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Mapping and rebuilding the messaging strategy across Instagram’s creator marketplace, from onboarding through to feature announcements.
Reduced notification noise by revising the entire creator comms journey. This included updating messaging and strategy for megaphone announcements and notifications to make them more focused on user need. The work helped set the guidelines for creator comms as Instagram’s creator marketplace continued to grow and evolve.
While working on Instagram’s creator marketplace product (which empowers creators and brands to find and partner with each other on brand deals), I identified the need for a comprehensive creator comms journey. I mapped out key touch points and set clear guidelines for the type of messaging creators would receive at different points in their creator marketplace experience, such as invitations to onboard, reminders to complete actions, and announcements of new features.
Determined the type and cadence of each communication, based on best practices learned from different teams, e.g. the notification team.
Wrote updated content for messaging, paying attention to tone at different stages of a creator’s journey.
Presented the proposal for the overall journey to get buy-in from stakeholders. It was quickly approved and I was able to implement it with the product team, which included auditing and removing any messages that were no longer fit for purpose.
I started by mapping out which messages would be relevant at which points of a creator's journey, across a happy path and an unhappy path.
For each piece of messaging, I determined when a creator would see it and how frequently, based on where they were in the journey, which messages they had seen before, and the importance of the message (e.g. if there was an action necessary to complete onboarding, a creator might be notified about this more than once).
1
First touch point: let creators know about creator marketplace and encourage them to join.
2
A reminder sent to creators who start but don’t finish onboarding.
3
Encourage creators to increase their discoverability by completing actions.
4
The most time sensitive messaging is sent via push notifications.
