Instagram content design

Here are some projects I worked on as a Content Designer for Instagram Business Verticals.

My work in ads challenged me to:

  • Write and design for multiple stakeholders (brands, agencies, creators, users)

  • Support multiple platforms (Instagram, Ads Manager, Facebook Business Suite)

  • Collaborate with a dozen teams across 3 time zones on multi-roadmap projects

  • Anticipate high-scrutiny privacy reviews and legal requirements

 

Event reminders

Challenge

Creators and brands use Instagram to promote upcoming events like product launches, music releases, and season premieres. However, interested fans often forget to participate.

Solution

Build, test, and launch a 0-1 reminders feature to help people remember the events they’re interested in on Instagram.

Result

The MVP exceeded all of our success metrics (my highlight was seeing T-Pain use reminders for his town hall event). The feature officially launched for all professional Instagram accounts in 2022.

My contributions

  • Drove consensus on strategy. My work in naming the feature helped define the team’s direction, clarify our product focus, and secure buy-in from leads.

  • Owned content for the MVP. I partnered with design on the user flow and wrote copy to guide people through creating and consuming reminders. My reminder notifications had a particularly high CTR (~3.3x higher than the average Instagram notification).

  • Established a cross-team content framework. I crafted writing principles and aligned reminders terminology across three teams.

  • Collaborated on North Star proposal. We presented our long-term vision for reminders to Instagram CEO Adam Mosseri.

 
 

Shopping on Instagram

I worked on features across Instagram shops. Highlights include:

  • Launching ads with product tags, a feature that increased CTR while greatly lowering cost-per-impression and cost-per-click

  • Determining the GTM name for our shopping ad products, a collaborative process that included namestorms, research, and localization/trademark checks

  • Developing principles for surfacing trust signals for shops, e.g., what product and business info to show in Feed vs. storefronts vs. product detail pages

  • Driving alignment on guidance cards that boosted advertiser adoption of automated shopping features in Ads Manager

Branded content terminology

Creators can disclose branded content by adding a “paid partnership” label to their Instagram posts. Research showed that creators struggled to understand this disclosure, so I audited our branded content language to uncover inconsistencies and pain points across the app, help center, blog, and setup guides.

As one example, I discovered multiple terms for the branded content disclosure:

 
 

As a result of this audit, I:

  • Developed writing guidelines to standardize our language

  • Updated our in-app content (e.g., labels, notifications, settings) based on these new guidelines

  • Documented and clearly defined all branded content terminology

  • Established a common language across all teams supporting branded content

  • Secured buy-in to rename the Branded Content Ads team to better reflect its product and scope

  • Helped my partners (eng, UXR, data science, etc.) understand the value of content design