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Creating posts for Shop

Posts are shoppable content that let you highlight products or collections in Shop using images or video, a headline, and a caption. For example, you can use posts to feature new arrivals, share styling advice, or highlight your bestsellers.

You can create posts manually in the Shop channel, connect your Instagram account to import reels, or sync a video from a third-party app. You can have multiple posts published to Shop at the same time.

Published posts are displayed in the following locations:

  • Shop home feed: Posts are ranked by product relevance for customers browsing Shop.
  • Shop Store: Posts are displayed to all visitors on your Shop Store in the Shop app and on the Shop website.
  • Following tab: Posts are displayed to customers who follow your store on Shop.

On this page

Create a post manually in the Shop channel

If you have image or video content ready to post, then you can create a post manually from the Shop channel.

When you create a post manually in Shop, you can include the following media and tagged products or collections:

  • A headline, up to 50 characters
  • A caption, up to 2,200 characters
  • An image or a video, up to 2 minutes long and up to 100 MB
  • Up to 10 tagged products or 1 tagged collection that meet Shop product and collection requirements

  1. From your Shopify admin, go to Sales channels > Shop.

  2. Click Posts.

  3. In the Content section, enter a Headline and Caption.

  4. In the Media section, do either of the following:

    • To upload a new image or video to your post, click Upload new. In the dialog, upload the media file, and then click Done.
    • Click Select existing to use an image or video that you've already uploaded. In the dialog, select the media file that you want to use, and then click Done.

  5. In the Tag products or a collection section, do either of the following:

    • To tag products, click Tag products. In the dialog, select up to 10 products that you want to tag, and then click Done.
    • To tag a collection, click Tag collection. In the dialog, select the collection that you want to tag, and then click Done.

  6. In the Publish time section, do either of the following:

    • To publish the post to Shop immediately, select Publish now.
    • To publish the post later, select Schedule, and then select the date and time that you want to publish the post.

  7. Optional: To set an expiration date for your post, select Set expiration date, and then select the date and time that you want the post to expire.

  8. Click Publish.

Import reels from Instagram to Shop

You can connect your Instagram account to import your reels as Shop posts. Reels posted within the last 90 days are imported when you connect your Instagram account, and new reels sync automatically as you post them on Instagram. After you connect your Instagram account to Shop, you can turn automatic publishing on or off to publish reels to Shop manually instead.

To connect your Instagram account to Shop, you need a Creator or Business Instagram account. Personal Instagram accounts aren't supported.

When you connect Instagram, the following content is synced to Shop:

  • Reels: Only reels from your Instagram account are synced. Images and carousels aren't included.
  • Captions: Post captions are imported automatically.
  • Ongoing sync: New reels are automatically imported as Shop posts unless you turn off auto-publishing.

Connect Instagram to Shop

To connect your Instagram account, complete the following steps from the Shop channel.

  1. From your Shopify admin, go to Sales channels > Shop.

  2. Click Posts.

  3. Click Manage apps.

  4. In the Instagram Reels section, click Set up.

  5. Review what gets synced and the account requirements, and then click Connect Instagram.

  6. Follow the prompts to sign in to Instagram and authorize the connection.

Manage Instagram publishing settings

By default, Shop automatically syncs your Instagram reels after you connect your account. You can turn automatic publishing of reels on or off, or disconnect Instagram from Shop posts at any time.

  1. From your Shopify admin, go to Sales channels > Shop.

  2. Click Posts.

  3. Click Manage apps, and then do any of the following:

    • To adjust your publishing settings, in the Instagram Reels section, turn the Publish new reels automatically setting on or off.
    • To disconnect Instagram from your Shop posts, click Disconnect.

Manually publish Instagram reels as Shop posts

If you turn off automatic publishing between Instagram and Shop, then you can publish your Instagram reels to Shop manually.

  1. From your Shopify admin, go to Sales channels > Shop.

  2. Click Posts.

  3. Click Unpublished.

  4. On the unpublished Instagram reel that you want to post, click … > Edit.

  5. Click Publish.

Sync a video to Shop from a connected app

You can create new video content or sync an existing video to Shop posts by using a supported app from the Shoppable videos for Shop collection in the Shopify App Store.

The steps to create, configure, and publish your shoppable videos depend on the app that you use. Refer to the app developer's documentation for more information.

  1. From your Shopify admin, go to Sales channels > Shop.

  2. Click Posts.

  3. Click Manage apps.

  4. In the Connected apps section, click Connect next to the app that you want to sync a video from.

  5. Follow the prompts from the app to select a shoppable video and create a post.

Edit, unpublish, duplicate, or delete a post

After you publish a post, you can edit the headline and caption, and unpublish, duplicate, or delete it.

You can't change the image or video after publishing a post. To update an image or video, duplicate the post or create a new post that includes a new media file.

Unpublishing a post removes it from Shop, and you can choose to publish it again at another time. Deleting a post removes the post from Shop and permanently removes it from your list of posts in the Shop channel.

  1. From your Shopify admin, go to Sales channels > Shop.

  2. Click Posts.

  3. Next to the post you want to edit, click …, and then do any of the following:

    • To edit the post, click Edit. Edit the post headline, caption, tagged products, or expiration date, and then click Save.
    • To delete the post, click Delete post.
    • To duplicate the post, click Duplicate.
    • To unpublish the post, click Unpublish.