@rosalind.makesInstagram · reel · 94K views · 2d94Kviews, no partnership
“Third month with these and they have not pilled once. No, this is not an ad, nobody has ever emailed me.”
E-commerce and D2C
A product gets judged in someone else's comments.
Unboxings, hauls, sizing arguments and delivery complaints. Most of it names the product rather than the brand account, and almost none of it arrives as a notification.
- Creator posts and comments
- Live in about three minutes
- No card, no commitment
@rosalind.makesInstagram · reel · 94K views · 2d
@fitcheck.daily1dWants“Sizing runs small, order up. Everyone in the comments says the same and the site still says true to size.”
Marta Vidal3dStuck“Package said delivered, it was not. Support replied in four days. The product is genuinely lovely, the waiting was not.”
- @dana.builds6hDemand
“Is the olive colour coming back? Been checking every week since March.”
Where products get reviewed
Your best review this month was posted by someone you have never emailed.
A creator with no partnership, a comment thread arguing about sizing, a group post about a late parcel. Each one is worth something different — a permission request, a product-page edit, a support ticket you never received.
What people posted about, by theme
2,410posts and comments about these products · last 30 days
Fit and sizingthe site says true to size742
Quality after a few months604
Delivery and tracking488
Restock questions351
Everything else225
Of those posts, tagged the brand account
12%
289 of 2,410. Products get named, accounts do not — so the notifications tab is the smallest and least representative sample you have.
Posts per day, last 30 days
The five themes above sum to the 2,410 total.
One of those themes is a copy change on a product page. One is a logistics conversation. One is a restock email that would sell out in a day. None of them arrived in an inbox.
What matters in D2C
Four things a product gets talked about for.
In this category the conversation is visual, fast and mostly in someone else's comment section. What you need back from it is specific enough to act on this week.
Creators and advocates
People posting about your product with no deal in place, which is the only kind of endorsement that reads as real.
With reach, so you can tell a friend from a moment.
Fit, quality and returns
The recurring product complaints, counted, so a pattern is separable from a bad week.
Often a product-page fix rather than a product fix.
Delivery and support
The logistics conversations that happen in public because the ticket took too long.
Usually posted somewhere your helpdesk cannot see.
Restock and demand
People asking when something is back, which is a waiting list nobody has captured.
By product and by variant.
From a comment to a decision
Seven hundred people cannot all be ordering wrong.
One comment about sizing is a person. Hundreds of them, all saying the same thing while the product page says the opposite, is a conversion problem with a number attached.
01Comments
742 posts
Fit and sizing, across Instagram, TikTok and two Facebook groups.
02Pattern
One direction
Almost all of them say the same thing: it runs small, order up.
03Insight
The page is wrong
The product page says true to size, and has since launch.
04Action
A copy change
Plus a returns number to check it against next month.
Worked example
- “Sizing runs small, order up”
- 742 posts saying it in 30 days
- The product page says true to size
- Change the page, then watch returns
Read the comments you were never tagged in.
Add your product names and the way people actually spell them. We read the places a product gets judged rather than the places a brand posts.
What we do not do: reply, comment or contact creators for you. We find the post and hand you the link. Reaching out to someone who praised you unprompted is a good idea and a human one.
Looking for the feature rather than the job? See how social listening works