Social post authoring

Social Post Authoring

How to compose one social post per network so it is ready to copy-paste. This skill is platform mechanics only — it knows nothing about the campaign's domain (a band album, an online game, a product launch). It expects a campaign project under social-media/ with a config.md holding cross-cutting settings (mandatory hashtags, X account tier, allowed media folders). Read config.md before authoring.

The literal on-disk tokens written into posts (status values, the ## section headings, FALTANTE, field labels) are kept verbatim because the generated posts target a PT-BR audience. The documentation around them is in English.

Post file format

One .md file per network that receives the post on a given day. Threads has no own file — it is replicated from instagram.md (note "replicar no Threads" in the Instagram file's ## Observações). The <network> files are youtube.md, instagram.md, tiktok.md, x.md.

# <Tema> — <Rede>
- Data: YYYY-MM-DD · Tipo: <tipo> · Item: <item|Geral>
- Formato: <vídeo long-form|reels|short|imagem|texto|enquete>
- Status: falta-conteudo | planejado | agendado | publicado | cancelado | aguardando
- Material: <path(s) or "FALTANTE — requisitar">

## Legenda
<final copy in plain text, with emojis + CTA>

## Hashtags (máx. 5)
<#... — at most 5, lowercase>

## Observações
<e.g. replicar no Threads>

The Item: field names the campaign item the post primarily promotes (a domain pack may rename it — e.g. a music album pack uses Faixa:). The status values and lifecycle are owned by the social-media-scheduling skill.

Network × post-type matrix (hard rule)

Network	Receives	Format
YouTube	only full long-form videos + excerpt shorts of the content itself (teaser/catalog)	long-form 16:9 / Short 9:16 (excerpt) — no image posts; no info/announcement/backstage/countdown/concept/poll/eve shorts
Instagram	short videos (Reels = video only) + image posts (feed 1:1 or carousel)	Reels 4:5 video / feed 1:1 image — no long-form videos, no photo slideshow as Reels
TikTok	long-form + short videos — video only, no photo carousel/slideshow; no polls	long-form 16:9 (same file as YouTube/X) / short 9:16
X.com	long-form + short videos + image/text	video 16:9 / short 9:16 / image 16:9 / text
Threads	mirrors Instagram	replicate the Instagram content

Video delivery rule (same content, distinct deliverables per format)

Content type	Format	Networks (where it goes)
Full long-form video	16:9	YouTube (full video) + X.com + TikTok
Short — content excerpt	9:16	YouTube Short + TikTok + X.com
Short — content excerpt	4:5 (companion)	Instagram Reels
Short — announcement / info / backstage / countdown / concept / eve	9:16	TikTok + X.com (NOT YouTube — YT only takes excerpt/long-form content)
Short — announcement etc.	4:5 (companion)	Instagram Reels

Rules of thumb:

• Full long-form videos are a single 16:9 deliverable that fans out to YouTube + X.com + TikTok — the same file is reused across the three posts. No separate 9:16 cut is produced; TikTok accepts the 16:9 master directly. Instagram never receives long-form videos.
• Shorts need TWO companion deliverables for the same content: a 9:16 master that goes to YouTube Short + TikTok + X.com (3 posts share one file), and a 4:5 variant that goes to Instagram Reels (Reels does not accept 9:16 in our pipeline). File-naming convention: the 9:16 master uses the bare name (e.g. <slug>-intro.mp4) and the 4:5 companion uses the -4x5 suffix on the same stem (<slug>-intro-4x5.mp4), stored side-by-side in the same folder. When you assign a short to a post, pick the file matching the network's required aspect — never assign the 9:16 file to an Instagram Reels slot.
• The 16:9 format is the exception, reserved for full long-form videos (YouTube + X + TikTok). Everything else short-form is 9:16 (YT Short / TikTok / X) and 4:5 (IG Reels).
• Polls — X.com only (native poll). Instagram receives a sibling informational post, not a poll. On a poll date:
  • X.com: native poll with an image (not a video) — 16:9 visual support (the item's art or a cover).
  • Instagram: a regular feed post (1:1) on the same theme, written as informational copy — present the question/concept and invite the audience to answer in the comments, without claiming there is a native poll. Do not use Story 9:16.
  • Threads: mirrors the Instagram informational post.
  • YouTube and TikTok: excluded on poll dates — do not create tiktok.md / youtube.md.
• Instagram Reels and TikTok are video only — no photo slideshow. If the post idea is built from static photos (backstage etc.):
  • Instagram → feed post (single image 1:1 or carousel). Mark Formato: as post (carrossel) or post (imagem), not reels.
  • TikTok → a .mp4 produced from the photos (montage / sequence edit). Mark the source photos as input and create a FALTANTE entry for the video.
  • YouTube Short → confirm case by case; by default, same as TikTok.
  • X.com → accepts video and image; can use the 16:9 still directly or the .mp4 montage.

Image aspect-ratio rule (hard)

Network	Format	Aspect ratio
Instagram	image / feed post	1:1
Instagram	Story	9:16
X.com	image	16:9
Threads	mirrors Instagram	1:1 (feed) / 9:16 (story)

YouTube and TikTok generally don't take image-only posts. The same content may need one variant per ratio (e.g. 1:1 for an IG feed post and 16:9 for X). Aspect ratio is a fact about the file on disk: vertical ≈ 9:16, landscape ≈ 16:9, square = 1:1 — judge by orientation, not exact pixels. If an asset is in the wrong bucket for its slot, swap it for a compliant one; if none exists, mark Material: as FALTANTE requesting the correct ratio. You cannot probe pixel dimensions — when the ratio is not clear from the filename/inventory, request a probe rather than assuming.

Post types (generic)

Full item (long-form); item-release announcement; teasers; general info; per- network release dates; "now on channel/platform X"; polls; and any other creative angle that fits. Domain packs may add their own types (e.g. a music pack adds "reflexão sobre a música").

Hashtags — max 5, always lowercase (all networks)

Never more than 5 hashtags per post; keep them relevant to the campaign. All hashtags lowercase on every network — no CamelCase, even for proper nouns.

• Instagram, Threads, TikTok and X.com — hashtags inline with the caption. These networks have a single caption/tweet field; append the hashtag line to the bottom of the ## Legenda section (after a blank line), not in an isolated section. Keep the ## Hashtags heading only as a documentation pointer ("incluídas na legenda — veja acima").
• YouTube — hashtags inline with the TITLE, not with the description. YouTube splits a video into a title (own field, 100-character cap) and a description. Hashtags live in the title. So youtube.md has a ## Título (máx. 100 caracteres) section right above ## Legenda, with the title text followed by a blank line and the hashtag line. The ## Legenda (description) must not include hashtags.
• Mandatory hashtags (always-on). config.md holds a "Hashtags obrigatórias" list — these tags must appear in every post, on every network. Read it at the start of the session; they count toward the 5-tag cap; only the remaining slots are free. Never duplicate a mandatory tag with a synonym. Do not hardcode the list here — the user edits it in config.md.

Character limits

• X.com — 280. The full post body on X (caption + line breaks + hashtags) must fit in 280 characters. Count before saving; if it exceeds, shorten the caption (not the hashtags) and re-count. Add ## Contagem\n<n>/280 caracteres to the bottom of every x.md. If the user confirms an X Premium account, the limit can be raised.
• YouTube title — 100 characters. The ## Título (máx. 100 caracteres) section includes title + hashtag line (separated by a blank line) and the sum (counted as one block) must fit in 100. Count before saving; if it exceeds, shorten the title first. Add ## Contagem Título\n<n>/100 caracteres. Convention: each printable character = 1, the \n between title and hashtags = 1, emoji = 2. The ## Legenda (description) has no cap at our scale.
• YouTube description — < and > are forbidden. YouTube does not accept < and > in the description; replace with the closest readable equivalent (> → →/:/"para"/"vai a"; < → ←/"vem de"/"menor que"; >> → →/—). This rule applies to YouTube only.

Caption is plain text — no Markdown

The ## Legenda is literally pasted into the network, which does not render Markdown. Write plain text only: no bold/italics/inline-code/headings/Markdown links (write the bare URL)/Markdown bullets (use • or line breaks). Emojis are allowed and encouraged. For emphasis use voice and punctuation (CAPS on a single word, em-dash, ellipsis…) or emojis. The rule applies to the caption only — the rest of the .md (frontmatter, ## Observações, ## Contagem) keeps Markdown as internal documentation that is never published.

Standard PT-BR — no gender-neutral language

Write captions in standard PT-BR with conventional masculine/feminine endings; do not use neutral forms. Forbidden: neutral -e endings (bem-vinde, todes, amigues), neutral pronouns/articles (elu, ile, delu), @/x inside words (tod@s, todxs) and any invented neutral morphology. Use the masculine as the generic for a mixed audience (bem-vindo, todos), unless the post addresses a feminine subject. Applies to the caption; internal documentation follows the same convention.

Backstage privacy — no personal or location details

When the post is bastidores (process/making-of), the caption must not include personal information or location details: no civil/full real name that differs from the public name, no home address/neighborhood/city, no studio/venue/street name, no schedule that exposes a recurring physical location. Keep the copy abstract about where and who in real life — talk about the content, the process, the mood.

Public/artistic names ARE allowed and encouraged. The project/brand name and each person's public/artistic name (persona) may be used freely in the caption and as hashtags — these are public personas, not personal info. Only strip actual personal details (real civil name if different, address, location, schedule) and rewrite to preserve the public identity. Applies to every network's caption; internal Observações may keep production notes, never copied into the caption.