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
# 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
