Writing once for five platforms: a working template

Rewriting a post from scratch for every platform doesn't scale, and posting the exact same text everywhere underperforms on all of them. The middle path is a single master draft structured so each platform-specific version is a targeted edit, not a rewrite. Here's the template we actually use.

The master draft structure

Write your core idea once, in this shape, before adapting anything:

• The point — one sentence, the actual idea, no hedging.
• The evidence — the specific example, number, or story that backs it up.
• The implication — what someone should do or think differently because of it.

This three-part shape works as the skeleton for almost any platform, because it separates the idea from its presentation. The presentation is what changes per platform. The idea shouldn't.

Slot 1: the hook

Write a version of your opening line for each platform, because this is the single highest-leverage sentence and the one that varies most:

• LinkedIn: a specific, credible claim — "We lost 40% of trial signups at the calendar step" reads better than a vague tease.
• X: the blunt version — cut all throat-clearing, state the point first.
• Instagram: a visual promise — "swipe for the breakdown" or a caption that sets up the image rather than restating it.
• Threads: conversational, like the first line of a reply to a friend.
• Bluesky: closer to X's directness, but you can assume a slightly more technical or online-native reader.

Slot 2: the length

• LinkedIn: short paragraphs, one idea per line, built for scanning between meetings.
• X: as short as the idea allows; cut adjectives first.
• Instagram: caption supports the image — don't make it do the whole job.
• Threads: a few sentences, casual register.
• Bluesky: similar length to X, sometimes with a touch more context since the audience tends to read more carefully.

Slot 3: the call to action

The same call to action rarely works unchanged across platforms — "link in bio" makes sense on Instagram and fails on LinkedIn, where a direct link in the post itself performs better.

• LinkedIn / X / Bluesky: link directly in the post.
• Instagram: "link in bio," or none at all if the post is just meant to build affinity.
• Threads: often no explicit CTA — the platform rewards conversation over conversion.

Slot 4: hashtags and formatting extras

• Instagram / X: a small number of specific, relevant hashtags do real discovery work.
• LinkedIn: skip hashtags or use one or two at most; more reads as noise.
• Threads / Bluesky: hashtags matter less; skip unless there's a specific community tag worth using.

Putting it together

Write the master draft first, untouched by any platform's constraints. Then go slot by slot — hook, length, CTA, formatting — for each platform you're posting to, rather than trying to write five complete posts side by side. Editing one dimension at a time across five drafts is faster and more consistent than writing five drafts from scratch, and it's the difference between repurposing and just copy-pasting.

When to break the template

Some ideas are genuinely platform-native and don't belong everywhere — a detailed technical breakdown might only make sense as a LinkedIn document post, or a purely visual idea might only work on Instagram. The template is a default, not an obligation to post everything everywhere. Use it for the ideas that genuinely translate, and let the rest stay where they belong.