1---
2name: social-content
3description: "When the user wants help creating, scheduling, or optimizing social media content for LinkedIn, Twitter/X, Instagram, TikTok, Facebook, or other platforms. Also use when the user mentions 'LinkedIn post,' 'Twitter thread,' 'social media,' 'content calendar,' 'social scheduling,' 'engagement,' 'viral content,' 'what should I post,' 'repurpose this content,' 'tweet ideas,' 'LinkedIn carousel,' 'social media strategy,' 'grow my following,' 'TikTok video,' 'Reels,' 'Shorts,' 'video script,' 'video hook,' 'short-form video,' or 'create a reel.' Use this for social media content creation, repurposing, scheduling, and short-form video scripting. For broader content strategy, see content-strategy. For paid video ads, see ad-creative."
4metadata:
5  version: 1.3.0
6---
7 
8# Social Content
9 
10You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.
11 
12## Before Creating Content
13 
14**Check for product marketing context first:**
15If `.agents/product-marketing-context.md` exists (or `.claude/product-marketing-context.md` in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
16 
17Gather this context (ask if not provided):
18 
19### 1. Goals
20- What's the primary objective? (Brand awareness, leads, traffic, community)
21- What action do you want people to take?
22- Are you building personal brand, company brand, or both?
23 
24### 2. Audience
25- Who are you trying to reach?
26- What platforms are they most active on?
27- What content do they engage with?
28 
29### 3. Brand Voice
30- What's your tone? (Professional, casual, witty, authoritative)
31- Any topics to avoid?
32- Any specific terminology or style guidelines?
33 
34### 4. Resources
35- How much time can you dedicate to social?
36- Do you have existing content to repurpose?
37- Can you create video content?
38 
39---
40 
41## Platform Quick Reference
42 
43| Platform | Best For | Frequency | Key Format |
44|----------|----------|-----------|------------|
45| LinkedIn | B2B, thought leadership | 3-5x/week | Carousels, stories |
46| Twitter/X | Tech, real-time, community | 3-10x/day | Threads, hot takes |
47| Instagram | Visual brands, lifestyle | 1-2 posts + Stories daily | Reels, carousels |
48| TikTok | Brand awareness, younger audiences | 1-4x/day | Short-form video |
49| Facebook | Communities, local businesses | 1-2x/day | Groups, native video |
50 
51**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)
52 
53**For hashtag limits and character counts**: See [references/platform-limits.md](references/platform-limits.md)
54 
55---
56 
57## Content Pillars Framework
58 
59Build your content around 3-5 pillars that align with your expertise and audience interests.
60 
61### Example for a SaaS Founder
62 
63| Pillar | % of Content | Topics |
64|--------|--------------|--------|
65| Industry insights | 30% | Trends, data, predictions |
66| Behind-the-scenes | 25% | Building the company, lessons learned |
67| Educational | 25% | How-tos, frameworks, tips |
68| Personal | 15% | Stories, values, hot takes |
69| Promotional | 5% | Product updates, offers |
70 
71### Pillar Development Questions
72 
73For each pillar, ask:
741. What unique perspective do you have?
752. What questions does your audience ask?
763. What content has performed well before?
774. What can you create consistently?
785. What aligns with business goals?
79 
80---
81 
82## Hook Formulas
83 
84The first line determines whether anyone reads the rest.
85 
86### Curiosity Hooks
87- "I was wrong about [common belief]."
88- "The real reason [outcome] happens isn't what you think."
89- "[Impressive result] — and it only took [surprisingly short time]."
90 
91### Story Hooks
92- "Last week, [unexpected thing] happened."
93- "I almost [big mistake/failure]."
94- "3 years ago, I [past state]. Today, [current state]."
95 
96### Value Hooks
97- "How to [desirable outcome] (without [common pain]):"
98- "[Number] [things] that [outcome]:"
99- "Stop [common mistake]. Do this instead:"
100 
101### Contrarian Hooks
102- "Unpopular opinion: [bold statement]"
103- "[Common advice] is wrong. Here's why:"
104- "I stopped [common practice] and [positive result]."
105 
106**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)
107 
108---
109 
110## Content Repurposing System
111 
112Turn 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.
113 
114### Blog Post → Social Content
115 
116| Platform | Format |
117|----------|--------|
118| LinkedIn | Key insight + link in comments |
119| LinkedIn | Carousel of main points |
120| Twitter/X | Thread of key takeaways |
121| Instagram | Carousel with visuals |
122| Instagram | Reel summarizing the post |
123 
124### Podcast / Video → Social Content
125 
126Extract "content atoms" — self-contained moments from any long-form content that work on their own:
127 
128| Atom Type | What to Look For | Best Platform |
129|-----------|-----------------|---------------|
130| Quotable moment | A bold claim, hot take, or memorable line (15-60 sec) | Twitter/X, LinkedIn, TikTok |
131| Story arc | A complete mini-story with setup, conflict, resolution (60-90 sec) | Instagram Reels, TikTok, YouTube Shorts |
132| Tactical tip | A specific how-to or framework explained clearly (30-60 sec) | LinkedIn, YouTube Shorts |
133| Controversial take | A contrarian opinion that sparks debate | Twitter/X, LinkedIn |
134| Data/stat callout | A surprising number or research finding | LinkedIn carousel, Twitter/X |
135| Behind-the-scenes | Authentic, unpolished moments | Instagram Stories, TikTok |
136 
137**Podcast repurposing workflow:**
1381. **Get transcript** — use Whisper, Descript, or your podcast host's transcription
1392. **Mark timestamps** — flag the 5-10 best moments while listening or scanning transcript
1403. **Extract clips** — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
1414. **Write standalone captions** — each clip needs context; don't assume the viewer heard the rest
1425. **Add subtitles** — most social video is watched without sound
1436. **Schedule across 1-2 weeks** — spread a single episode across multiple posts
144 
145**Per episode, aim for:**
146- 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
147- 1-2 LinkedIn text posts from key insights
148- 1 Twitter/X thread of takeaways
149- 1 carousel summarizing the main framework or list
150- 1 newsletter section or blog post from the best segment
151 
152### Webinar / Live Event → Social Content
153 
154| Extract | Format |
155|---------|--------|
156| Key slides with commentary | LinkedIn carousel |
157| Q&A highlights | Twitter/X thread |
158| Speaker quotes | Quote graphics for Instagram/LinkedIn |
159| Audience reactions/poll results | Engagement posts |
160| Full recording → short clips | Reels, TikTok, Shorts |
161 
162### Newsletter → Social Content
163 
164| Extract | Format |
165|---------|--------|
166| Main insight | LinkedIn post |
167| Curated links with commentary | Twitter/X thread |
168| Data or stat | Quote graphic |
169| Hot take or opinion | Twitter/X post, LinkedIn |
170 
171### Repurposing Workflow
172 
1731. **Create pillar content** (blog, video, podcast, webinar, newsletter)
1742. **Extract content atoms** (5-10 per piece — quotes, stories, tips, data)
1753. **Adapt to each platform** (format, length, and tone)
1764. **Write standalone captions** (each post must work without context)
1775. **Schedule across the week** (spread distribution, don't dump all at once)
1786. **Update and reshare** (evergreen content can repeat every 3-6 months)
179 
180---
181 
182## Content Calendar Structure
183 
184### Weekly Planning Template
185 
186| Day | LinkedIn | Twitter/X | Instagram |
187|-----|----------|-----------|-----------|
188| Mon | Industry insight | Thread | Carousel |
189| Tue | Behind-scenes | Engagement | Story |
190| Wed | Educational | Tips tweet | Reel |
191| Thu | Story post | Thread | Educational |
192| Fri | Hot take | Engagement | Story |
193 
194### Batching Strategy (2-3 hours weekly)
195 
1961. Review content pillar topics
1972. Write 5 LinkedIn posts
1983. Write 3 Twitter threads + daily tweets
1994. Create Instagram carousel + Reel ideas
2005. Schedule everything
2016. Leave room for real-time engagement
202 
203---
204 
205## Engagement Strategy
206 
207### Daily Engagement Routine (30 min)
208 
2091. Respond to all comments on your posts (5 min)
2102. Comment on 5-10 posts from target accounts (15 min)
2113. Share/repost with added insight (5 min)
2124. Send 2-3 DMs to new connections (5 min)
213 
214### Quality Comments
215 
216- Add new insight, not just "Great post!"
217- Share a related experience
218- Ask a thoughtful follow-up question
219- Respectfully disagree with nuance
220 
221### Building Relationships
222 
223- Identify 20-50 accounts in your space
224- Consistently engage with their content
225- Share their content with credit
226- Eventually collaborate (podcasts, co-created content)
227 
228---
229 
230## Analytics & Optimization
231 
232### Metrics That Matter
233 
234**Awareness:** Impressions, Reach, Follower growth rate
235 
236**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves
237 
238**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed
239 
240### Weekly Review
241 
242- Top 3 performing posts (why did they work?)
243- Bottom 3 posts (what can you learn?)
244- Follower growth trend
245- Engagement rate trend
246- Best posting times (from data)
247 
248### Optimization Actions
249 
250**If engagement is low:**
251- Test new hooks
252- Post at different times
253- Try different formats
254- Increase engagement with others
255 
256**If reach is declining:**
257- Avoid external links in post body
258- Increase posting frequency
259- Engage more in comments
260- Test video/visual content
261 
262---
263 
264## Content Ideas by Situation
265 
266### When You're Starting Out
267- Document your journey
268- Share what you're learning
269- Curate and comment on industry content
270- Engage heavily with established accounts
271 
272### When You're Stuck
273- Repurpose old high-performing content
274- Ask your audience what they want
275- Comment on industry news
276- Share a failure or lesson learned
277 
278---
279 
280## Scheduling Best Practices
281 
282### When to Schedule vs. Post Live
283 
284**Schedule:** Core content posts, Threads, Carousels, Evergreen content
285 
286**Post live:** Real-time commentary, Responses to news/trends, Engagement with others
287 
288### Queue Management
289 
290- Maintain 1-2 weeks of scheduled content
291- Review queue weekly for relevance
292- Leave gaps for spontaneous posts
293- Adjust timing based on performance data
294 
295---
296 
297## Reverse Engineering Viral Content
298 
299Instead of guessing, analyze what's working for top creators in your niche:
300 
3011. **Find creators** — 10-20 accounts with high engagement
3022. **Collect data** — 500+ posts for analysis
3033. **Analyze patterns** — Hooks, formats, CTAs that work
3044. **Codify playbook** — Document repeatable patterns
3055. **Layer your voice** — Apply patterns with authenticity
3066. **Convert** — Bridge attention to business results
307 
308**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)
309 
310---
311 
312## Short-Form Video (TikTok, Reels, Shorts)
313 
314Short-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.
315 
316### Platform Specs
317 
318| Platform | Optimal Length | Aspect Ratio | Key Difference |
319|----------|---------------|--------------|----------------|
320| TikTok | 15-60 sec | 9:16 | Trending sounds, raw/authentic feel |
321| Reels | 15-30 sec | 9:16 | Polished content, rewards saves/shares |
322| Shorts | 30-60 sec | 9:16 | YouTube SEO applies, searchable titles |
323 
324### The 3-Second Rule
325 
326You have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:
327 
328```
329[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]
330```
331 
332All three should hit in the first second.
333 
334### Video Structures
335 
336**Problem-Solution (15-30 sec):**
337```
338[0-3s]  Hook: State the problem
339[3-10s] Agitate: Why it matters
340[10-25s] Solution: Your method/product/tip
341[25-30s] CTA: What to do next
342```
343 
344**List Format (30-60 sec):**
345```
346[0-3s]  Hook: "X things that [outcome]"
347[3-50s] Items: One every 5-8 seconds
348[50-60s] CTA
349```
350 
351**Tutorial (30-60 sec):**
352```
353[0-3s]  Hook: Show the end result first
354[3-8s]  Overview: "Here's how..."
355[8-50s] Steps: Quick, clear instructions
356[50-60s] Result + CTA
357```
358 
359### Caption & Subtitle Best Practices
360 
361Captions increase watch time by 25-40%. Most social video is watched without sound.
362 
363- **MAX 2 lines** on screen at once
364- **3-5 words per line**
365- Bold, sans-serif font with black outline
366- **Highlight key words** in a different color
367- Match timing to speech exactly
368 
369Tools: CapCut (free), Descript, Captions.ai, Premiere Pro
370 
371### Content Ideas by Type
372 
373| Business Type | Video Ideas |
374|---------------|-------------|
375| SaaS | Feature demos (show outcome first), before/after, "Watch me do X in Y seconds" |
376| E-commerce | Unboxing, comparisons, how it's made, customer reviews |
377| Services | Process reveals, client transformations, myth-busting |
378| Personal brand | Lessons learned, controversial takes, day-in-the-life |
379 
380### Common Mistakes
381 
3821. **Slow hooks** — don't build up to the point
3832. **No text overlay** — many watch without sound
3843. **Poor audio** — bad audio kills retention instantly
3854. **Too long** — if it can be shorter, make it shorter
3865. **No CTA** — tell viewers what to do
3876. **Ignoring comments** — engagement in first hour matters
388 
389**For video hook formulas and scripting templates**: See [references/short-form-video.md](references/short-form-video.md)
390 
391---
392 
393## Task-Specific Questions
394 
3951. What platform(s) are you focusing on?
3962. What's your current posting frequency?
3973. Do you have existing content to repurpose?
3984. What content has performed well in the past?
3995. How much time can you dedicate weekly?
4006. Are you building personal brand, company brand, or both?
401 
402---
403 
404## Related Skills
405 
406- **copywriting**: For longer-form content that feeds social
407- **launch-strategy**: For coordinating social with launches
408- **email-sequence**: For nurturing social audience via email
409- **marketing-psychology**: For understanding what drives engagement
410