What to measure
Sessions and sales from social (by UTM)
Not likes: people who come to the store and buy.
Saves and shares
The strongest sign a product post landed.
Product page clicks
Shows which products pull on social.
Week one
- 1
Map the next four weeks of campaigns: sales, new products, seasons.
- 2
Plan "in use" shots for your five best sellers.
- 3
Set a weekly flow: two product videos, one carousel, one customer post.
- 4
Add a UTM link to every post.
- 5
At the end of the week, re-rank products by saves and clicks.
Content ideas
- "One item, three outfits" carousel.
- Packing and shipping scene.
- A short video telling a customer review with a screenshot.
- Close-ups of how the product is made or what it's made of.
Common mistakes
Posting only catalog photos
White-background shots work on the site and disappear in the feed.
Content unrelated to the campaign
Talking about something else in sale week wastes the moment.
Links without UTMs
You can't split budget and effort without knowing which posts sell.
How GrowColony does it
Social media agent
Writes the weekly Instagram and TikTok plan around your campaign calendar: shot flows for product videos, carousel copy, captions and posting days. Data from your connected accounts goes into the weekly CMO review.
FAQ
Instagram or TikTok?
It depends on your product's audience. Usually an adapted version of the same video works on both; measurement shows where to lean.
Do I need gear for product shots?
A phone and daylight are enough to start. Content that looks native to the feed often beats studio shots.
How often should I post?
Three to five posts a week is a sustainable start for most stores.