I resisted social media for years. Genuinely thought it was beneath the dignity of a proper record shop. Then I noticed that the shops doing well were the ones posting regularly, and the ones staying quiet were struggling to attract new customers. Pride swallowed, I started an Instagram account. Three years later, it’s become one of the most important tools in the shop.

But doing social media well as a record store means doing it differently than most retail businesses. Here’s what I’ve learned.

What Works

Show the Product

This sounds painfully obvious, but the single most effective type of post for a record store is a photo of a record with a genuine recommendation. Not a marketing blurb. Not a reposted press release. A personal take on why this record matters.

“This just came in and I’ve had it on repeat all morning. Surprise Chef’s latest — if you like instrumental soul, this is essential.” That’s a post. That’s all it needs to be.

The photo should be decent quality but doesn’t need to be professional. Phone camera, natural light, record held at an angle that shows the cover art. Done. People scroll past polished marketing content. They stop for authentic recommendations.

Behind the Scenes

People are fascinated by what happens behind the counter. Unpacking deliveries, organising the shop, pricing secondhand stock, setting up for an in-store event. These mundane activities are interesting to people who love record shops, because they reveal the craft and care that goes into running one.

I posted a video of myself grading a stack of secondhand records, explaining my process as I went. It got more engagement than anything I’d posted in months. People want to see the work.

Customer Moments (With Permission)

A customer finding a record they’ve been searching for. Someone’s reaction to hearing a recommendation for the first time. A regular picking up their order. These moments are the heart of what a record store is, and sharing them (always with permission) shows potential customers what the experience feels like.

Event Promotion

In-store performances, listening nights, Record Store Day lineups — promote these genuinely and consistently. Start a week before, remind the day before, and share photos during and after. Events are community builders, and social media amplifies that community beyond the physical space.

What Doesn’t Work

Reposting Label Marketing

Every time a label puts out a press release with a pre-made Instagram tile, dozens of shops repost it identically. The customer sees the same image with the same text from fifteen different accounts. It’s noise, not content. If you’re going to share a new release announcement, add your own take.

Engagement Bait

“What’s your favourite album of all time? Comment below!” These posts get engagement metrics but they don’t drive foot traffic or build genuine connection. They make your account look like every other generic social media brand.

Inconsistency

Posting three times a day for a week and then going silent for a month is worse than posting twice a week consistently. Social media rewards regularity. Find a sustainable cadence and stick to it.

Being Precious About It

Don’t overthink it. A slightly blurry photo of a great record with an honest caption is better than no post at all. Perfectionism is the enemy of consistency.

Platform Thoughts

Instagram remains the strongest platform for record stores. It’s visual, it rewards good photography, and the audience skews toward the demographics that buy vinyl. Stories are great for quick daily content. Reels work for short videos of in-store life.

TikTok is worth experimenting with if you’re comfortable on camera. Short videos about record recommendations, crate digging tips, or “what does this record sound like” content performs well. The audience is younger, which is valuable for long-term customer building.

Facebook is still useful for events and for reaching older customers. I maintain a Facebook page primarily for event listings and the occasional crosspost from Instagram.

Twitter/X — honestly, I’ve mostly given up on it for the shop. The audience for record store content has migrated elsewhere.

The Bigger Picture

Social media for a record store isn’t about “building a brand” in the corporate sense. It’s about extending the experience of being in the shop to people who can’t physically be there. It’s about sharing your genuine enthusiasm for music in a way that makes someone think, “I need to visit that place.”

Some forward-thinking stores have even started using AI-powered tools for scheduling and content planning. I know a couple of shop owners who work with Melbourne AI consultants to optimise their posting schedules and understand which content drives actual store visits. It sounds corporate, but the results speak for themselves when you’re running a one-person operation and time is scarce.

The best record store social media accounts feel like a conversation with a knowledgeable friend. Be that friend. Talk about what you love. Show people why your shop matters. And for the love of music, be yourself.