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SKILL.md
Market Social — Multi-Platform Content
Generate social content that respects each platform's native format. A LinkedIn post is not a long tweet. An Instagram caption is not a blog intro. A TikTok script is not a headline.
Platform Specs (character limits and native formats)
Platform
Limit
Native format
X (Twitter)
280 chars (free) / 25,000 (Premium)
Punchy single posts or threads. First tweet hooks. Threads use "🧵" or numbered.
LinkedIn
3,000 chars post body
Story-led, line-break-heavy, no links above the cut (algorithmic penalty).
Instagram
2,200 caption / 30 hashtags max
Hook in first line (before "more"), 5–15 hashtags in first comment, emoji for scanability.
TikTok
2,200 caption / video is the content
Caption is a hook. Script should be 15–60s with hook in first 3s.
YouTube Shorts
Video + 100-char title
Hook first 2 seconds, pattern interrupt at 5s.
Threads
500 chars
Conversational, less polished than LinkedIn.
Facebook
63,206 chars (use ~80 for best reach)
Short + link, or native video.
Pinterest
500 char description / vertical image
Keywords + title are the ranking signal.
Content Pillars (pick 3–5 per brand)
Pillar
Purpose
Example formats
Educational
Teach, build trust
How-tos, frameworks, breakdowns
Behind the scenes
Humanize
Day-in-life, process, team
Social proof
Credibility
Case studies, testimonials, stats
Contrarian / POV
Attention + distinction
Hot takes, pattern breaks
Tactical
Immediate value
Tips, hacks, templates
Story
Emotional connection
Origin, founder, customer stories
Entertainment
Reach
Memes, humor (if on-brand)
Product
Direct promo
Launches, updates, demos
The 80/20 rule: 80% value-driven (education, story, proof), 20% direct promo.
Platform-specific post structures
X — Single
Hook (line 1)
Evidence / story / punch
CTA (optional)
X — Thread
1/ Hook — specific, contrarian, or curiosity
2/–N/ Beats: context → story → lesson → example → takeaway
Last/ Wrap + soft CTA ("If this helped, RT the top.")
LinkedIn
Line 1: Hook (must survive the "see more" cut)
Line 2: Blank
Line 3–4: Setup
[line breaks]
Story / insight / framework in short lines
[line breaks]
Takeaway
[line breaks]
CTA — question or invitation
(No external links in body. Drop links in first comment.)
Instagram caption
Hook (before "more")
Blank line
Story or breakdown with emoji bullets
Takeaway
CTA (save, share, comment)
.
.
.
#5–15 hashtags
TikTok / Shorts script
[0–3s] HOOK — visual + spoken pattern interrupt
[3–8s] SETUP — what this is about
[8–25s] PAYOFF — the actual thing
[25–55s] PROOF or REPEAT
[last 2s] CTA — "follow for more", "link in bio"
Confirm content pillars if not already documented.
Output Format
When the user asks for a post pack:
## Social Post Pack — [Topic]
**Brand voice:** [summary from BRAND-VOICE.md or inferred]
**Pillar:** [which one]
**Goal:** [awareness / engagement / etc]
---
### X (Single)
[Draft — must fit 280 chars; include char count]
### X (Thread)
1/ [hook]
2/ [beat]
...
### LinkedIn
[Full post with line breaks preserved]
### Instagram
**Caption:**
[Hook + body]
**Hashtags (first comment):**
#tag1 #tag2 ...
### TikTok / Shorts script
**Hook (0–3s):** [visual + line]
**Setup (3–8s):** ...
**Payoff (8–25s):** ...
**CTA (last 2s):** ...
### Threads
[Draft — under 500 chars]
---
### Repurposing notes
[How to adapt the same idea for other platforms if the user wants more coverage]
When generating a content calendar
Use python3 scripts/social_calendar.py --pillars "<pillar1,pillar2,...>" --days 30 to generate a pillar-aware skeleton, then fill in specific topics. Output as a table:
Day
Pillar
Platform(s)
Topic
Status
Quality Bar
Respect the character limits. A 320-char "tweet" wastes the client's time.
Lead with the hook on every platform. If the first line is boring, the rest is invisible.
Don't copy-paste the same post across platforms. Rewrite for each.
Never invent hashtags that don't exist or that have been hijacked.
If the client has no strong POV, say so — social without a POV dies slowly.