Instagram to Facebook

Cross-app sharing

K

Increased OBPD

%

Enabled automatic crossposting

%

CTR

The problem

Users weren't just ignoring our Instagram crossposting feature—they were actively abandoning the experience, directly impacting original content sharing metrics. The existing upsell messaging focused heavily on automatic crossposting functionality rather than communicating genuine user benefits, creating a perception of loss of control that deterred adoption.

TL;DR

I led a comprehensive content strategy revamp for growth upsells by auditing 200+ existing surfaces, mapping the full user journey, and identifying key pain points.

Collaborating across Product, UX, and Growth, we aligned on user-first messaging, simplified complex content, and replaced outdated or overwhelming language.

I used content decision trees to tailor messaging to user emotions, ran drip tests to optimize headers and CTAs, and built a reusable upsell playbook to scale impact across teams.

Content process

My approach

I undertook a comprehensive strategy overhaul:

  1. Conducted a full content audit to identify gaps and opportunities in the existing messaging. There were over 200 existing upsells all over the ecosystem, distributed across various orgs
  2. Mapped the complete customer journey to understand key decision points and pain points
  3. Led a cross-functional brainstorming session with UX, Product, and Growth teams to align on user-first value propositions
  4. Addressed specific UX pain points revealed through user research:

    • Overwhelming bottomsheets with difficult-to-scan content
    • Outdated messaging that didn't address current user needs
    • Emphasis on features rather than benefits
    • Intimidating language like "Share automatically" – automatically caused the impression that this was an irreversible action
    • Hidden controls for selective sharing
  5. Mapped user emotions to different stages of their journey using content decision trees to guide how and when we showed our upsells
  6. Ran drip campaigns to identify best performing headers, simplified body and CTAs
  7. Created a growth upsell playbook to guide other content designers

Drip campaign/user journey

My approach

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Advocating for Facebook users

Strategic pivot

Rather than following Instagram's prescriptive guidelines around automatic crossposting (which our research showed was causing friction), I advocated for a user-first approach:

  • Value-led messaging that highlighted specific benefits rather than the feature itself

  • Eliminated intimidating language like "Always share" from headlines and CTAs

  • Clearly communicated user control by educating users about their ability to change sharing settings for individual posts

  • Simplified UI content to improve scannability and reduce cognitive load

 

 

Drip campaign 1
Drip campaign 2
Upsells with data

Research

Working with our UXR, I identified that users were significantly more likely to engage when we led with value props highlighting tangible user benefits rather than emphasizing functionality-led benefit.

XFN collaboration

I set up a weekly meeting series with Instagram's cross-sharing content designer, and collaborated closely with her. I also shared our research notes and metrics to influence the outcome of my content strategy. 

Key Insights & Results

My content strategy produced measurable improvements in:

  • Converted users to turn on automatic cross-posting by 16%

  • Increased completion rate of the upsell creation processed

  • Increased original content cross-sharing from Instagram to Facebook by 6k

  • Created a growth upsell playbook to guide other content designers

 

 

Content as a strategic partner

This project demonstrates how thoughtful, user-centered content strategy can balance business goals with user needs to drive cross-app sharing.

Key stakeholders

I worked closely with:

 

  • Multiple project managers 
  • User researcher
  • Product designers
  • Engineering team
  • Data scientist team
  • Legal team
  • Design leads