skills: vendor marketingskills/social/references/platforms.md (coreyhaines31/marketingskills, MIT)
Co-Authored-By: Claude Fable 5.1 <noreply@anthropic.com> Claude-Session: https://claude.ai/code/session_01H4upF5LVwmPDDqrhdUfnXh
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# Platform-Specific Strategy Guide
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Detailed strategies for each major social platform.
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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.
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## Contents
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- LinkedIn
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- Twitter/X
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- Instagram
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- TikTok
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- Facebook
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- Telegram
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## LinkedIn
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**Best for:** B2B, thought leadership, professional networking, recruiting
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**Audience:** Professionals, decision-makers, job seekers
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**Posting frequency:** 3-5x per week
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**Best times:** Tuesday-Thursday, 7-8am, 12pm, 5-6pm
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**What works:**
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- Personal stories with business lessons
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- Contrarian takes on industry topics
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- Behind-the-scenes of building a company
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- Data and original insights
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- Carousel posts (document format)
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- Polls that spark discussion
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**What doesn't:**
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- Overly promotional content
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- Generic motivational quotes
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- Links in the main post (kills reach)
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- Corporate speak without personality
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**Format tips:**
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- First line is everything (hook before "see more")
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- Use line breaks for readability
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- 1,200-1,500 characters performs well
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- Put links in comments, not post body
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- Tag people sparingly and genuinely
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**Algorithm tips:**
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- First hour engagement matters most
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- Comments > reactions > clicks
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- Dwell time (people reading) signals quality
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- No external links in post body
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- Document posts (carousels) get strong reach
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- Polls drive engagement but don't build authority
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---
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## Twitter/X
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**Best for:** Tech, media, real-time commentary, community building
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**Audience:** Tech-savvy, news-oriented, niche communities
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**Posting frequency:** 3-10x per day (including replies)
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**Best times:** Varies by audience; test and measure
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**What works:**
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- Hot takes and opinions
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- Threads that teach something
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- Behind-the-scenes moments
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- Engaging with others' content
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- Memes and humor (if on-brand)
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- Real-time commentary on events
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**What doesn't:**
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- Pure self-promotion
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- Threads without a strong hook
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- Ignoring replies and mentions
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- Scheduling everything (no real-time presence)
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**Format tips:**
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- Open with a specific claim in the first 8 words — the hook is the post
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- Name your topic in the first 10 words (enables topic-based distribution)
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- Name specific tools, companies, and numbers instead of vague nouns
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- Threads: Hook in tweet 1, promise value, deliver
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- Quote tweets with added insight beat plain retweets — quote engagement scores twice
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- Video needs ~8+ seconds and captions to earn video credit
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**Algorithm tips** (from xAI's open-sourced For You algorithm):
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- Write for the DM-share and the follow, not the like — both are separately scored signals
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- Profile clicks boost the post: make readers curious, keep bio and pinned post strong
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- Wait ~60 minutes between original posts — same-author posts decay each other's scores
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- Be present for the first 30 minutes after posting; early replies compound
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- Avoid engagement-bait phrasing — predicted mutes/blocks/"not interested" subtract from your score, and muted keywords filter you out entirely
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**For ranking signals and the full playbook**: See [x-algorithm.md](x-algorithm.md)
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---
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## Instagram
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**Best for:** Visual brands, lifestyle, e-commerce, younger demographics
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**Audience:** 18-44, visual-first consumers
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**Posting frequency:** 1-2 feed posts per day, 3-10 Stories per day
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**Best times:** 11am-1pm, 7-9pm
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**What works:**
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- High-quality visuals
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- Behind-the-scenes Stories
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- Reels (short-form video)
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- Carousels with value
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- User-generated content
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- Interactive Stories (polls, questions)
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**What doesn't:**
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- Low-quality images
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- Too much text in images
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- Ignoring Stories and Reels
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- Only promotional content
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**Format tips:**
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- Reels get 2x reach of static posts
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- First frame of Reels must hook
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- Carousels: 10 slides with educational content
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- Use all Story features (polls, links, etc.)
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**Algorithm tips:**
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- Reels heavily prioritized over static posts
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- Saves and shares > likes
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- Stories keep you top of feed
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- Consistency matters more than perfection
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- Use all features (polls, questions, etc.)
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---
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## TikTok
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**Best for:** Brand awareness, younger audiences, viral potential
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**Audience:** 16-34, entertainment-focused
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**Posting frequency:** 1-4x per day
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**Best times:** 7-9am, 12-3pm, 7-11pm
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**What works:**
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- Native, unpolished content
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- Trending sounds and formats
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- Educational content in entertaining wrapper
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- POV and day-in-the-life content
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- Responding to comments with videos
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- Duets and stitches
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**What doesn't:**
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- Overly produced content
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- Ignoring trends
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- Hard selling
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- Repurposed horizontal video
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**Format tips:**
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- Hook in first 1-2 seconds
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- Keep it under 30 seconds to start
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- Vertical only (9:16)
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- Use trending sounds
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- Post consistently to train algorithm
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---
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## Facebook
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**Best for:** Communities, local businesses, older demographics, groups
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**Audience:** 25-55+, community-oriented
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**Posting frequency:** 1-2x per day
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**Best times:** 1-4pm weekdays
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**What works:**
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- Facebook Groups (community)
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- Native video
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- Live video
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- Local content and events
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- Discussion-prompting questions
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**What doesn't:**
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- Links to external sites (reach killer)
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- Pure promotional content
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- Ignoring comments
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- Cross-posting from other platforms without adaptation
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---
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## Telegram
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**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)
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**Audience:** Channel subscribers; each post arrives in their chat list like a message
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**Posting frequency:** 1-2 posts per day for most channels; reach per post falls as frequency rises
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**Best times:** Barely matters (see below)
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**How reach works** (benchmarks from TGScope's studies of public channels; the contributor runs TGScope):
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- 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
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- The public metric is the view counter under each post. Reactions and comments are optional per channel, so track views ÷ subscribers ("reach")
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- 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))
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- 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
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- 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
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- 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))
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- 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%
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**What works:**
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- One clear topic and a predictable format
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- Fewer, stronger posts
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- Cross-promotion and paid posts in channels of similar size and topic (the main growth lever without a recommendation feed)
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- A pinned post that tells new subscribers what the channel is
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**What doesn't:**
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- Several ads a day
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- Judging a post in its first hours
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- Treating subscriber count as audience
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**Format tips:**
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- The first line is the headline: it is what shows in the chat list preview
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- 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%)
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**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)
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