instagram

name	instagram
description	PRIMARY — carousel specs, reels, caption formula
plugin	git-plugin-amc

Skill · Instagram

F&B Content Engine · platforms/instagram.md

─────────────────────────────────────────────

Role in Repurpose Chain

PRIMARY platform. Write Instagram first. Every content idea starts here. The visual constraint forces you to find the story before anything else.

Mandatory Context Preload

Before generating any Instagram draft, caption, or slide outline:

• Read vault/brandcontext.md first.
• If read fails, stop generation and report the blocker.
• Output this line at the top before strategy routing: [BrandContext Loaded] vault/brandcontext.md loaded successfully before generation.

---

Posting Specs

Setting	Value
Frequency	5-7x per week
Best times	11am–1pm · 5–7pm · 8–9pm
Peak days	Tuesday · Thursday · Saturday
Aspect ratio	1:1 (square) or 4:5 (portrait) — never landscape
Hashtags	5-8 per post, in caption

---

Content Formats

Carousel (primary format — 70% of posts)

• 7-10 slides (7 is the sweet spot)
• Slide 1: bold hook + mouth-watering image
• Slides 2-6: dish close-ups, ingredients, value, social proof
• Slide 7: CTA + price + "order now" or "link in bio"
• Caption: 150-200 words. Hook must appear before "...more" truncation (first ~125 chars)

Reels (short-form video — 30% of posts)

• Duration: 15-60s
• Hook in first 2 seconds
• Use trending audio from Commercial Music Library
• Overlay text for captions (70% watch without sound)
• See [[core/content-types]] Type 2 for full video specs

---

Content Writing & Caption Best Practices (写作技巧)

Great Instagram content doesn't just describe the photo—it tells a story, adds value, and drives action. Always apply the "So What?" Test: Does this caption solve a problem, entertain, or offer a new perspective? If not, rewrite it.

1. Strategy Pool & Router (策略池与决策机制)

CRITICAL RULE: Before generating any Instagram content, you MUST evaluate the input and output your decision process at the top of your response: [Decision] I chose Strategy [A/B/C] because the input focuses on [Reason].

• Strategy A: The Craving (视觉诱惑型)
  • Trigger: New dish, signature dish, or high-quality food photography.
  • Focus: Sensory details, texture, "mouth-watering" descriptions.
  • CTA: "Tag someone who owes you a meal like this. 👇"
• Strategy B: The Deal (促销转化型)
  • Trigger: Lunch specials, limited-time discounts, set meals.
  • Focus: Clear value, price comparison, urgency.
  • CTA: "Save this post for your next lunch break. 📌"
• Strategy C: The Story (品牌共情型)
  • Trigger: Behind-the-scenes, chef interviews, restaurant milestones.
  • Focus: Authenticity, human element, local community connection.
  • CTA: "Drop a ❤️ if you've been eating with us since day 1."

2. The Anatomy of a High-Converting Caption

[The Hook: Scroll-stopping first line, MUST be < 125 chars]
[Empty Line]
[The Body: Value-driven storytelling, 2-4 short paragraphs]
[Empty Line]
[The CTA: One specific, frictionless action]
[Empty Line]
[Hashtags: 5-8 hyper-relevant tags]

2. Crafting the Perfect Hook

The hook is the only text users see before the "...more" truncation. Make it count.

• The Question Hook: "Where's the best spicy food in town? We found it."
• The Bold Claim: "You've been eating dumplings wrong your entire life."
• The Empathy Hook: "Too tired to cook tonight? We've got you."

3. The Body (Storytelling & Value)

• Ditch the Hard Sell: Instead of "Buy our $16.90 noodles," focus on the experience: "Wok-fired at high heat so every bite has that authentic smoky flavor."
• Format for Scannability: No walls of text. Use generous white space (line breaks) and use emojis sparingly as bullet points.
• Increase Dwell Time: Longer, engaging captions keep users on the post longer, which signals the algorithm to push the post to more feeds.

4. Call to Action (CTA) & Engagement

The algorithm favors Comments, Saves, and Shares over simple Likes. Design your CTA to drive these specific actions:

• For Saves: "Save this post for your next weekend date night idea. 📌"
• For Shares: "Tag a friend who owes you a hotpot dinner. 👇"
• For Comments: "What's your spice tolerance: 1 (Mild) or 10 (Volcano)? Let us know below! 🌶️"

Example:

Fresh out of the wok and ready in 15 minutes. 🔥

Our 麻辣香锅 (Dry-Spicy Stir-Fry Pot) isn't just spicy; it's a 
masterclass in flavor building. Wok-fired at high heat, with 
a hand-picked spice level that hits perfectly. 

At $16.90 for a portion that actually fills you up, it's 
the ultimate comfort food for a long day. 

Tag your spicy-food buddy who needs to see this. 👇
Contains: peanuts, sesame, soy.

#chinesefood #fooddelivery #malaxiangguo #authenticchinese

---

Audience on Instagram

Hungry Locals (primary) — deciding what to eat right now → Lead with price, portion, and speed → Strong visual on Slide 1

Explorers (secondary) — discovering Chinese food → Include dish name with cultural context → "First-timer" framing works well in carousel format

---

Hook Selection for Instagram

Best performing hooks on Instagram (reference [[core/hook-engine]]):

1. Craving ★★★ — sizzle/steam/texture in Slide 1 image + first caption line
2. Deal ★★★ — price in first line before truncation
3. Discovery ★★★ — "hidden menu item" or "most-reordered" framing

---

Instagram-Specific Rules

• Never post landscape-format images (will be cropped on feed)
• Never use more than 8 hashtags (looks spammy, hurts reach)
• Always include allergen disclosure if dish contains a major allergen (see [[compliance/allergen-gate]])
• Branded content tag required if post is part of a paid partnership
• Stories: post daily if possible; use polls and questions to drive engagement
• Link in bio: update whenever a new deal or dish is being promoted

---

🛑 Anti-Hallucination & Authenticity Rules

To maintain brand safety and organic authenticity, you MUST adhere to these strict constraints:

1. Contact Info Placement (STRICT): The main post caption MUST NOT contain the store address, operating hours, or contact phone number under any circumstances. You may ONLY mention these details in the first comment / replies. DO NOT use placeholders like [Address].
2. NO Fake Reviews: NEVER invent "Customer Reviews" (顾客评价) or fake quotes from non-existent people. Organic posts should be written from the perspective of the brand or a genuine KOC. Invented reviews look like spam and violate authenticity guidelines.
3. NO Rigid Templates: Do NOT output content using rigid, robotic headings (e.g., [特色亮点], [优惠活动], [店铺信息]) unless explicitly required by the platform format (e.g., YouTube descriptions). Social media posts should flow naturally and conversationally, like a human wrote them.