Social media playbook for boutiques
A boutique sells taste: the pieces you pick and how you style them. Social media shows people what just arrived, how to wear it and why your shop is worth the visit. Do it steadily and regulars will check your feed before they come in.
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What social media is for, for a boutique
Show what's new and how to wear it, so people visit or order before it sells out.
Where to post
Best first. You don't need every app; these earn their time.
Instagram
New arrivals, try-on reels and stories that sell.
TikTok
Try-ons and styling videos reach shoppers who don't know you yet.
Facebook
Local regulars, events and sales.
Pinterest
Outfit and gift ideas people save and come back to.
What to post
Four kinds of post, with ideas you could make this week.
New arrivals
What just came in, with the price and sizes in the caption.
- Just in: this week's new pieces
- Back in stock
- Only three left in this colour
Styling
One piece, different ways. It shows people how to wear it.
- One dress, three ways
- Outfit for a wedding guest
- What to wear this weekend
The shop
The owner, the space and why you choose what you stock.
- Why I picked this brand
- Unboxing a new delivery
- A Saturday in the shop
Events and sales
Launches, late nights and sales. Say when, and that stock is limited.
- Late-night shopping on Thursday
- Our sale starts Friday
- Gift guide for under a set price
A simple week
One post a day. Share each one to the other platforms above.
- MondayNew arrivals
- TuesdayStyling reel
- WednesdayShop story
- ThursdayCustomer photo
- FridayWeekend event
- SaturdayTry-on clip
- SundayRestock or sale
Opening lines that work
The first line of a reel or caption decides if people keep watching. Make them your own.
- Just landed. Won't last.
- One piece, three outfits.
- What to wear to a wedding this month.
- Only three left in this colour.
- Why I picked this brand for the shop.
Mistakes to skip
- No prices. People scroll past instead of asking.
- Posting stock that already sold out without saying so.
- Only flat photos. Show the clothes on a person.
How to tell it's working
- Messages asking 'is this still available?'
- Visits and orders on days after you post new arrivals.
- Customers who say they saw it on Instagram.
Run this playbook without the daily work
- Makes new arrival posts, styling ideas and sale posts from your website and products.
- Film a try-on on your phone; on Pro it comes back as a finished, captioned reel.
- Answers 'do you have this in a medium?' in comments on Growth and Pro, and DMs too.
- You approve each post with a tap, or switch on autopilot on Growth and Pro.
Questions people ask
What should a boutique post on Instagram?
New arrivals with prices, styling reels, the shop and its owner, and events. Try-ons show the clothes best.
How often should a boutique post?
Most days if you get new stock often. At least every time something new arrives.
See your own posts first.
Paste your boutique's website and Socialhand plans your month and makes your first post, which you can post free. If you like it, plans start at $97 a month.