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