# Platform-Specific Strategy Guide Detailed strategies for each major social platform. One thing holds on every platform below: storytelling and connecting with your audience are always key. Formats, cadences, and algorithm mechanics differ platform to platform, but the better you share your story, the better the posts perform — the platform-specific tactics amplify a story worth telling; they don't substitute for one. ## Contents - LinkedIn - Twitter/X - Instagram - TikTok - Facebook - Telegram ## LinkedIn **Best for:** B2B, thought leadership, professional networking, recruiting **Audience:** Professionals, decision-makers, job seekers **Posting frequency:** 3-5x per week **Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm **What works:** - Personal stories with business lessons - Contrarian takes on industry topics - Behind-the-scenes of building a company - Data and original insights - Carousel posts (document format) - Polls that spark discussion **What doesn't:** - Overly promotional content - Generic motivational quotes - Links in the main post (kills reach) - Corporate speak without personality **Format tips:** - First line is everything (hook before "see more") - Use line breaks for readability - 1,200-1,500 characters performs well - Put links in comments, not post body - Tag people sparingly and genuinely **Algorithm tips:** - First hour engagement matters most - Comments > reactions > clicks - Dwell time (people reading) signals quality - No external links in post body - Document posts (carousels) get strong reach - Polls drive engagement but don't build authority --- ## Twitter/X **Best for:** Tech, media, real-time commentary, community building **Audience:** Tech-savvy, news-oriented, niche communities **Posting frequency:** 3-10x per day (including replies) **Best times:** Varies by audience; test and measure **What works:** - Hot takes and opinions - Threads that teach something - Behind-the-scenes moments - Engaging with others' content - Memes and humor (if on-brand) - Real-time commentary on events **What doesn't:** - Pure self-promotion - Threads without a strong hook - Ignoring replies and mentions - Scheduling everything (no real-time presence) **Format tips:** - Open with a specific claim in the first 8 words — the hook is the post - Name your topic in the first 10 words (enables topic-based distribution) - Name specific tools, companies, and numbers instead of vague nouns - Threads: Hook in tweet 1, promise value, deliver - Quote tweets with added insight beat plain retweets — quote engagement scores twice - Video needs ~8+ seconds and captions to earn video credit **Algorithm tips** (from xAI's open-sourced For You algorithm): - Write for the DM-share and the follow, not the like — both are separately scored signals - Profile clicks boost the post: make readers curious, keep bio and pinned post strong - Wait ~60 minutes between original posts — same-author posts decay each other's scores - Be present for the first 30 minutes after posting; early replies compound - Avoid engagement-bait phrasing — predicted mutes/blocks/"not interested" subtract from your score, and muted keywords filter you out entirely **For ranking signals and the full playbook**: See [x-algorithm.md](x-algorithm.md) --- ## Instagram **Best for:** Visual brands, lifestyle, e-commerce, younger demographics **Audience:** 18-44, visual-first consumers **Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day **Best times:** 11am-1pm, 7-9pm **What works:** - High-quality visuals - Behind-the-scenes Stories - Reels (short-form video) - Carousels with value - User-generated content - Interactive Stories (polls, questions) **What doesn't:** - Low-quality images - Too much text in images - Ignoring Stories and Reels - Only promotional content **Format tips:** - Reels get 2x reach of static posts - First frame of Reels must hook - Carousels: 10 slides with educational content - Use all Story features (polls, links, etc.) **Algorithm tips:** - Reels heavily prioritized over static posts - Saves and shares > likes - Stories keep you top of feed - Consistency matters more than perfection - Use all features (polls, questions, etc.) --- ## TikTok **Best for:** Brand awareness, younger audiences, viral potential **Audience:** 16-34, entertainment-focused **Posting frequency:** 1-4x per day **Best times:** 7-9am, 12-3pm, 7-11pm **What works:** - Native, unpolished content - Trending sounds and formats - Educational content in entertaining wrapper - POV and day-in-the-life content - Responding to comments with videos - Duets and stitches **What doesn't:** - Overly produced content - Ignoring trends - Hard selling - Repurposed horizontal video **Format tips:** - Hook in first 1-2 seconds - Keep it under 30 seconds to start - Vertical only (9:16) - Use trending sounds - Post consistently to train algorithm --- ## Facebook **Best for:** Communities, local businesses, older demographics, groups **Audience:** 25-55+, community-oriented **Posting frequency:** 1-2x per day **Best times:** 1-4pm weekdays **What works:** - Facebook Groups (community) - Native video - Live video - Local content and events - Discussion-prompting questions **What doesn't:** - Links to external sites (reach killer) - Pure promotional content - Ignoring comments - Cross-posting from other platforms without adaptation --- ## Telegram **Best for:** Broadcast channels — news, niche expertise, deals, crypto, education, entertainment — and markets where Telegram is a primary platform (among large channels, Russian, English and Persian lead) **Audience:** Channel subscribers; each post arrives in their chat list like a message **Posting frequency:** 1-2 posts per day for most channels; reach per post falls as frequency rises **Best times:** Barely matters (see below) **How reach works** (benchmarks from TGScope's studies of public channels; the contributor runs TGScope): - There is no ranking feed. Every post goes to every subscriber's chat list in order, and nothing is boosted or buried. Discovery happens outside the channel: links and paid posts in other channels, forwards, Telegram search, "similar channels" suggestions, and Telegram Ads - The public metric is the view counter under each post. Reactions and comments are optional per channel, so track views ÷ subscribers ("reach") - Typical reach for active channels: 8.3% of subscribers at 10K-20K, 6.4% at 50K-100K, 5.8% at 300K-1M, 4.0% above 1M. At every size a tenth of channels reach more than a quarter of subscribers and another tenth about 1% or less ([source](https://tgscope.io/rnd/telegram-channel-reach)) - Views keep arriving for days: about 15% of a post's views come in the first hour, 50% in 24 hours, 67% in 72 hours. Judge a post after a week, not after an hour - Posting hour barely changes the total: in Russian- and Ukrainian-language channels, posts published between 9:00 and 21:00 ended within 1% of each other after a week - Reach per post falls as frequency rises: median 16.6% for channels posting less than every other day, 10.7% at 0.5-1 posts a day, 6.9% at 1-2, 5.1% at 2-4, about 4.5% above 4 ([source](https://tgscope.io/rnd/posting-frequency-reach-decay)) - Ads cost reach: among channels with 10K-100K subscribers, ad-heavy channels are seen by 3.9% of subscribers per post, ad-free ones by 9.0% **What works:** - One clear topic and a predictable format - Fewer, stronger posts - Cross-promotion and paid posts in channels of similar size and topic (the main growth lever without a recommendation feed) - A pinned post that tells new subscribers what the channel is **What doesn't:** - Several ads a day - Judging a post in its first hours - Treating subscriber count as audience **Format tips:** - The first line is the headline: it is what shows in the chat list preview - Compare topics on their own baselines: war and news channels reach the most (9-14% median), shopping, deals and betting channels the least (3-4%) **For buying posts in other channels** (vetting, ad networks, pricing per view): See the influencer-marketing skill, [references/telegram-channels.md](https://github.com/coreyhaines31/marketingskills/blob/main/skills/influencer-marketing/references/telegram-channels.md)