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At a glance
What it is
Plan how Instagram fits your marketing. Decide which formats do which job, how often to post and how to measure Reels, carousels and Stories.
A skill is a written procedure a bot loads when a job calls for it. This one is a single file, SKILL.md, and the whole file is on this page.
Each of these library teams gives its bots this skill. Import one and look inside first.
The whole file, exactly as it downloads. Read it before you rely on it.
SKILL.md
74 lines · 725 words
As of: 2026-05-16
Mode skill. Default-enabled on the Channels specialist.
Use when Instagram is on the channel mix and you need to decide what role it plays in the stage map, what formats serve which stages, and how to spec creative without inventing platform mechanics. Use when the brief says "post on Instagram more" without a stage assignment.
Trigger phrases:
Plan how Instagram fits your marketing. Decide which formats do which job, how often to post and how to measure Reels, carousels and Stories.
Nothing. It ships with Murage, which is open source. Your bots run on the AI plan you already have.
Yes. Open it in Settings → Skills to read, edit or duplicate it. Skill Guard scans it again after every edit.
Download the app, connect the AI you already pay for, and tell your Chief of Staff what needs doing. Plan on about ten minutes from install to a working team.
No account needed · Runs on the AI plan you already pay for
No account needed · Runs on the AI plan you already pay for
Paste it into your agent's instructions (CLAUDE.md, AGENTS.md or a custom GPT), or add it to a bot in Murage.
Ask Ember for the bot, then switch the skill on in its settings.
Step 1
Send your Chief of Staff this message. It proposes the bot and its role first, and creates it when you say go.
Send this to Ember
“Create a bot that uses the Instagram skill, and show me the plan first.”
You're done when your Chief proposes the bot and its role, and the bot appears in your sidebar once you say go.
Step 2
You're done when you see the bot’s skills and the library.
Step 3
You're done when the skill shows as on for that bot.
Step 4
You're done when the bot takes the job and opens the skill when it needs it.
Prefer to do it yourself? Choose + in the sidebar, then New Bot.Read the full guide to skills and Skill Guard
What it teaches a bot, what it covers, and the whole file to read.
The principle
**Mode skill.** Default-enabled on the Channels specialist.
What it covers
When to use
Procedure
Decision rules
Anti-patterns
Before / after
"Reels vs. carousels, which works?"
"How do I grow our IG?"
"Help me build an IG content plan."
1. Assign Instagram a stage. Instagram can serve Awareness, Consideration, or Retention depending on how you use it. Decide which job it does here.
Awareness: Reels with broad-appeal hooks, audio-driven discovery, no in-frame product. Optimization target: reach + saves-as-memorability-proxy.
Consideration: Carousels (educational, comparison, framework). Optimization target: saves + shares + profile visits.
Retention: Stories (behind-the-scenes, customer features, FAQ replies, polls). Optimization target: reply rate + sticker interaction.
Do not try to make one piece of content serve all three stages.
2. Build a format mix matched to the stage. As of 2026-05-16, Reels remains the dominant discovery surface; carousels remain the dominant save/share surface; Stories remain the warm-audience surface. Within a typical 12-post month: 4-6 Reels (Awareness/discovery), 3-5 carousels (Consideration/save), 2-4 Stories per day (Retention/warm-pool).
3. Spec creative constraints, not creative content. Your job is the format brief; Copy writes the words and Brand designs the look. Spec:
Reels: vertical 9:16, hook within first 2 seconds, on-screen text for sound-off viewing, length 7-30 seconds for highest completion rate.
Carousels: 10 slides max, slide-1 hook earns the swipe, last slide drives CTA, square or 4:5 vertical.
Stories: 24-hour decay; use stickers (poll, quiz, link, question) to lift interaction; highlight permanent assets in covers.
4. Set cadence honestly. Posting more is not strategy. Pick a sustainable cadence the team can actually hit for 12 weeks: 3 Reels + 2 carousels per week is a common floor for active growth.
5. Measure by stage. awareness-stage Reels: reach, plays, follow-from-non-followers. consideration-stage carousels: saves, shares, profile visits. retention-stage Stories: reply rate, sticker engagement. Do not grade Reels on link clicks; Instagram structurally suppresses out-links from organic posts.
One stage per post. A post that tries to inform, entertain, and sell will do none of those well.
Saves and shares beat likes for consideration-stage carousels. Saves signal future re-read; shares signal social proof. Likes signal nothing actionable.
First two seconds carry the Reel. If the hook does not earn attention immediately, completion collapses. Spec hook-on-screen at frame one.
Stories are warm-audience only. Do not invest in Stories for follower growth. Use them to deepen relationship with people who already follow.
As of 2026-05-16: the platform continues to reward original, on-platform content over cross-posted material. Reels uploaded from other platforms (visible watermarks) get distribution penalties.
Posting product-shots-with-price-overlay and expecting buying-stage performance. Organic IG is an Awareness/Consideration surface; force conversions to paid placements or out-of-platform email.
Buying followers. The follower-to-impression ratio is what the algorithm reads; junk followers crater distribution.
Treating every Reel as a vehicle for the same offer. Reels that feel like ads underperform. Save offer language for captions and pinned comments, not the video itself.
Cadence-driven posting with no stage logic. Eight posts a week of stage-mismatched content is worse than three on-target posts.
Quoting platform tactics from blog posts dated before 2024. Reach mechanics and format priorities have shifted; demand fresh sources.
Brief: "We need to grow on Instagram."
Before (cadence-as-strategy):
Post 5x/week, mix of Reels, photos, and Stories. Use trending audio.
After (stage-anchored, 2026-05-16):
Stage: Awareness (discovery) + Consideration (educational saves). Mix: 3 Reels/week with hook-on-frame-one and on-screen text, 2 carousels/week (10 slides each, save-optimized framework content), Stories daily for warm-pool depth. Reject product-price posts on grid. Measure: Reel reach + follow-from-non-followers; carousel saves + shares; Story reply rate. Push offer asks to email/DM, not feed. Confirm with Brand on visual constraints before Copy writes captions.
SKILL.md
74 lines · 725 words
The text of SKILL.md is shown as it downloads, under the Apache-2.0 license, by Ferrox Labs. The license is the one in the file's own frontmatter.
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