Instagram Post

Social — Instagram Post

Builds an Instagram strategy or deliverable across Reels, carousels, Stories, captions, collaborations, and launch moments. It translates an approved channel or campaign brief into platform-native work and a measurable subscriber path.

When to invoke

• When drafting Instagram captions for a launch, brand moment, or content series
• When a launch skill orchestrates channel execution and needs the Instagram deliverable
• When writing copy for carousels, Reels overlays, or Stories
• When planning an Instagram channel, content franchises, publishing cadence, collaborator strategy, or acquisition test

Required inputs

• The channel or campaign objective
• Primary audience and the behavior or belief the work must change
• Approved positioning, voice, and editorial point of view
• Content pillars or permission to develop them
• Available faces, creators, collaborators, and production capacity
• The destination, offer, tracking method, baseline, and measurement window

Do not inherit a channel promise, face, cadence, collaborator, handle, or content franchise from an earlier plan.

Strategy

Define:

1. Channel job: the specific role Instagram plays beside Editorial, products, email, podcasts, and other social channels.
2. Audience promise: what following the account reliably gives the target audience.
3. Editorial system: three to five content pillars with a distinct point of view, repeatable sources, and a reason each belongs on Instagram.
4. Format roles: what Reels, carousels, Stories, Lives, and collaborator posts do. Do not force every idea into every format.
5. Cast: whether the strategy needs one recurring anchor, several beat experts, external collaborators, or no regular face. Choose from the strategy and production reality.
6. Cadence: the minimum sustainable pilot, including review and production time.
7. Acquisition path: the destination, CTA, tagged links, landing experience, and subscriber attribution.
8. Decision gate: the baseline, test window, primary metric, diagnostics, cost, and scale, revise, or stop rule.

For individual posts, name the pillar, audience job, format logic, visual premise, caption, CTA, required assets, owner, and measurement.

Dependencies

• foundation/marketing-os
• brand-voice/{relevant brand} (loaded dynamically)
• positioning/{relevant brand} (loaded dynamically)
• craft/copywriting
• craft/editing

Brand is resolved dynamically based on what invokes this skill.

Channel-specific notes

• Visual-first platform — copy supports the image, not the other way around
• Treat format assumptions as hypotheses until Every's own results confirm them
• Translate editorial or product material into a native visual idea instead of posting a summary card
• The subscriber path and production cost are part of the deliverable

Quick checklist

• Does the post perform the approved audience and channel job?
• Is there editorial judgment rather than promotional repackaging?
• Is the format native to Reels, carousels, or Stories?
• Does the visual idea carry the post before the caption?
• Is the face or collaborator strategically necessary and genuinely relevant?
• Is the free-subscriber path tracked?