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Articulating Instagram’s Voice, or, How I Got a Bunch of Visual Storytellers Excited About Language

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 developing a polished experience. 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.