Time needed
90 minutes
Difficulty
Intermediate
Cost
It depends on the plan and the materials
Tools
Claude + export and anonymized materials
Check
July 20, 2026

What materials do I start from?

I collect materials that show differences, not just successful examples: ten strong and ten weak posts, comments with questions, objections received in calls, commercial presentations, website pages and texts written directly by those representing the brand. It is in these contrasts that I recognize the voice.

For each item add source, date and context. “Instagram comment” is too little; “comment on an educational Reel from March, published by a potential client” is already useful information.

How to protect data and people?

Remove names, usernames, emails, telephone numbers, health information, economic information and any details that make a person recognizable. Maintain only the meaning necessary for the analysis. If the material is confidential or you don't know if you can use it, don't upload it.

How do you move from language to rubrics?

Operational schemeI listen before the calendar
  1. MaterialsBrand texts and public words
  2. TensionsFrequently asked questions, objections and wishes
  3. VoiceRules, examples and linguistic limits
  4. ColumnsSerial answers with a point of view
  5. TestsFour weeks and distinct signals
The columns arise from documented tensions and a recognizable voice, not from abstract categories.

What prompts to use with Claude?

Prompt 1: encode listening

Prompt to useTension map
Analyze anonymized excerpts in <materiali_pubblico>.

For each extract identify:
- explicit question;
- implicit need, only if supported by the text;
- objection;
- recurring word or expression;
- stage of the journey: discovery, evaluation, decision, use;
- level of certainty of interpretation.

Then group the voltages, but keep at least one test extract for each group. Don't write content or invent personas.

<materiali_pubblico>
[Insert excerpts with source and context]
</materiali_pubblico>

Why do I use this prompt: This prompt classifies the audience's language without immediately turning it into copy. It helps to avoid confusing listening and production.

Prompt 2: derive tone rules

Prompt to useItem demonstrated by examples
Compare the texts in <voce_si> and <voce_no>.

Obtain a maximum of 8 writing rules. Each rule must include:
1. behavior to adopt;
2. behavior to avoid;
3. short rewritten example;
4. strategic reason.

Analyze rhythm, vocabulary, degree of certainty, relationship with the reader, use of technicalities and way of expressing dissent. Don't describe the tone with just adjectives like "professional" or "empathetic."

<voce_si>[Authentic lyrics]</voce_si>
<voce_no>[Texts rejected or too generic]</voce_no>

Why do I use this prompt: This prompt uses positive and negative examples to turn a feeling about tone into observable instructions.

Saying “use a professional tone” leaves too much room for interpretation. A comparison between what works and what doesn't represents the brand shows concrete boundaries.

Prompt 3: Design editorial series

Prompt to useRubrics based on tensions
Use only the approved voltage map and voice rules.

Design 6 Instagram columns. For each indicate:
- voltage served and related extract/test;
- brand thesis;
- 3-step recurring structure;
- most suitable size and pattern;
- example of opening in the approved tone;
- call to action;
- primary metric;
- risk of repetition.

Deploy the rubrics in a sustainable 4-week test with these constraints: [insert resources and frequency]. Don't create themes that aren't derived from the materials.

Why do I use this prompt: This prompt converts listening and speaking into repeatable series. Each proposal must show the evidence from which it derives.

How to do human review?

Read the openings aloud. Delete any that could belong to anyone. Check that the thesis is truly supported by the brand's experience and that the call to action does not ask for disproportionate behavior.

What works

Advantages

  • It starts from the real language of the public and brand
  • Makes the tone of voice more applicable
  • Link each rubric to a documented voltage
What to check

Limits

  • Requires cleaning and anonymization of materials
  • A skewed sample produces skewed priorities
  • Automatic classification must be checked

If you have few materials and want to start with goals and insights, use the Instagram method with ChatGPT. To integrate research and visual references, read the guide to Gemini.

Frequently asked questions

When is it best to use Claude for Instagram?

When you have a lot of materials to compare: guidelines, past posts, comments, transcripts, offers and brand constraints.

Can I paste customer comments and messages?

Only after removing personal data and confidential information. Work on anonymized and relevant excerpts.

Why use multiple prompts?

Separating listening, selection and planning prevents the first plausible idea from automatically becoming the editorial plan.