When to Ask for Customer Content on Shopify (and Get More Submissions)
Learn the best times to ask Shopify customers for photos, videos, and reviews - from post-purchase to packaging - and why real customer content is more valuable than ever in an age of AI and scripted UGC.
Timing is everything when it comes to collecting customer content.
Ask too soon, and your customer hasn’t experienced the product yet.
Ask too late, and the excitement has faded.
For Shopify brands, the when matters just as much as the how.
And today, it matters more than ever.
According to Yahoo and Publicis Media, 72% of consumers believe AI makes it difficult to determine what content is truly authentic, and although 61% already assume AI is used in ads, they often can’t tell where or how it’s being used (Yahoo Inc., 2024).
A separate report by Getty Images found that nearly 90% of consumers want brands to disclose when an image has been created or edited using AI (Getty Images, 2024).
In other words: the more polished and perfect content becomes,
the more audiences crave what’s real.
Customer photos and videos are no longer just marketing assets - they’re proof of life. They show your brand in the hands of real people, build credibility, and create a visual heartbeat that no algorithm can fake.
Here’s a breakdown of the best moments to ask for customer-generated content on Shopify - both online and offline - and how to make every request feel natural, rewarding, and authentic.
1 - Right After Delivery
When a customer’s order arrives, emotion peaks: excitement, satisfaction, anticipation. This is the perfect time to ask for content.
Your post-delivery confirmation or follow-up email can include a short, personal line like:
“Your order’s arrived - show us how you’re using it!”
Data backs this up. Post-purchase emails generate 90% higher revenue per recipient than the average email campaign (Shopify; Zembula), proving that customers are highly receptive during this window.
At this stage, they’re still proud of their purchase and eager to share. A simple upload link and small reward can turn that moment into authentic, rights-cleared content you can reuse across your store, ads, and social channels.
2 - On Your ‘Thank You’ Page
That brief moment after checkout is one of the most overlooked opportunities for content collection.
Instead of leaving your “Thank You” page blank, add a call-to-action such as:
“Be part of our community - share a quick photo or video once your order arrives.”
Even if customers don’t upload immediately, the idea sticks. You’ve planted the seed early, signalling that your brand values real customer stories, not just transactions.
3 - After a Positive Experience or Review
When someone leaves a positive review, replies to a survey, or praises you in a message, that’s a green light to ask for more.
Follow up with a personal note:
“We loved hearing your feedback - would you like to share a quick photo or video for our website?”
This kind of timing turns goodwill into lasting content that others will trust far more than paid ads.
4 - In Your Newsletter or Customer Updates
Your email list isn’t just for promotions - it’s your most loyal audience.
Feature customer stories, photos, and videos in your newsletters and invite subscribers to contribute.
“Want to be featured next month? Send us your look or setup.”
These moments create ongoing participation, helping you collect a steady stream of authentic visuals over time.
5 - On Social Media
Your followers already see your products in context every day.
Turn that attention into contribution.
Use posts or stories to ask for submissions:
“Tag us or upload your photo — we’re rewarding our favourite community posts this week.”
The best performing brands don’t just repost tagged content - they make it effortless for customers to submit and be rewarded.
Remember: your audience wants to be seen. Give them that moment, and they’ll give you the most believable content you can get.
6 - On Packaging, Inserts, and QR Codes
Offline touch-points matter just as much.
Your packaging is often the first physical interaction a customer has with your brand. Add a small insert or QR code:
“Loved it? Scan this to share your photo and unlock a reward.”
This transforms every delivery into a content-collection opportunity. Whether it’s an unboxing video, a quick photo, or a creative use-case, the content that comes from physical packaging feels spontaneous and genuine - the kind that wins trust instantly.
7 - At Events, Pop-ups, or Retail Counters
If your brand sells in-store or hosts activations, make content capture part of the experience.
Set up a small display or photo station with a sign:
“Snap a photo, upload, and get a reward instantly.”
These moments blend physical presence with digital engagement. They help your Shopify brand extend online trust through real-world participation - something algorithm-driven marketing can’t replicate.
8 - During Seasonal Campaigns or Product Launches
Seasonal drops and new product launches create natural excitement. Channel that momentum by asking your customers to show how they use or style your product.
“Help us celebrate our new drop
- upload your photo for a special reward.”
This kind of content doesn’t just show your products; it shows energy, context, and emotion - the elements of great storytelling that algorithms can’t fake.
9 - When Re-Orders or Subscriptions Renew
For repeat customers or subscription products, a reminder before the next delivery can double as a UGC request:
“Before your next order ships, show us how you’ve been using it!”
These photos and videos demonstrate satisfaction and consistency - valuable signals for potential new buyers who need proof that your brand delivers long-term quality.
10 - Anytime You Build Community
Community isn’t a campaign - it’s a rhythm.
Whether you’re celebrating a milestone, supporting a cause, or featuring loyal customers, every brand moment can include a small content invitation.
“We’d love to see how you’re part of this story - share your photo to join the feature.”
These ongoing asks keep your content pipeline full and your community feeling seen.
11 - At Offline Events and Gatherings
Real-world interactions create some of the most powerful customer content you’ll ever collect.
Whether it’s a trade show, a local market, a sports event, a community pop-up, or a casual brand meet-up - these moments carry energy and emotion that digital campaigns can’t replicate.
Set up a small photo spot or QR code for instant uploads and rewards:
“Take a photo, upload it, and unlock your reward instantly.”
When people are already engaged in person, participation feels natural, not transactional. The resulting content - smiles, candid shots, group energy - reinforces that your brand exists beyond the screen, connecting real people in the real world.
Why This Content Is So Valuable
Every piece of customer content - a photo, a video, even a quick unboxing clip
- is a micro-endorsement. It’s trust in visual form.
And that trust is harder to earn than ever.
Audiences today scroll past flawless product shots and influencer ads because they can’t tell what’s real.
AI-generated visuals and scripted “authentic” UGC have flooded the feed, creating what Yahoo’s research calls a credibility crisis for advertising (Yahoo Inc., 2024).
A quick, slightly imperfect video from a real buyer can outperform a polished campaign - because it feels human. It’s what shoppers look for before they buy: proof that the brand is genuine, trusted, and lived-in.
When you collect this kind of content at the right time, you’re not just filling your social feed. You’re building credibility, improving conversion rates, and creating a brand that customers actually believe in.
It Takes More Than One Ask
Not all Shopify brands will generate floods of content from a simple automated email.
If you want consistent customer photos and videos, you need to treat content collection like a campaign, not a wish.
As one community manager put it on Reddit:
“Not all brands and products will generate many natural reviews from a simple email flow, much less UGC. For UGC, we find brute force is the way - build an outbound campaign or outreach system that feeds a funnel filled with reviewers and purchasers. Friendly messages asking with specific, concise instructions. Add an incentive if you have to. You’ll shake out a small percentage of UGC continuously.”
That’s the reality: you’re not begging - you’re running a system. A clear message, a simple way to upload, and a visible reward outperform “hopeful” automation every time. The brands that collect the best customer content aren’t lucky - they’re intentional.
Final Thoughts
The key to getting more customer submissions on Shopify isn’t shouting louder -it’s asking smarter.
Timing and empathy beat pressure every time.
In an era of AI-made ads and paid-for “authenticity,” genuine customer content has become one of the last real trust signals left in digital marketing.
By inviting your customers to share at the right moments - after delivery, through packaging, during launches, or at offline events - you’re giving them a role in your story. And when they participate, your brand becomes more than a store; it becomes a shared experience.
Collect early.
Collect often.
And always remember:
your customers’ voices are your most powerful marketing asset.
Isabelle Simon - Communications Lead - 82DASH
