IG Visual Content Planning Specialist/Instagram Content Creator

About the role

Plan Instagram visual ad creatives based on product selling points, user pain points, and market trends. Develop diversified ad directions including Product Highlight, Tutorial, Before & After, Comparison, Lifestyle, and UGC. Formulate ad Big Idea, Headline, and overall visual direction to continuously improve ad conversion performance. Conduct in-depth research on target consumer persona, usage scenarios, consumption psychology, purchase motivations, and core pain points. Monitor brand and industry developments, deconstruct outstanding ad creatives on Instagram, TikTok, Facebook, and other platforms, and study competitors' creative strategies. Independently complete ad content scripts including creative direction, copywriting, visual expression, and content structure. Participate in building and continuously improving ad content assets including Theme Library, Headline Library, KOL Library, Material Library, and Best-Practice Case Library. Monitor core ad metrics such as CTR, CPA, ROI, and CVR, and continuously optimize creative direction based on ad data. Participate in developing Creative Testing Plans and conduct A/B tests across themes, visuals, copy, selling points, and audiences.

Key responsibilities

• Plan Instagram visual ad creatives based on product selling points, user pain points, and market trends

• Develop diversified ad directions (Product Highlight, Tutorial, Before & After, Comparison, Lifestyle, UGC)

• Conduct in-depth research on target consumer persona, usage scenarios, and purchase motivations

• Monitor brand and industry developments and deconstruct outstanding ad creatives on multiple platforms

• Independently complete ad content scripts including creative direction, copywriting, and visual expression

• Collaborate with designers, copywriters, photographers, and BD team to produce high-quality ad creatives

• Participate in building ad content asset libraries and standardized SOPs

• Monitor core ad metrics (CTR, CPA, ROI, CVR) and optimize creative direction based on data

• Conduct A/B tests across themes, visuals, copy, selling points, and audiences

• Continuously iterate ad content through PDCA methodology

About you

• 1–3 years of relevant experience in advertising creative/content planning

• Familiar with Instagram ad logic and Meta ad mechanisms

• Understand user growth, content marketing, and social media operations

• Possess solid understanding of the beauty industry, DTC brands, and overseas social media trends

• Strong data analysis skills; able to evaluate content performance based on ad data

• Able to independently distill product selling points and extract user value

• Able to build product theme libraries and content frameworks

• Good content management awareness and systematic thinking

• Strong cross-team collaboration and communication skills

• Experience in beauty, skincare, FMCG, or cross-border e-commerce is preferred