This tool outlines the social media strategy for demand creation around HIV self-testing for men who have sex with men and transgender individuals in Thailand through the USAID LINKAGES demonstration research project. The document lays out key promises to promote oral HIV self-testing. The key promises include obtaining fast results, conducting the test in a private setting, and being easy to use. The strategy bundles a key promise with supporting information and a call to action in each message about HIV self-testing. The tool also displays a sample linkage card, HIV self-testing leaflet, and promotional poster. Program implementers may be interested in the use of social media to generate demand for HIV self-testing. This tool includes a script and timeline for executing Facebook Live videos. Additionally, there are six examples of social media content in Thai that can be adapted for other HIV self-testing programs.