--- 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.