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

Business Problem: Shipt’s internal creative team didn’t have the bandwidth to produce enough video content to keep the social calendar full and active. On top of that, authentically spotlighting regional retailers is genuinely complex, so several retail partners were getting left out of the conversation on Shipt’s channels.

Strategy Overview: Build a roster of content creators to boost our social output and speak to regional retail partners authentically. We assigned each creator a primary and secondary retailer so we could reach both local and national audiences.

Shipt creator Colleen S. made this relatable video showing a real grocery delivery use case.

KPIs:

  • Engagement Rate
  • Post Reach
  • Content Output

Results: In our Q4 2024 test phase, three creators produced 22 pieces of content. We recruited them in key retail markets across Texas and the Midwest, which let us create content for important retail partners on the Shipt platform. Their content outperformed the in-house creative team’s, driving 47% more engagement. Based on those results, we expanded the program in 2025 to add recipe creators and more 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
Creator Sarah P took to the street with this man-on-the-street style video showing off the benefits of 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
Creator Liana F made this video spotlighting one of Shipt’s priority regional partners.