Social Media Templates.html. KU Blue slide with orange radial glow, "$79.99" price tag. Cross-post as 4:5 crop to LinkedIn/Facebook, adapt to 9:16 for Stories/TikTok using Story Variant A.Impressions + profile visits. Launch post isn't a sales post — it's a "who are these people" post. Track saves and shares (both are stronger signals than likes at this stage). If profile visits are <100 in the first 24 hours, the copy hook is off — swap in a stronger opening line.
Saves + shares from KU-affiliated accounts. This post lives or dies on cultural fit. If Kansas fans (checked via bio, hashtag history) don't reshare or save it, the tone is off. Rotate the featured school weekly to test which fanbase converts hottest.
Comment quality > comment count. This post attracts real conversation from people who understand the product. Watch for questions about materials, sizing, wear duration — those commenters become customers. Reply personally to every product question in the first 48 hours.
Profile-to-shop click-through rate. School spotlight posts should drive the highest CTR of the series. Tag the click destination with UTM params (utm_source=instagram, utm_campaign=nd-spotlight) so you can measure per-school conversion. Rotate schools weekly to test.
Direct conversion within 48 hours. This is the money post. If IG-tracked sessions produce <$500 in orders on Day 1, either the offer isn't strong enough (test adding free shipping or a light bundle discount) or the audience isn't warm enough (extend campaign, add posts 6–8).
Confident without needing to prove it. Say what the product does. Skip the hype cycle. Never "revolutionary," "game-changing," "world's most advanced."
Never use "37% Less Impact," "Tested by 2,400+ NCAA athletes," or "Plantar Fasciitis Relief." These are on the do-not-use list until substantiation exists — same rule as the Brand Bible §14.
Functional only. School emoji (☘️ for Notre Dame, 🐅 for Missouri) works. Never "🔥🔥🔥" or "🙏💪💯" emoji-dump captions. That's not our brand voice.
No "double-tap if you agree," no "share this if you love your school," no "tag a friend who needs this." If the content is right, people share. If it's not, we don't beg.
Every post should be one a licensing office can approve. No medical claims. No comparative attacks on Oofos, Hoka, or Kane. School marks used correctly per license terms only.
Use real Shopify product images (KU_Slide_Outer_Blue, NDS_Slide_Outer_Green, etc.) — never stock photos, never AI-generated slides. People can tell.
7–10 hashtags on IG, 4–6 on TikTok, 2–4 on X, 0–5 on LinkedIn. Mix branded (#AIRfeetRecovery), category (#RecoveryFootwear), and school-specific (#RockChalk, #GoIrish).
Never "limited time," "24 hours only," "selling fast," "almost gone." We're not that brand. Fifteen schools + steady shipping is the story, not fake scarcity.