IncentedSocial Media Guide for Program Managers
A practical guide to promoting your grant program on social media, from planning to post-grant engagement
This guide helps program managers effectively promote their grant programs powered by Incented. Whether you're a first-time grant provider or an experienced team, these strategies will help you reach your audience, attract quality applicants, and build community.
This guide is adapted from the Incented Social Media Pack, created by The ALANA Project as an open-source resource for the Incented community.
For generating on-brand social media graphics with AI tools, see the AI Visual Guidelines (includes aspect ratios, color specs, and composition patterns).
Visual Guide (PDF)
Browse the full visual version below, or download the PDF.
Before You Post: Define Your Story
Before promoting your grant, get clear on your message. Use the Clarity Canvas to define three things:
Mission
What drives you?
- What change are you trying to create in your community or field?
- What problem are you solving and for whom?
- What makes your approach unique?
Vision
Where are you headed?
- What will your community or project look like in 3-5 years?
- What long-term impact do you hope to achieve?
- How will your work inspire others or set new standards?
Identity
What do you stand for?
- What principles guide your decisions and actions?
- How do you want others to describe your project or organization?
- What are you absolutely NOT willing to compromise on?
Distill your answers into a clear, two-sentence statement. This becomes the "north star" for all your communications.
Set SMART Goals
Before launching your campaign, set goals that are:
| Trait | Question to Answer |
|---|---|
| Specific | What exactly do you want your grant promotion to achieve? Who is your target audience? |
| Measurable | What metrics will you track (reach, applications, engagement)? What does success look like? |
| Achievable | What resources do you have? Are your targets realistic given your capacity and timeline? |
| Relevant | How does your promotion support your overall mission and grant goals? |
| Time-bound | By when do you want to achieve your promotion goals? What are your key milestones? |
Choose Your Channels
Not every platform is the right fit. Pick one or two primary channels based on where your audience actually is.
Platform Overview
| Platform | Best For | Ask Yourself |
|---|---|---|
| Twitter/X | Real-time updates, Web3 communities, viral threads | Is my audience active in crypto and tech conversations? Am I ready to post frequently and engage with replies? |
| Professional networking, thought leadership, B2B partnerships | Am I targeting founders, professionals, or organizations? Can I share longer posts or articles? | |
| TikTok | Creative, short-form video, younger audiences, behind-the-scenes | Can I create fun or educational videos? Is my audience Gen Z or Millennials? |
| Farcaster | Web3-native users, decentralized social, NFT integration | Does my project appeal to early adopters and crypto enthusiasts? Do I want to connect with builders and innovators? |
| BlueSky | Niche tech communities, open-source advocates, custom feeds | Am I interested in reaching a cutting-edge, privacy-focused audience? Is my content relevant to open-source or decentralized tech? |
Channel Matchmaker Exercise
For each platform, score yourself 0-3 on these questions:
- Is my audience here?
- Can I create content that fits this platform's style?
- Do I have the time and resources to maintain a presence?
Maximum score per platform: 9. Focus on the highest-scoring channels.
Content Prep Kit
Before you hit "publish," make sure your content checks these boxes:
Clarity Checklist
- Does the tone of voice match your project's personality (friendly, authoritative, innovative)?
- Does your content explain why your audience should care?
- Is there a clear Call To Action (e.g., "Apply now," "Learn more")?
Platform-Specific Tips
- Twitter/X: Use concise text, 1-2 hashtags, and tag relevant accounts
- LinkedIn: Share insights or behind-the-scenes stories; use 2-3 hashtags
- TikTok: Start with a strong hook, keep it short, use trending sounds or effects
- Farcaster/BlueSky: Highlight your Web3 angle, engage with community threads, and experiment with polls or questions
Image and Video Sizing
Getting the resolution right for each platform prevents awkward cropping or pixelation.
| Platform | Images | Videos |
|---|---|---|
| Twitter/X | 1200 x 675 px | MP4, up to 2:20 min, 1200 x 1200 px or 1920 x 1080 px |
| 1200 x 627 px | MP4, up to 10 min, 2560 x 1440 px | |
| TikTok | 1080 x 1920 px (vertical) | MP4/MOV, 9-60 sec, 1080 x 1920 px |
| Farcaster | 1200 x 800 px (recommended) | MP4, 5 min max, 1080 x 1080 px or 1200 x 628 px |
| BlueSky | 1200 x 800 px (recommended) | MP4/MOV, 3 min max, 1080 x 1080 px |
Content Ideas by Phase
Pre-Grant Launch
Build awareness and excitement before your grant opens.
| Content Type | Format | Description |
|---|---|---|
| Grant Giver Diary | Video/Images | Document the days before launching. Show your workspace, brainstorms, sticky notes. Share your learning process, mistakes, and wins. |
| Why We're Doing This | Video/Thread/Live | Share a heartfelt video or thread explaining your motivation. Structure as an AMA or livestream session. |
| Meet the Team/Founder | Carousel/Image | Introduce yourself or your team with fun facts, hobbies, or "two truths and a lie." Be personal, invite people in! |
| Countdown to Launch | Images/Snippets | Share a small update each day leading up to the grant opening, starting about two weeks before launch date. |
During the Grant
Maintain momentum and attract quality applicants.
| Content Type | Format | Description |
|---|---|---|
| Grant Application | Video/Carousel | Screen-record or illustrate how to apply, step by step. Make it easy and accessible. Include the link in your bio. |
| Live Q&A or AMA Session | Thread/Live | Plan a livestream or start a thread to answer questions about your grant. Help people feel encouraged and motivated. |
| Community Shoutouts | Carousel/Images/Live | Celebrate applications with a shoutout and provide a platform for applicants to showcase their work. Remember grantees need votes! |
| How to Stand Out Tips | Carousel/Video | Offer your top three tips for a strong application. What will make submissions stand out? Be precise and actionable. |
Bonus tips for first-time grant providers:
- Document your journey. Audiences connect with authentic, behind-the-scenes stories.
- Invite feedback and ideas. Empower your community to help shape future grant processes.
- Celebrate small wins. Every milestone is worth sharing and builds excitement.
- Be transparent. Open communication fosters trust, especially when you're just starting out.
Aftercare: Celebrate and Reflect
When your grant window closes, keep the energy alive.
| Content Type | Format | Description |
|---|---|---|
| Celebrate | Video/Carousel | Recognize and celebrate everyone who contributed ideas, support, or feedback. Thank all participants and share what's next. |
| Our Grant Values | Video/Carousel | Reiterate your mission and the values behind your grant. Introduce the winners. |
| Meet the Grantees | Video Interviews/Quotes | Share grantee stories and what drove them to apply. Showcase impact. |
| Before & After | Carousel/Article(s) | Highlight transformations. Show the impact your grant created. |
Hooks Cheat Sheet
Attention-grabbing openings that make people stop scrolling:
- "Stop scrolling. This could be the opportunity that changes your project."
- "Are you building in Web3? Here's a grant you can't afford to miss."
- "The #1 mistake most grant applicants make (and how to avoid it)."
- "Fuel your next idea with [TokenName]! Apply for our grant!"
- "We're not just giving grants. We're building our economy."
- "Unpopular opinion: Most grants don't help builders, but this one does."
- "Watch this if you want to turn your vision into reality."
- "Ready to level up your impact? This grant could be your launchpad."
CTA Cheat Sheet
Direct calls to action for your posts:
- "Discover our grant program."
- "Share your ideas below!"
- "Apply by [deadline]."
- "Apply for a [TokenName] grant and become a core community builder."
- "Claim your spot in our ecosystem. Submit your proposal now."
- "Share this with a builder/friend who needs funding/should see this."
- "Subscribe to our newsletter and get updates on future grants."
- "Have questions? DM us or join our info session to learn more."
Social Media Glossary
| Term | Definition |
|---|---|
| Algorithm | Platform-specific systems that decide which content appears to which users. Understanding them helps optimize your posts for visibility. |
| Alt Text | A written description of an image or video for accessibility. Also helps with SEO and discoverability. |
| Call To Action (CTA) | A prompt telling your audience what to do next, such as "Apply now," "Share this post," or "Join our Discord." |
| Engagement Rate | A metric showing how actively your audience interacts with your content (likes, comments, shares), usually as a percentage of total followers. |
| Hooks | Attention-grabbing openings to your posts or videos. They work like headlines to make people stop scrolling. |
| Reach & Impressions | Impressions are the number of times your content is displayed. Reach is the total number of unique users who see your content. |
| Thread | A series of connected posts (especially on X) that tell a longer story or explain a concept in detail. |
| UGC | User-Generated Content. Content directly created by your community or audience, like testimonials, reviews, or user stories. Sharing UGC builds trust and engagement. |
Real-World Inspiration
Pudgy Penguins
While an NFT collection rather than a grant program, Pudgy Penguins demonstrates the power of authentic storytelling and high-quality visuals. Key takeaways: emotional storytelling, community involvement (resharing fan art, interactive tweets), consistent engagement, and FOMO-driven launch strategies.
Gitcoin Grants
Gitcoin's Grants Rounds are a standout example of keeping a community energized throughout the grant process. Instead of just announcing a round, Gitcoin creates a whole season of dynamic social media activity: highlighting applicants, sharing regular updates, and hosting AMAs. Key takeaways: regular updates, gamified mechanisms (live stats, countdowns), encouraging applicants to share their own stories, and transparency about process and deadlines.
Humans of New York
This example offers valuable inspiration for showcasing your grantees. Deep, personal and relatable stories paired with high-quality portraits. The key is to foster relatability and emotional connection. When using this approach, focus on humility and genuine storytelling. Authentic voices are far more compelling than overconfidence or self-promotion.
Additional Tips
- In addition to social media, build an email newsletter subscriber list to amplify your reach
- Use simple CTAs like "Want to stay updated? Subscribe to our newsletter" and link in bio
- Embrace platform-native features (TikTok effects, Twitter polls, Farcaster Frames)
- Encourage your community to share, tag friends, and join the conversation
- Blend humor, education, and transparency to keep things fresh and relatable
- Always include a clear call to action
Want custom content support? The ALANA Project created this guide and offers hands-on help. Reach out via Telegram or email at contact@the-alana-project.xyz.