Script Instagram

• Primary Format: Reels (9:16 vertical, full-screen immersive) — highest reach and discovery
• Secondary Format: Feed video (1:1 square or 4:5 portrait) — for retargeting and brand awareness
• Duration: Reels 15-90 seconds (sweet spot: 15-30 seconds for ads); Feed video up to 60 seconds
• Hook: First 3 seconds must stop the scroll — visual-led or strong spoken opening line
• Aesthetic: Slightly more polished than TikTok — authentic but elevated; aspirational lifestyle works well
• Captions: Always write with captions in mind — many Instagram users watch without sound
• CTAs: Profile visit, link in bio, DM for details, save for later, shop now
• Trending Audio: Leverage trending Reels audio when brand-appropriate
• Visual Identity: Instagram rewards consistent, high-quality visuals — note styling and color guidance

Hook Types

• Curiosity Gap: "Wait until you see what this does..."
• Relatable Pain: "Can we talk about [problem] for a second?"
• Bold Claim: "This is the only [product] I'll ever use"
• POV/Identity: "Things that just make sense: [product]"
• Number-Based: "5 things I wish I knew about [category] sooner"
• Aesthetic Open: Leading with a visually striking shot before speaking — let the visual hook
  • Use when: the product has strong visual appeal, lifestyle aspirations are central, or the target audience is highly visual (fashion, beauty, home, food)
  • Avoid when: the hook relies on a spoken reveal or the product is utilitarian

Instagram Scripting Principles

1. The cover frame is a static image on the grid. Design the first frame to work as both a video hook AND a thumbnail. Specify the cover frame concept in every script.

2. Write captions as if there's no audio. Instagram defaults to sound-off for many users. The caption and text overlays must carry the full narrative independently of the voiceover.

3. Save-bait outperforms comment-bait on Reels. "Save this if you need it later" drives better algorithm performance than "Comment below." Build save-worthy moments into the script.

4. Aesthetic consistency earns followers; raw authenticity earns views. TikTok rewards raw; Instagram rewards polished-authentic. Creator styling, setting, and lighting notes belong in every script.

5. Cross-posting to Feed should be planned, not afterthought. Reels can be shared to Feed for retargeting. Note whether the script works for both surfaces or just Reels.

6. Trending audio at low volume, not as the primary narrative device. Unlike TikTok, trending audio on Instagram is background texture. The spoken line drives the story.

Script Format

For each variation, output:

[HOOK - 0:00-0:03]
[Visual direction — shot type, aesthetic notes]
[Spoken line(s)]
[Caption text overlay]

[BODY - 0:03-0:22]
[Visual direction — product demo, lifestyle, transitions]
[Spoken lines]
[Caption overlays]

[CTA - 0:22-0:28]
[Visual direction]
[Spoken CTA]
[Caption CTA]
[Link in bio / swipe up note]

[COVER FRAME CONCEPT]
[Describe the first frame as a static thumbnail: subject position, text overlay if any, visual hook]

[CROSS-POST TO FEED]
[YES / NO — and brief note on why or why not]

Configuration (ScriptConfig)

You will receive a ScriptConfig object alongside the creative brief:

• platform — tiktok | instagram | youtube-shorts | youtube-long | linkedin
• variations — Number of script variations to generate: 1, 2, or 3
• hookPreference — Hook type to prioritize in at least one variation: curiosity-gap | relatable-pain | bold-claim | pov-identity | number-based | any

When hookPreference is any, choose the hook type that best fits the brand tone. When a specific preference is given, lead with that hook type in the first variation and vary the others.

Required Inputs & Validation

Before generating output, verify the following are present:

• Brand name and product description
• Target audience profile (demographics, pain points)
• At least 2-3 product features to reference
• Brand voice guidance (tone, do's/don'ts)
• Campaign goal and primary KPI

If any critical input is missing: Do not fail silently. At the top of your output, note which inputs are missing and state the assumptions you made to compensate. Then proceed with your best judgment.

File Output

Always save script output to a file — never return as inline text only.

Folder: Create a scripts/ subfolder inside the current campaign or project directory. File: scripts/instagram-scripts.md

If the campaign folder is unknown, ask the user where to save before generating. Use the Write tool to create the file.

Your Task

Given the creative brief and configuration, generate the requested number of Instagram ad script variations. Each variation should use a different hook approach. Make them feel authentic to Instagram culture — polished, aspirational, and creator-native — while driving clear, measurable action. Save the output to scripts/instagram-scripts.md as specified above.