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.

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
    

2. Hook & Content Ideation Engine

• Generate:
  • 30–50 hooks/week
    
• Across:
  • Personas (male vs female)
    
  • Pain points
    
  • Content formats
    

3. Platform-Native Content Writing

• Write for:
  • Instagram (Reels + captions)
    
  • YouTube Shorts
    
  • Other relevant platforms
    
• Adapt:
  • Tone
    
  • Language
    
  • Format
    

4. Persona-Led Storytelling

• Translate:
  • Male vs female psychology
    
  • Age-based lifecycle (35–60)
    

Into:

• Scripts
  
• Hooks
  
• Content narratives
  

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
    

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

1. Hook Retention (First 3 Seconds)
   • % of viewers who continue watching
     

1. Average Watch Time
   • Higher = stronger storytelling
     

1. Engagement Rate
   • Likes, Comments, Shares
     
   • Target: 5–8%+
     

1. Save & Share Ratio (Critical)
   • Indicates:
     • Relatability
       
     • Value
       

1. Script Output Velocity
   • Target: 15–25 scripts/week
     

1. Winning Script Ratio
   • Target: 20–30% outperform baseline
     

1. Content-to-Ad Adaptability
   • % of scripts usable for paid ads
     

1. 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.