Ecommerce brands: what’s actually working on social right now?

There’s a lot of advice floating around:

“Post every day.”

“Jump on every trend.”

“Use more hashtags.”

“Create more Reels.”

“Grow your followers.”

But are these actually translating into sales, qualified traffic, or repeat customers?

We’ve been seeing a shift toward content that feels less like advertising and more like something people would genuinely want to watch or share:

→ Real customer experiences instead of polished brand ads
→ Product demos instead of static product shots
→ Comparisons that help people choose between products
→ UGC and creator content that doesn’t feel scripted
→ Educational content answering actual buyer questions
→ Founder/team content that gives the brand a human side
→ Repurposing one strong idea across multiple formats instead of constantly creating from scratch

And some things seem increasingly difficult to justify:

→ Posting just to “stay active”
→ Chasing every viral trend
→ Generic motivational/brand posts
→ Focusing on follower count without looking at revenue or conversions
→ Trying to maintain a presence on every platform
→ Making content that sounds like an ad from the first sentence

Curious what other ecommerce teams are seeing.

What’s one social strategy that has actually generated business for you recently?

And what’s one thing you stopped doing because it simply wasn’t worth the effort?

Would be interested to hear what’s working across different ecommerce categories.