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Lead Viral Content Strategist & Scriptwriter – Instagram & Facebook
Organisation: Mission Aatmanirbhar Bharat
Location: Mumbai / Surat / Remote / Hybrid
Employment Type: Full-time
Experience Required: 4–10 years
Annual Salary: ₹7,20,000–₹10,80,000
Compensation will depend on experience, portfolio quality, demonstrated audience growth, analytical capability, and the final scope of responsibilities. There is no salary bar for an exceptionally qualified candidate.
About the Role
Mission Aatmanirbhar Bharat is looking for an exceptional Lead Viral Content Strategist and Scriptwriter who understands what makes audiences stop scrolling, watch until the end, share, save, comment, and follow.
This is not a conventional content-writing role.
The selected candidate will combine audience psychology, short-form storytelling, platform knowledge, research, analytics, and creative strategy to develop high-retention content for Instagram and Facebook.
Applicants must have a documented portfolio showing measurable organic audience growth. Preference will be given to candidates who have helped grow a brand, creator, public figure, or organisation from a small audience to several lakhs or millions of followers.
Key Responsibilities
- Write high-retention scripts for Instagram and Facebook Reels.
- Create compelling hooks for the first one to three seconds.
- Use curiosity, emotion, relatability, storytelling, tension, and strong payoffs.
- Develop content designed to generate shares, saves, comments, profile visits, and follows.
- Simplify complex topics into engaging short-form narratives.
- Research viral formats, audience behaviour, emerging trends, and competitor strategies.
- Build repeatable content series and scalable content frameworks.
- Develop platform-specific content calendars and campaign ideas.
- Improve underperforming scripts using retention and engagement data.
- Analyse successful and unsuccessful videos to identify creative patterns.
- Collaborate with editors, designers, researchers, presenters, and social media teams.
- Guide editors and on-camera talent on pacing, delivery, visual structure, and storytelling.
- Support organic growth, paid amplification, and performance-marketing initiatives.
- Maintain consistency in messaging, tone, brand positioning, and content quality.
- Present regular recommendations based on content and audience performance.
Analytics Responsibilities
The selected candidate should be comfortable analysing:
- Views and unique reach
- Average watch time
- Audience retention
- Skip rate and drop-off points
- Completion and replay rates
- Shares, saves, comments, and profile visits
- Follower and non-follower reach
- Follower-conversion rate
- Organic and paid performance
- View sources and content discovery
- Campaign efficiency and return on ad spend
The candidate must be able to explain why a video succeeded or failed and recommend specific improvements to its hook, pacing, narrative, structure, and payoff.
Must-Have Qualifications
Applicants must have:
- 4–10 years of relevant experience in short-form content, scriptwriting, social media strategy, digital storytelling, or audience growth.
- Proven experience writing scripts for Instagram or Facebook Reels.
- A verifiable portfolio showing significant organic audience growth.
- Experience helping grow at least one account to several lakhs or millions of followers.
- Strong knowledge of Instagram and Facebook audience-growth principles.
- Expertise in hooks, retention loops, storytelling, pacing, payoffs, and calls to action.
- Strong research, ideation, and competitor-analysis skills.
- Experience using content analytics to improve future scripts and formats.
- Ability to distinguish meaningful growth indicators from vanity metrics.
- Strong understanding of audience psychology and shareable content.
- Excellent written English and editorial judgement.
- Ability to work independently and manage multiple content deadlines.
- Ability to clearly explain personal contribution to each submitted portfolio example.
Applications without measurable performance evidence may not be shortlisted.
Preferred Qualifications
The following qualifications are desirable but not mandatory:
- Working knowledge of short-form video editing.
- Familiarity with Meta Ads Manager.
- Experience with creative testing and performance marketing.
- Knowledge of audience segmentation and paid amplification.
- Experience guiding editors, videographers, or on-camera talent.
- Experience creating content for public figures, creators, brands, organisations, or social-impact initiatives.
- Strong copywriting skills for captions, headlines, thumbnails, and calls to action.
- Experience developing repeatable viral formats or recurring content series.
- Familiarity with YouTube Shorts or other short-form platforms.
- Fluency in Hindi or additional Indian languages.
- Availability for occasional shoots, meetings, or events in Mumbai, Surat, or other locations.
Compensation and Benefits
- Annual salary of ₹7,20,000–₹10,80,000.
- Flexible remote and hybrid work options.
- Opportunity to work from Mumbai or Surat.
- Full-time role with high ownership of content strategy and performance.
- Exposure to visible campaigns, public-interest initiatives, and high-impact storytelling.
- Opportunity to experiment with new formats, content systems, and growth strategies.
- Direct influence on audience growth and organisational visibility.
- Scope for long-term professional development based on performance.
Any additional benefits, leave provisions, equipment support, incentives, or travel reimbursement will be discussed with shortlisted candidates and confirmed in the final written offer.
Success Measures
Performance may be evaluated using:
- Organic audience and follower growth
- Average watch time and completion rate
- Audience retention and replay rate
- Reduction in skip and drop-off rates
- Shares, saves, comments, and profile visits
- Follower-conversion rate
- Performance of repeatable content formats
- Quality and consistency of scripts
- Improvement of underperforming content
- Organic and paid campaign efficiency
- Contribution to broader communication and campaign goals
Specific targets will be agreed upon during onboarding.
Mandatory Portfolio Submission
Applicants must submit:
- Names or links of accounts they helped grow
- Starting and current follower counts
- Their exact role and responsibilities
- Five top-performing Reels
- Performance screenshots, analytics, or reports
- A brief explanation of the growth strategy used
- A clear description of which scripts, hooks, formats, or campaigns they personally developed
- Organic and paid performance details, where relevant
Confidential information may be anonymised, provided the candidate’s contribution and results can still be reasonably verified.
How to Apply
Please email the following to talent_hire@aatmanirbhar-bharat.org:
- Updated résumé
- Short-form content and scriptwriting portfolio
- Account-growth case studies
- Mandatory performance evidence
- Current location
- Availability or notice period
- Current and expected salary
- A short note explaining suitability for the role
Email subject: Application – Lead Viral Content Strategist & Scriptwriter
Hiring Process
The hiring process will begin with a résumé, portfolio, and performance-evidence review.
Shortlisted candidates may then be invited for:
- Initial screening conversation
- Detailed portfolio and growth-case discussion
- Scriptwriting, content-strategy, or analytics assessment
- Final discussion covering responsibilities, targets, salary, and work arrangement
- Reference or experience verification, where applicable
Candidates may be asked to explain the creative reasoning, analytics, and personal contribution behind selected content examples.
Only shortlisted applicants may be contacted.
Equal Opportunity
Mission Aatmanirbhar Bharat follows a fair, respectful, and merit-based hiring process.
Applicants will be assessed based on relevant experience, strategic thinking, writing ability, analytical capability, portfolio quality, integrity, and demonstrated results.
Qualified candidates from all backgrounds are encouraged to apply.
Applicant Privacy
Information submitted during the application process will be used only for recruitment, candidate evaluation, reference verification, and employment-related communication.
Application materials may be reviewed by authorised team members and relevant hiring stakeholders. Applicant information will not be sold or used for unrelated marketing.
Applicants should not submit unnecessary sensitive information, including government identification numbers, banking details, passwords, or financial-account information.
Application records may be retained for a reasonable period for recruitment, compliance, and consideration for relevant future opportunities.
Applicants may request correction or deletion of their information by contacting talent_hire@aatmanirbhar-bharat.org, subject to legitimate legal or operational retention requirements.
Important Notice
Mission Aatmanirbhar Bharat does not require applicants to make any payment to apply, participate in the hiring process, or receive an employment offer.
Applicants should report any suspicious communication claiming otherwise.
Click on Apply to know more.
