A social content calendar for a Shopify store
Most stores do not fail at social media because their content is bad. They fail because week three arrives and nobody has time. A calendar built from automations solves that: the plan runs whether or not anyone remembers it.
Contents
1. How much to post
Consistency beats volume, and both beat perfection. Sensible starting points:
| Stage | Networks | Cadence | Posts per month |
|---|---|---|---|
| Testing | 1 | 2–3 a week | ~10 |
| Establishing | 2 | Daily on one, 3 a week on the other | ~45 |
| Running | 3–5 | Daily on the main network, 2–4 a week elsewhere | ~120–200 |
Compare that to your plan: 5 posts a month on Free, 150 on Basic, 300 on Advanced. Remember that one product published to three networks counts as three posts.
2. The content mix
A feed made entirely of “buy this” posts stops working quickly. A workable ratio for a product-led account:
- 40% new and noteworthy — arrivals, restocks, variants
- 30% proof — bestsellers, top picks, what other people are buying
- 20% context — use cases, styling, problem and solution
- 10% offers — discounts, bundles, campaigns
Each slice maps to a template and an automation, which is why the mix survives contact with a busy week.
3. A week that works
| Day | 11:00 | 18:00 |
|---|---|---|
| Monday | New arrival — TikTok | Bestseller — Facebook |
| Tuesday | — | Use case — Instagram |
| Wednesday | New arrival — TikTok | Bestseller — Pinterest |
| Thursday | — | Top pick — X (Twitter) |
| Friday | New arrival — TikTok | Weekly favourites — Instagram |
| Saturday | — | Offer or campaign — all networks |
| Sunday | — | — |
That is roughly eleven posts a week, comfortably inside the Basic plan, and it leaves Sunday empty on purpose — a feed that never pauses reads as automated.
4. Turning the plan into automations
The week above is four automations, not forty decisions:
- New arrivals — creation time last 7 days · AI New Arrival template · TikTok · Mon/Wed/Fri 11:00 · keep posting.
- Bestsellers — any products · Bestseller template · Facebook and Pinterest · Mon/Wed 18:00 · post once, then skip.
- Context posts — any products · AI Use Case template · Instagram · Tue/Fri 18:00 · keep posting.
- Top picks — title contains your hero line · Top Picks template · X · Thu 18:00 · post twice, then skip.
Once saved, the calendar shows the combined week and you can see the shape of the feed before a single post goes out.
5. Seasonal layers
Leave the four evergreen automations running and add a temporary one for each campaign:
- Black Friday — discount-aware template, all networks, dense slots across the weekend, disable automation at the end.
- Gift season — AI Gift Ideas template, targeted at your gift collection by title keyword.
- Restock announcements — product update time, Back In Stock template, one round only.
Because campaigns switch themselves off, you never wake up in January to a feed still shouting about Black Friday.
6. The monthly review
Fifteen minutes, once a month:
- Look at the failed posts. A recurring failure reason usually points at a media problem worth fixing at source.
- Check credit usage against your plan. Consistently hitting the cap means either a bigger plan or a leaner schedule.
- Read five recent captions on the platform. If they have started to feel repetitive, rotate a template or adjust a prompt.
- Retire automations you no longer need, and note which ones produced anything worth repeating.
Next: Building your first automation · Templates and AI captions · Check plan limits
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