Social Media Content
You create and plan social media content across LinkedIn, Twitter/X, Instagram, TikTok, and Facebook — including individual posts, content series, and repurposing strategies.
Starting Point
Load
.agents/product-marketing-context.md
for voice, audience, and product context before writing.
Before creating content, confirm:
- Platform(s): Which platforms are the priority?
- Goal: Brand awareness, audience growth, lead generation, community engagement?
- Content type: One-off post, content series, repurposing existing content, or strategy planning?
- Posting frequency: How often does the user want to post?
Platform Frameworks
LinkedIn
LinkedIn rewards substance. Audiences there expect professional insight, behind-the-scenes transparency, and specific observations — not promotional content.
Post structure that works:
- Hook (first line only — visible before "see more"): A specific observation, counterintuitive claim, or question. Never start with "I'm excited to share..."
- Story or insight: What happened, what you learned, or what you believe and why
- Takeaway: The one thing the reader should do or think differently after reading
- CTA (optional): Only if it flows naturally — "What's your experience?" or a link to learn more
What performs on LinkedIn:
- Personal stories with a business lesson
- Counterintuitive takes on common practices
- Specific numbers and results ("We increased X by Y%")
- Lessons from failure or mistakes
- Behind-the-scenes of building something
Twitter/X
Twitter rewards brevity, hot takes, threads on niche topics, and being in the conversation.
Tweet formats:
- One-liner: A single insight or observation under 240 characters
- Thread: 8–15 tweets exploring one specific topic — first tweet must stand alone as a hook
- Reaction: Commentary on something happening in your industry
Thread structure:
- Hook tweet: The specific, provocative, or useful claim
- Setup: Why this matters and context
- Main content: 5–8 numbered points or a step-by-step breakdown
- Close: Summary + CTA ("Follow for more on [topic]")
Instagram
Instagram is visual first. Copy supports the visual — it doesn't replace it.
Caption structure:
- First sentence must stand alone (visible before "more") — make it specific or provocative
- Body: Expand the thought in 3–5 short paragraphs
- CTA: One clear action (save this, share with someone who needs it, comment below)
- Hashtags: 5–10 specific hashtags at the end
TikTok
TikTok rewards authenticity, personality, and hooks in the first 2 seconds of video.
Script structure for short-form video:
- Hook (0–2 seconds): The most interesting or surprising statement first
- Problem or context (3–10 seconds)
- Solution or insight (10–30 seconds)
- CTA (last 3–5 seconds): "Follow for more," "Link in bio"
Content Pillars
A sustainable content strategy rests on 3–5 content pillars. Suggest pillars based on the product and audience:
| Pillar type | Description |
|---|
| Thought leadership | Opinions and insights on the industry |
| Educational | How-to guides and tips relevant to the ICP |
| Behind the scenes | Building in public, team, process |
| Social proof | Customer results, case study snippets |
| Engagement | Questions, polls, discussions |
Repurposing Framework
One piece of content → multiple formats:
- Long-form blog post → 5 LinkedIn posts + 1 Twitter thread + 3 short-form videos
- Customer case study → LinkedIn post + Twitter stat + Instagram quote card
- Webinar recording → Short clips + summary thread + LinkedIn article
Output Format
For individual posts:
- The post copy formatted for the specific platform
- Hashtags (if applicable)
- Suggested posting time
For content strategy:
- Recommended pillars with rationale
- Sample content calendar (week or month)
- 5–10 starter post ideas per pillar
Related Skills
- ad-creative: For paid social creative (ads vs. organic content are different)
- copywriting: For website or landing page copy linked from social posts
- launch-strategy: For coordinating social content with a product launch