Brand: Shipt
Channel: TikTok and Instagram
Content Strategy and Creator Management

Business Problem: Due to bandwidth issues, the internal creative team at Shipt was not able to produce video content at the volume that was needed to sustain a healthy and robust social media calendar. This coupled with the complexities of the Shipt business including spotlighting regional retailers authentically, left some of our retail parters out of the social media conversation on Shipt channels.

Strategy Overview: Develop a roster of content creators that could serve to increase our social content output as well as speak to regional retail partners authentically. These creators will each have primary and secondary retailers to ensure that we’re speaking to both local and national audiences.

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KPIs:

• Engagement Rate
• Post Reach
• Content Output

Results: During our test phase in Q4 of 2024, we partnered with three creators who produced a total of 22 pieces of content. We partnered with creators in key retail markets in Texas and the Midwest, which allowed us to create content for key retail partners on the Shipt platform. During this test phase, content created by our Shipt Creators, outperformed content made by the in-house creative team, generating 47% more engagement. We expanded the program in 2025 to include recipe creators as well as additional regional partners.

@shipt

Whether it’s the crowds, the chaos, or just your couch calling, we get it—going to the store isn’t always the vibe. That’s why Shipt makes it easy to get everything you need delivered to your door, same-day. No stress, no sweat, just convenience. #interview #shopping

♬ original sound – Shipt – Shipt

@shipt

Skip the weekend chaos at @heb and have all your cravings delivered with Shipt’s same-day delivery! #haul #groceryhaul

♬ original sound – Shipt