social

SKILL.md

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.

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: See references/platforms.md

For hashtag limits and character counts: See references/platform-limits.md

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:

What unique perspective do you have?

What questions does your audience ask?

What content has performed well before?

What can you create consistently?

What aligns with business goals?

Hook Formulas

The first line determines whether anyone reads the rest.

Curiosity Hooks

"I was wrong about [common belief]."

"The real reason [outcome] happens isn't what you think."

"[Impressive result] — and it only took [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] is wrong. Here's why:"

"I stopped [common practice] and [positive result]."

For post templates and more hooks: See references/post-templates.md

For carousels (Instagram carousels, LinkedIn document posts): See 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:

Get transcript — use Whisper, Descript, or your podcast host's transcription

Mark timestamps — flag the 5-10 best moments while listening or scanning transcript

Extract clips — pull video/audio clips for each moment (Descript, Opus Clip, or manual)

Write standalone captions — each clip needs context; don't assume the viewer heard the rest

Add subtitles — most social video is watched without sound

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

Create pillar content (blog, video, podcast, webinar, newsletter)

Extract content atoms (5-10 per piece — quotes, stories, tips, data)

Adapt to each platform (format, length, and tone)

Write standalone captions (each post must work without context)

Schedule across the week (spread distribution, don't dump all at once)

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)

Review content pillar topics

Write 5 LinkedIn posts

Write 3 Twitter threads + daily tweets

Create Instagram carousel + Reel ideas

Schedule everything

Leave room for real-time engagement

Engagement Strategy

Daily Engagement Routine (30 min)

Respond to all comments on your posts (5 min)

Comment 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)

For surfacing which posts to comment on (top-10 daily lists, brand/competitor monitoring, intent-signal triage), see 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

Reverse Engineering Viral Content

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

Find creators — 10-20 accounts with high engagement

Collect data — 500+ posts for analysis

Analyze patterns — Hooks, formats, CTAs that work

Codify playbook — Document repeatable patterns

Layer your voice — Apply patterns with authenticity

Convert — Bridge attention to business results

For the complete framework: See 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

Slow hooks — don't build up to the point

No text overlay — many watch without sound

Poor audio — bad audio kills retention instantly

Too long — if it can be shorter, make it shorter

No CTA — tell viewers what to do

Ignoring comments — engagement in first hour matters

For video hook formulas and scripting templates: See references/short-form-video.md

Task-Specific Questions

What platform(s) are you focusing on?

What's your current posting frequency?

Do you have existing content to repurpose?

What content has performed well in the past?

How much time can you dedicate weekly?

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

emails: For nurturing social audience via email

marketing-psychology: For understanding what drives engagement