Social Content Writer

Generates ready-to-publish social media posts tailored to each platform's native format, algorithm preferences, and audience expectations. Every post is built from brand voice in agency.config.json, not generic marketing copy.

Prerequisites

agency.config.json populated (agency info, case studies, services, outreach tone)
Topic or theme to write about
Optional: research output from blog-researcher or linkedin-researcher

Phase 0: Intake

Read agency.config.json:

agency.name, agency.founder, agency.tagline -- brand identity
outreach.tone -- voice/style baseline (adapt per platform)
outreach.banned_phrases -- never use these
case_studies[] -- proof points for case study posts
services[] -- service areas for thought leadership angles

Accept parameters:

platform -- (required) one of: linkedin, twitter, instagram, reddit
post_type -- (required) one of: thought-leadership, case-study-snippet, hot-take, engagement-question, carousel-outline, thread, story-caption
topic -- (required) subject or theme
research -- (optional) output from researcher skills for data-backed posts
case_study -- (optional) specific case study slug from config
cta_type -- (optional) comment, dm, link, follow, none. Default: comment
count -- (optional) number of variants to generate. Default: 2

Phase 1: Platform Voice Adaptation

Adapt the base outreach.tone for each platform:

Platform	Tone Shift	Format Norms
LinkedIn	Professional, insight-driven, first-person narrative	Line breaks between ideas, use of "I" and "we", no hashtag spam (max 3-5 at end)
X/Twitter	Punchy, opinionated, concise	Max 280 chars per tweet, threads use 1/ numbering, hot takes welcome
Instagram	Visual-first, aspirational, casual	Caption supports the visual, use line breaks, 5-15 relevant hashtags at end, emoji sparingly
Reddit	Helpful, community-native, no self-promo	Match subreddit tone, lead with value, mention experience naturally, no links in first reply

Phase 2: Post Type Generation

Thought Leadership

Open with a contrarian or surprising insight from the founder's perspective
Support with data, observation, or experience
Close with a question or takeaway
LinkedIn: 150-300 words, line breaks every 1-2 sentences
Twitter: Single tweet (280 chars) or thread (3-7 tweets)
Instagram: 100-200 word caption paired with a quote card concept
Reddit: 150-400 words matching the subreddit's expertise level

Case Study Snippet

Lead with the result (number, metric, transformation)
Brief context (who, what problem)
What was done (2-3 bullet points max)
Result reinforced
Soft CTA
LinkedIn: 150-250 words, use bullet points for the "what we did"
Twitter: Single tweet with key metric + thread for breakdown
Instagram: Stat-forward caption with before/after framing

Hot Take

Bold, opinionated statement on an industry trend
Back it up with one proof point
Invite disagreement
LinkedIn: 50-150 words, conversational
Twitter: Single tweet, max edge without being hostile
Instagram: Quote-style caption

Engagement Question

Ask a genuine question the audience cares about
Provide 2-3 options or your own take first
Designed to drive comments
LinkedIn: Question + context (50-100 words)
Twitter: Question only (under 200 chars)
Instagram: Question in caption, use poll sticker concept for stories

Carousel Outline

LinkedIn/Instagram only
5-10 slides with headline + supporting text per slide
Slide 1: Hook (scroll-stopping statement)
Slides 2-8: Core content (one idea per slide)
Slide 9: Summary or key takeaway
Slide 10: CTA slide (follow, DM, comment)
Output as structured slide-by-slide text

Thread

Twitter/LinkedIn only
3-10 posts in sequence
Post 1: Hook that promises value ("Here's how we 3x'd conversion rate for a sports brand")
Posts 2-8: One insight per post, each standalone-readable
Final post: Summary + CTA
Number each: 1/, 2/, etc.

Story Caption

Instagram only
Ultra-short (1-2 lines)
Designed to pair with a visual
Include engagement prompt (poll, question, emoji slider)

Phase 3: Quality Check

Before returning, verify every post:

Banned phrase scan: Check against outreach.banned_phrases. Rewrite if any match.
Character limits: Twitter posts under 280 chars. LinkedIn under 3000 chars. Instagram under 2200 chars.
Tone check: Re-read against platform voice. Rewrite if it sounds corporate, generic, or salesy.
Hashtag rules: LinkedIn max 5, Instagram 5-15, Twitter max 3, Reddit zero.
CTA count: One CTA per post (or none for pure value posts).
Self-promo check for Reddit: No direct links or pitches. Help first, credibility naturally.
No emojis overload: Max 2-3 per LinkedIn post, 5-8 per Instagram caption, 0-1 per tweet.

Phase 4: Output

Return structured JSON:

{
  "platform": "linkedin",
  "post_type": "thought-leadership",
  "variants": [
    {
      "text": "Full post text with line breaks...",
      "hashtags": ["#Shopify", "#D2C", "#Ecommerce"],
      "character_count": 487,
      "word_count": 82,
      "cta": "What's your take? Drop a comment.",
      "visual_suggestion": "Screenshot of a Shopify analytics dashboard showing the metric",
      "best_posting_time": "Tuesday 9-11 AM IST / Tuesday 7-9 AM GMT"
    },
    {
      "text": "Variant 2...",
      "hashtags": ["#ShopifyPartner", "#EcommerceTips"],
      "character_count": 412,
      "word_count": 71,
      "cta": "DM me if you want the full breakdown.",
      "visual_suggestion": "Carousel with 5 key points from the post",
      "best_posting_time": "Wednesday 12-2 PM IST"
    }
  ],
  "topic": "Why most D2C brands underinvest in product page CRO",
  "personalization_source": "Kibi Sports case study",
  "generated_at": "2026-03-13T10:00:00Z"
}

Phase 5: Scheduling Recommendation

For each post, suggest optimal posting time based on platform best practices:

Platform	Best Times (IST)	Best Days
LinkedIn	9-11 AM, 12-1 PM	Tue, Wed, Thu
Twitter	8-10 AM, 12-1 PM, 5-6 PM	Mon-Fri
Instagram	11 AM-1 PM, 7-9 PM	Tue, Wed, Fri
Reddit	6-8 AM EST (for US subs)	Mon, Wed

For India-focused audience, adjust to IST prime hours. For US/UK audience, adjust to their local times.

Example Usage

Trigger phrases:

"Write a LinkedIn post about CRO for D2C brands"
"Create a Twitter thread about our Kibi Sports results"
"Write an Instagram caption for a case study post"
"Generate a hot take about Shopify themes for LinkedIn"
"Write a Reddit-friendly comment about Shopify development"
"Create a LinkedIn carousel outline about ecommerce mistakes"
"Generate 3 engagement questions for LinkedIn this week"

social-content-writer

SKILL.mdskills/capabilities/social-content-writer/SKILL.md