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Running a small shop means you’re the maker, the packer, the customer service team and the marketing department, all at once. No wonder social media is usually the first thing to slip.
The good news: you don’t need to post every day or go viral. You need a simple plan you can actually keep. Here’s how to plan a whole month of posts in one afternoon.
💡 Short on time? Grab my Seller Social Media Kit: 50 hooks, caption templates and a ready-made 30-day calendar, all in one fillable PDF.
1. Get clear on who you’re talking to
Before you write a single caption, finish this sentence:
“I make [product type] for [who] who want [benefit or feeling].”
For example: “I make hand-poured soy candles for busy moms who want a calm, cozy home.” Every post you write should speak to that one person. When you talk to everyone, nobody feels like you’re talking to them.
2. Pick your content pillars
Content pillars are the few types of posts you rotate, so your feed isn’t just “buy my stuff.” Here are six that work for almost any small shop:
- Product: your items up close, in use, styled
- Behind the scenes: how things are made, packed and shipped
- Customer love: real reviews and customer photos
- Helpful tips: care, styling or how-to-use advice
- Shop news: launches, restocks, shipping deadlines
- Community: polls, questions and your own story
Rotate them and you’ll never wonder “what do I post today?” again.
3. Start every post with a hook
People scroll fast. Your first line decides if they stop. A few hooks you can use today:
- “The [product] my customers keep coming back for.”
- “Come pack an order with me.”
- “Struggling to find a gift for [person]? Start here.”
- “Which one would you pick: A or B?”
These are just 4 of the 50 hooks inside the Seller Social Media Kit.
4. Batch your photos and videos
Instead of taking one photo every day, set aside one session a week to shoot everything. Good light makes the biggest difference. These are simple tools that help:
- A phone tripod with a ring light, for steady photos and hands-free videos
- A portable photo light box, for clean, bright product shots at any time of day
- White foam boards or photo backdrops, for a simple background that makes your product pop.
5. Plan 30 days in one sitting
Grab a calendar, write your pillars across the month, then fill each day with one post idea. A simple rhythm:
- Week 1: introduce your shop and your best-seller
- Week 2: behind the scenes and helpful tips
- Week 3: customer love and community posts
- Week 4: shop news, a sneak peek and a thank-you
If you like planning on paper, a simple weekly planner notepad on your desk helps.
Or skip the blank page: the kit includes a ready-made 30-day content calendar you can follow day by day. 👉 Get the kit here
6. Don’t forget Pinterest
Pinterest works like a visual search engine, and pins can keep sending visitors to your shop for months. Create boards around what your buyers search for (like “Gifts for Coffee Lovers”), write keyword-rich pin titles, and add a few fresh pins every week.
7. Track what works
At the end of the month, look at what got the most saves, clicks and sales, not just likes. Do more of that next month.
Want it all done for you?
I made the Etsy & Shopify Seller Social Media Kit: a 26-page fillable PDF with 50 hooks, 12 caption templates, 30 calls to action, a ready-made 30-day content calendar and a complete Pinterest plan. Open it, fill it in and start posting.
👉 Get the Seller Social Media Kit
Happy posting! 💛
Katerina
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