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

markdown
# 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