Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
Articulating Instagram’s Voice 
(or, how I got a bunch of visual storytellers excited about language) 
@hazeljennings 
pho...
There’s a lot to write at Instagram 
photo by @janeymary
1. Articulate (don’t create) 
2. Start playing without the rules 
3. Sharing is caring 
photo by @chrisconnolly
1. You’re not creating anything from scratch 
(Don’t worry!) 
photo by @chrismarra
Start with values 
photo by @dantoffey
You’ve got people listening 
photo by @jeffreydgerson 
I know what 
your voice 
sounds like!
An Instagram Generation 
A film by Ravi Vora “For me, I love it. Because I love meeting new people.” 
“At first I thought ...
You’ve got other writers 
(I promise) 
photo by @janeymary
You’ve got people writing 
(who maybe you wish would stop it) 
photo by @miekd
2. Start playing without the rules 
I have no idea 
what I’m doing…. 
photo by @andrewewoods
Sing loud. Sing proud.
Write. Learn. (document) Rewrite. Learn. (document) Rewrite. Learn (document) 
photo by @miekd
3. Sharing is caring 
photo by @jeffreydgerson
Let your humans help
Inspire warriors for your content 
photo by @m
Instagram is: 
helpful, but not overbearing 
simple, but not condescending 
empowering, but not pushy 
photo by @miekd
Our standards don’t look like this
They look like this
1. Articulate (don’t create) 
2. Start playing without the rules 
3. Sharing is caring 
photo by @hazeljennings 
photo by ...
Questions? 
@hazeljennings photo by @hazeljennings
Articulating Instagram’s voice, or, how I got a bunch of visual storytellers excited about language
Upcoming SlideShare
Loading in …5
×

Articulating Instagram’s voice, or, how I got a bunch of visual storytellers excited about language

187 views

Published on

Instagram is all about using photos (not words) to tell stories and share moments. So, how did I, as their first content strategist, get everyone excited about capitalization rules and voice attributes? Setting or revamping content standards and voice guidelines are vital to practicing content strategy. But getting buy-in and support can be a real drag. I learned a lot articulating Instagram’s voice and writing our content standards, including that making words everyone’s business is the key to creating standards everyone can’t wait to use.

-Learn that documenting a brand’s content standards is often a lot less about creating something from scratch, and way more about figuring out how guiding principles or core values relate to content.

-Get familiar with ways to put your standards to work before you’ve written them, and how to use uncertainty to your advantage.

-See solutions for bringing people along in your process and making them content warriors with standards and style guide formats that are easy to access, digest and put to work.

Published in: Design
  • Be the first to comment

  • Be the first to like this

Articulating Instagram’s voice, or, how I got a bunch of visual storytellers excited about language

  1. 1. Articulating Instagram’s Voice (or, how I got a bunch of visual storytellers excited about language) @hazeljennings photo by @chrisconnolly
  2. 2. There’s a lot to write at Instagram photo by @janeymary
  3. 3. 1. Articulate (don’t create) 2. Start playing without the rules 3. Sharing is caring photo by @chrisconnolly
  4. 4. 1. You’re not creating anything from scratch (Don’t worry!) photo by @chrismarra
  5. 5. Start with values photo by @dantoffey
  6. 6. You’ve got people listening photo by @jeffreydgerson I know what your voice sounds like!
  7. 7. An Instagram Generation A film by Ravi Vora “For me, I love it. Because I love meeting new people.” “At first I thought this is a little bit... intimidating. But then you go and you’re like ‘Oh my gosh, this is so “And then I realize that this is a real person.” “Jump in. I guarantee you that we’re all really friendly.” “Because at the end of the day we’re just people taking pictures, inspiring each other.” much fun.’ "
  8. 8. You’ve got other writers (I promise) photo by @janeymary
  9. 9. You’ve got people writing (who maybe you wish would stop it) photo by @miekd
  10. 10. 2. Start playing without the rules I have no idea what I’m doing…. photo by @andrewewoods
  11. 11. Sing loud. Sing proud.
  12. 12. Write. Learn. (document) Rewrite. Learn. (document) Rewrite. Learn (document) photo by @miekd
  13. 13. 3. Sharing is caring photo by @jeffreydgerson
  14. 14. Let your humans help
  15. 15. Inspire warriors for your content photo by @m
  16. 16. Instagram is: helpful, but not overbearing simple, but not condescending empowering, but not pushy photo by @miekd
  17. 17. Our standards don’t look like this
  18. 18. They look like this
  19. 19. 1. Articulate (don’t create) 2. Start playing without the rules 3. Sharing is caring photo by @hazeljennings photo by @dantoffey
  20. 20. Questions? @hazeljennings photo by @hazeljennings

×