Social media playbook for ecommerce stores
For an online store, social media is where people discover the product, see it working and decide to trust a brand they've never heard of. The stores that do well post product videos often, show real customers and make buying one tap away.
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What social media is for, for a online store
Get the product in front of new people, show it working and make buying easy.
Where to post
Best first. You don't need every app; these earn their time.
TikTok
Where many shoppers discover new products. Short videos of the product in use reach people who don't follow you.
Instagram
Reels, product posts and a feed that makes the brand look real.
Pinterest
People search and save products and gift ideas, and pins keep sending visits for months.
YouTube
Shorts of the product in use, and reviews people search for before they buy.
What to post
Four kinds of post, with ideas you could make this week.
The product in use
Show it doing its job in a real setting, not just on a white background.
- Unboxing, in 15 seconds
- The problem, then the product solving it
- Three ways to use it
Customer proof
Reviews, customer photos and videos. Ask first, and tag them.
- A review read out over the product
- Customer photo of the week
- What people said after a month
Behind the brand
Who makes it, how it's made and why you started.
- Packing today's orders
- Why we started this brand
- How it's made
Launches and offers
New products, restocks and limited offers. Say clearly when they end.
- New colour drops Friday
- Restocked: the one that sold out
- Gift guide for the holidays
A simple week
One post a day. Share each one to the other platforms above.
- MondayProduct in use
- TuesdayCustomer review
- WednesdayBehind the brand
- ThursdayHow-to or tip
- FridayWeekend offer
- SaturdayUnboxing
- SundayQuestion answered
Opening lines that work
The first line of a reel or caption decides if people keep watching. Make them your own.
- I didn't think this would work. Then I tried it.
- The thing our customers buy twice.
- Packing 200 orders before lunch.
- Three ways to use it you haven't thought of.
- Back in stock. Last time it went in two days.
Mistakes to skip
- Only polished product photos. Real use sells better on social.
- Claims you can't back up, like 'best in the world'.
- A link in bio that goes to the homepage instead of the product.
- Posting the same ad again and again.
How to tell it's working
- Visits and sales from each platform in your store's analytics.
- Saves and shares on product videos.
- Comments asking 'where can I buy this?'
Run this playbook without the daily work
- Reads your store's website and products and makes product posts, reels and carousels in your brand's look.
- Posts the same idea to TikTok, Instagram, Pinterest, YouTube and the rest in one go.
- Answers 'does it ship to my country?' 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 an online store post on social media?
The product in use, customer reviews and photos, the story behind the brand and launches. Real use beats polished photos.
Which platform is best for ecommerce?
TikTok and Instagram for finding new buyers, Pinterest for products people plan to buy, and YouTube for people comparing before they buy.
How often should an ecommerce brand post?
Once a day is a good rhythm if you can keep it going. More product videos usually means more chances to be found.
See your own posts first.
Paste your online store'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.