Social Media Kit skill

Social Media Kit

Turn briefs and long-form assets into a finished, on-spec, approval-ready content kit. This skill is the production/deliverable layer: exact platform specs, copy structures, hashtag sets, a repurposing matrix, a calendar, and a sign-off + compliance checklist. It is the assembly line, not the growth lab.

Sibling skills (intentional cross-links, do not duplicate them):

• social-media-growth — algorithmic optimization, viral mechanics, engagement-at-scale. Use for why a post spreads; use this skill for building the post.
• content-strategy — topic clusters, entity-first briefs, editorial operating model. Use to decide what to make; use this skill to make and package it.
• copywriting — headline/CTA frameworks (PAS/AIDA/4U). Pull hooks and CTAs from there.
• influencer-marketing — creator briefs, contracts, paid disclosures at scale.
• marketing-analytics — GA4/UTMs/attribution to actually measure the kit (this skill links its outputs to UTMs).
• email-sequence, paid-ads, marketplace-launch — adjacent channels a kit usually feeds.

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0) Inputs the kit needs (collect these first)

Do not generate a kit blind. Require or infer:

Output of this skill = a single deliverable doc (see §8) the client can copy-paste or hand to a designer/scheduler.

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1) Platform specs (verify against live limits — platforms change these often)

Limits and durations below are accurate as of June 2026 but every platform ships changes frequently; treat the verify-links as source of truth before a client-facing deliverable. Never hard-code a number you can't confirm — if unsure, write "check current limit at <official help URL>".

LinkedIn (B2B default)

• Post text: up to 3,000 characters for personal + company posts (the old ~1,300-char cap is long gone). Only the first ~140–210 chars show before the "…see more" fold on most viewports — front-load the hook.
• Formats: text, single image, document/carousel (PDF, up to ~300 pages but use 5–12), native video, polls, newsletters/articles, LinkedIn Live.
• Native video: lands better than off-platform links; vertical 9:16 increasingly favored for the mobile feed. Confirm current max length at linkedin.com help.
• Links: an outbound link in the post body can suppress reach; common practice is to put the link in the first comment and reference it ("link in comments") — test this, it is a heuristic, not a guarantee.
• Hashtags: 3–5, mixing one broad (#Marketing) with niche (#B2BSaaS). More than ~5 looks spammy and does not help.
• Best-performing: specific lessons learned, contrarian-but-defensible takes, single-chart data insights, build-in-public updates, document carousels.
• Structure: Hook line (≤210 chars) → whitespace → story/insight (short paragraphs, 1–2 lines each) → concrete takeaway → one CTA or question.

X / Twitter

• Single post: 280 characters on a free account; X Premium subscribers can post long-form up to ~25,000 characters (do not assume the audience has Premium — author for 280 unless told otherwise, and put the payoff before any "show more" fold).
• Threads: still the workhorse for depth. 5–9 posts is a healthier default than the old "10–15" — each post must stand alone and earn the next.
• Media: up to 4 images per post; native video and GIFs; video length depends on account tier (verify at help.x.com).
• Hashtags: 0–2. On X, hashtags rarely add reach and can look dated; prefer plain keywords the search/algorithm already indexes.
• Thread structure: Hook post (promise a payoff) → numbered or logically-stepped points → a summary/recap post → CTA (follow / link / "RT the top"). Repost the hook once after ~24h if it performed.

Instagram

• Carousels: up to 20 slides (the old 10-slide cap was raised) — 6–10 is the practical sweet spot. Carousels can re-show to people who didn't engage, so they're strong for reach.
• Reels: the headline format. Standard Reels run up to 90 seconds, but Instagram has expanded longer Reels (3-minute Reels have been rolling out, and IG has tested up to ~10 min) — verify the current max in-app before promising a length, since it varies by account and rollout. Hook in the first 1–2 seconds, deliver value by 0:15, CTA at the end + on-screen text (most watch muted).
• Aspect ratio: 9:16 vertical for Reels and the main feed crop; keep text inside safe zones away from UI overlays.
• Stories: up to 60 seconds per slide (longer videos auto-split into 60s chunks; feed shares still preview at 15s), ephemeral, great for polls/stickers/link sticker (link sticker is available to all accounts now).
• Hashtags: 3–5 topical tags now outperform the old "stuff 30 tags." Mix mid-size (10k–500k posts) with a couple of niche/branded. Hashtag reach has declined industry-wide — treat them as discovery garnish, not the engine.
• Captions: up to 2,200 chars; first ~125 show before truncation.

TikTok

• Length: 15s–10min supported; 21–34s is a common high-completion-rate window for value content, but test — completion rate and rewatches matter more than raw length.
• Hook: first 1–2 seconds must stop the scroll (motion, pattern interrupt, bold claim, or text question).
• Structure: Hook → quick context → payoff/value → soft CTA. Use on-screen captions; design for sound-on but legible muted.
• Sound: trending audio can boost distribution, but see §7 — commercial/brand accounts must use the Commercial Music Library or licensed audio, not the consumer trending-sounds catalog.
• Hashtags/keywords: 3–5 specific tags; TikTok is also a search engine — put keywords in the caption and spoken/on-screen text.

YouTube Shorts

• Length: up to 3 minutes (raised from 60s). Vertical 9:16.
• Use: repurpose Reels/TikToks, but Shorts viewers skew toward "how/why" search intent — lead with the question being answered. Shorts feed into long-form channel discovery, so add an end-screen pointing to a full video where relevant.
• Hashtags: 1–3 in the description; the title carries more weight (it's search-driven).

Threads

• Post: 500 characters, up to 10 images or a single video. Casual, conversational, reply-driven; reach favors posts that start conversations. Cross-posting raw X threads underperforms — adapt tone to be more discursive.

Bluesky

• Post: 300 characters; image alt-text supported and encouraged. Chronological-ish feeds + custom feeds; hashtags work for discovery. Good for tech/dev/builder audiences; lower volume, higher signal.

Author once per platform, not once for all. A LinkedIn post pasted to X reads as a press release; an X thread pasted to Threads reads cold. Repurpose the idea, rewrite the post.

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2) Hooks & post structures (the copy layer)

A kit lives or dies on the first line. Generate 3–5 hook variants per post and let the client pick. Hook patterns (see copywriting for the full frameworks):

• Stat/contrarian: "Most {audience} think {belief}. The data says the opposite."
• Result/outcome: "We {specific result} in {timeframe}. Here's the exact process."
• Mistake/confession: "I wasted {time/$} on {thing} so you don't have to."
• Listicle/promise: "{N} {things} that {benefit} (number {X} surprised me)."
• Question/tension: "Why do {audience} keep {failing at X}?"
• Story/in-medias-res: "Three months ago this product was dead. Then we changed one thing."

Reusable structures:

CTA bank (match to objective): awareness → "Follow for more / save this"; leads → "Free guide in the link"; launch → "We're live — link in bio"; community → "What's your take? 👇"; retention → "New in {product}: …".

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3) Hashtag & keyword workflow (research, don't guess)

Hashtag reach has fallen across platforms; treat tags as discovery/garnish and put real effort into searchable keywords in captions, alt-text, and spoken audio. Build a reusable hashtag bank per client:

1. Seed 15–25 candidate tags from: the client's pillars, competitor posts that performed, and platform autocomplete (type the seed, read suggestions).
2. Size-bucket each tag by post volume (where the platform shows it): niche (<50k), mid (50k–500k), broad (>500k). Avoid only-broad tags — your post drowns.
3. Per post, pick: LinkedIn 3–5 (1 broad + niche); IG 3–5 (1–2 mid + niche + 1 branded); TikTok/YouTube 3–5 specific; X 0–2 or none; Threads/Bluesky 1–3.
4. Always include 1 branded tag (#YourBrand) to build an archive and let UGC find you.
5. Re-audit monthly: drop tags with no impressions (check per-platform analytics), promote tags that drove profile visits/saves.
6. Keywords ≥ hashtags: write the literal phrases your audience searches into the first line, the caption, and (for video) the on-screen text — IG, TikTok and YouTube all rank captions in search.

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4) Repurposing matrix (one asset → a full kit)

The core engine: take one source asset and atomize it. Map each source type to outputs:

Atomization rule of thumb: one substantial long-form asset reliably yields 8–12 distinct social pieces across a 2–3 week window. Don't ship them same-day — stagger (see §5).

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5) 4-week content calendar (inlined template — copy this)

This is the full working template — copy the grid and the cadence/mix defaults straight into the deliverable.

Cadence defaults by audience (posts/week per platform — start here, then let §6 data tune it):

Content-mix rule (per week, any platform): roughly 40% educational/value, 30% story/POV, 20% social-proof/UGC, 10% promo/CTA. If promo creeps above ~20%, reach drops. Tag every planned post with its bucket so the mix is auditable.

Weekly grid (duplicate for 4 weeks):

WEEK __ — Theme: ____________________  Objective: ____________________

| Day | Platform | Format       | Bucket   | Hook / Topic            | Source asset      | CTA + UTM            | Status   |
|-----|----------|--------------|----------|-------------------------|-------------------|----------------------|----------|
| Mon | LinkedIn | text         | value    | "3 mistakes in ___"     | Blog #14          | Guide → ?utm_...      | Draft    |
| Mon | X        | thread       | value    | repurpose Mon LI        | Blog #14          | link last post        | Draft    |
| Tue | IG       | carousel     | value    | "___ in 7 steps"        | Blog #14          | Save / link in bio    | Draft    |
| Tue | TikTok   | short video  | story    | founder POV clip        | Webinar 06/02     | Follow                | Filming  |
| Wed | LinkedIn | document     | proof    | case study carousel     | Case study: Acme  | Demo → ?utm_...        | Approved |
| Wed | X        | single       | promo    | "We shipped ___"        | Changelog v2.1    | link → ?utm_...        | Scheduled|
| Thu | IG       | reel         | value    | repurpose Tue TikTok    | Webinar 06/02     | Follow                | Draft    |
| Thu | LinkedIn | poll         | value    | "Which matters more?"   | —                 | —                     | Idea     |
| Fri | X        | thread       | story    | "What we learned this wk"| Founder note      | Follow                | Idea     |
| Fri | IG       | story        | proof    | UGC repost (w/ consent) | Customer DM       | Link sticker          | Idea     |

Reserve 1–2 SLOTS/week for reactive/trend posts — do NOT pre-fill them.

Status pipeline (use these exact states): Idea → Draft → Internal review → Client approval → Scheduled → Published → Reported. Nothing publishes without Client approval.

Batching workflow: plan + draft a full month in one session → one designer/asset pass → one approval round (§8 checklist) → schedule all at once (Buffer/Later/Hootsuite/Metricool/native schedulers) → keep reactive slots open → report at month end (§6).

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6) Timing & posting — run an experiment, don't copy a generic chart

Generic "post Tue 8–10am" advice is not actionable — best times depend on the audience's timezone, niche, and platform, and they drift. Replace the cheat-sheet with a protocol:

1. Baseline from the platform's own analytics. Each platform reports when your followers are active (LinkedIn page analytics, IG/Threads Insights, X analytics, TikTok Pro, YouTube Studio). Start within those windows, not a blog's.
2. Pick 2–3 candidate slots spanning that active window (e.g., a morning, a midday, an evening slot in the audience's primary timezone).
3. Rotate, hold everything else constant. Vary only the time; keep format/topic/length comparable. Run each slot ≥3–4 times before judging — single posts are noise. (For rigorous design see ab-testing.)
4. Judge on the right metric for the objective: reach/impressions for awareness; saves+shares for value content; link clicks via UTM for leads/launch; watch-time/completion for video. Vanity likes are the weakest signal.
5. Tag every link with UTMs so marketing-analytics can attribute traffic/conversions by platform and post:

   https://example.com/offer
     ?utm_source=linkedin
     &utm_medium=social
     &utm_campaign=launch_2026q3
     &utm_content=carousel_3mistakes
   

   Keep utm_source = platform, utm_medium = social (or social-paid), utm_campaign = the kit/launch, utm_content = the specific creative. Use a UTM builder + link shortener for clean display.
6. Holdout check for promos: when a post claims to drive signups/sales, don't post the same offer everywhere at once — stagger or hold one platform back a few days to sanity-check that the spike tracks the post.
7. Iterate weekly/monthly: keep slots that win on the objective metric, kill the rest, re-test quarterly (audiences and algorithms move).

Distribution mechanics (when to repost, reply-window effects, viral loops) belong to social-media-growth — defer there rather than asserting algorithm "hacks" here.

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7) Compliance & policy guardrails (run before every kit ships)

Social posts carry real legal/platform-policy exposure. This is general guidance, not legal advice — verify with a qualified professional and the current platform/ FTC/ local-regulator rules for the client's jurisdiction. Check each item:

• Paid / sponsored / affiliate disclosure (FTC + equivalents): any material connection (payment, free product, affiliate commission, employee posting about own employer) must be clearly and conspicuously disclosed. Use a plain, unavoidable tag — #ad or #sponsored placed before the "…more" fold, plus the platform's built-in "Paid partnership" / branded-content tool. "#sp", "#ambassador", or a buried hashtag is not sufficient. Outside the US, follow local rules (e.g., UK ASA/CMA, EU UCPD) — they're similarly strict. See influencer-marketing for creator-side contract language.
• Music & audio licensing: brand/business accounts cannot freely use the consumer trending-sounds catalogs. Use each platform's Commercial Music Library / licensed catalog (TikTok Commercial Music Library, IG/Meta's licensed tracks for business, YouTube Audio Library) or your own/licensed audio. Unlicensed popular music gets posts muted or taken down and can trigger rights claims. Same caution for stock images, fonts, and footage — confirm the license covers commercial social use.
• Giveaways / contests / sweepstakes: must post official rules (eligibility, start/end dates, entry method, odds/no-purchase-necessary where required, sponsor identity). Each platform has promotion guidelines (e.g., release the platform from liability, don't require inaccurate tagging). Sweepstakes/contests are regulated and vary by state/country — check local law; some jurisdictions require registration/bonding. Get sign-off before launching one.
• Testimonials & results claims: endorsements must reflect truthful, typical experience; non-typical results need a disclaimer. Keep written consent on file before reposting a customer's words/face/UGC. Don't fabricate or incentivize reviews without disclosure.
• Regulated / sensitive claims (health, finance, crypto, supplements, legal): avoid unsubstantiated efficacy, earnings, or investment claims; many are governed by sector regulators (FDA/FTC, SEC/FCA, etc.) and platform ad policies. Add required risk/disclosure language; route to compliance/legal. For crypto/DeFi, never imply guaranteed returns.
• Privacy & data: don't post customer PII, internal data, minors' images without guardian consent, or anything under NDA. Geotags can leak sensitive locations.
• Platform content & community policies: each platform bans certain content/claims and restricts engagement-bait ("comment X to get the link" can be throttled or penalized depending on platform). Check the platform's current community + advertising policies for the niche before scheduling.
• Accessibility (do this as standard): add alt-text to images and captions/subtitles to all video — it's required for inclusive reach and improves discovery; several platforms surface it in search.

Disclosure quick-reference:

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8) Approval checklist & deliverable format

Pre-publish sign-off (every post must pass):

• On-spec for the platform (char count, slide count, aspect ratio, length — §1, verified live)
• Hook works before the fold / in the first 1–2s of video
• One clear CTA, correct link, UTM attached (§6)
• On-brand voice; no banned phrases; spelling/grammar
• Visuals: correct dimensions, text in safe zones, alt-text + captions present
• Compliance pass (§7): disclosure if paid/affiliate; licensed music/assets; giveaway rules; consent for testimonial/UGC; no unsubstantiated regulated claims
• Links resolve; no placeholder <TODO> left
• Content-mix bucket tagged; not >~20% promo for the week
• Client/legal approval recorded → status moved to Scheduled

Deliverable doc structure (what this skill outputs):

# {Client} Social Kit — {Campaign}, {Month YYYY}
1. Objective + audience + platforms (from §0)
2. Voice + banned phrases
3. Per-platform spec sheet used (§1, with verify date)
4. The posts — grouped by platform, each with:
     - 3–5 hook variants (one marked RECOMMENDED)
     - full copy, on-spec
     - hashtag/keyword set
     - asset spec (size, format, alt-text, caption)
     - CTA + full UTM string
     - compliance flags + required disclosure
5. Repurposing map (which source → which posts)  (§4)
6. 4-week calendar grid (§5)
7. Posting-experiment plan (candidate slots + metric)  (§6)
8. Approval checklist status per post  (§8)
9. Reporting plan (metrics per objective, link to marketing-analytics)

Hand the doc to a scheduler (Buffer/Later/Metricool/native) or a designer; it should be copy-paste-ready with nothing left to invent.

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9) Audience-specific quick playbooks

• B2B SaaS: LinkedIn-led (founder + company), X for reach, document carousels for frameworks, build-in-public + customer results. CTA → gated guide/demo. Light IG. Feed proof into sales-funnel.
• Ecommerce / DTC: IG + TikTok-led, heavy UGC and short demo video, shoppable/link-in-bio, seasonal calendar. Disclosure on every gifted/affiliate post (§7). Creative doubles as paid-ads source.
• Creator / personal brand: volume + consistency, one platform mastered before expanding, story+POV heavy, repurpose top performers relentlessly, newsletter as the owned-audience anchor (email-sequence).
• Local service: IG + Google Business + local hashtags/keywords, reviews/testimonials (with consent), service-area + event posts; pair with local-seo.
• Launch campaign: pre-launch tease → launch-day blast across all platforms (staggered, §6 holdout) → post-launch proof/recap; one utm_campaign ties it together; coordinate with marketplace-launch and email-sequence.
• Thought leadership: contrarian-but-defensible POVs, one-chart data posts, consistent cadence on one core platform, repurpose talks/podcasts; measure on saves/shares + inbound, not likes.