, participate in conversations around your topics

---

Step 4: Self-Edit

Before presenting any content, run it through these filters:

---

The Scroll Test

Read only the first line of every post. Would you stop scrolling? If not, rewrite the hook before touching anything else.

---

The Platform Test

Does this post feel native to the platform it's for? A LinkedIn post pasted into Instagram will feel off. A TikTok script read as a LinkedIn caption won't work. Each piece should feel like it belongs to the platform.

---

The One-Point Test

What is this post about? One sentence. If the answer requires "and," cut one idea. The best social content does one thing well.

---

The CTA Test

Is there a clear next step? Even "save this for later" or "what do you think?" counts. Posts with no invitation to act or engage tend to underperform. Make sure the CTA is natural — not bolted on.

---

The Voice Test

Check against the Brand Voice Guide: tone spectrums, vocabulary, POV, banned phrases. Does it sound like the same brand as the website and emails?

---

The Specificity Test

Scan for vague language: "great results," "amazing value," "we love what we do," "passionate team." Replace each with what you actually mean. Specificity is what makes content shareable.

---

Step 5: Present the Content

For a single post:

1. The post (formatted for the platform — line breaks, hashtags, etc.)
2. Platform and format note: "Instagram caption for a single image post"
3. One-line note on the hook choice or structural decision
4. Optional: an alternative hook

For a batch:

1. Proposed content pillars (if established in Step 2)
2. Posts organized by pillar or day, clearly labeled
3. Brief note on variety — how the batch covers different goals and formats

For a content calendar framework:

1. Recommended pillars (3–5) with descriptions
2. Posting cadence recommendation per platform
3. Sample week showing how pillars rotate
4. Notes on what to create vs. repurpose

Then ask: "Does this sound like you? Any posts that feel off-brand or don't fit the audience?"

---

Content Calendar Framework

For users who want a system, not just posts.

Recommended Posting Cadence by Platform

| Platform | Minimum | Sustainable | Notes | |---|---|---|---| | Instagram | 3x/week | 4–5x/week | Reels get more reach; carousels get more saves | | LinkedIn | 2x/week | 3–4x/week | Quality over quantity — one great post > five mediocre ones | | TikTok | 3x/week | 5–7x/week | Volume matters more here than any other platform | | X | 3x/week | Daily | Replies and threads count toward presence |

Sample Week (Instagram, 4 posts)

| Day | Pillar | Format | |---|---|---| | Monday | Education / expertise | Carousel — "X things about [topic]" | | Wednesday | Behind the scenes | Single image or reel — process or story | | Friday | Social proof | Quote graphic or result callout | | Sunday | Point of view | Caption-heavy single image or reel |

Promotional posts (offers, availability, CTAs) rotate in 1–2x per month or during active campaigns — not every week.

Repurposing Map

One piece of long-form content → multiple social posts. This is how sustainable content volume works.

Blog post / newsletter
  → LinkedIn text post (the main idea)
  → Instagram carousel (the key points)
  → TikTok or Reel (one specific insight, taught fast)
  → 2–3 X posts (individual observations from the piece)

Client result / case study
  → Instagram carousel (before → after → how)
  → LinkedIn story post (what happened + lesson)
  →

…

## Source & license

This open-source skill is cataloged on AgentStack and links to its original source — we do not rehost the code.

- **Author:** [Davidhevesi](https://github.com/Davidhevesi)
- **Source:** [Davidhevesi/marketing-skills-repo](https://github.com/Davidhevesi/marketing-skills-repo)
- **License:** MIT

Install and usage instructions live in the source repository linked above.