Content that turns your style into sales.

One post on launch day doesn't launch a collection. Build the calendar backwards from the launch date: tease, reveal, launch, then a sustain phase that runs for weeks. Much of the selling often happens after launch day, as people see pieces styled in different ways and on different bodies.

Mark the year's seasons early

• Announce spring-summer and autumn-winter collections two weeks before they land.
• Push jewelry, fragrance and gift sets as gift ideas three weeks before Valentine's Day and Mother's Day.
• Give back-to-school (kidswear, bags) and wedding season (eveningwear, bridal, makeup) their own rows in the calendar.
• Prepare content for November sales and the holiday gifting weeks in October.
• Keep talking about the product between sales; a feed made only of discounts teaches people to never pay full price.

Four to five feed posts a week plus at least one Story a day is a sustainable rhythm for most brands. Post daily in launch week if you can; what matters is not going quiet once the launch is over.

Pick the format by what drives the buying decision. Drape needs movement, color options need to sit side by side, and a serum's texture needs a close-up.

A carousel works like a sales conversation: the full product first, detail and texture next, then other angles or colors, and finally size, price and how to buy. Instagram carousels take 2-10 items, each with an aspect ratio between 0.75 and 1.91. Shoot your lookbook in 4:5 portrait from the start and the same photos work in the feed and in carousels without cropping.

A Reel's cover stays on your profile grid. Pick a frame where the product is clear, or design a separate cover image. In VonaHub you can choose the frame at any second of the video or upload a cover for Instagram Reels; on Facebook, only an uploaded cover image is used. For a format comparison, see Reels, carousel or Story: which format?

Customers remember a product by the color they saw on screen. If the burgundy in the photo arrives as brick red, that's a return and probably a review. Visual consistency is a commercial issue, not just an aesthetic one.

• Shoot every product in the same light and check the color against the real item.
• Choose one or two fixed backgrounds; a new set for every product scatters your grid.
• On model shots, state the model's details: "Model is 175 cm and wears size S."
• Describe the fit (slim, regular, relaxed) and add concrete advice like "we suggest sizing up".
• In cosmetics, show swatches on at least three different skin tones.
• Put the logo in the same corner, at the same size, on every image.

Write a one-page style guide

A written page keeps you consistent when people change. Include the frame ratio (4:5), background colors, lighting, logo position, typeface, the maximum number of words on an image, and what never happens (for example, filters that change product color).

If you create many product posts from a catalog, let the tool hold the line. VonaHub bulk content generation syncs your Google Shopping XML or Meta catalog feed every night at 03:00 and prepares posts for up to 20 products at a time. With "Keep product image" on, the catalog photo of the product isn't changed; only the scene and background are added. The logo is stamped onto the image in code, in the same place on every post, and a price badge appears only when the catalog price is less than 7 days old.

Messages to fashion and beauty brands circle a handful of questions. Answers written in advance lighten the team's load and keep baskets from being abandoned. Frequent questions belong in captions or a pinned Story too.

• Don't hide prices behind "DM for price"; put them in the caption or the product link.
• Never write order numbers, addresses or phone numbers in comments; invite order questions to DMs.
• When an item is out of stock, ask "shall we message you when it's back?" and keep a list.
• When you suggest a size, mention the fit too; the wrong size comes back as a return.

In the VonaHub inbox, Instagram DMs, Facebook messages and comments land on one screen. AI auto-reply answers using your brand voice, product catalog and up to 20 FAQs; it never writes personal data in comments and invites order and return questions to DMs. When a teammate writes in a conversation, the AI goes quiet there.

Judge an influencer by audience fit before follower count. Check their recent posts: do followers ask about products, are comments from real people, is there a new brand every week? A small, relevant audience is the cheaper way to learn what works.

1. 1

   Write a short brief

   The product, the one message you want across, must-say and never-say points, delivery and posting dates. One page at most.

2. 2

   Agree usage rights

   Put in writing whether you can reuse the content on your own account or in ads, and for how long.

3. 3

   Make the partnership visible

   The post must clearly say it's a commercial partnership. A gifted product counts too.

4. 4

   Review before it goes live

   Check copy and visuals before posting, especially any claims in cosmetics content.

5. 5

   Measure

   Give each influencer their own discount code or link. Count code uses and incoming messages, not likes.

Customer content (UGC)

A customer's photo with your product is more convincing than a studio shot, but it isn't yours. Before you repost, ask for written permission by DM, tag the person and don't edit the photo. If you plan to use it on a product page or in ads, say so in the permission message.

A cosmetic is not a medicine and can't claim to treat a condition. Words like "cures", "eliminates" or "fixes for good" are a risk both legally and for trust. If you can't back a claim with the tests and documents in your product file, don't write it.

Before/after images are the most sensitive content in cosmetics. If you use them, shoot in the same light and angle, without retouching, state the time between photos and note that results vary. The VonaHub monthly content plan never writes a claim that isn't in the source (your website or description) and flags the item instead; the final check is still yours.

Likes say little about buying intent. Track signals closer to a sale, product by product.

Once a month, list the five products with the most saves and size questions, and fill next month with their styling and details. Add return reasons to the same sheet: if "color looks different" returns rise, the problem is the photo, not the product. VonaHub reports compare 7, 30 and 90-day periods with the previous one, with demographic data for Instagram.

Designers, photographers, the e-commerce team and often an agency all touch the content. The usual failure is a post with the wrong color or an old price getting published. Split the flow into steps and define what approval checks.

1. 1

   Shot list

   For each product: front, back, detail, on-model and a short clip. The list goes to the photographer before the shoot.

2. 2

   Selection and copy

   The team or agency picks frames, writes captions and adds size, price and link.

3. 3

   Approval

   The owner checks color accuracy, price and claims, and marks fixes directly on the image.

4. 4

   Scheduling

   Approved posts sit at their day and time in the launch calendar; nobody posts by hand on launch day.

The VonaHub client approval portal opens from a link that needs no account, and Reels play inside it. Whoever asks for a revision can place up to 3 marks on the image and pick up to two preset directions such as color, so "make it pop a bit more" becomes a fix with an exact location.