Marketing tips, Shopify strategy, and product updates from the Propeller team.
Instagram updates for September 2026 make public pro posts searchable on Google and push merchants toward more niche Reels content.
Instagram’s new Views metric puts Reels, Stories, Photos, and Carousels on one scoreboard and shifts attention to saveable content.
Instagram commerce in 2026 now sends product-tag clicks to merchant websites, making pixel tracking and revenue attribution more important than ever.
If you're running your Shopify store by yourself, you already know the math doesn't work. Instagram wants a post. TikTok wants a video. Facebook wants an update. YouTube wants something too. Meanwhile you're also packing orders, answering customer emails, sourcing inventory, and trying to remember the last time you ate lunch away from your laptop.
If you've ever stared at a single product page wondering how to turn it into a week's worth of content, you're not alone. Most ecommerce teams treat each product page as a dead end, a place shoppers land, not a place content originates. That's a missed opportunity. A well built product page already contains everything you need for a full multi-channel campaign: a hero image, a value proposition, specs, use cases, customer language, and a call to action.
If you sell on Shopify, your social feed is probably doing double duty as a content calendar and a sales channel, and most of the time, it's not doing either job particularly well. Posts go out because it's "time to post," not because they're tied to a specific moment in a customer's relationship with your brand. The result is a feed full of pretty pictures and flat engagement, with no clear line from "someone saw this" to "someone bought this."
If you run a Shopify store, you've probably asked some version of this question at 11pm while scheduling tomorrow's content: Am I posting too much? Too little? At the wrong time entirely?
You posted three times this week. One of those posts drove $840 in sales. You have no idea which one. If that sentence describes your week, you're in good company, and you're leaving serious money on the table. Most Shopify merchants are flying blind when it comes to social content ROI. They know something is working; they just can't tell what. So they keep posting everything, hoping the right thing sticks, with no way to double down on what actually drives revenue.
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If you're a Shopify merchant who found out your TikTok posts quietly stopped going out, without a single notification, you're not alone. In March 2026, users started leaving reviews on the Shopify App Store flagging exactly that issue with Xyla AI. One merchant put it bluntly: "Currently if you are not using the highest paid level they stopped sending to TikTok. There was no notification of this, I only found out when I noticed they were no longer showing up there."