How do we get customers to create UGC without paying them?

Post-purchase email sequences requesting a review and offering a discount on the next order in exchange for a photo or video. Packaging inserts with a social tag prompt. Occasional UGC-focused hashtag campaigns. Most customers will share if you make it easy and give them a small incentive.

Should we work with micro or macro influencers?

For most e-commerce brands under $10M revenue: micro (10k–100k followers) consistently outperforms macro for engagement rate and ROAS. Macro influencers work for brand awareness campaigns where reach matters more than conversion.

Social Media Management

Social Media Management for E-commerce

E-commerce social media has a clear commercial purpose: driving product discovery and purchase. The platforms that matter for e-commerce — Instagram, TikTok, Pinterest — are all visual commerce environments where product content, UGC, and influencer partnerships directly impact revenue.

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The Real Challenges E-commerce Face with Social Media

Social Media Management for online retail and direct-to-consumer brands comes with industry-specific constraints that a generic agency won't anticipate.

1
Organic reach on e-commerce social has declined significantly — purely organic social strategies have low commercial ROI without paid amplification or influencer distribution
2
UGC (User Generated Content) is the highest-converting content type for e-commerce but requires a systematic collection strategy — it doesn't happen without prompting
3
Platform-specific content requirements mean that one piece of content can't be repurposed everywhere without adaptation — TikTok vertical video, Instagram carousels, and Pinterest infographics are fundamentally different formats
4
Social commerce features (Instagram Shopping, TikTok Shop) require product catalog integration and ongoing maintenance to stay current

Our Approach for E-commerce

We build e-commerce social strategy around UGC collection, influencer micro-partnerships, and product-first content that drives to PDPs. Organic social supplements paid — we design content that also works as paid ad creative.

Outcomes for E-commerce

UGC collection strategy generating 20–50 new customer content pieces per month for brands with 1,000+ monthly orders
Instagram and TikTok Shop setup with product catalog integration driving 5–10% of monthly revenue from social commerce
Influencer micro-partnership program with 10–20 creators in the $1,000–5,000/month investment range generating 3–5x ROAS

Deliverables

Monthly content calendar
Platform-native content (graphics, captions, Reels/Shorts)
Community management and response handling
Hashtag and growth strategy
Monthly performance report

Questions from E-commerce

How do we get customers to create UGC without paying them?: Post-purchase email sequences requesting a review and offering a discount on the next order in exchange for a photo or video. Packaging inserts with a social tag prompt. Occasional UGC-focused hashtag campaigns. Most customers will share if you make it easy and give them a small incentive.
Should we work with micro or macro influencers?: For most e-commerce brands under $10M revenue: micro (10k–100k followers) consistently outperforms macro for engagement rate and ROAS. Macro influencers work for brand awareness campaigns where reach matters more than conversion.

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