Ask: Humanize the way Facebook and Instagram speak to the millions of small businesses using their platform.
Creative Approach: Toeing the line between curiosity and confidence—TMI and not enough I, sometimes known as progressive disclosuer—we set out to create an Instagram advertising hub that reduced overwhelm and increased confidence. With a focus on storytelling and social proof, we created a holisitc user experience leveraging straight-forward and inviting copy, simplified language, and had real businesses to do the talking for us across web, social, and email.
Role: Copywriter | Content Strategist | Campaign Development | UX Writer
Designing Dot Com
The heartbeat of our project was a completely redesigned landing page that took users on a journey from inspiration to action. Partnering with design, engineers, research, and product marketing, I developed the content hierarchy and UX copy flow to support user decision-making, ensuring every word—from headline to CTA—contributed to a clear, intuitive path forward.
For small business owners, the hardest part of advertising was simply getting started. But behavior data revealed a clear insight: success breeds stickiness. The moment a user ran one successful ad, their likelihood to return and promote again jumped dramatically.
Starting with an internal content audit, a thorough competitive analysis, and partnering with data and research teams, we designed Promote Hub to
Build user confidence in Promoted Posts
Reduce friction in understanding “what,” “why,” and “how”
Create a clear, skimmable structure optimized for mobile
Balance education with encouragement—without making it feel like a hard sell
Promoting Promote Hub
To drive traffic to Promote Hub, we created attention-grabbing social ads leveraging social proof and customized emails addressing pain points, allowing business owners to either learn more or get started at every touchpoint.
Here’s what the Instagram Ads page looked and sounded like before.