Internal strategy document
Instagram carousel + story templates
A research-backed template system for NuMarket business windows — optimized for swipe-through and link-in-bio conversion. Applied to Bocadillo Market (Type B existing business).
8
Evergreen story flyers per window
22
Max words on carousel surface
Carousel structure
Why 4 slides
Each slide has one job. When every slide earns the next swipe, completion rate stays high and the CTA on slide 4 actually gets seen. Cut anything that doesn’t move the viewer forward.
Type B (existing business): 4 slides. Type A (event/opening): 5 slides when there’s genuine news. Final Day: 2 slides — the audience already knows the offer.
Slide-by-slide roles
Each slide has one job
1
Hook + swipe cue. Full-bleed photo, short text overlay (5–8 words), arrow (→). Never photo-only.
2
Anchor / reveal. One concept, one line. Cream background by default — or photo-led if the business has strong photography. No sublines.
3
Product value beat. Full-bleed photo, one-line overlay. Anchors to a specific product or experience.
4
Inverted CTA. Charcoal background. CTA pill: “Link in bio” — no arrow on the pill. Handle + NuMarket lockup. Only slide with a CTA.
Week 1 — introduce the regular
Carousel: identity-led, no mechanic
[ hero photo ]
A new way to be a Bocadillo Regular →
Bocadillo is on NuMarket.
[ paella / morning ]
More of what you already come for.
Become a Regular.
Link in bio
@bocadillomarketnumarket
1 · Hook + swipe cue2 · NuMarket reveal3 · Regular life4 · Become one
Caption
A new way to be a Bocadillo Regular — link in bio.
Identity-led. No mechanic on the surface. The landing page carries the how.
Week 2 — tangible benefit (flexible)
Carousel: 20% on the surface
[ counter / pastry case ]
Want more Bocadillo? →
20% more back at Bocadillo.
[ jamón + almond pie ]
More Jamón. More almond pie.
Become a Regular.
Link in bio
@bocadillomarketnumarket
1 · Want more?2 · The number3 · What that means4 · Become one
Caption
Want more Bocadillo? Get 20% more back — link in bio.
The only week 20% appears on the carousel surface. Slide 2 → 3 reads as one thought: the number → what it buys you.
Week 3 — craft + access (flexible)
Carousel: Members reserve first
[ kitchen / hands ]
Made in house. →
Spanish Supper. Friday + Saturday only.
[ paella table ]
Members reserve first.
Become a Member.
Link in bio
@bocadillomarketnumarket
1 · Made in house2 · Limited dinners3 · Members first4 · Become a Member
Caption
Spanish Supper is Friday + Saturday only — Members reserve first. Link in bio.
CTA shifts to “Become a Member” because slide 3 names a Member-specific perk. Default stays “Become a Regular” otherwise.
Week 4 + Final Day
Last call carousel + micro-carousel
Week 4 — last call
[ hero photo ]
Final week to be a Bocadillo Regular →
The window closes [date].
[ paella / bocadillo ]
Last call for what you love.
Become a Regular.
Link in bio
@bocadillomarketnumarket
1 · Final week2 · The window3 · Last call4 · Become one
Caption
Final week to become a Bocadillo Regular — the window closes [date]. Link in bio.
Final Day — 2-slide micro-carousel
[ hero photo ]
Final day. →
Become a Regular.
Link in bio
@bocadillomarketnumarket
1 · Alarm bell2 · The close
Caption
Today’s the last day to become a Bocadillo Regular. Link in bio.
Caption strategy
The caption is the click engine
The carousel earns the profile visit. The caption converts it to a click. Most people never tap “See more” — the click instruction has to land in the first ~125 characters.
125
Characters visible before “See more”
1–3%
Typical bio-link CTR (organic)
30
Max words on visible first line
1
“Link in bio” in the first 125 characters. Every post, every week.
2
Product-anchored, not mechanic-anchored. Sell the experience. Route to the link. 20% only appears in the caption for whichever week carries the tangible benefit theme.
3
One ask. The link. Nothing else.
4
Match the landing page. The caption’s promise and the page’s first scroll must rhyme.
Story flyer bank — stories 1–4
8 evergreen standalones
Single frame each. Headline in the upper two-thirds. Bottom third is a clear protected zone — that’s where the business places the link sticker in Instagram when posting. The image file itself has no sticker; include a posting briefing with each story specifying label text, URL, and placement.
[ hero photo ]
A new way to be a Bocadillo Regular.
[ café exterior ]
Five years in. Now make it official.
[ jamón + almond pie ]
More Jamón. More almond pie.
[ kitchen / pastry hands ]
Everything on the counter. Made in house.
1 · Identity intro2 · Tenure + NuMarket3 · Product desire4 · Craft
Story flyer bank — stories 5–8
Urgency escalation
[ paella table ]
Spanish Supper. Friday + Saturday only.
5 · Limited dinner6 · Access7 · Soft urgency8 · Final day
Story 8 is the only frame without a photo. Post them when they fit the moment — they’re not week-assigned.
Content structure
Fixed positions. Flexible middle.
Week 1 and Week 4 / Final Day are fixed. The middle weeks are chosen based on the individual business.
| Week | Position | Job | Bocadillo example | CTA |
|---|
| Week 1 | Fixed | Introduce NuMarket. Name the Regular. | A new way to be a Bocadillo Regular → | Become a Regular |
| Week 2 | Flexible | Theme from kickoff — benefit, craft, product, social proof. | Want more Bocadillo? → 20% more back. | Become a Regular |
| Week 3 | Flexible | Theme from kickoff — access, Members, limited offering, community. | Made in house. → Members reserve first. | Become a Member |
| Week 4 | Fixed | Signal the close. Warm urgency. | Final week to be a Bocadillo Regular → | Become a Regular |
| Final Day | Fixed | Alarm bell. Two slides. | Final day. → | Become a Regular |
20% on the surface: Only appears once per window — in whichever flexible week carries the tangible benefit theme.
Locked rules
Locked rules
1
4 slides, Type B. Hook → Anchor → Value → Inverted CTA. One concept per slide. CTA pill on slide 4 only, no arrow on pill.
2
Credit phrasing: “20% more back at [Business].” No extra clauses. Six words.
3
20% on slide surface once per window only. In whichever flexible week uses the tangible benefit theme. W1, W4, Final Day never show it.
4
“Become a Member” when the slide earns it. Default is “Become a Regular.”
5
“Link in bio” in the first 125 characters. Every caption, every week.
6
8 evergreen story flyers. Headline upper two-thirds. Bottom third clear for the link sticker, added by the business in Instagram when posting. Cycle sticker labels across the 8 stories — don’t repeat the same label.
7
Verify all business facts. No fabricating tenure, menu items, or location details.