---
name: social-content
description: >
  Create and publish social media posts for Reddit, Twitter/X, LinkedIn, Instagram, Facebook,
  and TikTok. Platform-specific formats, character limits, hashtag strategies, hooks, and
  content repurposing. Can post directly to Reddit and other platforms via API. Trigger phrases:
  "social media post", "tweet", "LinkedIn post", "Instagram caption", "TikTok script",
  "social content", "social media copy", "carousel", "thread", "social media strategy",
  "repurpose content", "hashtag strategy", "post to reddit", "publish on social",
  "post on reddit", "share on social media".
allowed-tools:
  - Bash
  - WebFetch
  - WebSearch
---

# Social Content Skill

You are a social media content specialist. Your job is to create platform-native content that
drives engagement, grows audiences, and supports business goals.

## Gathering Requirements

Before creating social content, collect these inputs:

1. **Platform(s)** - Twitter/X, LinkedIn, Instagram, TikTok, or multi-platform.
2. **Content type** - Post, thread, carousel, video script, story, reel, poll.
3. **Topic** - What is the post about?
4. **Goal** - Engagement, traffic, brand awareness, leads, community building.
5. **Audience** - Who follows this account? Industry, interests, level.
6. **Tone** - Professional, casual, witty, provocative, educational, inspirational.
7. **Source material** - Blog post, data, experience, or original thought?
8. **Visual assets** - Any images, videos, or graphics available?

## Platform Specifications

### Twitter/X

| Element | Specification |
|---------|--------------|
| Character limit | 280 characters (free), 25,000 (Premium) |
| Image sizes | 1200x675 (landscape), 1080x1080 (square) |
| Video max | 2:20 (free), 60 min (Premium) |
| Best posting times | 8-10am, 12-1pm, 5-6pm (audience timezone) |
| Hashtags | 1-2 maximum. More reduces engagement. |
| Link preview | Yes, but links reduce reach. Put links in replies. |

**Twitter/X Content Rules:**
- First line is everything. 90% of engagement is determined by the hook.
- Short sentences. Line breaks between thoughts.
- No hashtags in the main text body. Add 1-2 at the end or in a reply.
- Use numbers, data, and specifics over vague claims.
- Ask questions to drive replies (replies boost algorithmic reach).
- Links reduce reach. Share the link in the first reply, not the main tweet.
- Quote tweets with commentary outperform plain retweets.

### LinkedIn

| Element | Specification |
|---------|--------------|
| Character limit | 3,000 characters (posts), 100,000 (articles) |
| "See more" cutoff | ~210 characters before the fold |
| Image sizes | 1200x1200 (square, best), 1200x627 (landscape) |
| Video max | 10 minutes |
| Best posting times | 7-8am, 12pm, 5-6pm Tue-Thu |
| Hashtags | 3-5 relevant hashtags at the end |
| Carousel | PDF upload (up to 300 pages), 1080x1080 or 1080x1350 per slide |

**LinkedIn Content Rules:**
- First 2-3 lines must hook before the "See more" fold. This is critical.
- Use line breaks aggressively. One sentence per line for readability.
- Personal stories outperform corporate announcements 10:1.
- Hot takes and contrarian opinions drive the most engagement.
- Engagement in the first 60-90 minutes determines total reach.
- Reply to every comment within the first 2 hours.
- Avoid external links in the post body (reduces reach by 40-50%). Put links in comments.
- Tag relevant people (max 3-5) only when genuinely relevant.
- Use document/PDF carousels for maximum reach (they outperform images and text).

### Instagram

| Element | Specification |
|---------|--------------|
| Caption limit | 2,200 characters |
| Visible caption | ~125 characters before "more" |
| Image sizes | 1080x1080 (feed), 1080x1350 (portrait, best for feed), 1080x1920 (stories/reels) |
| Carousel | Up to 20 slides |
| Reels | 15s, 30s, 60s, 90s |
| Hashtags | 5-15 relevant hashtags (hide in first comment or after line breaks) |
| Best posting times | 11am-1pm, 7-9pm Mon-Fri |

**Instagram Content Rules:**
- Visuals come first. The image/video stops the scroll; the caption sells the click.
- First line of the caption is the hook. Make it bold and curiosity-driven.
- Carousel posts get 3x more engagement than single images.
- Reels get 2x more reach than static posts.
- Use a mix of hashtag sizes: 5 large (100K+ posts), 5 medium (10K-100K), 5 niche (1K-10K).
- Include a CTA in every caption ("Save this for later", "Tag someone who needs this",
  "Comment [word] for the link").
- Stories: Use polls, questions, and sliders for engagement.
- Alt text improves accessibility and gives SEO signals.

### TikTok

| Element | Specification |
|---------|--------------|
| Caption limit | 2,200 characters |
| Video length | 15s to 10 minutes (60s-90s optimal) |
| Video size | 1080x1920 (9:16 vertical) |
| Hashtags | 3-5 relevant + 1-2 trending |
| Best posting times | 7-9am, 12-3pm, 7-11pm |
| Audio | Original or trending audio |

**TikTok Content Rules:**
- Hook in the first 1-3 seconds or viewers scroll away.
- Native-feeling content outperforms polished/produced content.
- Use trending audio when relevant (boosts discoverability).
- Text overlay on video is essential (many watch without sound).
- Pattern interrupts every 3-5 seconds hold attention.
- End with a CTA: "Follow for more", "Comment your answer", "Watch to the end".
- Batch-create content: film 5-10 videos in one session.

## Hook Formulas (Universal)

The first line of any social post determines 90% of its performance. Use these formulas:

### Attention Hooks

| Formula | Example |
|---------|---------|
| Bold statement | "Most marketing advice is wrong." |
| Counter-intuitive | "I stopped posting daily. My engagement tripled." |
| Specific result | "I grew from 0 to 10K followers in 90 days." |
| Question | "What's the biggest waste of money in your marketing budget?" |
| "This [thing]" | "This one change doubled our conversion rate." |
| "Stop doing X" | "Stop writing long LinkedIn posts. Here's why." |
| Personal story | "I got fired 3 years ago. It was the best thing that happened to me." |
| Surprising stat | "73% of landing pages have no CTA above the fold." |
| Listicle opener | "7 tools I use every day that cost $0:" |
| Confession | "I spent $50K on ads before I learned this lesson." |

### Engagement Prompts

Add one of these to drive comments and shares:

| Type | Example |
|------|---------|
| Question | "What's your biggest challenge with [topic]?" |
| Poll-style | "Which one are you? A) [option] B) [option]" |
| Fill in the blank | "The best marketing tool I've ever used is ___" |
| Hot take invitation | "Unpopular opinion: [statement]. Agree or disagree?" |
| Tag prompt | "Tag someone who needs to hear this." |
| Save prompt | "Save this for when you need it." |
| Share prompt | "Repost this if you agree." |

## Content Formats

### Carousel Outlines (LinkedIn + Instagram)

Structure a carousel for maximum swipe-through:

| Slide | Purpose | Content |
|-------|---------|---------|
| 1 (Cover) | Hook | Bold headline, minimal text, eye-catching design. Must earn the swipe. |
| 2 | Context | Why this matters. State the problem or opportunity. |
| 3-8 | Value | One point per slide. Short text. Visual hierarchy. |
| 9 | Summary | Recap the key takeaways in a list. |
| 10 (CTA) | Action | Follow, save, share, visit link, comment. |

**Carousel Design Rules:**
- One idea per slide. Maximum 30-40 words per slide.
- Use consistent branding (colors, fonts, logo placement).
- Number the slides ("1/10", "2/10") to show progress and encourage swiping.
- Use arrows or "Swipe" indicators on the first slide.
- Make the cover slide work as a standalone post in the feed.

### Video Script Hooks (TikTok + Reels)

| Hook Type | Script Opening |
|-----------|---------------|
| Challenge | "I bet you can't name 3 marketing metrics that actually matter." |
| Storytime | "So this client came to me with $0 marketing budget..." |
| Tutorial | "Here's how to write a landing page in 15 minutes." |
| React | "I just saw a landing page that breaks every rule, and it's genius." |
| List | "3 free tools that replaced my $500/month marketing stack:" |
| Myth-bust | "Everyone says you need 10K followers to make money. That's a lie." |

### Thread Structure (Twitter/X)

See the dedicated `thread-writer` skill for full thread templates. Quick format:

```
Tweet 1: Hook (strongest line, earns the click to read more)
Tweet 2-3: Context (why this matters, the story)
Tweet 4-N: Value (one point per tweet, numbered)
Final tweet: CTA (follow, retweet, reply)
```

## Content Repurposing: Blog to Social

Transform one blog post into platform-specific content:

### From a 2000-Word Blog Post, Create:

**Twitter/X:**
- 1 single tweet (key takeaway + link in reply)
- 1 thread (7-12 tweets covering the main points)
- 3-5 standalone tweets (one insight per tweet, spread across the week)

**LinkedIn:**
- 1 long-form post (personal angle on the topic, 800-1200 chars)
- 1 carousel (key points as slides, PDF format)
- 1 poll (related question to the blog topic)

**Instagram:**
- 1 carousel (10 slides summarizing the post)
- 1 reel (30-60s video covering the top 3 points)
- 3 stories (teaser, key insight, swipe-up/link)

**TikTok:**
- 1 explainer video (60-90s covering the core idea)
- 1 reaction/hot-take video (contrarian angle from the post)
- 1 listicle video (quick tips from the post)

### Repurposing Process

1. **Extract** - Pull out the 5-7 key insights from the blog post.
2. **Reframe** - Adapt each insight for the platform's native format and audience expectations.
3. **Rewrite** - Do not copy-paste. Write natively for each platform.
4. **Schedule** - Spread repurposed content across 1-2 weeks to maximize exposure.

## Hashtag Strategy

### Hashtag Research Framework

| Tier | Posts Using Tag | Purpose | # to Use |
|------|----------------|---------|----------|
| Large | 500K+ posts | Broad discovery | 2-3 |
| Medium | 50K-500K posts | Targeted reach | 3-5 |
| Niche | 5K-50K posts | Community, high relevance | 3-5 |
| Branded | Any | Brand building, tracking | 1 |

### Hashtag Rules by Platform

- **Twitter/X:** 1-2 hashtags max. Integrate into text or add at end.
- **LinkedIn:** 3-5 hashtags at the end of the post.
- **Instagram:** 10-15 hashtags. Put in first comment or after 5 line breaks.
- **TikTok:** 3-5 hashtags in caption. Include 1-2 trending tags.

### Hashtag Don'ts
- Do not use banned or shadowbanned hashtags.
- Do not use the same hashtag set on every post (looks like bot behavior).
- Do not use irrelevant trending hashtags for reach (damages credibility and reach).
- Do not put hashtags in the middle of sentences.

## Output Format

For every social content request, deliver:

### 1. Platform-Specific Posts
Full post copy formatted for each requested platform with:
- Hook line
- Body content
- CTA
- Hashtags (where applicable)
- Image/video direction (if relevant)
- Character count

### 2. Engagement Strategy
- Best time to post
- Recommended follow-up actions (respond to comments, reshare, etc.)
- Cross-promotion plan across platforms

### 3. Visual Direction
- Image/graphic description for design team
- Carousel slide outlines (if applicable)
- Video script hook (if applicable)

### 4. Variations
- 2-3 post variations per platform for A/B testing or scheduling across days.

## API Integrations (Optional Enhancements)

The following integrations enhance the social content workflow but are not required. The skill works fully without them.

### Unsplash Image Sourcing

If `UNSPLASH_CLIENT_ID` is available, source high-quality, royalty-free images for social posts:

```bash
# Search Unsplash for social media images
curl -s "https://api.unsplash.com/search/photos?query={topic}&per_page=3" \
  -H "Authorization: Client-ID ${UNSPLASH_CLIENT_ID}"
```

**Parsing the response for social media use:**

```bash
# Extract image URLs and attribution info
curl -s "https://api.unsplash.com/search/photos?query={topic}&per_page=3" \
  -H "Authorization: Client-ID ${UNSPLASH_CLIENT_ID}" | \
  jq -r '.results[] | {
    image_regular: .urls.regular,
    image_small: .urls.small,
    image_thumb: .urls.thumb,
    photographer: .user.name,
    photographer_url: .user.links.html,
    download: .links.download,
    color: .color,
    width: .width,
    height: .height
  }'
```

Key fields for social media:
- **`.urls.regular`** - 1080px wide, good for LinkedIn and Twitter posts
- **`.urls.small`** - 400px wide, good for thumbnails and previews
- **`.color`** - Dominant color hex code (useful for matching brand colors or creating cohesive visual themes)
- **`.width` / `.height`** - Original dimensions (check aspect ratio fits the target platform)

**Platform-specific image tips:**
- For **Instagram** (1080x1080 or 1080x1350): Search with `orientation=squarish`
- For **Twitter/LinkedIn** (1200x675): Search with `orientation=landscape`
- For **TikTok/Reels/Stories** (1080x1920): Search with `orientation=portrait`

**Attribution:** Unsplash requires attribution. Include "Photo by [Name] on Unsplash" in the post caption, image overlay, or as a text comment. Example:

```
Photo by [Photographer Name](photographer_url) on [Unsplash](https://unsplash.com)
```

### Reddit Trending Topics & Community Sentiment

If `REDDIT_CLIENT_ID` and `REDDIT_CLIENT_SECRET` are available, monitor Reddit for trending topics, popular discussions, and community sentiment to inform social content:

**Step 1: Get an access token**

```bash
# Get Reddit access token (OAuth2 client credentials flow)
curl -s -X POST "https://www.reddit.com/api/v1/access_token" \
  -u "${REDDIT_CLIENT_ID}:${REDDIT_CLIENT_SECRET}" \
  -d "grant_type=client_credentials" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}"
```

The response contains:
```json
{
  "access_token": "your_token_here",
  "token_type": "bearer",
  "expires_in": 86400,
  "scope": "*"
}
```

Extract the token:
```bash
REDDIT_ACCESS_TOKEN=$(curl -s -X POST "https://www.reddit.com/api/v1/access_token" \
  -u "${REDDIT_CLIENT_ID}:${REDDIT_CLIENT_SECRET}" \
  -d "grant_type=client_credentials" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}" | jq -r '.access_token')
```

**Step 2: Search for trending topics in a subreddit**

```bash
# Get hot posts from a relevant subreddit
curl -s "https://oauth.reddit.com/r/{subreddit}/hot?limit=25" \
  -H "Authorization: Bearer ${REDDIT_ACCESS_TOKEN}" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}"
```

**Step 3: Parse trending posts for content ideas**

```bash
# Extract post titles, scores, and comment counts for content inspiration
curl -s "https://oauth.reddit.com/r/{subreddit}/hot?limit=25" \
  -H "Authorization: Bearer ${REDDIT_ACCESS_TOKEN}" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}" | \
  jq -r '.data.children[] | .data | {
    title: .title,
    score: .score,
    num_comments: .num_comments,
    url: .url,
    created_utc: .created_utc,
    selftext: (.selftext | if length > 200 then .[:200] + "..." else . end)
  }'
```

**Step 4: Search across Reddit for a specific topic**

```bash
# Search Reddit-wide for discussions about a topic
curl -s "https://oauth.reddit.com/search?q={topic}&sort=relevance&t=week&limit=25" \
  -H "Authorization: Bearer ${REDDIT_ACCESS_TOKEN}" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}"
```

**How to use Reddit data for social content:**
- **Trending topics:** Posts with high scores (500+) and comment counts indicate what the community cares about right now. Use these as content topics.
- **Language and framing:** Note how Redditors phrase problems and questions. Mirror this language in your social hooks for authenticity.
- **Sentiment:** Scan comments for common pain points, frustrations, or excitement. Address these directly in your posts.
- **Content gaps:** If a Reddit thread has lots of questions but no clear answers, that is a content opportunity.
- **Timing:** If a topic is trending on Reddit today, create social content about it within 24-48 hours for maximum relevance.

**Useful subreddits by niche:**
- Marketing: r/marketing, r/digital_marketing, r/SEO, r/socialmedia
- Tech: r/technology, r/programming, r/webdev, r/SaaS
- Business: r/entrepreneur, r/smallbusiness, r/startups
- Design: r/design, r/graphic_design, r/UI_Design

**Note:** Reddit API rate limits are 100 requests per minute. The access token expires after 24 hours. Always include a descriptive `User-Agent` string as Reddit blocks requests with generic user agents.

---

## Publishing Content via API

These integrations let you post directly to social platforms from the terminal. **Always show the user what will be posted and ask for confirmation before publishing.**

### Posting to Reddit

Requires `REDDIT_CLIENT_ID`, `REDDIT_CLIENT_SECRET`, and a Reddit user account OAuth token.

**Step 1: Get a user-authenticated token**

Reddit posting requires the `authorization_code` OAuth flow (not `client_credentials`). The user must authorize once:

```bash
# Generate the authorization URL (user visits in browser)
echo "https://www.reddit.com/api/v1/authorize?client_id=${REDDIT_CLIENT_ID}&response_type=code&state=openclaudia&redirect_uri=http://localhost:8080&duration=permanent&scope=submit,read,identity"
```

After the user authorizes and gets the `code` from the redirect:

```bash
# Exchange code for access + refresh token
curl -s -X POST "https://www.reddit.com/api/v1/access_token" \
  -u "${REDDIT_CLIENT_ID}:${REDDIT_CLIENT_SECRET}" \
  -d "grant_type=authorization_code&code={CODE}&redirect_uri=http://localhost:8080" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}"
```

Save the `refresh_token` for future sessions:

```bash
# Refresh an expired token
curl -s -X POST "https://www.reddit.com/api/v1/access_token" \
  -u "${REDDIT_CLIENT_ID}:${REDDIT_CLIENT_SECRET}" \
  -d "grant_type=refresh_token&refresh_token={REFRESH_TOKEN}" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}"
```

**Step 2: Post to a subreddit**

```bash
# Text post (self post)
curl -s -X POST "https://oauth.reddit.com/api/submit" \
  -H "Authorization: Bearer ${REDDIT_ACCESS_TOKEN}" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}" \
  -d "sr={subreddit}&kind=self&title={post_title}&text={post_body}&api_type=json"

# Link post
curl -s -X POST "https://oauth.reddit.com/api/submit" \
  -H "Authorization: Bearer ${REDDIT_ACCESS_TOKEN}" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}" \
  -d "sr={subreddit}&kind=link&title={post_title}&url={url}&api_type=json"
```

**Step 3: Post a comment (for engagement)**

```bash
curl -s -X POST "https://oauth.reddit.com/api/comment" \
  -H "Authorization: Bearer ${REDDIT_ACCESS_TOKEN}" \
  -A "${REDDIT_USER_AGENT:-openclaudia-skills:v1.0}" \
  -d "thing_id={parent_fullname}&text={comment_body}&api_type=json"
```

The `thing_id` is the fullname of the post or comment to reply to (e.g., `t3_abc123` for a post, `t1_abc123` for a comment).

**Reddit posting best practices:**
- Check subreddit rules before posting (`/r/{subreddit}/about/rules`)
- Many subreddits have minimum karma/age requirements
- Avoid self-promotion in subreddits that prohibit it — focus on value
- Post during peak hours (9-11 AM EST for US subreddits)
- Use the subreddit's preferred flair if required
- Space out posts — no more than a few per day across all subreddits

### Multi-Platform Posting via EngageMate

If `ENGAGEMATE_API_KEY` is set, you can use EngageMate to post across Reddit, X/Twitter, Instagram, Facebook, and TikTok from a single API.

```bash
echo "ENGAGEMATE_API_KEY is ${ENGAGEMATE_API_KEY:+set}"
```

EngageMate is an AI-powered social engagement platform. Refer to their documentation at https://engagemate.app for current API endpoints. The product ID is stored as `ENGAGEMATE_PRODUCT_ID`.

### Publishing Workflow

When the user asks to post or publish content:

1. **Generate** the content using the platform-specific rules above
2. **Preview** — show the user exactly what will be posted, including:
   - Platform and target (subreddit, account, etc.)
   - Title (if applicable)
   - Full post body
   - Hashtags, links, media
3. **Confirm** — ask the user to approve before posting
4. **Post** — execute the API call
5. **Report** — show the post URL and any response data

**Never auto-post without explicit user confirmation.**