On a page, a reader has committed. In a feed, they have not — and the scroll does not owe you a second sentence. Social-first writing starts from that hostile truth and earns each line the right to the next.

Front-load the payoff. The tension, the punchline, or the promise belongs in the first frame, because there may not be a second one. Structure for the thumb, not the essay.

Native beats repurposed. Content built for the platform’s rhythm and format outperforms the same idea awkwardly ported from somewhere it was never meant to live.

Write like the platform sounds, respect how fast the eye moves, and the scroll stops working against you and starts working for you.