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name pr-social-copywriting
description Write platform-optimized social media copy for Instagram, Facebook, LinkedIn, and X/Twitter with hooks, CTAs, and hashtag strategies. Use this skill when the user needs to create social media posts, adapt content across platforms, improve engagement rates, or develop a social content strategy — even if they say 'write a post for IG', 'our social engagement is low', 'adapt this for LinkedIn', or 'how do we write better captions'.
metadata
category tags
WP-02 品牌公關
pr
social-media
copywriting
content

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