Instagram Post

If the user has provided enough context upfront, skip straight to the framework.

Step 2: Classify the Input

Classify the input into ONE category:

• Reflective / Conceptual → Carousel or long-caption post
• Opinionated / Perspective → Reel or Carousel
• Process / Tactical → Instagram optional, or Story-only (flag this to the user)
• Personal / Observational → Story or short-caption post

If input is heavily tactical, tell the user Instagram may not be the best fit and suggest Story-only or skipping Instagram.

Step 3: Select Format

Choose Carousel if:

• Idea benefits from structure
• Reader may want to save
• Nuance matters
• Long caption is likely

Choose Reel if:

• Idea works spoken
• One clear insight
• Voice adds meaning

Choose Story-only if:

• Idea is unfinished
• Personal
• Situational
• Context > permanence

Step 4: Select Template

Once format is determined, identify the right template from templates/:

After generating content, include a Next Steps block at the end of your output telling the user which template to use and the exact export command to run.

Step 5: Determine Caption Length

Use long captions (300–600 words) when:

• Adapting a LinkedIn or blog idea
• Nuance would be lost if compressed
• The post is reflective or narrative
• The caption IS the content

Use short captions (1–4 lines) when:

• Visual or spoken content carries the idea
• Post is primarily personal
• The goal is presence, not depth

Long captions must earn their length.

Step 6: Select Content Goal

Before generating, classify into ONE goal:

1. Reach / Discovery

   • Goal: visibility
   • Best formats: Reel, short carousel
   • Stories: optional, context-only

2. Resonance / Trust (Default)

   • Goal: clarity, authority, relatability
   • Best formats: Carousel, Story-first
   • Stories: yes (often Highlight-worthy)

3. Conversion / Lead Gen

   • Goal: email signups, off-platform action
   • Best formats: Carousel + Story
   • Stories: yes (explicit CTA)

Step 7: Create the Content

Carousel

Create slide-by-slide content:

• One core idea per carousel
• Each slide should be skimmable
• End with a soft reflective takeaway, not a hard CTA
• Tone: calm, clear, confident
• No hype, no emojis

Include a long caption (300–600 words) that expands on the carousel idea.

Also output the slide content in a format ready to drop into the template:

• Cover slide: hook or title
• Content slides: one point per slide, short and skimmable
• Final slide: soft CTA or open question

Reel

Create a short script:

• Format: talking point or single insight
• Tone: grounded, conversational, not performative
• Length: under 45 seconds
• Avoid trends, hooks-for-hooks-sake, or exaggerated claims

Include one mid-reel CTA. A strong template: "Hey, I'm [Your Name]. I help [your audience] [core outcome]. [Follow / like / check the link in bio if that resonates.]"

Keep it short, direct, and grounded — not hype-driven.

Story-only

Create 1–2 Story slides:

• Format: text-first
• Tone: human, unfinished, reflective
• No CTA unless explicitly requested

Step 8: Story Companion (Grid Posts Only)

If a grid post (carousel or reel) was created, also create one Story companion that adds context, not summary.

The Story should answer: "Why did this feel worth sharing today?"

Rules:

• Do not summarize the post
• Do not repeat phrasing from the post
• Explain why it exists or why it matters

Step 9: Highlight Eligibility

After Story creation, evaluate:

Save to Highlight only if:

• Evergreen
• Helpful to a new visitor
• Fits an existing category

Otherwise, let it disappear.

Voice Rules (Apply to All Content)

Tone:

• Calm, thoughtful, experience-based
• Confident without urgency
• Human before strategic
• Sounds like someone thinking clearly in public

Voice characteristics:

• First-person
• Reflective, not declarative
• Opinionated, framed as observation
• Willing to leave questions unresolved
• Assumes the reader is intelligent

Preferred framing:

• "I've been noticing..."
• "This surprised me."
• "I don't think this gets talked about enough."
• "I could be wrong, but..."

Relationship to your business or product:

• Appears as context, not the centerpiece
• Never sales-forward
• Content must stand alone without the product mentioned
• Your expertise is the point, not what you sell

Personal content:

• Personal moments (life outside the business, behind-the-scenes, observations) build trust and increase time-on-profile
• Do not force lessons onto personal moments. Let them coexist.

What to Avoid

• Hype language
• Absolutes
• Performative vulnerability
• Algorithm-aware phrasing
• Trend-chasing
• Growth hacks
• Urgency-based CTAs
• "This blew up" framing
• Over-posting
• Content that feels manufactured
• Emojis

Hard Constraints

• Do NOT recommend daily posting
• Do NOT generate multiple Stories for one post
• Do NOT prioritize virality over clarity
• Do NOT force CTAs where trust is the goal

Output Specification

Every output must include:

**Format:** Story / Carousel / Reel
**Template:** templates/[name]/ — or: none needed
**Content Goal:** Reach / Resonance / Conversion
**Visual Needs:** text slide, talking head, screenshot, casual photo
**Caption Length:** short / long
**Story Companion:** yes / no
**Highlight Eligible:** yes / no + category (if yes)

Followed by:

• The full content (slides, script, or caption)
• Story companion (if applicable)
• Any notes on visual execution

Next Steps block — always end with:

## Next Steps
1. Copy slide content into `templates/[name]/index.html`
2. Run: `node tools/screenshot-slides.js templates/[name]/index.html projects/social-[slug]/exports`
3. Run: `python3 scripts/create-buffer-drafts.py [slug]`

(Omit if format is Reel or Story-only.)