social

• What's the primary objective? (Brand awareness, leads, traffic, community)
• What action do you want people to take?
• Are you building personal brand, company brand, or both?

• Who are you trying to reach?
• What platforms are they most active on?
• What content do they engage with?

• What's your tone? (Professional, casual, witty, authoritative)
• Any topics to avoid?
• Any specific terminology or style guidelines?

• How much time can you dedicate to social?
• Do you have existing content to repurpose?
• Can you create video content?

For each pillar, ask:

1. What unique perspective do you have?
2. What questions does your audience ask?
3. What content has performed well before?
4. What can you create consistently?
5. What aligns with business goals?

• "I was wrong about [common belief]."
• "The real reason [outcome] happens isn't what you think."
• "[Impressive result] — and it only took [surprisingly short time]."

• "Last week, [unexpected thing] happened."
• "I almost [big mistake/failure]."
• "3 years ago, I [past state]. Today, [current state]."

• "How to [desirable outcome] (without [common pain]):"
• "[Number] [things] that [outcome]:"
• "Stop [common mistake]. Do this instead:"

• "Unpopular opinion: [bold statement]"
• "[Common advice] is wrong. Here's why:"
• "I stopped [common practice] and [positive result]."

For post templates and more hooks: See references/post-templates.md

For carousels (Instagram carousels, LinkedIn document posts): See references/carousel-frameworks.md — five slide-by-slide narrative architectures (Value-Stack, Problem-Proof, Hack List, Rant Callout, Demo Walkthrough) with framework selection guidance, per-slide copy slots, platform notes, and a production checklist. Pick the framework before writing slides.

Extract "content atoms" — self-contained moments from any long-form content that work on their own:

Podcast repurposing workflow:

1. Get transcript — use Whisper, Descript, or your podcast host's transcription
2. Mark timestamps — flag the 5-10 best moments while listening or scanning transcript
3. Extract clips — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
4. Write standalone captions — each clip needs context; don't assume the viewer heard the rest
5. Add subtitles — most social video is watched without sound
6. Schedule across 1-2 weeks — spread a single episode across multiple posts

Per episode, aim for:

• 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
• 1-2 LinkedIn text posts from key insights
• 1 Twitter/X thread of takeaways
• 1 carousel summarizing the main framework or list
• 1 newsletter section or blog post from the best segment

1. Create pillar content (blog, video, podcast, webinar, newsletter)
2. Extract content atoms (5-10 per piece — quotes, stories, tips, data)
3. Adapt to each platform (format, length, and tone)
4. Write standalone captions (each post must work without context)
5. Schedule across the week (spread distribution, don't dump all at once)
6. Update and reshare (evergreen content can repeat every 3-6 months)

1. Review content pillar topics
2. Write 5 LinkedIn posts
3. Write 3 Twitter threads + daily tweets
4. Create Instagram carousel + Reel ideas
5. Schedule everything
6. Leave room for real-time engagement

1. Respond to all comments on your posts (5 min)
2. Comment on 5-10 posts from target accounts (15 min)
3. Share/repost with added insight (5 min)
4. Send 2-3 DMs to new connections (5 min)

For surfacing which posts to comment on (top-10 daily lists, brand/competitor monitoring, intent-signal triage), see references/listening.md. Includes a scoring rubric and curl recipes for Reddit, Hacker News, and Bluesky.

• Add new insight, not just "Great post!"
• Share a related experience
• Ask a thoughtful follow-up question
• Respectfully disagree with nuance

• Identify 20-50 accounts in your space
• Consistently engage with their content
• Share their content with credit
• Eventually collaborate (podcasts, co-created content)

Awareness: Impressions, Reach, Follower growth rate

Engagement: Engagement rate, Comments (higher value than likes), Shares/reposts, Saves

Conversion: Link clicks, Profile visits, DMs received, Leads attributed

• Top 3 performing posts (why did they work?)
• Bottom 3 posts (what can you learn?)
• Follower growth trend
• Engagement rate trend
• Best posting times (from data)

If engagement is low:

• Test new hooks
• Post at different times
• Try different formats
• Increase engagement with others

If reach is declining:

• Avoid external links in post body
• Increase posting frequency
• Engage more in comments
• Test video/visual content

• Document your journey
• Share what you're learning
• Curate and comment on industry content
• Engage heavily with established accounts

• Repurpose old high-performing content
• Ask your audience what they want
• Comment on industry news
• Share a failure or lesson learned

Schedule: Core content posts, Threads, Carousels, Evergreen content

Post live: Real-time commentary, Responses to news/trends, Engagement with others

• Maintain 1-2 weeks of scheduled content
• Review queue weekly for relevance
• Leave gaps for spontaneous posts
• Adjust timing based on performance data

You have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:

[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]

All three should hit in the first second.

Problem-Solution (15-30 sec):

[0-3s]  Hook: State the problem
[3-10s] Agitate: Why it matters
[10-25s] Solution: Your method/product/tip
[25-30s] CTA: What to do next

List Format (30-60 sec):

[0-3s]  Hook: "X things that [outcome]"
[3-50s] Items: One every 5-8 seconds
[50-60s] CTA

Tutorial (30-60 sec):

[0-3s]  Hook: Show the end result first
[3-8s]  Overview: "Here's how..."
[8-50s] Steps: Quick, clear instructions
[50-60s] Result + CTA

Captions increase watch time by 25-40%. Most social video is watched without sound.

• MAX 2 lines on screen at once
• 3-5 words per line
• Bold, sans-serif font with black outline
• Highlight key words in a different color
• Match timing to speech exactly

Tools: CapCut (free), Descript, Captions.ai, Premiere Pro

1. Slow hooks — don't build up to the point
2. No text overlay — many watch without sound
3. Poor audio — bad audio kills retention instantly
4. Too long — if it can be shorter, make it shorter
5. No CTA — tell viewers what to do
6. Ignoring comments — engagement in first hour matters

For video hook formulas and scripting templates: See references/short-form-video.md