Field notes
What we’re learning about Shopify growth, social strategy, and the content that actually converts. Written by the team, not a robot.
The content calendar we actually use
Not a Notion template. A working cadence that accounts for production capacity, platform differences, and the fact that nobody plans well on Sunday night.
Why your competitor's content outperforms yours
It's not talent. It's volume plus a feedback loop. Here's the mechanism, and why most brands can't replicate it without changing how they work.
Before you hire a content manager, read this
A content manager who can write, shoot, edit, and schedule across four platforms doesn't exist at the salary you're offering. Here's what to actually do.
Pinterest is the platform beauty brands keep ignoring
It drives the longest-tail traffic of any social platform and almost no beauty brand shows up there. Here's why the math works.
How to use AI for content without it reading like AI
The tell isn't the grammar. It's the rhythm. Here's the editing pass we run on every generated post before it touches a feed.
Five TikTok hooks that still work in 2026
The first two seconds decide everything. These hook patterns consistently push watch-time past the algorithm's cutoff — with examples from food and beauty.
The Shopify description fix most stores skip
Your product page is doing too much. Here's the three-line description pattern that lifts add-to-cart rate without touching your photos.