Gmkt Social Media Posts

---
name: gmkt-social-media-posts
description: Writes one idea as LinkedIn, Instagram and TikTok caption variants with three hook options, alt text, the "Ad" label where paid or gifted, generic AI tells removed, and a claim list. Use for "run gmkt-social-media-posts", "write this week's social posts", "LinkedIn post for the brand", "Instagram caption", "TikTok caption", "make this post sound less like AI", "social media copy", "hooks for a post", part of the Claude for Marketing Graduates Pack by Polar Bear.
---

# Social Media Posts

## When To Use
You need this week's posts in the brand voice and every draft sounds like AI: "Exciting news!", three emojis, a list of three. This turns one real idea into a post per platform that a person on the team would actually write.

## When Not To Use
If the idea needs to be filmed, run Short Video Script; this skill writes only the caption that goes with it. If the post is about your own project on your personal account, that is Portfolio LinkedIn Post, not brand content.

## Inputs
- The one idea: a product detail, a behind-the-scenes moment, a real customer question, a piece of news
- The Brand Voice Guide or two or three past posts the brand is happy with
- Facts you can stand behind, with where each comes from; images, described, for alt text
If you have none of this, I start from the idea in one sentence and mark the output as a first draft.

## Approach
One idea, one moment: a post is about one specific thing, told from inside it, not a summary of everything the brand did this month. The tells list strips the patterns readers skip on sight. Labelling follows the ASA and CAP guidance on recognising ads on social media (CAP Code 2.4, "Ad" up front), and alt text follows the W3C Web Accessibility Initiative images tutorial. The failure mode it prevents: a caption that opens "Thrilled to announce" and is scrolled past before the second line.

## Workflow
1. Ask three questions: what is the one moment, which platforms, and is anything paid, gifted or incentivised.
2. Find the first line inside the moment: the detail, the question or the plain fact. No announcement openers, no greeting.
3. Write three hook options that differ in kind: a specific detail, the question the audience asks, a plain statement. You pick; I do not pick for you.
4. Write the variants: LinkedIn with line breaks and room for one point, Instagram with the hook in the first line before the cut, TikTok as a short line supporting the video. Lengths are yours or the platform's current limits, which you confirm.
5. Remove the tells: negation frames, threes for their own sake, empty verbs, summary endings, rhetorical questions, emojis as bullets. Then check every line against the voice guide.
6. Add alt text per image (what it shows and why it is there, not "image of"), and "Ad" at the start of anything paid, gifted or incentivised.
7. List every claim at the bottom with its evidence or [evidence needed], ready for the Claim Substantiation Check.

## Output Format
```markdown
# Social Media Posts
Idea: [one moment] · Platforms: [list] · Paid, gifted or incentivised: [yes / no]
## Hook options
1. [specific detail]
2. [audience question]
3. [plain statement]
## LinkedIn
[post text]
## Instagram
[caption, hook in line one]
## TikTok
[short caption]
## Alt text
- [image]: [what it shows and why it is there]
## Claim list
| Claim | Evidence held | Source |
|---|---|---|
| [claim] | [yes / evidence needed] | [source] |
## Decision
[Approver name] picks the hook and signs off the claim list by [date]; [owner] posts.
```

## Done When
- Each variant opens inside the moment, with no announcement opener
- Every image has alt text, and paid or gifted posts carry "Ad" up front
- Every factual claim sits in the claim list with its evidence or [evidence needed]

## Quality Bar
- Customers and staff are never tagged or named without their permission.
- Customer words appear only as the brand holds them, with permission; otherwise [real customer quote, with permission and evidence it is genuine].
- The "Ad" label is flagged, never judged sufficient; check with a qualified adviser.
- Posts use only facts and customer words the brand holds; Claude never invents a stat, review or quote.

## Next
Run gmkt-short-video-script (Short Video Script) to turn the strongest idea into a video.

## About the makers

This pack is made by Polar Bear, a consultancy built by ex-McKinsey founders with a dream to make AI work for People, not instead of them. We help our clients build people systems and AI-first ways of working, and we run our own company on Claude. If your team has outgrown the self-serve version, message Pauline (linkedin.com/in/paulinebertry).