A giveaway post is four pieces of copy that have to work together, and three of them get written in a hurry after the first one is published.
The four pieces are one piece
Written separately they drift. The caption promises a deep research piece, the delivery message says here you go, and the asset arrives with no framing. The reader's experience is of something that got less impressive at every step.
Written together, the delivery message can build on the caption and the asset arrives framed by the thing that made them ask for it.
Whether to gate at all
Sometimes the right move is to give the thing away in the post with no ask. It costs you the captures and it buys reach and goodwill, and for some assets that is the better trade. Making this an explicit decision rather than a default means it sometimes gets made correctly.
Choosing the keyword
It has to be a word people will type without a typo, that is not a word they would use in a normal comment on that post, and that does not read as awkward in a public comment. Getting this wrong means either missed requests or a flood of false triggers, and both are invisible until the post is live.
Runs well with
Skills compound. These are the ones we usually install alongside it.