The Share-Trigger Audit
People don't share content. They share a reason. Audit every post against the six triggers before publishing.
□ Identity — 'this is so me' (lets them describe themselves)
□ In-group — 'only we get this' (signals belonging)
□ Status — 'I found this first' (makes the sharer look sharp)
□ Utility — 'you need to see this' (saves someone time)
□ Conflict — 'this is wrong and I'm right' (recruits allies)
□ Awe — 'how is this real' (rare, high decay)
Input: your draft. Output: a tick on at least one trigger, ideally two stacked.
Zero ticks means it's a diary entry. Two ticks is your reshare floor.
Run it weekly across your queue.
People don't share content. They share a reason. Audit every post against the six triggers before publishing.
□ Identity — 'this is so me' (lets them describe themselves)
□ In-group — 'only we get this' (signals belonging)
□ Status — 'I found this first' (makes the sharer look sharp)
□ Utility — 'you need to see this' (saves someone time)
□ Conflict — 'this is wrong and I'm right' (recruits allies)
□ Awe — 'how is this real' (rare, high decay)
Input: your draft. Output: a tick on at least one trigger, ideally two stacked.
Zero ticks means it's a diary entry. Two ticks is your reshare floor.
Run it weekly across your queue.
The Remix Ladder SOP
A format dies when you copy it and lives when you climb it. Five rungs, lowest reach to highest.
1. Copy — same template, your topic. Baseline, decaying fast.
2. Swap — keep the structure, change one variable (audience, setting, stakes).
3. Invert — run the format backwards or flip who's the butt of the joke.
4. Cross — collide the format with a second unrelated format.
5. Spawn — strip the mechanic, drop the visual, build a new template on the bones.
Input: a trending format. Output: which rung you're publishing on, logged.
Rule: never publish below rung 2 after week one of a trend.
Run it weekly on the format you're tired of.
A format dies when you copy it and lives when you climb it. Five rungs, lowest reach to highest.
1. Copy — same template, your topic. Baseline, decaying fast.
2. Swap — keep the structure, change one variable (audience, setting, stakes).
3. Invert — run the format backwards or flip who's the butt of the joke.
4. Cross — collide the format with a second unrelated format.
5. Spawn — strip the mechanic, drop the visual, build a new template on the bones.
Input: a trending format. Output: which rung you're publishing on, logged.
Rule: never publish below rung 2 after week one of a trend.
Run it weekly on the format you're tired of.
Reading rec
If this channel's your speed, @B2BLabReport runs a sharp feed on B2B social. Different angle, same depth — worth a follow.
If this channel's your speed, @B2BLabReport runs a sharp feed on B2B social. Different angle, same depth — worth a follow.
The Format Fingerprint Method
Before you remix a format, reverse-engineer why it works. Five questions, answered in writing.
1. What's the constant? (the part that must stay or it's not the format)
2. What's the variable? (the slot you're meant to fill)
3. What's the emotion in the gap between them?
4. Who's the in-group that gets it instantly?
5. What breaks it? (the wrong fill that kills the joke)
Input: a format you want to use. Output: a one-line spec you can hand to anyone.
Why: people copy the surface and wonder why their version flops. They changed the constant. The fingerprint stops that.
Run it weekly on the next format you steal.
Before you remix a format, reverse-engineer why it works. Five questions, answered in writing.
1. What's the constant? (the part that must stay or it's not the format)
2. What's the variable? (the slot you're meant to fill)
3. What's the emotion in the gap between them?
4. Who's the in-group that gets it instantly?
5. What breaks it? (the wrong fill that kills the joke)
Input: a format you want to use. Output: a one-line spec you can hand to anyone.
Why: people copy the surface and wonder why their version flops. They changed the constant. The fingerprint stops that.
Run it weekly on the next format you steal.
The Comment-Recruit Checklist
Comments outrank likes for reach. Engineer them on purpose, not by luck.
□ Leave a gap — a deliberate small wrong detail people must correct.
□ Force a side — a clean binary (A or B, never 'it depends').
□ Plant the example — 'tag the one who does this' beats 'who else does this'.
□ Lower the cost — make the right comment one word, not one sentence.
□ Pin the seed — post the first reply yourself to model the format.
Input: a finished post. Output: at least two boxes ticked.
QA pass: read it as a lurker. Is there a one-word thing you'd type? If no, no comments.
Run it weekly across your queue.
Comments outrank likes for reach. Engineer them on purpose, not by luck.
□ Leave a gap — a deliberate small wrong detail people must correct.
□ Force a side — a clean binary (A or B, never 'it depends').
□ Plant the example — 'tag the one who does this' beats 'who else does this'.
□ Lower the cost — make the right comment one word, not one sentence.
□ Pin the seed — post the first reply yourself to model the format.
Input: a finished post. Output: at least two boxes ticked.
QA pass: read it as a lurker. Is there a one-word thing you'd type? If no, no comments.
Run it weekly across your queue.
The Pre-Post Meme QA Pass
Ten seconds of checking saves a flat post. Run the same five checks every time.
□ Legibility — readable as a thumbnail, no zoom needed.
□ One joke — if you can cut a line and it still works, cut it.
□ Timing — punch in the last beat, never the middle.
□ Reference age — the thing you're referencing is still alive (check, don't assume).
□ Reshare reason — you can name in one sentence why someone forwards it.
Input: the final file. Output: five ticks or a fix.
Rule: any single fail blocks the post. A meme with a flaw doesn't underperform — it dies silently.
Run it weekly as a batch on your scheduled posts.
Ten seconds of checking saves a flat post. Run the same five checks every time.
□ Legibility — readable as a thumbnail, no zoom needed.
□ One joke — if you can cut a line and it still works, cut it.
□ Timing — punch in the last beat, never the middle.
□ Reference age — the thing you're referencing is still alive (check, don't assume).
□ Reshare reason — you can name in one sentence why someone forwards it.
Input: the final file. Output: five ticks or a fix.
Rule: any single fail blocks the post. A meme with a flaw doesn't underperform — it dies silently.
Run it weekly as a batch on your scheduled posts.
The Format Inventory System
Stop reinventing. Keep a stocked shelf of formats you can pull on a slow day.
1. Log it — every format that performs, screenshot plus a one-line fingerprint.
2. Tag it — by emotion (relatable / smug / outrage / awe) not by topic.
3. Rate it — reach ceiling and remix-life (how many times you can rerun it).
4. Rest it — mark the last-used date; don't repeat a format inside 21 days.
5. Retire it — three flat runs in a row, archive it.
Input: your last 90 days of posts. Output: a sortable shelf of ~15 live formats.
Why: 'what do I post' is a sourcing failure, not a creativity failure.
Run it weekly to add and rest entries.
Stop reinventing. Keep a stocked shelf of formats you can pull on a slow day.
1. Log it — every format that performs, screenshot plus a one-line fingerprint.
2. Tag it — by emotion (relatable / smug / outrage / awe) not by topic.
3. Rate it — reach ceiling and remix-life (how many times you can rerun it).
4. Rest it — mark the last-used date; don't repeat a format inside 21 days.
5. Retire it — three flat runs in a row, archive it.
Input: your last 90 days of posts. Output: a sortable shelf of ~15 live formats.
Why: 'what do I post' is a sourcing failure, not a creativity failure.
Run it weekly to add and rest entries.
The Specificity-to-Reach Ladder
Counterintuitive law: the more specific the detail, the wider the share. Climb deliberately.
1. Generic — 'Mondays are hard.' Nobody forwards a fact.
2. Grouped — 'remote workers on Mondays.' Better, still wallpaper.
3. Niche — 'opening Slack to 40 unreads at 9:01.' Now it's a mirror.
4. Hyper — 'the specific Slack channel you muted but still check.' Now it's theirs.
Input: a flat relatable post. Output: pushed up two rungs.
Why: 'so me' fires on the smallest true detail, not the broadest one. Broad reads as ad copy. The reader has to feel caught.
QA pass: would a stranger think you'd been watching them?
Run it weekly on your blandest draft.
Counterintuitive law: the more specific the detail, the wider the share. Climb deliberately.
1. Generic — 'Mondays are hard.' Nobody forwards a fact.
2. Grouped — 'remote workers on Mondays.' Better, still wallpaper.
3. Niche — 'opening Slack to 40 unreads at 9:01.' Now it's a mirror.
4. Hyper — 'the specific Slack channel you muted but still check.' Now it's theirs.
Input: a flat relatable post. Output: pushed up two rungs.
Why: 'so me' fires on the smallest true detail, not the broadest one. Broad reads as ad copy. The reader has to feel caught.
QA pass: would a stranger think you'd been watching them?
Run it weekly on your blandest draft.
The Series Engine SOP
One viral post is luck. A series is a system. Convert a hit into a repeatable column.
1. Isolate — what exact mechanic made the hit work? (not the topic — the structure)
2. Name it — give the series a fixed title format people learn to recognize.
3. Slot it — a fixed visual frame so it's identifiable at a glance, muted.
4. Schedule it — same day, same time, so followers wait for it.
5. Vary the fill — same skeleton, fresh input every run.
Input: your best post this quarter. Output: a 4-episode series spec.
Why: a recognized format gets pre-loaded attention. Followers share 'the new one', not 'a post'.
Run it weekly to ship the next episode.
One viral post is luck. A series is a system. Convert a hit into a repeatable column.
1. Isolate — what exact mechanic made the hit work? (not the topic — the structure)
2. Name it — give the series a fixed title format people learn to recognize.
3. Slot it — a fixed visual frame so it's identifiable at a glance, muted.
4. Schedule it — same day, same time, so followers wait for it.
5. Vary the fill — same skeleton, fresh input every run.
Input: your best post this quarter. Output: a 4-episode series spec.
Why: a recognized format gets pre-loaded attention. Followers share 'the new one', not 'a post'.
Run it weekly to ship the next episode.
The Saturation Pivot SOP
When a format peaks, copying it loses. Pivot with a fixed decision tree.
1. Confirm peak — your reach on it dropped two posts running while the format still trends.
2. Pick the exit — meta (joke about the format being everywhere), or fatigue (joke about being sick of it), or hybrid (your niche's take on the burnout).
3. Time it — the meta-joke only works while the original is still hot, not after.
4. Ship once — meta-formats die in one post. Don't milk it.
Input: a format you've run three times. Output: one meta-exit post, then retire.
Why: the audience is always slightly ahead of the trend. Beat them to the eye-roll.
Run it weekly when a format starts feeling old.
When a format peaks, copying it loses. Pivot with a fixed decision tree.
1. Confirm peak — your reach on it dropped two posts running while the format still trends.
2. Pick the exit — meta (joke about the format being everywhere), or fatigue (joke about being sick of it), or hybrid (your niche's take on the burnout).
3. Time it — the meta-joke only works while the original is still hot, not after.
4. Ship once — meta-formats die in one post. Don't milk it.
Input: a format you've run three times. Output: one meta-exit post, then retire.
Why: the audience is always slightly ahead of the trend. Beat them to the eye-roll.
Run it weekly when a format starts feeling old.
The Caption/Image Job Split
Weak posts make caption and image do the same job. Assign different jobs.
1. Image carries — the situation and the emotion. Instant, no reading.
2. Caption carries — the twist the image can't show, or the in-group tag.
3. Test the overlap — if the caption describes the image, you wasted the caption.
Input: a finished meme. Output: caption and image doing two distinct jobs.
QA pass: delete the caption. Does the post lose information, or just lose words? If just words, rewrite the caption to add a second layer — a confession, a reversal, a 'this is fine' beat.
Why: two layers double the reasons to share. One layer is a single point of failure.
Run it weekly on five posts.
Weak posts make caption and image do the same job. Assign different jobs.
1. Image carries — the situation and the emotion. Instant, no reading.
2. Caption carries — the twist the image can't show, or the in-group tag.
3. Test the overlap — if the caption describes the image, you wasted the caption.
Input: a finished meme. Output: caption and image doing two distinct jobs.
QA pass: delete the caption. Does the post lose information, or just lose words? If just words, rewrite the caption to add a second layer — a confession, a reversal, a 'this is fine' beat.
Why: two layers double the reasons to share. One layer is a single point of failure.
Run it weekly on five posts.