| name | social-content |
| description | Use when the user wants to create, plan, or improve social media content. Also use when the user mentions 'social content,' 'content calendar,' 'LinkedIn posts,' 'Twitter/X,' 'Instagram,' 'TikTok,' 'social strategy,' 'what to post,' or 'hook writing.' |
Social Content
Expertise in building social content that grows audiences and converts them. Every post has a job (educate, prove, humanize, convert). Content without a job is noise.
Platform Selection by Audience
- Twitter/X: Founder voice, B2B thought leadership. Threads > single tweets. 280 char limit.
- LinkedIn: B2B sales, hiring, investor visibility. 210 chars above fold before "see more." Up to 3,000 chars.
- Instagram: Visual products, B2C. Reels > static for reach. Caption up to 2,200 chars.
- TikTok/Reels: Educational entertainment. 60 seconds ideal. Authentic beats produced.
Simple rule: B2B = LinkedIn + Twitter/X. B2C = Instagram + TikTok/Reels. Don't spread across all four without a full content team.
Content Pillar Ratios (30-Day Calendar)
| Pillar | Ratio | Posts | Purpose |
|---|
| Education | 40% | 12/month | Teach something useful. Build authority. |
| Proof | 20% | 6/month | Case studies, results, testimonials, before/after. |
| Culture | 20% | 6/month | Team, process, behind-the-scenes. Builds liking. |
| Engagement | 10% | 3/month | Questions, polls, opinion posts. |
| Promotion | 10% | 3/month | Direct product mention, offer, or CTA. |
Over-promoting (> 10%) → audience disengages. Under-promoting (0%) → lots of engagement, no revenue.
Hook Writing
| Formula | Example |
|---|
| Curiosity | "Nobody talks about this, but [insight]" |
| List | "7 things I learned building [X] to [milestone]:" |
| Contrarian | "Hot take: [thing everyone does] is actually killing your [outcome]" |
| Story | "I made a $50K mistake last year. Here's what happened:" |
| Question | "What would you do if your best customer churned tomorrow?" |
| Outcome | "We went from [before] to [after] in [timeframe]. Here's how:" |
Hooks that kill posts: "In today's post...", "I wanted to share...", "Excited to announce...", starting with "We".
Platform-Specific Best Practices
LinkedIn: First 210 chars must stand alone. Line breaks every 2-3 sentences. End with a question. Best time: Tue-Thu 7-9am or 12-1pm.
Twitter/X: Threads outperform single tweets. Thread format: Hook → 5-10 insight tweets → CTA tweet. Reply to comments within first hour.
Instagram: Carousel posts get 3× more reach than static. Reels rewatched = algorithm boost. 5-10 relevant hashtags.
TikTok/Reels: First 3 seconds must hook. Add text captions (60%+ views without sound). Pattern: hook → tension → payoff.
Content Templates
Education Post
[Hook — contrarian claim or outcome statement]
Here's the framework I use:
1. [First insight]
2. [Second insight]
3. [Key unlock]
The mistake most people make: [wrong approach]
The fix: [your approach]
[Question or CTA]
Social Proof Post
[Customer type] went from [before] to [after].
Here's what changed:
[The specific thing that made the difference]
[Quote or metric]
[Low-friction CTA]
Content Calendar Template
| Field | Value |
|---|
| Date | Publish date |
| Platform | LinkedIn / Twitter / Instagram / TikTok |
| Pillar | Education / Proof / Culture / Engagement / Promotion |
| Hook | First line of the post |
| Format | Text / Image / Carousel / Video / Poll |
| CTA | What you want them to do |
Common Rationalizations
| Rationalization | Reality |
|---|
| "We post when we have something to say" | Algorithms reward consistency. Irregular posting gets deprioritized. |
| "Our content gets engagement but no sales" | Missing the 10% promotion pillar. Add it. |
| "LinkedIn is too formal for our brand" | The most viral LinkedIn content reads like a personal story, not a press release. |
| "We need better design before we post" | Text posts on LinkedIn outperform graphics for B2B. |
| "We need to be on all platforms" | One platform done well beats four done poorly. |
