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
