@jaimevalasek/aioson 1.7.2 → 1.9.0

package/template/.aioson/skills/marketing/references/platform-constraints.md

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+# Platform Constraints — Character Limits and Formatting Rules
+
+> **Loading rule:** Load this reference when writing copy that must fit specific platform constraints. Most often loaded in **Mode 2 (section ads)** or **Mode 6 (campaign package)** when generating multi-platform ad copy. Skip when writing landing pages or VSL scripts (they have no platform-imposed limits).
+
+This is a tactical reference. It tells you the **hard limits** (truncation), the **ideal limits** (engagement), and the **format hooks** (where the eye lands first) per platform. It does not teach copy strategy — for that, load `ads-cpgc.md`, `patterns.md`, or the master genome of your choice.
+
+---
+
+## Why constraints matter
+
+A 200-character Facebook headline gets truncated to "...". Truncated copy = wasted impression.
+A Google Search ad with a 35-char headline gets rejected by the platform.
+A LinkedIn intro that breaks at character 151 is the difference between "click to expand" and silent scroll-past.
+
+**Rule:** if the copy doesn't fit, it doesn't ship. Rewrite tighter.
+
+---
+
+## Facebook / Instagram (Meta Ads)
+
+### Feed ad
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Primary text (caption) | 125c | 500c (truncates with "See More") | First 80c are the hook — must contain the lead |
+| Headline | 25-40c | 40c | Bold below the image; it's the second hook |
+| Description (link) | 30c | 30c | Below headline, often clipped on mobile |
+| CTA button | (preset) | — | Choose from: Learn More / Sign Up / Shop Now / Get Offer / Subscribe / Download / Book Now |
+
+### Story / Reel
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Caption (overlay text) | 20-30c per line | — | Hand-drawn or sticker text — short and high-contrast |
+| Reel caption | 100c hook + tags | 2200c | First 125c shown before "more" |
+
+### Carousel ad
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Primary text | 125c | 500c | One per ad set |
+| Card headline | 25-40c | 40c | Per card |
+| Card description | 18-20c | 20c | Per card |
+
+### Hooks that work on Meta
+
+- Open with a curiosity gap or pain in the FIRST line (before truncation)
+- Use line breaks to create visual rhythm
+- Emojis sparingly — one or two anchor points, not a wall
+- "See more" should be earned by the first line creating an itch
+
+### Anti-patterns (Meta-specific)
+
+- Burying the hook past the 80c truncation line
+- Stacking 5+ emojis (algorithmic flag for low quality)
+- Long URLs in primary text (use the link field)
+- Asking for engagement explicitly ("Comment YES below") — engagement bait penalty
+
+---
+
+## Google Search Ads
+
+### Responsive Search Ads (RSA)
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Headline 1 | 30c | 30c | The match-to-search-intent line |
+| Headline 2 | 30c | 30c | Differentiator / brand / promise |
+| Headline 3 | 30c | 30c | CTA or offer |
+| Description 1 | 90c | 90c | Lead benefit |
+| Description 2 | 90c | 90c | Proof or secondary benefit |
+| Final URL | — | 2048c | Match keyword for Quality Score |
+| Display Path 1 | 15c | 15c | Vanity URL slug |
+| Display Path 2 | 15c | 15c | Second slug |
+
+**Up to 15 headlines and 4 descriptions** can be uploaded — Google rotates and combines them.
+
+### Hook position
+
+The first headline must contain the **search keyword** verbatim or near-verbatim. Otherwise Quality Score tanks.
+
+### Anti-patterns (Google-specific)
+
+- Repeating the same phrase across multiple headlines (Google penalizes redundancy)
+- Punctuation tricks ("F*R*E*E", "!!!") — disapproved
+- ALL CAPS beyond a single word — disapproved in most regions
+- Generic brand-only headlines without keyword match
+- Mismatched URL keywords (hurts Quality Score)
+
+---
+
+## LinkedIn Ads
+
+### Sponsored Content (single image / video)
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Intro text | 150c | 600c | Truncates with "...see more" at 150c on mobile |
+| Headline | 70c | 200c | Below image; 70c shown before clip on most layouts |
+| Description | — | 100c | Visible on desktop, hidden on mobile |
+
+### Sponsored Messaging
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Subject | 40c | 60c | Like an email subject line |
+| Body | 500c | 1500c | Conversational, not promotional |
+| CTA button | 12c | 20c | Single CTA |
+
+### Hook position
+
+LinkedIn rewards **professional-toned curiosity** and **named credibility** (company, role, result). It penalizes hype, capslock, and excessive emoji.
+
+### Anti-patterns (LinkedIn-specific)
+
+- Emojis beyond one or two — tone mismatch
+- Selling-first copy without credibility — "Buy now!" reads as desperate on this platform
+- Generic role-targeting ("Hey marketers!") without value
+- Hashtags as filler — 3-5 specific hashtags max
+
+---
+
+## Twitter / X
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Tweet | 240-260c | 280c | Leave space for retweet quote |
+| Thread first tweet | 200-260c | 280c | Hook only — promise the thread payoff |
+| Reply / Quote tweet | 100-200c | 280c | Punchier than original tweets |
+| Bio | 140-160c | 160c | Includes positioning + 1 link |
+
+### Hook position
+
+First 8 words decide the scroll. Use **specificity** (numbers, named outcomes), **contrast** ("X but Y"), or **counter-intuition** ("Stop doing Z").
+
+### Format hooks
+
+- Line breaks every 1-2 lines (mobile readability)
+- Threads: number them ("1/", "2/") OR don't number — pick one and be consistent
+- Quote tweets gain reach when they add new value, not just "this 👇"
+
+### Anti-patterns
+
+- "Hot take:" or "Unpopular opinion:" intros — overused, scroll past
+- Engagement bait ("RT if you agree") — algorithm down-ranks
+- Stacked hashtags at the end — 1-2 max, integrated into the sentence
+- Long URLs (always use the platform shortener or a clean redirect)
+
+---
+
+## TikTok / Reels (caption + on-screen text)
+
+### Caption
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| TikTok caption | 100-150c | 2200c (recently raised from 300) | First 60c are the hook in the feed |
+| Reels caption | 125c | 2200c | First 125c shown before "more" |
+| Hashtags | 3-5 | 30 (TikTok), unlimited (Reels) | Niche + trending mix |
+
+### On-screen text (overlays)
+
+- 6-8 words per line max
+- Stay in the safe zone (avoid platform UI overlap — bottom 20% and top 10%)
+- Use bold sans-serif, white-on-black or black-on-white
+- 1-2 lines visible at once
+- Match the spoken word — but condense (talking + reading = cognitive overload)
+
+### Hook position
+
+**First 1-3 seconds** decide retention. Lead with:
+- Curiosity ("You've been doing X wrong")
+- Pattern interrupt (visual or verbal)
+- Promise + specificity ("Saved $400 in 5 minutes — here's how")
+- Negation hook ("This isn't another productivity tip — it's...")
+
+### Anti-patterns
+
+- Long intros before the hook
+- Music too loud over voice
+- Captions that explain instead of tease
+- Hashtag spam with irrelevant tags
+
+---
+
+## YouTube
+
+### Video metadata
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Title | 60-70c | 100c | First 60c shown in search; the hook |
+| Description (first 100c) | 100c | 100c critical | Above the fold; CTA + value summary |
+| Description (full) | 1500-3000c | 5000c | Search-indexed; expand value + links |
+| Tags | — | 500c total | 8-15 specific tags |
+| Thumbnail text overlay | 3-5 words | — | High contrast, complementary to title (don't repeat title) |
+
+### YouTube Ads (in-stream)
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Hook (first 5 seconds) | — | — | Skippable — must earn the next 25 seconds in the first 5 |
+| Headline | 15c | 15c | Shown beside video |
+| Description | — | 70c | Below headline |
+| CTA button | (preset) | — | Same CTA list as Google Ads |
+
+### Hook position (organic videos)
+
+- First 8 seconds: pattern interrupt + promise
+- Open loop: tease something resolved later in the video
+- Avoid "Hi guys, welcome back to my channel..." — biggest retention killer
+
+---
+
+## Pinterest
+
+| Field | Ideal | Max | Notes |
+|---|---|---|---|
+| Pin title | 40-60c | 100c | Shown below image in search |
+| Pin description | 200-300c | 500c | Keyword-rich, helpful tone |
+| Board name | 20-30c | 50c | Niche-specific |
+
+### Hook position
+
+Pinterest is a **search engine for visuals**. Treat titles like Google search ads (keyword-driven) and descriptions like helpful blog intros.
+
+---
+
+## Email subject lines
+
+| Context | Ideal | Notes |
+|---|---|---|
+| Mobile inbox preview | 30-40c | Most opens decided here |
+| Desktop inbox preview | 50-60c | Slightly more room |
+| Preheader (preview text) | 80-100c | Reinforces or extends the subject — never repeat it |
+
+### Hook position
+
+The first 30 characters decide the open on mobile. Lead with:
+- Curiosity gap
+- Specific number or outcome
+- Personalization (first name OR specific behavior)
+- Loss aversion ("[Last day]", "[Closing soon]")
+
+### Anti-patterns
+
+- ALL CAPS — spam filter signal
+- Excessive punctuation (!!!) — spam filter signal
+- "Re:" or "Fwd:" prefixes when the email isn't a reply — manipulative, breaks trust
+- Vague ("Important update") — opens drop
+
+---
+
+## Display ad dimensions (banner ads)
+
+These are size constraints, not character limits. Copy must fit the visual frame.
+
+| Format | Dimensions (px) | Use case |
+|---|---|---|
+| Leaderboard | 728×90 | Top of page banner |
+| Medium Rectangle | 300×250 | Sidebar / inline |
+| Half Page | 300×600 | Sidebar tower |
+| Mobile Banner | 320×50 | Mobile sticky bottom |
+| Large Mobile Banner | 320×100 | Mobile sticky alt |
+| Skyscraper | 160×600 | Sidebar tall |
+| Square | 250×250 | Inline |
+| Rectangle | 180×150 | Sidebar small |
+
+**Rule of thumb for display ad copy:**
+- 1 headline (4-7 words)
+- 1 supporting line (8-12 words)
+- 1 CTA button (1-3 words)
+- No more — visual carries the rest
+
+---
+
+## Quick reference table — char limits at a glance
+
+| Platform | Hook field | Hook limit | Body field | Body limit | CTA |
+|---|---|---|---|---|---|
+| Facebook feed | Primary text | 125c ideal | Headline | 40c | Preset button |
+| Instagram feed | Caption | 125c ideal | — | — | Preset button |
+| Google Search | Headline 1 | 30c | Description | 90c | — |
+| LinkedIn Sponsored | Intro text | 150c | Headline | 70c | Preset button |
+| Twitter / X | Tweet | 280c (max) | — | — | (link in tweet) |
+| TikTok | Caption | 100-150c ideal | — | — | (link in bio) |
+| Reels | Caption | 125c ideal | — | — | (link in bio) |
+| YouTube ad | Headline | 15c | Description | 70c | Preset button |
+| Email | Subject | 30-40c (mobile) | Preheader | 80-100c | (link in body) |
+| Pinterest | Title | 40-60c | Description | 200-300c | (link on pin) |
+
+---
+
+## Platform × format crosswalk
+
+When writing for a campaign that spans channels, ensure these stay consistent across platforms:
+
+- **Hook** (the first line / first 5 seconds) — same psychological promise, adapted to platform tone
+- **One Belief** — never change across platforms; the proof and angle adapt, not the belief
+- **CTA** — consistent action verb; URL same destination; button text may shift to platform preset
+- **Voice** — consistent tone descriptor (LightCopy style if pt-BR), never switch from formal to casual mid-campaign
+
+When NOT to keep consistent:
+- **Length** — mobile-first platforms get tighter copy
+- **Format conventions** — LinkedIn is professional, TikTok is casual native — adapt without breaking voice
+- **Hashtag/keyword strategy** — platform-specific
+
+---
+
+## Combining with genomes
+
+| Master genome | Platform fit |
+|---|---|
+| Schwartz (foundational) | Universal — governs awareness/sophistication on every platform |
+| Halbert (direct mail) | Best on long-form: email body, sales pages, LinkedIn long-posts. Poor fit for Twitter/TikTok |
+| Kennedy (No B.S.) | Email, LinkedIn, podcast ad reads. Premium positioning needs space — not Twitter |
+| Brunson (storytelling) | Reels/TikTok hooks, YouTube ad opens, email subject lines. Long-form on YouTube |
+| Georgi (RMBC) | Long sales letters, YouTube VSLs, Facebook ad sets with mechanism teaser |
+| Ladeira (BR mainstream) | Reels, TikTok, Instagram, Stories — daily-system content |
+| Ícaro (BR intelectual) | Twitter threads, LinkedIn posts, long captions on Instagram |
+| Diogo Gomes (BR periferia) | Facebook ads, YouTube ads, VSLs — high-volume aggressive direct response |
+
+---
+
+## Source
+
+Compiled from:
+- Meta Ads documentation (Primary text, Headlines, Descriptions per ad format)
+- Google Ads Help — Responsive Search Ads spec
+- LinkedIn Marketing Solutions — Sponsored Content guidelines
+- Twitter / X best practices for ads and organic content
+- TikTok for Business — Caption and creative spec
+- YouTube ads spec + organic algorithm patterns
+- Pinterest Business — Pin title and description spec
+- Email deliverability heuristics from major ESPs (mobile vs desktop subject preview)
+
+Limits change. When in doubt, verify in the platform's current documentation before shipping a campaign.