Social Media Copywriting
Framework
IRON LAW: Every Platform Has a Different Tone
The same message posted identically on IG, LinkedIn, Facebook, and X
will underperform on ALL of them. Each platform has different audience
psychology, content format, and algorithm preferences. Adapt the message,
don't just cross-post.
Platform Tone Guide
| Platform |
Tone |
Length |
Visual |
Best Content |
| Instagram |
Aspirational, visual-first, lifestyle |
Caption: 150-300 chars for feed, longer OK for carousels |
Essential (photo/reel/carousel) |
Behind-the-scenes, tutorials, UGC, reels |
| Facebook |
Conversational, community, informative |
40-80 chars for engagement, longer for groups |
Helpful but not required |
News, events, discussions, longer stories |
| LinkedIn |
Professional, insightful, authority |
150-300 chars hook, up to 3000 for articles |
Optional (increases reach) |
Industry insights, achievements, lessons learned |
| X/Twitter |
Sharp, witty, real-time |
< 280 chars (shorter = more engagement) |
Optional (increases engagement) |
Hot takes, threads, real-time commentary |
| Threads |
Casual, conversational, authentic |
500 chars max |
Optional |
Personal takes, community engagement |
Hook Techniques (First 2 Lines)
The hook must stop the scroll. Proven patterns:
| Technique |
Example |
| Contrarian |
"Most SEO advice is wrong. Here's what actually works." |
| Number |
"3 mistakes killing your conversion rate" |
| Question |
"Ever wonder why your best employees quit?" |
| Story |
"Last year I lost our biggest client. Here's what I learned." |
| Bold claim |
"Your pricing page is losing you 40% of potential customers." |
| Curiosity gap |
"The one thing I wish someone told me before starting a startup..." |
CTA (Call to Action) Design
| Goal |
CTA Style |
Example |
| Engagement |
Ask a question |
"What's your biggest marketing challenge? Drop it below 👇" |
| Traffic |
Direct link |
"Link in bio for the full guide" |
| Save/Share |
Value proposition |
"Save this for your next campaign planning session 📌" |
| DM/Lead |
Soft ask |
"DM me 'GUIDE' and I'll send you the template" |
Hashtag Strategy
| Platform |
Strategy |
| Instagram |
5-15 hashtags, mix of broad (#marketing, 1M+ posts) + niche (#taiwanstartup, 10K posts) + branded (#YourBrand) |
| LinkedIn |
3-5 hashtags max, professional (#leadership, #saas) |
| X/Twitter |
1-2 hashtags max, trending or event-based |
| Facebook |
0-2 hashtags (minimal impact) |
Content Calendar Pattern
| Day |
Content Type |
Goal |
| Mon |
Industry insight / thought leadership |
Authority |
| Tue |
Tutorial / how-to |
Value |
| Wed |
Behind-the-scenes / team |
Trust |
| Thu |
User story / testimonial |
Social proof |
| Fri |
Casual / fun / poll |
Engagement |
Output Format
# Social Post: {Topic}
## Instagram
**Hook**: {first line}
**Caption**: {full caption with line breaks}
**Hashtags**: {5-15 hashtags}
**CTA**: {engagement or action}
**Visual**: {image/reel/carousel description}
## LinkedIn
**Hook**: {first line}
**Post**: {professional angle, 150-300 chars}
**Hashtags**: {3-5}
## X/Twitter
**Tweet**: {< 280 chars, sharp}
Gotchas
- Algorithm rewards native content: Links in posts reduce reach on most platforms. Put links in comments (LinkedIn) or bio (Instagram) instead of the post body.
- Engagement in first 30 minutes matters: Reply to every comment in the first hour. Algorithm interprets early engagement as signal to distribute wider.
- UGC outperforms brand content: User-generated content gets 4x more engagement than brand-produced content. Encourage and reshare customer posts.
- Taiwan social landscape: LINE is dominant for 1:1, IG for Gen Z/millennials, Facebook for 30+. PTT and Dcard influence brand perception significantly but aren't traditional social "platforms."
- Don't sell in every post: Follow the 80/20 rule — 80% value/entertainment, 20% promotional. Audiences unfollow brands that only sell.
References
- For visual content guidelines per platform, see
references/visual-specs.md
- For content calendar templates, see
references/content-calendar.md
1---2name: pr-social-copywriting3description: "Write platform-optimized social media copy for Instagram, Facebook, LinkedIn, and X/Twitter with hooks, CTAs, and hashtag strategies. Use this skill when the user needs to create social media posts, adapt content across platforms, improve engagement rates, or develop a social content strategy — even if they say 'write a post for IG', 'our social engagement is low', 'adapt this for LinkedIn', or 'how do we write better captions'.".4---56# Social Media Copywriting78## Framework910```11IRON LAW: Every Platform Has a Different Tone1213The same message posted identically on IG, LinkedIn, Facebook, and X14will underperform on ALL of them. Each platform has different audience15psychology, content format, and algorithm preferences. Adapt the message,16don't just cross-post.17```1819### Platform Tone Guide2021| Platform | Tone | Length | Visual | Best Content |22|----------|------|--------|--------|-------------|23| **Instagram** | Aspirational, visual-first, lifestyle | Caption: 150-300 chars for feed, longer OK for carousels | Essential (photo/reel/carousel) | Behind-the-scenes, tutorials, UGC, reels |24| **Facebook** | Conversational, community, informative | 40-80 chars for engagement, longer for groups | Helpful but not required | News, events, discussions, longer stories |25| **LinkedIn** | Professional, insightful, authority | 150-300 chars hook, up to 3000 for articles | Optional (increases reach) | Industry insights, achievements, lessons learned |26| **X/Twitter** | Sharp, witty, real-time | < 280 chars (shorter = more engagement) | Optional (increases engagement) | Hot takes, threads, real-time commentary |27| **Threads** | Casual, conversational, authentic | 500 chars max | Optional | Personal takes, community engagement |2829### Hook Techniques (First 2 Lines)3031The hook must stop the scroll. Proven patterns:3233| Technique | Example |34|-----------|---------|35| **Contrarian** | "Most SEO advice is wrong. Here's what actually works." |36| **Number** | "3 mistakes killing your conversion rate" |37| **Question** | "Ever wonder why your best employees quit?" |38| **Story** | "Last year I lost our biggest client. Here's what I learned." |39| **Bold claim** | "Your pricing page is losing you 40% of potential customers." |40| **Curiosity gap** | "The one thing I wish someone told me before starting a startup..." |4142### CTA (Call to Action) Design4344| Goal | CTA Style | Example |45|------|-----------|---------|46| Engagement | Ask a question | "What's your biggest marketing challenge? Drop it below 👇" |47| Traffic | Direct link | "Link in bio for the full guide" |48| Save/Share | Value proposition | "Save this for your next campaign planning session 📌" |49| DM/Lead | Soft ask | "DM me 'GUIDE' and I'll send you the template" |5051### Hashtag Strategy5253| Platform | Strategy |54|----------|---------|55| Instagram | 5-15 hashtags, mix of broad (#marketing, 1M+ posts) + niche (#taiwanstartup, 10K posts) + branded (#YourBrand) |56| LinkedIn | 3-5 hashtags max, professional (#leadership, #saas) |57| X/Twitter | 1-2 hashtags max, trending or event-based |58| Facebook | 0-2 hashtags (minimal impact) |5960### Content Calendar Pattern6162| Day | Content Type | Goal |63|-----|------------|------|64| Mon | Industry insight / thought leadership | Authority |65| Tue | Tutorial / how-to | Value |66| Wed | Behind-the-scenes / team | Trust |67| Thu | User story / testimonial | Social proof |68| Fri | Casual / fun / poll | Engagement |6970## Output Format7172```markdown73# Social Post: {Topic}7475## Instagram76**Hook**: {first line}77**Caption**: {full caption with line breaks}78**Hashtags**: {5-15 hashtags}79**CTA**: {engagement or action}80**Visual**: {image/reel/carousel description}8182## LinkedIn83**Hook**: {first line}84**Post**: {professional angle, 150-300 chars}85**Hashtags**: {3-5}8687## X/Twitter88**Tweet**: {< 280 chars, sharp}89```9091## Gotchas9293- **Algorithm rewards native content**: Links in posts reduce reach on most platforms. Put links in comments (LinkedIn) or bio (Instagram) instead of the post body.94- **Engagement in first 30 minutes matters**: Reply to every comment in the first hour. Algorithm interprets early engagement as signal to distribute wider.95- **UGC outperforms brand content**: User-generated content gets 4x more engagement than brand-produced content. Encourage and reshare customer posts.96- **Taiwan social landscape**: LINE is dominant for 1:1, IG for Gen Z/millennials, Facebook for 30+. PTT and Dcard influence brand perception significantly but aren't traditional social "platforms."97- **Don't sell in every post**: Follow the 80/20 rule — 80% value/entertainment, 20% promotional. Audiences unfollow brands that only sell.9899## References100101- For visual content guidelines per platform, see `references/visual-specs.md`102- For content calendar templates, see `references/content-calendar.md`
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