"Hi we're, H\FC" Insta Highlight (Copywriter: Home From College)

TLDR

I wrote Instagram highlight copy to introduce the brand to new followers. The goal was to create a quick + punchy intro to educate people on the brand's values and use-case. I tried to emulate "cool older sister" energy - someone who you trust but isn't condescending. I made sure all four slides were packed with info + a precise representation of Home From College's values.

Process

I started this project by consulting writing out a list of the major items we needed to educate on in this copy + the key emotional trigger for users to connect with our brand. Through conversations with the team, we decided the primary use case was that traditional resumes and job-search platforms don't serve the skills and needs of gen z.

Early-on in my role, I offered to create a playbook for the brand's voice. I'm not able to share that material here, but the playbook consisted of "do's and don'ts" for each facet of the brand's voice. For example: Friendly Do: use accessible language, emojis, familiar phrases + jokes Don't: be too exclusive, be condescending, use harsh or clinical language

The first slide paints a picture of the problem. It says, "We see you and we're also frustrated." It's the hook that opens the audience's mind to new possibilities - a better alternative.

Slide two is about signaling to the audience, "You deserve to feel empowered." This punchy, slightly provocative wording was the perfect way to capture the audience's attention and connect with the emotional trigger of the problem we were solving.

In the third slide, I wanted to clearly state the brand's mission, vision, values as concisely as possible. Gen Z responds to brands who know what they're about so this part was crucial to solidify trust + authority.

The final slide may seem like it's purely functional - to share the link - but even in the last second, I was sure to pack the copy with meaning. By including "built with YOU at its core" we were able to tell our audience one last time what's most important to our brand: user empowerment.

To see a video of the highlight or to view other copy I did for Home From College visit my website madisonholloway.com