Content Engine

Two-layer brand system: Reels for growth, Feed for brand proof. They serve different purposes and must never look the same.

Growth Engine

Reels

Capture attention, spark curiosity, drive traffic. Fast, emotional, POV-based content.

  • Hook within 1 second
  • Feel personal
  • Understandable without sound
  • Never explain everything
  • Can be slightly chaotic (but aesthetic)
Reels Must NOT
Carry the full brand • Feel corporate • Explain features in detail

Generate Reel

Brand Proof

Feed

Build trust, establish taste, signal quality. Calm, editorial, minimal content.

  • Editorial Stillness (≈60%)
  • Quiet Social Proof (≈25%)
  • Soft Product Presence (≈15%)
  • No CTAs, no urgency
  • Let images breathe
Feed Examples
"See it. Then decide." • "Clarity before commitment." • "I finally stopped overthinking."

Generate Feed Content

Saved Feed Posts

Saved Reels

Instagram Caption
Style
Caption
Hashtags
Brand Rule
If it feels like it's trying to convince someone — it's not on brand.
If it feels like it gives permission to decide — it is.