Platform Migration

---
name: platform-migration
description: "Plans social media platform migrations with audience notification sequences, content transfer strategies, and timeline. Use when moving your audience from one platform to another."
allowed-tools: Read Write Glob
metadata:
  author: matthewhitcham
  version: "1.0"
---

# Platform Migration

## When to Use This Skill

Use this skill when you need to:
- Migrate your audience from one social platform to another
- Plan a content and follower transition strategy
- Create a notification sequence to bring your audience along
- Manage the risks of platform changes without losing your community

**DO NOT** use this skill for launching on a new platform from scratch (use social-media-strategy). This is for migrating an existing audience.

---

## Core Principle

PLATFORM MIGRATIONS SUCCEED WHEN YOU OVER-COMMUNICATE AND GIVE YOUR AUDIENCE A COMPELLING REASON TO FOLLOW — NOT JUST A NEW LINK.

---

## Phase 1: Brief

### Required Inputs

| Input | What to Ask | Default |
|-------|------------|---------|
| **Current platform** | "Where is your audience now?" | No default — must be provided |
| **New platform** | "Where are you moving to?" | No default — must be provided |
| **Reason for migration** | "Why are you moving?" | No default — must be provided |
| **Audience size** | "How many followers/members are you migrating?" | No default — must be provided |
| **Timeline** | "When do you need to complete the migration?" | 30-60 days |
| **Keep old platform?** | "Will you maintain a presence on the old platform or shut it down?" | Maintain minimal presence |

**GATE: Confirm brief before building migration plan.**

---

## Phase 2: Outline

```
1. Migration Strategy — approach and realistic expectations
2. Audience Notification Sequence — multi-touch communication plan
3. Content Transfer Plan — what to move, archive, or recreate
4. Incentive Strategy — reasons to follow on the new platform
5. Timeline — week-by-week migration schedule
6. Risk Mitigation — what could go wrong and how to handle it
```

**GATE: Approve outline before full plan.**

---

## Phase 3: Write

### 1. Migration Strategy

```
## Migration Approach

**Realistic retention target:** [20-40% of current audience — set expectations]
**Migration type:**
- [ ] Full migration (leaving old platform entirely)
- [ ] Partial migration (primary presence shifts, old platform maintained at reduced activity)
- [ ] Bridge migration (run both platforms at full effort for 30-60 days, then reduce old)

**Key principle:** Start building on the new platform BEFORE announcing the migration. Have content and value waiting when people arrive.
```

### 2. Notification Sequence

```
## Audience Notification Plan (6-touch minimum)

### Touch 1: Soft Announcement (Day 1)
"Exciting news — I'm expanding to [new platform]. Here's why and what to expect. [Link to new profile]."
- Platform: current platform
- Format: standard post

### Touch 2: Value Preview (Day 3-5)
Share a piece of content that is ONLY on the new platform. Tease it on the old platform.
"Posted an exclusive [type of content] on [new platform] today — [brief description]. Join me there: [link]"

### Touch 3: Direct Ask (Day 7-10)
"If you get value from my content here, follow me on [new platform] — I'm sharing [specific exclusive content] there. [Link]"

### Touch 4: Testimonial or Proof (Day 14)
Share engagement or feedback from the new platform. "The community on [new platform] is already [specific positive result]. Come join: [link]"

### Touch 5: Urgency (Day 21)
If shutting down old platform: "I'll be winding down posts here over the next [timeframe]. Make sure you're following me on [new platform] so you don't miss anything. [Link]"

### Touch 6: Final Call (Day 30)
"Last reminder — I'm now primarily posting on [new platform]. Follow me there for [value proposition]. [Link]"

**Channels to use:** Post on old platform, email list, Stories, DMs to top engagers, website banner
```

### 3. Content Transfer Plan

```
## Content Transfer Strategy

| Content Type | Action | Detail |
|-------------|--------|--------|
| Top-performing posts | Recreate natively on new platform | Adapt format to platform norms |
| Evergreen content | Repost over 30-60 days | Space out, do not dump all at once |
| Community discussions | Start fresh on new platform | Seed with discussion prompts |
| Pinned / featured content | Recreate immediately | Have it ready before the migration announcement |
| Archive / old content | Leave on old platform or download | Do not delete — it may still drive traffic |
```

### 4. Incentive Strategy

```
## Give People a Reason to Follow

**Exclusive content:** Share something on the new platform that is not available on the old one
**Early access:** Give new platform followers first access to launches or content
**Community perks:** If it is a community platform, offer a welcome bonus for joining
**Direct engagement:** Promise more direct interaction on the new platform
**Migration bonus:** Offer a discount, template, or resource as a thank-you for following on the new platform
```

### 5. Migration Timeline

```
## Week-by-Week Timeline

| Week | Action |
|------|--------|
| Week -2 | Set up new platform profile. Start posting content. Build a small foundation. |
| Week -1 | Invite 10-20 top fans/supporters to join early and provide feedback. |
| Week 1 | Announce migration (Touch 1). Continue posting on both platforms. |
| Week 2 | Share exclusive content on new platform. Touch 2-3. |
| Week 3 | Ramp up new platform posting. Begin reducing old platform cadence. Touch 4. |
| Week 4 | Touch 5 (urgency). Old platform posts reduced to 50% cadence. |
| Week 5-6 | Touch 6 (final call). Old platform on minimal maintenance. |
| Week 8+ | New platform is primary. Old platform gets occasional redirect posts. |
```

---

## Phase 4: Polish

### 1. Migration Checklist

```
## Platform Migration Checklist

- [ ] New platform profile is optimized and active before announcement
- [ ] 6-touch notification sequence is drafted
- [ ] Email list has been notified (do not rely solely on platform posts)
- [ ] Content transfer plan identifies what to recreate, repost, and archive
- [ ] Incentive for following on new platform is defined
- [ ] Timeline is realistic (30-60 days minimum)
- [ ] Retention target is set (20-40% is realistic)
- [ ] Old platform strategy is defined (maintain, reduce, or shut down)
- [ ] Top engagers have been personally invited
```

### 2. Risk Mitigation

```
## What Could Go Wrong

| Risk | Mitigation |
|------|-----------|
| Low migration rate | Increase incentives. Extend timeline. Use email list as backup channel. |
| New platform is not a good fit | Run both for 60 days before committing. Be willing to pivot back. |
| Loss of momentum during transition | Pre-schedule content on both platforms during the migration window. |
| Old platform deletes/restricts your migration posts | Use email and other channels as the primary migration communication tool. |
```

---

## Example: Migrating from Facebook Group to Skool

```
Audience: 800 Facebook Group members
New platform: Skool community
Timeline: 45 days
Retention target: 200 members (25%)
Incentive: Free exclusive workshop only on Skool
Notification: 6-touch sequence on Facebook + 3 email blasts
Content: Top 20 FB posts recreated as Skool discussions
```

---

## Anti-Patterns

- **Announcing without preparation** — do not announce a migration before the new platform is set up and populated.
- **One announcement and done** — a single "follow me on X" post migrates almost nobody. You need 6+ touches.
- **Deleting old platform immediately** — keep the old platform alive as a redirect for at least 90 days.
- **Expecting 100% migration** — 20-40% retention is a success. Set realistic expectations.
- **Ignoring email** — your email list is platform-independent. Use it as the primary migration communication channel.
- **Not providing a reason** — "I'm moving" is not compelling. "I'm moving because [better experience, exclusive content, stronger community]" is.

---

## Recovery

- **Migration rate is under 10%:** Increase communication frequency. DM your top 50 engagers personally. Offer a limited-time incentive.
- **New platform is not working:** Honestly assess whether the platform serves your audience. It is better to return than to force a bad fit.
- **Audience is frustrated:** Acknowledge the disruption, restate the benefits, and thank them for their patience.
- **Lost engagement on both platforms:** Focus all energy on the new platform. Reduce old platform to weekly redirect posts only.