openads-ai 0.3.0 → 0.5.0

package/skills/analytics/analytics.md

@@ -1,32 +1,102 @@
 ---
 name: analytics
-description: Set up tracking, analyze traffic, and fix attribution gaps.
+description: Set up tracking, analyze traffic, interpret GA4 data, and fix attribution gaps.
 ---
 # Analytics Skill
 
 ## When to Use This Skill
 
-Activate when analyzing website traffic, setting up GA4, tracking events, or dealing with attribution gaps.
+Activate when the user is:
+- Setting up or auditing GA4 or Google Analytics tracking
+- Diagnosing traffic drops, conversion rate changes, or attribution issues
+- Analyzing funnel performance, event data, or audience behavior
+- Building dashboards or interpreting key marketing metrics
+
+Read `product-marketing.md` first to understand which metrics matter most for this business.
+
+---
+
+## GA4 Audit Checklist
+
+Before drawing conclusions, verify these foundational items:
+
+| Check | How to Verify |
+|-------|---------------|
+| GA4 tag firing | Check Realtime > Events — do page_view events appear? |
+| Conversion events | Confirm key_events are marked in Admin > Events |
+| Cross-domain tracking | Use DebugView to verify cookies persist across domains |
+| Bot traffic exclusion | Admin > Data Filters — is "Internal traffic" excluded? |
+| Sampling thresholds | Use smaller date ranges or BigQuery for sampled reports |
 
 ---
 
-## The Attribution Problem
-Always remind the user: no platform has 100% perfect tracking. 
-- **Platform data (Ads, Meta)** claims credit for everything.
-- **GA4** underreports due to GDPR consent rejection and cross-device drops.
-- **Truth** is usually in the middle. Use GA4 for relative trends, not absolute truth.
-
-## GA4 Event Strategy
-Recommend standard events over custom events when possible:
-1. `generate_lead`
-2. `sign_up`
-3. `purchase`
-4. `add_to_cart`
-
-## UTM Best Practices
-Enforce strict UTM taxonomy:
-- `utm_source`: The platform (e.g., `google`, `facebook`, `linkedin`)
-- `utm_medium`: The channel type (e.g., `cpc`, `social`, `email`)
-- `utm_campaign`: The specific campaign name
-- `utm_content`: The ad variant or creative
-- `utm_term`: The keyword (for search)
+## Core Metrics to Always Report
+
+When summarizing analytics, structure findings around these:
+
+```
+Sessions       | The entry point — is traffic growing or shrinking?
+Engaged rate   | >50% is healthy. <30% is a red flag.
+Avg. engagement| Low time on page = message mismatch or poor UX
+Key events     | Purchases, signups, demo requests — the real measure
+Conversion rate| Key events / Sessions. Benchmark vs. industry.
+Bounce rate    | (GA4 definition differs from UA — clarify which)
+Source/Medium  | Which channels drive quality vs. volume?
+```
+
+---
+
+## Attribution Models
+
+Explain these to the user when comparing channel performance:
+
+- **Last Click** (default): Credits the last touchpoint before conversion. Biased toward bottom-of-funnel channels (search, retargeting).
+- **First Click**: Credits the first touchpoint. Biased toward top-of-funnel (social, display).
+- **Data-Driven** (GA4 default): ML-based, distributes credit across touchpoints. Best for accounts with >1K conversions/month.
+- **Linear**: Equal credit to all touchpoints. Simple but rarely accurate.
+
+> Always ask: "Are you comparing channels using the same attribution model?" Mixing models is a common mistake.
+
+---
+
+## Diagnosing Traffic Drops
+
+If the user reports a traffic or conversion drop:
+
+1. **Isolate the time range**: Compare week-over-week and year-over-year to rule out seasonality.
+2. **Segment by channel**: Did organic, paid, or direct drop? Or all of them?
+3. **Check for tracking breaks**: Did the drop coincide with a code deploy or tag manager update?
+4. **Look at landing pages**: Which pages lost traffic? Is it a crawling/indexing issue?
+5. **Compare device segments**: Did mobile drop while desktop held? Could be a UX or load speed issue.
+6. **Check Search Console**: Organic impressions vs. clicks — ranking drop or CTR drop?
+
+---
+
+## Output Format
+
+When reporting analytics findings, use this structure:
+
+```markdown
+## Analytics Summary — [Date Range]
+
+### 📊 Traffic Overview
+| Metric | This Period | Prior Period | Change |
+|--------|-------------|--------------|--------|
+| Sessions | | | |
+| Engaged Rate | | | |
+| Key Events | | | |
+| CVR | | | |
+
+### 🔴 Critical Issues
+- [Issue]: [Impact] → [Recommended Action]
+
+### 🟡 Warnings
+- [Issue]: [Impact] → [Recommended Action]
+
+### 🟢 Opportunities
+- [Opportunity]: [Potential Impact] → [Next Step]
+
+### 📋 Recommended Actions (Priority Order)
+1. [Action] — [Expected Impact]
+2. [Action] — [Expected Impact]
+```

package/skills/automation/autoresearch-plan.md

@@ -46,6 +46,7 @@ At the end of the interactive planning sequence, output a beautiful **Experiment
 ```
 
 ### Next Action Trigger
-Conclude by asking the user directly:
+- **AUTOMATIC STATE PERSISTENCE**: You MUST automatically save this validated configuration as a JSON file to `~/.openads/active-experiment.json` so that the core loop (`/autoresearch` or `ar-core`) can read and execute it across different terminal sessions!
+- Conclude by asking the user directly:
 **"Would you like me to start the autonomous loop now? (Y/N)"**
 - If they say **Yes**, transition directly into executing the core `/autoresearch` loop using this configuration.

package/skills/automation/autoresearch.md

@@ -19,6 +19,13 @@ The core philosophy of Autoresearch is:
 
 When running the loop, execute at least **3 full cycles** autonomously before presenting the final results. Do not stop to prompt the user between cycles.
 
+### Phase 0: Validate Goal & Metric (MUST NOT GUESS)
+- Before you begin any loop cycles, you MUST check if there is an active experiment plan saved on disk in `~/.openads/active-experiment.json`.
+- If the file `~/.openads/active-experiment.json` exists, read it immediately! Present the Goal, Metric, and Scope from the file to the user, and ask: "I found an active experiment plan in your OpenAds files. Goal: [Goal], Metric: [Metric]. Would you like to run the autonomous loop on this config? (Y/N) or define a new one?"
+- If the file does not exist, and the user hasn't explicitly specified their target Goal and Metric in their message, you MUST halt immediately, present 3 concrete, inspiring examples of B2B/Shopify goals and metrics, and ask the user to input their custom Goal and Metric before launching the loop.
+  - **NO PLACEHOLDER PATHS**: When reading files, always use the literal home directory path provided in the system prompt. Never use generic placeholders like `/Users/username/Desktop/`.
+- **NEVER** guess a goal/metric or automatically proceed with loop cycles on a generic assumption!
+
 ### Phase 1: Ingest Fuel & Initialize
 - Quickly review `product-marketing.md` and any provided prior experiment data (like a CSV or campaign performance logs).
 - **CONCISE INGESTION RULE**: Extract 3-5 high-level patterns of what worked and what failed. Do not list individual rows or campaigns one-by-one.

package/skills/express/analytics.md

@@ -0,0 +1,23 @@
+---
+name: analytics-express
+description: Analyze traffic and conversion metrics.
+---
+# Analytics
+
+Analyze the user's traffic and conversion data. Focus on actionable insights, not raw numbers.
+
+## Output Format
+
+### 📊 Analytics Summary
+
+| Metric | Value | Trend | Verdict |
+|--------|-------|-------|---------|
+| Sessions | [X] | [↑/↓ X%] | [Good/Bad/Watch] |
+| Conversion Rate | [X%] | [↑/↓ X%] | [Good/Bad/Watch] |
+| Bounce Rate | [X%] | [↑/↓ X%] | [Good/Bad/Watch] |
+| Top Channel | [name] | [↑/↓ X%] | [Good/Bad/Watch] |
+
+### Key Findings
+- 🔴 [Critical finding] → [Action]
+- 🟡 [Warning] → [Action]
+- 🟢 [Opportunity] → [Action]

package/skills/express/audit.md

@@ -0,0 +1,28 @@
+---
+name: audit-express
+description: Quick campaign performance audit.
+---
+# Campaign Audit
+
+Check the user's ad campaigns and flag issues clearly.
+
+If the user pasted campaign data, analyze it directly. If no data is provided, ask them to paste their campaign metrics or describe their campaigns.
+
+## Output Format
+
+Use this exact structure:
+
+### 📊 Campaign Overview
+| Campaign | Status | Spend | CTR | ROAS | Conversions |
+|----------|--------|-------|-----|------|-------------|
+| [name] | [active/paused] | [$X] | [X%] | [Xx] | [X] |
+
+### Issues Found
+- 🔴 **[Critical]**: [Issue] → [Fix in 1 sentence]
+- 🟡 **[Warning]**: [Issue] → [Fix in 1 sentence]
+- 🟢 **[Opportunity]**: [Untapped potential] → [Action in 1 sentence]
+
+### Top 3 Actions
+1. **[Action]** — [Expected impact]
+2. **[Action]** — [Expected impact]
+3. **[Action]** — [Expected impact]

package/skills/express/autoresearch.md

@@ -0,0 +1,32 @@
+---
+name: autoresearch-express
+description: Generate testable marketing hypotheses.
+---
+# Autoresearch Loop
+
+Generate NEW testable marketing hypotheses. Prior data is fuel — not the deliverable.
+
+## Process
+1. **Read** prior data (if CSV provided). Extract top 3 patterns in 2 sentences each.
+2. **Generate** 8 new hypothesis variants based on gaps and opportunities.
+3. **Score** each 1-10 on novelty, testability, and expected impact.
+4. **Keep** hypotheses scoring ≥7. Discard the rest with 1-sentence reason.
+5. **Log**: "Generated X. Kept Y. Discarded Z."
+
+Run 2 cycles of Generate → Score → Keep.
+
+## Output Format
+
+### 🔬 Autoresearch Results
+
+**Patterns Found** (from prior data):
+1. [Pattern] — [Implication]
+2. [Pattern] — [Implication]
+
+**New Hypotheses** (prioritized):
+| # | Hypothesis | Asset/Copy | Rationale | Score |
+|---|-----------|------------|-----------|-------|
+| 1 | [hypothesis] | [specific copy/creative] | [why it should work] | [X/10] |
+| 2 | ... | ... | ... | ... |
+
+**Next Step**: [Recommended first test to run]

package/skills/express/copywriting.md

@@ -0,0 +1,31 @@
+---
+name: copywriting-express
+description: Generate high-performing ad copy fast.
+---
+# Ad Copywriting
+
+Write ad copy using the user's product context and target audience.
+
+## Rules
+- Use PAS framework: Pain → Agitate → Solution
+- Respect platform limits: Google headlines ≤30 chars, descriptions ≤90 chars
+- Write in the user's brand tone
+- Include a clear CTA in every variant
+
+## Output Format
+
+### 🎯 Ad Copy Variants
+
+**Headline Options** (pick 5):
+1. "[headline]" — [rationale in 5 words]
+2. "[headline]" — [rationale]
+3. "[headline]" — [rationale]
+4. "[headline]" — [rationale]
+5. "[headline]" — [rationale]
+
+**Primary Text** (pick 3):
+1. [2-3 sentence copy with CTA]
+2. [2-3 sentence copy with CTA]
+3. [2-3 sentence copy with CTA]
+
+**Recommended A/B Test**: Test headline [X] with primary text [Y] vs headline [Z] with primary text [W].

package/skills/express/cro.md

@@ -0,0 +1,26 @@
+---
+name: cro-express
+description: Conversion rate optimization audit.
+---
+# CRO Audit
+
+Audit the user's landing page or funnel for conversion blockers.
+
+## Output Format
+
+### 🎯 CRO Audit: [Page/Funnel Name]
+
+**Current CVR**: [X%] → **Target**: [Y%]
+
+### Friction Points
+| Element | Issue | Impact | Fix |
+|---------|-------|--------|-----|
+| Headline | [issue] | [High/Med/Low] | [specific fix] |
+| CTA | [issue] | [High/Med/Low] | [specific fix] |
+| Form | [issue] | [High/Med/Low] | [specific fix] |
+| Trust | [issue] | [High/Med/Low] | [specific fix] |
+
+### Quick Wins (implement this week)
+1. **[Change]** — Expected lift: [X%]
+2. **[Change]** — Expected lift: [X%]
+3. **[Change]** — Expected lift: [X%]

package/skills/express/organic-social.md

@@ -0,0 +1,24 @@
+---
+name: organic-social-express
+description: Plan and write organic social posts for Instagram, LinkedIn, TikTok, and Facebook.
+---
+
+# Organic Social (Express)
+
+Write platform-native organic posts using product context and brand voice.
+
+## Rules
+- Give value before any CTA — educate, entertain, or inspire first
+- Write for the platform, never repurpose copy across platforms
+- Assign every post to one pillar: Education, Social Proof, Culture, or POV
+- Hook in first 1–2 seconds (Instagram/TikTok) or first line (LinkedIn)
+- No "Excited to announce." No starting with the brand name
+- Soft CTA or memorable closer only — no hard sell on organic
+
+## Output Format
+
+### [Platform]
+**Pillar:** [Education | Social Proof | Culture | POV]
+**Hook:** [Opening line / frame / on-screen text]
+**Body:** [Post content]
+**Closer:** [Question, soft CTA, or memorable line]

package/skills/express/product.md

@@ -0,0 +1,11 @@
+---
+name: product-express
+description: Your business context.
+---
+# My Business
+
+Read the user's business context file first. Use their product name, ICP, and tone in every response.
+
+If no context file exists, ask: "What do you sell or promote?" before proceeding.
+
+Always reference the user's product by name. Never use generic examples.

package/skills/express/research.md

@@ -0,0 +1,26 @@
+---
+name: research-express
+description: Competitor and customer research.
+---
+# Market Research
+
+Help the user understand their competitors and customers.
+
+## For Competitor Analysis
+
+### Competitor Map
+| Competitor | Core Claim | Their Weakness | Your Angle |
+|------------|------------|----------------|------------|
+| [name] | [claim] | [weakness] | [how to beat them] |
+
+**White Space**: [Position nobody owns yet]
+**Recommended Angle**: [1-sentence positioning the user should test]
+
+## For Customer Research
+
+### ICP Quick Profile
+- **Who**: [Job title, company size]
+- **Pain**: [#1 problem in their words]
+- **Trigger**: [What makes them start looking]
+- **Objection**: [Top reason they wouldn't buy] → **Counter**: [Proof that resolves it]
+- **Language**: Use "[exact phrase]", avoid "[jargon]"

package/skills/express/strategy.md

@@ -0,0 +1,28 @@
+---
+name: strategy-express
+description: Build a go-to-market brief.
+---
+# Go-To-Market Strategy
+
+Create a focused 1-page GTM brief for the user's product.
+
+## Output Format
+
+### 📈 GTM Brief: [Product Name]
+
+**Target Audience**: [Who, job title, company size]
+**Core Problem**: [The #1 pain point you solve]
+**Positioning**: "[Product] is the only [category] that [differentiator]"
+
+**Channel Plan** (ranked by priority):
+| Channel | Why | Budget % | Timeline |
+|---------|-----|----------|----------|
+| [channel] | [rationale] | [X%] | [Week X-Y] |
+
+**Launch Milestones**:
+1. **Week 1-2**: [Action]
+2. **Week 3-4**: [Action]
+3. **Month 2**: [Action]
+
+**Success Metrics**: [3 KPIs with target numbers]
+**Biggest Risk**: [1 sentence] → **Mitigation**: [1 sentence]

package/skills/organic/facebook-page.md

@@ -0,0 +1,47 @@
+---
+name: facebook-page-organic
+description: Draft and publish organic posts to a connected Facebook Page. Use the get_facebook_page_posts and post_to_facebook_page tools when available.
+---
+
+# Facebook Page Organic Posting
+
+## When to Use
+Activate when the user wants to post to Facebook, draft organic Facebook content, review posting history, or plan their Facebook Page content calendar.
+
+Requires `facebookPageToken` and `facebookPageId` configured via `openads setup`.
+
+---
+
+## Before Drafting Any Post
+
+1. Call `get_facebook_page_posts` (limit: 10) to review what's been published recently
+2. Check for repeated topics, posting cadence, and tone patterns
+3. Never write a post that echoes a theme from the last 3 posts — deconflict first
+
+---
+
+## Facebook Post Rules
+
+- **40–80 words** for feed posts — shorter than LinkedIn, punchier than a blog
+- **Lead with the hook** — first line must earn the stop before "See More"
+- **Questions and "tag someone" prompts** drive comments, which drive algorithmic reach
+- **No link in post body** if reach matters — attach via the `link` parameter or suggest putting it in comments
+- Organic reach on Pages is ~2–5% of followers — write content people want to *share*
+
+## What NOT to Do
+- Don't start with the brand name or "Excited to announce"
+- Don't paste the same copy from Instagram or LinkedIn — adapt for platform
+- No hard CTA (buy, sign up) on organic — soft close or question only
+
+---
+
+## Output Format
+
+**Post:**
+[Post text — 40–80 words, hook first]
+
+**Link (optional):** [URL to attach as link preview]
+
+**Pillar:** [Education | Social Proof | Culture | POV]
+
+**Ready to publish** via `post_to_facebook_page` — confirm when ready.

package/skills/organic/organic-social.md

@@ -0,0 +1,171 @@
+---
+name: organic-social
+description: Plan, write, and optimize organic social content for brand awareness across Instagram, LinkedIn, TikTok, and Facebook.
+---
+
+# Organic Social
+
+## When to Use This Skill
+
+Activate when the user needs to create, plan, or improve organic (non-paid) social media content — posts, captions, Reels scripts, carousels, TikTok hooks, LinkedIn posts, or a content strategy.
+
+Read `product-marketing.md` first. Every piece of content must reflect the brand's voice, ICP, and positioning — not generic filler.
+
+---
+
+## Organic vs. Paid: The Fundamental Difference
+
+Paid content interrupts. Organic content earns attention.
+
+The single most important mindset shift: **organic content is not ads without a budget line.** It operates on a different contract with the audience — one built on consistent value, personality, and trust over time. If it feels like an ad, it loses.
+
+Rules that follow from this:
+- **Give before you ask.** Entertain, teach, or inspire before any call to action.
+- **Show the world, not just the product.** Document the life, the problem, the people — the product earns its place.
+- **Consistency of voice > frequency of posts.** A distinct, recognizable tone that shows up 3x/week beats a different persona posting daily.
+- **Platform-native wins.** Content made for the platform — not repurposed from somewhere else — consistently outperforms.
+
+---
+
+## Content Pillars
+
+Before writing any content, establish 3–4 pillars — recurring themes that define what the brand talks about. Every post should fit inside one.
+
+Good pillars for a brand-awareness strategy:
+1. **Value / Education** — Teach the audience something useful in your space. No pitch.
+2. **Social Proof / Story** — Real customers, real outcomes, real moments. Specifics over superlatives.
+3. **Culture / Behind the Scenes** — Who you are, how you work, what you believe. Makes the brand human.
+4. **POV / Opinion** — A take on the industry, the problem, or the status quo. Builds a distinct voice.
+
+Avoid mixing pillars in a single post. One post, one idea.
+
+---
+
+## Platform Playbook
+
+### Instagram
+
+**What it rewards:** Visual consistency, Reels reach, strong hooks in the first frame.
+
+**Format rules:**
+- Reels get 3–5x the organic reach of static posts — lead with video when possible
+- Hook must land in the **first 1–2 seconds** (on screen text or action, not a logo)
+- Captions: front-load the value in line 1 before the "more" fold (125 characters)
+- Carousels: slide 1 is the hook, slide 2 delivers enough value that they swipe, last slide is a soft CTA or memorable closer
+- Stories: more casual, more frequent, more conversational — use for behind-the-scenes and direct audience interaction
+- Hashtags: 3–5 targeted, not 30 generic — reach is driven by content signals now, not hashtag stuffing
+
+**For brand awareness specifically:**
+- Show what life looks like with/around the brand — not features, sensations
+- Use the same visual treatment (color, typography, framing) across posts to build recognizability
+- Audio matters: trending audio on Reels extends reach, but branded audio builds identity
+
+---
+
+### TikTok
+
+**What it rewards:** Native-feeling content, strong verbal or visual hooks, watch time and rewatches.
+
+**Format rules:**
+- **Hook in the first 2 seconds** — spoken or on-screen. The algorithm decides within 3 seconds whether to show it further
+- Optimal length for brand awareness: 15–30 seconds (gets rewatched, rewatches signal quality)
+- Speak directly to camera in the opening — "here's why...", "this changed how we...", "nobody talks about..."
+- Captions are largely decorative on TikTok — the video must carry the message
+- Post natively, not as a repurposed Reel (TikTok suppresses watermarked content)
+- Comments are reach fuel — reply to every early comment, pin a strong one
+
+**Hook formulas that work:**
+- **The Reframe:** "Everyone thinks X. Here's what's actually happening."
+- **The Specific Claim:** "We grew from 0 to [number] doing one thing."
+- **The Contrast:** "Before [brand] vs. after [brand]" — show don't tell
+- **The Relatable Problem:** Open on the exact moment your ICP feels the pain
+
+**For brand awareness:**
+- Authenticity > production value. A shaky founder video with a strong hook outperforms polished content with a weak one.
+- Series content builds returning viewers — "part 2", recurring formats, ongoing stories
+
+---
+
+### LinkedIn
+
+**What it rewards:** Text-heavy native posts, personal POV, comments and conversation.
+
+**Format rules:**
+- **First line is everything** — it shows before "see more." It must create enough tension or curiosity to make clicking feel necessary
+- Native text posts outperform links — if sharing a link, put it in the first comment, not the post
+- Optimal length: 800–1,500 characters for engagement. Short posts feel thin. Very long posts lose readers.
+- Line breaks matter — single-sentence lines, white space between them. Walls of text get scrolled past.
+- End with a question or a strong declarative statement, not a CTA to buy something
+- Images: single-image posts perform better than carousels on LinkedIn; carousels work for step-by-step content only
+
+**LinkedIn-specific voice:**
+- First person, opinionated, conversational — not a press release
+- "I" outperforms "We" — even for brands, a founder voice beats a company voice
+- Stories with a lesson outperform lists with no narrative
+- Controversy (respectful) and contrarian takes drive comments
+
+**Hook formulas:**
+- "I used to [wrong belief]. Then [thing happened]. Here's what I learned."
+- "Hot take: [unexpected opinion about your industry]."
+- "[Number] years of [experience] taught me one thing about [relevant topic]."
+- "Most [role] get [common thing] wrong. Here's what they miss."
+
+**For brand awareness:**
+- LinkedIn builds credibility, not virality. Play the long game.
+- Consistency (3x/week) matters more than any single post
+- Engage on others' posts before your own — LinkedIn rewards givers
+
+---
+
+### Facebook
+
+**What it rewards:** Community interaction, shared content, groups, video watch time.
+
+**Format rules:**
+- Organic reach on Facebook Pages is very low (~2–5% of followers) — lean into Groups and shares rather than Page posts alone
+- Video (especially Facebook-native uploads) gets the most reach
+- Posts with questions get more comments; comments signal the algorithm to push further
+- Keep copy shorter than LinkedIn — 40–80 words for feed posts, more in Groups
+- Link posts suppress reach — same rule as LinkedIn: link in comments if possible
+- Facebook Live still gets significant organic boost vs. recorded video
+
+**For brand awareness:**
+- Build or participate in a niche Facebook Group — that's where organic reach still lives
+- Share content that people want to forward to a specific friend ("tag someone who needs this")
+- User-generated content and resharing customer stories performs well
+
+---
+
+## Writing a Post: Step-by-Step
+
+When writing any organic post:
+
+1. **Identify the pillar** — which of the brand's 4 content pillars does this serve?
+2. **Choose the platform format** — don't write generically and repurpose; write for the platform
+3. **Write the hook first** — don't touch the body until the hook is strong
+4. **Apply voice from product-marketing.md** — tone, persona, vocabulary
+5. **Check the contract** — is this giving value before asking anything? If not, revise
+6. **Write a soft CTA or closer** — curiosity, question, or memorable line. Never a hard sell on organic.
+
+---
+
+## Batch Content Planning
+
+When the user asks to plan content (weekly, monthly):
+
+1. Map posts to pillars — balanced across the 4 pillars, no consecutive posts from the same pillar
+2. Anchor to moments — product milestones, cultural moments, seasonal relevance
+3. Stagger formats — vary between video, static, text, story/carousel
+4. Flag repurposable pieces — one strong Reel can become a LinkedIn post can become a carousel
+
+Output a simple grid: Date | Platform | Pillar | Format | Hook / Topic
+
+---
+
+## What NOT to Do
+
+- Do not write captions that start with the brand name
+- Do not lead with "Excited to announce" on any platform
+- Do not use the same copy across all platforms — adapt for each
+- Do not post and ghost — engagement in the first 30 minutes after posting drives algorithmic reach
+- Do not treat organic as a dumping ground for ad creative that didn't get budget