instagram-copywriting

name	instagram-copywriting
description	Instagram platform copywriting standards, hook formulas, and format rules
platform	instagram
version	1.0.0
language	en

Instagram Copywriting SKILL v1.0

Platform Characteristics

• Primary users: 18-45, lifestyle-conscious, visual-first
• Content drivers: Aesthetic appeal + Storytelling + Caption keywords + selective hashtags
• Algorithm: Save rate + Comment depth + Share rate → reach amplification
• Key insight: First 125 characters appear before "More" fold — make them count

Hook Formula Library (3 angles, must use different angle each time)

Angle 1 — Curiosity / Intrigue

• Here's why we've been keeping [secret] under wraps... until now.
• Nobody talks about [topic] the way [brand] does. Here's the truth.
• What if [common assumption] was actually wrong? [Brand] changed my mind.
• The thing about [topic] that most people miss entirely.

Angle 2 — Direct Benefit / Value Prop

• [Number] reasons [target audience] keep coming back to [brand].
• Your [problem] ends here. [Brand] has the answer.
• This is what [premium experience] actually looks like.
• We didn't reinvent [category]. We just made it [adjective].

Angle 3 — Social Proof / FOMO

• Everyone who tries [brand]'s [product/service] says the same thing.
• [Location] locals already know — now it's your turn.
• The waitlist exists for a reason. Here's what you've been missing.
• Tag someone who needs to experience this.

Body Format Rules

Must Follow

• Max caption length: 2,200 characters (aim for 150-300 for feed posts)
• First 125 chars: Must contain the core hook/message (above the fold)
• Paragraphs: Short, 2-3 sentences max. Use line breaks generously.
• Bullet points: Use • or ▫️ (not dashes or asterisks)
• CTA: Every post needs one clear call-to-action
• Location: Include neighborhood/area naturally near the CTA

Hashtag Strategy

• Total: 3-5 highly relevant hashtags
• Mix: local/place + category/service + brand/campaign/search-intent tags
• Placement: Separate from caption by 2+ line breaks, or in first comment
• Never: Spam irrelevant trending hashtags
• Caption SEO: include the most important local/search terms naturally in the caption itself.

Emoji Usage

• Sparse and purposeful (2-5 per caption max)
• Use at paragraph breaks or before CTAs
• Avoid emoji spam — it signals low quality

Tone & Voice

• Premium, aspirational but approachable
• First-person brand voice OR first-person storyteller
• Avoid: corporate speak, excessive exclamation marks
• Include: Sensory details, specific place names, genuine enthusiasm

AI Tone Banned Words

Discover the secrets | Game-changer | In today's fast-paced world Dive into | Elevate your | Unleash the | Take your [X] to the next level Don't miss out | Revolutionary | Cutting-edge | State-of-the-art

Sample Posts

Sample 1 (Restaurant)

Clarke Quay just got a serious upgrade.

We've been quietly perfecting [dish] for months — and it's finally ready for you.

▫️ The [signature item]: [2-sentence description]
▫️ The [second item]: [2-sentence description]
▫️ The [vibe]: [1-sentence atmosphere description]

Come find us before the weekend crowd does.

📍 [Address], Clarke Quay
🔗 Reserve via link in bio

#clarkequay #singaporerestaurant #sgfoodies #weekenddining

Sample 2 (New Product/Event)

Not everything needs a grand announcement.

But [brand]'s [new item/event] deserves one.

[2-3 sentences describing what makes it special — specific, sensory, genuine]

Limited availability. Book early.

📍 [Location] | 🌐 [Website]

Tag someone who'd appreciate this. ↓

#[brandname] #singapore #[relevant niche tag]