Overview

This project aimed to create an emotionally resonant instagram reel that connected with our audience through authentic storytelling and brand-aligned messaging.

Objectives

Share a compelling personal narrative that illustrates the brand’s core mottos: “Do it scared” and “Will we regret it if we don’t?”
Increase engagement and reach by appealing to viewers’ sense of adventure, vulnerability, and growth
Drive audience growth by attracting new followers through relatable storytelling and strong visual appeal

Click to view Reel

Shaping the Content Strategy

Voice, Tone & Storytelling

The content was crafted with an honest, motivational tone to reflect our brand’s values, vulnerability, courage, and curiosity. I leaned into first-person storytelling to create an emotional connection, inviting the audience into a real, human moment of fear and triumph.

Platform-Specific Considerations

Since this reel was shared on Instagram, I optimized it for mobile-first viewing: short-form vertical video with high-energy pacing, clear visual storytelling, and concise captions. The hook in the first few seconds was intentional to stop scrolling. Hashtags were chosen to expand reach within the travel and adventure community.

Accessibility & Inclusivity

I ensured the content avoided idioms that could be misunderstood by non-native speakers. The tone was encouraging and inclusive, emphasizing personal growth over perfection or performance.

Bringing the Content to Life

What Was Created

I developed a concept and wrote copy for an Instagram reel titled “Do It Scared”, built around a personal canyoning story. The post featured a compelling narrative caption, branded hashtags, and a strong call to action inviting followers to share their own growth moments.

Examples

An example of content planning doc, concept, copy and tags.

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Iteration & Feedback

Before posting, I reviewed engagement trends from past content to refine the narrative approach, shortening the caption's intro for a stronger hook and emphasizing emotional beats that resonate with our audience. After posting, I monitored early engagement to confirm it aligned with performance goals.

Outcomes & Insights

After posting this reel on the Average Lost Couple feed this was the outcome: Reach: 88.1% (2.8K viewers) of viewers were non-followers, Watch time: 2 hours, 57min, Engagement: 162 post interactions (likes, shares, comments), Growth: 3 new followers gained from a single post. Overall the performance of this reel did fairly well and was the highest performing reel from that particular week.

Reflection

This project reminded me that their is power in authentic storytelling in digital content. By leaning into vulnerability and sharing a personal challenge, I was able to connect with our audience in a meaning way. The strong engagement reinforced the importance of aligning content with our brand value and truth. It all showed me that even small-scale posts can drive growth when thy resonate deeply with others.

Instagram Reel: “Do It Scared”

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