How to Get Customers to Post Your Merch
By The Merch Counter team · Updated · 2 min read
The best advertising for your merch is your customers wearing it, and the second best is them posting photos of it. To make that happen, ask (a sign at the counter and a line in your posts), reward it (a small thank-you for tagging you), and reshare every one, so other customers see that people do it.
Why customer photos matter
- They're trusted. People believe customers more than businesses: in Nielsen's 2021 study, 88% trusted recommendations from people they know more than any other channel.
- They show the real product. How it fits, how it looks on real people.
- They spread. Every post reaches the customer's followers, most of whom you've never reached.
- They're free content for your own social accounts.
Ways to encourage it
Ask clearly. A sign by the register: "Wearing our merch? Tag @yourshop." Add a line to your bio and your launch post.
Reward it. A free drink, a cookie, a sticker or a discount on the next visit for anyone who shows you a post. Keep the reward small and fun. If you reward a post, ask the customer to say so in it (a simple "got a free coffee for this" works): people should be able to tell when a post was rewarded, and the FTC expects it — its Endorsement Guides treat a free or discounted product given for a post as a connection to disclose.
Make it fun. A monthly "regular of the month" feature, chosen from people who've tagged you.
Make it easy. Make sure your Instagram handle is visible — on the sign, the QR card and your packaging.
Feature staff first. If your team posts, customers follow.
How to reshare well
- Always ask permission before reposting someone's photo to your feed. It's their photo: copyright is the right of the author of the work, not of whoever is in it. (Stories reshares of tags are generally expected, but asking is still good practice.)
- Credit them in the caption.
- Thank them publicly.
- Save the best to a highlight called "You in our merch".
Ideas for campaigns
- "Merch around the world": customers send photos wearing your shirt on their travels.
- "Merch in the wild": spotted someone wearing it? Post it.
- Anniversary photo wall: collect photos of customers in your merch over the years.
Related: How to Sell Merch on Instagram