Writing Standards Knowledge Pack Files

Platform Strategies

Detailed playbooks for each major social platform. Covers algorithm behavior, format guidance, timing, hashtag strategy, and engagement patterns. Use this reference when creating platform-specific content.

LinkedIn

Algorithm Behavior

LinkedIn's algorithm prioritizes dwell time (how long someone spends reading your post) and meaningful engagement (comments over likes, multi-sentence comments over single-word reactions). Posts that generate genuine conversation in the first 60-90 minutes get amplified to a wider network.

The algorithm penalizes engagement bait ("agree?" polls, "like if you..."), outbound links in the post body, and editing a post within the first hour of publishing.

Format Guide

Text posts (highest organic reach):

• 150-250 words for optimal dwell time
• Use line breaks generously (single-spaced walls of text get skipped)
• Hook in the first line, before the "see more" fold (approximately 210 characters)
• End with a question or discussion prompt to drive comments

Carousels (strong reach and saves):

• 6-10 slides, one idea per slide
• Large text (minimum 24pt equivalent), minimal design
• Hook slide first, CTA/summary slide last
• Upload as PDF for consistent formatting

Articles (low reach, high authority):

• LinkedIn articles get minimal feed distribution
• Use for evergreen content that benefits from LinkedIn's domain authority in search
• Better as a "republished from blog" play than a primary distribution format

Video (growing reach):

• Native video outperforms YouTube links by 5-10x in reach
• Add captions (85% of LinkedIn video is watched without sound)
• Keep under 90 seconds for feed videos
• Vertical format for mobile-first consumption

Optimal Timing

• Best: Tuesday-Thursday, 7:30-8:30 AM or 12:00-1:00 PM (local time of target audience)
• Good: Monday and Friday mornings
• Avoid: Weekends (reach drops 60-70%), Friday afternoons

Hashtag Strategy

• Use 3-5 hashtags per post
• Place at the bottom of the post, not inline
• Mix: 1-2 broad hashtags (#marketing, #leadership) + 2-3 niche hashtags (#contentmarketing, #b2bsaas)
• Avoid creating custom hashtags unless you're running a sustained campaign

Engagement Patterns

• Reply to comments within 2-4 hours of posting (replies count as engagement and re-trigger distribution)
• Comment on posts from your target audience before and after you publish (seeds your presence in their feed)
• Tag people only when genuinely relevant. Mass-tagging is penalized and annoying.
• Reshares get significantly less reach than original posts. Add substantial commentary if resharing.

X/Twitter

Algorithm Behavior

X's algorithm weights engagement velocity (how quickly a post gets likes, replies, and reposts in the first 30 minutes), follow-back ratio (accounts that follow too many people relative to followers are deprioritized), and content type (threads, images, and native video get boosted; outbound links get suppressed).

Posts from accounts you interact with regularly appear higher in the feed. Consistent posting builds algorithmic trust over time.

Format Guide

Single tweets:

• Maximum impact in minimum words (under 200 characters outperforms longer tweets)
• Best for hot takes, data points, and observations
• Images increase engagement 35-50% (even simple text-on-background images)
• Avoid links in the tweet body; put them in the first reply

Threads (5-12 tweets):

• Hook tweet determines whether anyone reads the rest. It must stand alone as a compelling statement.
• One point per tweet. No tweet should require reading the previous one to make sense.
• Number your tweets (1/, 2/, etc.) for readability
• End with a summary tweet and a retweet request or link
• Threads build followers more effectively than single tweets

Quote tweets:

• Add genuine commentary (minimum one sentence with an original perspective)
• Don't just quote-tweet with "This." or an emoji
• Quote tweets of news or industry commentary perform well when you add analysis

Optimal Timing

• Best: Monday-Friday, 8:00-10:00 AM or 12:00-1:00 PM (EST for US audiences, adjust for target timezone)
• Good: Evenings 6:00-8:00 PM for casual/consumer content
• Avoid: Late nights (past 10 PM), early Sunday mornings

Hashtag Strategy

• Use 0-2 hashtags maximum. More than two looks spammy on X.
• Hashtags in the tweet body hurt readability. Append at the end if using them.
• Most effective use: joining live conversations during events (#conference2025) or established community tags (#buildinpublic, #indiehackers)
• For B2B content, hashtags rarely help and often hurt engagement

Engagement Patterns

• Reply to replies quickly (first 30-60 minutes are critical for algorithmic boost)
• Don't like-bomb or mass-reply. Algorithmic spam detection flags high-velocity engagement.
• Consistent daily posting (1-3 times) builds algorithmic trust faster than sporadic bursts
• Engaging with larger accounts in your niche puts you in front of their audience through notifications

Instagram

Algorithm Behavior

Instagram prioritizes Reels for discovery and reach, carousels for engagement and saves, and stories for maintaining relationship signals with existing followers. The algorithm heavily weights saves and shares over likes.

Engagement in the first 30 minutes determines reach. Instagram also factors in your posting consistency: accounts that post regularly get better distribution than accounts that post in bursts.

Format Guide

Reels (highest reach):

• 30-60 seconds optimal length (under 15 seconds for quick tips)
• Hook in the first 3 seconds or viewers scroll away
• Use trending audio when it fits naturally (don't force it)
• Text overlays are essential (most viewers watch without sound)
• Vertical format only (9:16 aspect ratio)
• Post 3-5 reels per week for maximum algorithm benefit

Carousels (highest engagement and saves):

• 5-10 slides with a swipe-worthy hook on slide 1
• Educational content performs best (tips, frameworks, step-by-step guides)
• Consistent visual style builds brand recognition
• Include a "save this for later" prompt on the final slide
• Square (1:1) or portrait (4:5) format

Stories (relationship maintenance):

• Use daily for behind-the-scenes, polls, questions, and casual updates
• Stories don't drive follower growth but maintain engagement with existing followers
• Interactive elements (polls, sliders, questions) boost story visibility
• Highlight important stories in profile highlights for evergreen access

Captions

• First line is the hook (visible before "more" tap)
• 150-300 words for educational posts (long captions paired with carousels perform well)
• Include a CTA: "Save this", "Share with someone who needs this", "Drop a [emoji] in the comments"
• Break up text with line breaks (no paragraph walls)

Hashtag Strategy

• Use 5-15 hashtags per post
• Place in the caption (first comment placement no longer provides an advantage)
• Mix sizes: 2-3 large (500K+ posts), 5-7 medium (10K-500K posts), 3-5 niche (under 10K posts)
• Rotate hashtag sets to avoid being flagged as spam
• Research hashtags in your niche monthly; trending tags shift

Visual Requirements

• Feed grid aesthetics matter less than they used to, but visual consistency still helps brand recognition
• High-contrast, clean designs outperform cluttered visuals
• Faces in images increase engagement 38% (humanize your brand)
• Bright, well-lit photos and videos outperform dark or low-quality visuals

Facebook

Algorithm Behavior

Facebook's algorithm in 2024-2025 heavily prioritizes Groups and meaningful interactions (comments, shares) over passive consumption (likes, views). Posts that generate conversation among friends perform best. Business page organic reach continues to decline year-over-year.

Video content (especially live video) gets priority in the feed. Outbound links are heavily suppressed. Engagement bait is penalized.

Format Guide

Groups (highest organic reach for brands):

• Build or participate in a niche community group
• Post questions, polls, and discussion starters
• Share resources and expertise without self-promotion
• Groups generate 5-10x the engagement of page posts

Page posts:

• Native video gets 2-3x the reach of text or image posts
• Text + image posts outperform text-only
• Keep text concise (under 80 words for feed posts)
• Questions and polls drive comments, which trigger algorithmic distribution
• Links in posts are heavily penalized; put links in comments

Facebook Live:

• Gets 6x the engagement of pre-recorded video
• Announce lives in advance and go live consistently (same day/time each week)
• 15-45 minutes optimal length
• Interactive: respond to comments during the stream

Optimal Timing

• Best: Tuesday-Friday, 9:00 AM-12:00 PM
• Good: Weekday evenings 6:00-8:00 PM
• Avoid: Saturdays, late nights (past 9 PM)

Engagement Patterns

• Reply to every comment on your posts within 1-2 hours
• Tag relevant group members in discussions (with permission and relevance)
• Share user-generated content and tag creators
• Cross-promote group content to your page (not the other way around)
• Facebook rewards consistency: post to groups 3-5 times per week at minimum

What Doesn't Work

• Organic page-only strategies (reach is near zero for most pages without paid promotion)
• Posting only links to your blog (use native content formats instead)
• Ignoring Groups (this is where Facebook's organic opportunity still exists)
• Posting the same content format every time (mix video, text, images, polls)