| 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]
