Social Media Copywriter (Script & Content Specialist)

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: 15–25 scripts/week You are responsible for: “Does this script feel real and hold attention?”
2. Hook & Content Ideation Engine Generate: 30–50 hooks/week 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: Tone Language Format 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) Indicates: Relatability Value 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 < 5–7 days What “Good” Looks Like Writes: Natural, conversational scripts Not “ad copy” Understands: Indian household realities Emotional + practical triggers Thinks in: Hooks Scenes Dialogue 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: Consumer psychology 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.