Role Summary
We’re not looking for a caption writer.
We’re hiring a social-first copywriter who thinks in scripts, scenes, and conversations—not just lines of text.
Your mandate is simple:
Turn real human insights into scroll-stopping scripts that people relate to, engage with, and share.
You will work closely with:
- Social Media Manager
- Videographers & Editors
- Growth & Performance Team
- Influencers / Creators
- Founders
What You Will Own (KRAs)
1. Script Writing for Social (Core Ownership)
- Write:
- Reels scripts
- YouTube Shorts scripts
- UGC scripts
- Influencer scripts
- Focus on:
- First 3-second hooks
- Natural flow
- Real conversations
- Output:
You are responsible for: “Does this script feel real and hold attention?”
2. Hook & Content Ideation Engine
- Generate:
- Across:
- Personas (male vs female)
- Pain points
- Content formats
You are responsible for: “What makes people stop scrolling?”
3. Platform-Native Content Writing
- Write for:
- Instagram (Reels + captions)
- YouTube Shorts
- Other relevant platforms
- Adapt:
You are responsible for: “Does this feel native to the platform?”
4. Persona-Led Storytelling
- Translate:
- Male vs female psychology
- Age-based lifecycle (35–60)
Into:
- Scripts
- Hooks
- Content narratives
You are responsible for: “Does the audience feel seen?”
5. Influencer & UGC Script Collaboration
- Create:
- Creator briefs
- Script directions
- Ensure:
- Content feels authentic
- Not overly ad-like
6. Content Performance Optimization (Critical)
- Analyze:
- Watch time
- Retention
- Engagement
- Identify:
- Winning scripts
- Weak scripts
- Translate insights into:
- Better hooks
- Stronger narratives
You are responsible for: “How does our content improve week-on-week?”
7. Social & Growth Alignment
- Work with performance team to:
- Repurpose organic scripts into ads
- Align messaging across funnel
KPIs (How You’ll Be Measured)
Core Metrics
Hook Retention (First 3 Seconds)
- % of viewers who continue watching
Average Watch Time
- Higher = stronger storytelling
Engagement Rate
- Likes, Comments, Shares
- Target: 5–8%+
Save & Share Ratio (Critical)
Script Output Velocity
- Target: 15–25 scripts/week
Winning Script Ratio
- Target: 20–30% outperform baseline
Content-to-Ad Adaptability
- % of scripts usable for paid ads
Iteration Speed
What “Good” Looks Like
- Writes:
- Natural, conversational scripts
- Not “ad copy”
- Understands:
- Indian household realities
- Emotional + practical triggers
- Thinks in:
- Can clearly answer:
“Why did this video work?”
What We Don’t Want
- Caption writers who can’t write scripts
- Overly polished, ad-like writing
- Generic, template-based content
- No understanding of performance
Requirements
Must-Have Skills
- Strong understanding of:
- Instagram Reels
- YouTube Shorts
- Proven experience with:
- UGC scripting
- Influencer content
Bonus (Nice to Have)
- Experience in:
- Health / Wellness category
- Understanding of:
- Ability to:
- Read and apply performance data
Final Note
This role is about more than writing.
It’s about creating stories people see themselves in—and act on.
If you can combine:
- Human insight
- Strong hooks
- Performance thinking
You’ll do well here.
