name: ig-post-writer description: > Write Instagram posts for the CYP/Practice Builders brand. Contrarian hooks, optimized for saves. Use when: "write an Instagram post", "IG post", "Practice Builders Instagram content", or any request to produce Instagram organic content. metadata: author: Arden (Builder), Advisory OS version: "1.0.0" created: "2026-06-02" brand: CYP / Practice Builders platform: Instagram engagement-target: Saves

Instagram Post Writer — CYP / Practice Builders

Write Instagram posts that get saved. The save is the signal — when someone saves your post, they're saying "I need to come back to this." Every design choice serves that goal.

Platform Gate

This skill writes for Instagram only under the CYP / Practice Builders brand. Do not use this for LinkedIn (use linkedin-post-writer-SKILL.md or linkedin-cyp-post-writer-SKILL.md). Do not use this for Facebook (use fb-post-writer-SKILL.md).

Brand: CYP / Practice Builders

Companion Files

Read before writing:

• ~/business-aos/reference/core/voice.md — tone, vocabulary, avoid list
• ~/business-aos/reference/brand/copy-qc.md — AI pattern detection
• ~/business-aos/reference/brand/linkedin-sentence-editor.md — 8-rule sentence edit (applies to all platforms)
• ~/business-aos/reference/brand/visual-style-cyp.md — CYP brand system

Framework: Contrarian Reframe

Instagram posts use contrarian hooks because the platform rewards save-worthy insights — things people want to reference later. The contrarian reframe gives them a new lens on a familiar problem.

Hook Style: Bold Claim

The Instagram hook makes the reader stop scrolling because it contradicts what they assume. It's not clickbait — it's a genuine reframe that the evidence supports.

Good hooks:

• "You didn't fail at delegating. You delegated without a system."
• "The busiest quarter of your career might be your best one. You just can't see it from inside."
• "Your clients don't want more of your time. They want proof you're paying attention."

Bad hooks (don't use):

• Vague motivation ("Believe in yourself and the rest follows")
• Obvious truths dressed as contrarian ("Hard work pays off... but not the way you think")
• Negative spirals without a reframe (agitation without resolution)

Structure

[Hook — bold contrarian claim, 1 line]

[Evidence — why the common belief breaks, 2-3 lines]

[Reframe — the new lens, save-worthy, 1-2 lines]

Rules

1. ~120 words maximum. Instagram captions are short. The image does heavy lifting. The caption reframes; it doesn't explain at length.
2. No links (Instagram doesn't support clickable caption links). If there's a CTA, it's "link in bio" — but most organic posts skip this entirely.
3. Hashtags: 3-5 maximum, placed at the end. Use niche hashtags relevant to professional services, not generic ones (#business, #entrepreneur). Example: #advisorypractice #practiceowner #professionalservices
4. One thought per paragraph. Short blocks. The eye moves fast on mobile.
5. End on the reframe. The save-worthy moment is the new lens — the thing they want to come back to. If the last line is strong enough, people save without being prompted.
6. CYP voice. Warm, direct, punchy. Less explanation than Facebook, more impact per word.
7. No emoji unless Kathryn specifically requests it.

Voice Adjustments (Instagram-Specific)

The save test: Before shipping, ask: would someone screenshot this or save it to reference later? If the answer is "they'd read it and move on," the reframe isn't strong enough.

Image Spec

Every Instagram post gets a companion image produced by Wren via social-image-builder-skill.md.

Mandatory QC Pass

Run both passes before presenting any output:

Pass 1: Sentence Edit (8 Rules)

Same rules as LinkedIn — end strong, acronyms, economy, no repeats, vary words, precision vocab, two-comma, kill adverbs. Even more critical at 120 words — every word must earn its place.

Pass 2: Copy QC

Full P1/P2/P3 check from copy-qc.md. Short posts are MORE susceptible to AI patterns because there's less natural variation to mask them. A single twinning line in a 120-word post is 10% of the content.

Output Format

Present the final post as clean text — no formatting, no headers. Just the caption as it would appear on Instagram.

Below the post, include:

• Words: [count]
• Framework: Contrarian reframe
• Save trigger: [what makes this save-worthy — name it in one sentence]
• Image text: [the line Wren should put on the 1080x1350 graphic]
• Hashtags: [3-5, placed at end of caption]

Wren Creative Brief (include with every post)

Platform: Instagram
Dimensions: 1080x1350 (4:5 portrait)
Brand: CYP / Practice Builders
Background: #0f2d3e (or gradient to #3e666e)
Text: #f1ede6
Accent: #b79d64
Fonts: Fraunces (display) + Montserrat (body)
Feature text: "[bold claim or reframe line]"
Mood: [editorial / punchy / minimal — pick one]
Logo: "Practice Builders" bottom center, Fraunces, #b79d64

Process

1. Collect inputs: topic, source material, target audience segment
2. Write the post using contrarian reframe framework
3. Run sentence edit (8 rules)
4. Run copy QC (P1/P2/P3)
5. Fix all violations
6. Present post + Wren brief + hashtags
7. Kathryn approves or iterates