Instagram and TikTok shops are everywhere now. How to use them without annoying people.
Social commerce changed fast. A few years ago, brands posting buy links looked tacky. Now everyone expects to shop without leaving the app. The platforms built the infrastructure and people got used to it.
But most businesses still get it wrong. They treat social media like a billboard when it needs to feel more like a conversation. Here's what actually works.
Content first, selling second
The biggest mistake is making every post about buying something. People follow you for entertainment, information, or inspiration. Not to see ads every day.
The ratio matters. For every post that pushes a product, share three or four that just provide value. Show behind the scenes. Answer common questions. Share tips related to your products without explicitly selling them.
When you do sell, it should feel natural. Like you're sharing something useful that happens to be available for purchase, not desperately trying to move inventory.
Real example from a client
A skincare brand we worked with went from posting product shots with discount codes to sharing skincare routines, ingredient breakdowns, and myth-busting content. Sales from Instagram tripled because people actually wanted to follow them.
Make shopping seamless, not pushy
Product tags and shop integrations exist for a reason. Use them. But don't tag every single item in every single post. That's the digital equivalent of following someone around a store asking if they need help every five seconds.
Tag products when it makes sense. Someone asks about what you're wearing in a photo? Tag it. Sharing a kitchen organization tip? Tag the containers you're using. It should answer questions people actually have.
User content beats polished photos
Professional product photography still matters for your website. But on social media, perfect photos can actually hurt you. They look like ads. People scroll right past ads.
Real people using your products in real situations performs better. Not staged influencer content that's obviously sponsored. Actual customers showing how they use your stuff in their normal lives.
Ask for it. Make it easy to share. Repost it with credit. Build a library of authentic content that shows your products in context instead of on white backgrounds.
Respond like a human, not a brand
Comments and DMs are where sales happen on social media. Someone asks a question about sizing, shipping, or whether a product works for their situation. Your response matters more than your post did.
Drop the corporate voice. Talk like a person helping another person. Be helpful. Be honest. If your product isn't right for them, say so. That honesty builds more trust than trying to sell everyone everything.
Fast responses help. People shop on social media because it's convenient. If they have to wait a day for answers, they'll just go somewhere else.
Stories and reels over feed posts
Feed posts are fine but stories and short videos drive more engagement and sales now. They feel more personal. Less polished. More like actually talking to someone.
Use stories for quick product drops, behind-the-scenes stuff, polls about what people want to see next. They're temporary so people care less about them being perfect.
Short videos work because they stop the scroll. Show products being used. Quick tips. Honest reviews. Anything that delivers value in the first few seconds.
Platform features change constantly
What works on Instagram this month might not work next month. TikTok Shop rolled out features that didn't exist six months ago. Platforms prioritize different content types as they compete for attention.
Stay flexible. Test new features when they launch because platforms usually boost early adopters. Don't get too attached to one strategy because it won't stay optimal forever.
Track what actually drives sales
Likes and followers are nice but they don't pay bills. Track which content types lead to actual purchases. Which posts drive traffic to your shop. Which responses in DMs convert to sales.
Most people optimize for vanity metrics. Views and likes feel good but they don't mean much if they're not translating to revenue. Focus on what moves the needle for your business.
The data will surprise you. The posts you think are winners often aren't. The random authentic content that you barely thought about sometimes converts like crazy.