@caoscompanybr/merlin 3.5.0

package/.merlin-core/skills/domain/marketing-ops/references/acquire/social.md

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+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20
+stage: acquire
+upstream_path: skills/social/SKILL.md
+---
+
+> **Adjacency:** This skill is part of the [`marketing-ops`](../../SKILL.md) umbrella, organized by funnel stage (acquire). For Brazilian direct-response methodology (3-Document Protocol, Schwartz awareness levels, Anti-AI Copy Detection, ROAS viability, WhatsApp formats), see [`digital-marketing/SKILL.md`](../../../digital-marketing/SKILL.md). For page-level SaaS copy, see [`general/copywriting/SKILL.md`](../../../../general/copywriting/SKILL.md). For email delivery use [`general/resend-email`](../../../../general/resend-email/SKILL.md), for visuals [`general/image-gen`](../../../../general/image-gen/SKILL.md), for decks [`general/blkskrn`](../../../../general/blkskrn/SKILL.md).
+
+---
+
+# Social Content
+
+You are an expert social media strategist. Your goal is to help create engaging content that builds audience, drives engagement, and supports business goals.
+
+## Before Creating Content
+
+**Check for product marketing context first:**
+If `.agents/product-marketing.md` exists (or `.claude/product-marketing.md`, or the legacy `product-marketing-context.md` filename, in older setups), read it before asking questions. Use that context and only ask for information not already covered or specific to this task.
+
+Gather this context (ask if not provided):
+
+### 1. Goals
+
+- What's the primary objective? (Brand awareness, leads, traffic, community)
+- What action do you want people to take?
+- Are you building personal brand, company brand, or both?
+
+### 2. Audience
+
+- Who are you trying to reach?
+- What platforms are they most active on?
+- What content do they engage with?
+
+### 3. Brand Voice
+
+- What's your tone? (Professional, casual, witty, authoritative)
+- Any topics to avoid?
+- Any specific terminology or style guidelines?
+
+### 4. Resources
+
+- How much time can you dedicate to social?
+- Do you have existing content to repurpose?
+- Can you create video content?
+
+---
+
+## Platform Quick Reference
+
+| Platform  | Best For                           | Frequency                 | Key Format           |
+| --------- | ---------------------------------- | ------------------------- | -------------------- |
+| LinkedIn  | B2B, thought leadership            | 3-5x/week                 | Carousels, stories   |
+| Twitter/X | Tech, real-time, community         | 3-10x/day                 | Threads, hot takes   |
+| Instagram | Visual brands, lifestyle           | 1-2 posts + Stories daily | Reels, carousels     |
+| TikTok    | Brand awareness, younger audiences | 1-4x/day                  | Short-form video     |
+| Facebook  | Communities, local businesses      | 1-2x/day                  | Groups, native video |
+
+**For detailed platform strategies**: See [references/platforms.md](references/platforms.md)
+
+**For hashtag limits and character counts**: See [references/platform-limits.md](references/platform-limits.md)
+
+---
+
+## Content Pillars Framework
+
+Build your content around 3-5 pillars that align with your expertise and audience interests.
+
+### Example for a SaaS Founder
+
+| Pillar            | % of Content | Topics                                |
+| ----------------- | ------------ | ------------------------------------- |
+| Industry insights | 30%          | Trends, data, predictions             |
+| Behind-the-scenes | 25%          | Building the company, lessons learned |
+| Educational       | 25%          | How-tos, frameworks, tips             |
+| Personal          | 15%          | Stories, values, hot takes            |
+| Promotional       | 5%           | Product updates, offers               |
+
+### Pillar Development Questions
+
+For each pillar, ask:
+
+1. What unique perspective do you have?
+2. What questions does your audience ask?
+3. What content has performed well before?
+4. What can you create consistently?
+5. What aligns with business goals?
+
+---
+
+## Hook Formulas
+
+The first line determines whether anyone reads the rest.
+
+### Curiosity Hooks
+
+- "I was wrong about [common belief]."
+- "The real reason [outcome] happens isn't what you think."
+- "[Impressive result] — and it only took [surprisingly short time]."
+
+### Story Hooks
+
+- "Last week, [unexpected thing] happened."
+- "I almost [big mistake/failure]."
+- "3 years ago, I [past state]. Today, [current state]."
+
+### Value Hooks
+
+- "How to [desirable outcome] (without [common pain]):"
+- "[Number] [things] that [outcome]:"
+- "Stop [common mistake]. Do this instead:"
+
+### Contrarian Hooks
+
+- "Unpopular opinion: [bold statement]"
+- "[Common advice] is wrong. Here's why:"
+- "I stopped [common practice] and [positive result]."
+
+**For post templates and more hooks**: See [references/post-templates.md](references/post-templates.md)
+
+---
+
+## Content Repurposing System
+
+Turn one piece of content into many. The best social content isn't created from scratch — it's extracted from longer-form pillar content and adapted to each platform.
+
+### Blog Post → Social Content
+
+| Platform  | Format                         |
+| --------- | ------------------------------ |
+| LinkedIn  | Key insight + link in comments |
+| LinkedIn  | Carousel of main points        |
+| Twitter/X | Thread of key takeaways        |
+| Instagram | Carousel with visuals          |
+| Instagram | Reel summarizing the post      |
+
+### Podcast / Video → Social Content
+
+Extract "content atoms" — self-contained moments from any long-form content that work on their own:
+
+| Atom Type          | What to Look For                                                   | Best Platform                           |
+| ------------------ | ------------------------------------------------------------------ | --------------------------------------- |
+| Quotable moment    | A bold claim, hot take, or memorable line (15-60 sec)              | Twitter/X, LinkedIn, TikTok             |
+| Story arc          | A complete mini-story with setup, conflict, resolution (60-90 sec) | Instagram Reels, TikTok, YouTube Shorts |
+| Tactical tip       | A specific how-to or framework explained clearly (30-60 sec)       | LinkedIn, YouTube Shorts                |
+| Controversial take | A contrarian opinion that sparks debate                            | Twitter/X, LinkedIn                     |
+| Data/stat callout  | A surprising number or research finding                            | LinkedIn carousel, Twitter/X            |
+| Behind-the-scenes  | Authentic, unpolished moments                                      | Instagram Stories, TikTok               |
+
+**Podcast repurposing workflow:**
+
+1. **Get transcript** — use Whisper, Descript, or your podcast host's transcription
+2. **Mark timestamps** — flag the 5-10 best moments while listening or scanning transcript
+3. **Extract clips** — pull video/audio clips for each moment (Descript, Opus Clip, or manual)
+4. **Write standalone captions** — each clip needs context; don't assume the viewer heard the rest
+5. **Add subtitles** — most social video is watched without sound
+6. **Schedule across 1-2 weeks** — spread a single episode across multiple posts
+
+**Per episode, aim for:**
+
+- 3-5 short video clips or audiograms (15-60 sec) for Reels/TikTok/Shorts
+- 1-2 LinkedIn text posts from key insights
+- 1 Twitter/X thread of takeaways
+- 1 carousel summarizing the main framework or list
+- 1 newsletter section or blog post from the best segment
+
+### Webinar / Live Event → Social Content
+
+| Extract                         | Format                                |
+| ------------------------------- | ------------------------------------- |
+| Key slides with commentary      | LinkedIn carousel                     |
+| Q&A highlights                  | Twitter/X thread                      |
+| Speaker quotes                  | Quote graphics for Instagram/LinkedIn |
+| Audience reactions/poll results | Engagement posts                      |
+| Full recording → short clips    | Reels, TikTok, Shorts                 |
+
+### Newsletter → Social Content
+
+| Extract                       | Format                   |
+| ----------------------------- | ------------------------ |
+| Main insight                  | LinkedIn post            |
+| Curated links with commentary | Twitter/X thread         |
+| Data or stat                  | Quote graphic            |
+| Hot take or opinion           | Twitter/X post, LinkedIn |
+
+### Repurposing Workflow
+
+1. **Create pillar content** (blog, video, podcast, webinar, newsletter)
+2. **Extract content atoms** (5-10 per piece — quotes, stories, tips, data)
+3. **Adapt to each platform** (format, length, and tone)
+4. **Write standalone captions** (each post must work without context)
+5. **Schedule across the week** (spread distribution, don't dump all at once)
+6. **Update and reshare** (evergreen content can repeat every 3-6 months)
+
+---
+
+## Content Calendar Structure
+
+### Weekly Planning Template
+
+| Day | LinkedIn         | Twitter/X  | Instagram   |
+| --- | ---------------- | ---------- | ----------- |
+| Mon | Industry insight | Thread     | Carousel    |
+| Tue | Behind-scenes    | Engagement | Story       |
+| Wed | Educational      | Tips tweet | Reel        |
+| Thu | Story post       | Thread     | Educational |
+| Fri | Hot take         | Engagement | Story       |
+
+### Batching Strategy (2-3 hours weekly)
+
+1. Review content pillar topics
+2. Write 5 LinkedIn posts
+3. Write 3 Twitter threads + daily tweets
+4. Create Instagram carousel + Reel ideas
+5. Schedule everything
+6. Leave room for real-time engagement
+
+---
+
+## Engagement Strategy
+
+### Daily Engagement Routine (30 min)
+
+1. Respond to all comments on your posts (5 min)
+2. Comment on 5-10 posts from target accounts (15 min)
+3. Share/repost with added insight (5 min)
+4. Send 2-3 DMs to new connections (5 min)
+
+### Quality Comments
+
+- Add new insight, not just "Great post!"
+- Share a related experience
+- Ask a thoughtful follow-up question
+- Respectfully disagree with nuance
+
+### Building Relationships
+
+- Identify 20-50 accounts in your space
+- Consistently engage with their content
+- Share their content with credit
+- Eventually collaborate (podcasts, co-created content)
+
+---
+
+## Analytics & Optimization
+
+### Metrics That Matter
+
+**Awareness:** Impressions, Reach, Follower growth rate
+
+**Engagement:** Engagement rate, Comments (higher value than likes), Shares/reposts, Saves
+
+**Conversion:** Link clicks, Profile visits, DMs received, Leads attributed
+
+### Weekly Review
+
+- Top 3 performing posts (why did they work?)
+- Bottom 3 posts (what can you learn?)
+- Follower growth trend
+- Engagement rate trend
+- Best posting times (from data)
+
+### Optimization Actions
+
+**If engagement is low:**
+
+- Test new hooks
+- Post at different times
+- Try different formats
+- Increase engagement with others
+
+**If reach is declining:**
+
+- Avoid external links in post body
+- Increase posting frequency
+- Engage more in comments
+- Test video/visual content
+
+---
+
+## Content Ideas by Situation
+
+### When You're Starting Out
+
+- Document your journey
+- Share what you're learning
+- Curate and comment on industry content
+- Engage heavily with established accounts
+
+### When You're Stuck
+
+- Repurpose old high-performing content
+- Ask your audience what they want
+- Comment on industry news
+- Share a failure or lesson learned
+
+---
+
+## Scheduling Best Practices
+
+### When to Schedule vs. Post Live
+
+**Schedule:** Core content posts, Threads, Carousels, Evergreen content
+
+**Post live:** Real-time commentary, Responses to news/trends, Engagement with others
+
+### Queue Management
+
+- Maintain 1-2 weeks of scheduled content
+- Review queue weekly for relevance
+- Leave gaps for spontaneous posts
+- Adjust timing based on performance data
+
+---
+
+## Reverse Engineering Viral Content
+
+Instead of guessing, analyze what's working for top creators in your niche:
+
+1. **Find creators** — 10-20 accounts with high engagement
+2. **Collect data** — 500+ posts for analysis
+3. **Analyze patterns** — Hooks, formats, CTAs that work
+4. **Codify playbook** — Document repeatable patterns
+5. **Layer your voice** — Apply patterns with authenticity
+6. **Convert** — Bridge attention to business results
+
+**For the complete framework**: See [references/reverse-engineering.md](references/reverse-engineering.md)
+
+---
+
+## Short-Form Video (TikTok, Reels, Shorts)
+
+Short-form video is the highest-reach format on every major platform. These frameworks apply whether you're creating for TikTok, Instagram Reels, or YouTube Shorts.
+
+### Platform Specs
+
+| Platform | Optimal Length | Aspect Ratio | Key Difference                         |
+| -------- | -------------- | ------------ | -------------------------------------- |
+| TikTok   | 15-60 sec      | 9:16         | Trending sounds, raw/authentic feel    |
+| Reels    | 15-30 sec      | 9:16         | Polished content, rewards saves/shares |
+| Shorts   | 30-60 sec      | 9:16         | YouTube SEO applies, searchable titles |
+
+### The 3-Second Rule
+
+You have 3 seconds to stop the scroll. Every video needs three simultaneous hooks:
+
+```
+[VISUAL HOOK] + [VERBAL HOOK] + [TEXT OVERLAY]
+```
+
+All three should hit in the first second.
+
+### Video Structures
+
+**Problem-Solution (15-30 sec):**
+
+```
+[0-3s]  Hook: State the problem
+[3-10s] Agitate: Why it matters
+[10-25s] Solution: Your method/product/tip
+[25-30s] CTA: What to do next
+```
+
+**List Format (30-60 sec):**
+
+```
+[0-3s]  Hook: "X things that [outcome]"
+[3-50s] Items: One every 5-8 seconds
+[50-60s] CTA
+```
+
+**Tutorial (30-60 sec):**
+
+```
+[0-3s]  Hook: Show the end result first
+[3-8s]  Overview: "Here's how..."
+[8-50s] Steps: Quick, clear instructions
+[50-60s] Result + CTA
+```
+
+### Caption & Subtitle Best Practices
+
+Captions increase watch time by 25-40%. Most social video is watched without sound.
+
+- **MAX 2 lines** on screen at once
+- **3-5 words per line**
+- Bold, sans-serif font with black outline
+- **Highlight key words** in a different color
+- Match timing to speech exactly
+
+Tools: CapCut (free), Descript, Captions.ai, Premiere Pro
+
+### Content Ideas by Type
+
+| Business Type  | Video Ideas                                                                    |
+| -------------- | ------------------------------------------------------------------------------ |
+| SaaS           | Feature demos (show outcome first), before/after, "Watch me do X in Y seconds" |
+| E-commerce     | Unboxing, comparisons, how it's made, customer reviews                         |
+| Services       | Process reveals, client transformations, myth-busting                          |
+| Personal brand | Lessons learned, controversial takes, day-in-the-life                          |
+
+### Common Mistakes
+
+1. **Slow hooks** — don't build up to the point
+2. **No text overlay** — many watch without sound
+3. **Poor audio** — bad audio kills retention instantly
+4. **Too long** — if it can be shorter, make it shorter
+5. **No CTA** — tell viewers what to do
+6. **Ignoring comments** — engagement in first hour matters
+
+**For video hook formulas and scripting templates**: See [references/short-form-video.md](references/short-form-video.md)
+
+---
+
+## Task-Specific Questions
+
+1. What platform(s) are you focusing on?
+2. What's your current posting frequency?
+3. Do you have existing content to repurpose?
+4. What content has performed well in the past?
+5. How much time can you dedicate weekly?
+6. Are you building personal brand, company brand, or both?
+
+---
+
+## Related Skills
+
+- **copywriting**: For longer-form content that feeds social
+- **launch**: For coordinating social with launches
+- **emails**: For nurturing social audience via email
+- **marketing-psychology**: For understanding what drives engagement

package/.merlin-core/skills/domain/marketing-ops/references/acquire/video/references/ai-video-prompting.md

@@ -0,0 +1,19 @@
+---
+source: coreyhaines31/marketingskills (MIT) v2.0.1
+imported: 2026-05-20 (stub) — full body deferred to follow-up cleanup
+stage: acquire
+skill: video
+upstream_path: skills/video/references/ai-video-prompting.md
+---
+
+# ai-video-prompting — reference stub
+
+This is a thin pointer to an upstream reference. The full verbatim body is **deferred** to a future cleanup phase to manage context budget.
+
+**Upstream URL (canonical body):** https://github.com/coreyhaines31/marketingskills/blob/main/skills/video/references/ai-video-prompting.md
+
+**Raw fetch URL:** https://raw.githubusercontent.com/coreyhaines31/marketingskills/main/skills/video/references/ai-video-prompting.md
+
+**Parent skill:** [`../video.md`](../video.md) (stage: acquire)
+
+**To import the full body** (future task): `curl -sSL <raw URL> -o references/acquire/video/references/ai-video-prompting.md`, then prepend the standard Adjacency header.