When I was brought on, our concept was fairly barebones: my coworkers knew what sort of image they wanted to portray in social and traditional media, but they were at a complete loss for how to build that image in an authentic, earnest way. What I brought to the table was that earnestness: not only was I concerned with kicking the bar itself into progressively higher gears, with higher standards, I wanted to transmit that earnestness through our social copy.

To do that, I used my experience with narrative copy and focused research on Instagram. My quest was to sift through all the posts of hospitality professionals and their workplaces that fit our demographic: traveling, discerning, curious business-professionals.

This post is an example of my narrative style, and provides insight into how I manage an Instagram feed.


The picture is in focus, clean, and presents a clear story. All too often I Found other brands failed at this most basic task: the picture has to be your attention grabber. It needs to be technically well-executed, and open the story, this is the "Once upon a time..." of the post.

My copy uses a lexicon appropriate to our outlet and, most importantly, one that is familiar and comfortable to our clientele. I know that if I target my marketing directly at people already interested in our brand and in what we stand for, it will be that much more effective.

The post's copy, generally, is short and punchy. Instagram is about photos, and bite-sized flash fiction. I juggle the important facts of our outlet's first post: We are new, we place a high degree of import on providing considered, artful service, and that we offer something new and unlike anything else around us. This links to the story in the picture and gives the reader scrolling through their feed enough to start filling in the gaps with their imagination. You never have enough space to explain everything in a social post, what's most important is piquing that curiosity and priming a customer for that business interaction.

My categorical hashtags are hidden below the post, unless they fit into the natural narrative of the copy. This way, I make use of the benefits of multiple general hashtags, without falling into the trap of losing the voice of the copy in a quagmire of generalities. The copy is ours, the hashtags are for everyone.