With caption starters
35 Instagram post ideas for Etsy sellers
On Etsy, a shopper finds you through a search, buys once, and may never think of your shop again. Instagram is where they can follow you: the person behind the shop, the work in progress, the next batch, the market you’ll be at on Saturday. Your posts don’t have to sell every time. They have to make someone remember your shop name when they’re ready to buy, and know where to find you.
- Updated Oct 14, 2026
- 7 topics, 35 ideas
- By Season
B
brackenrue.pottery
Brackenrue Pottery
Small-batch stoneware mugs, sold on Etsy
On this page
Before you start
These ideas are written for people who sell handmade work, vintage finds or craft supplies on Etsy: potters and printmakers, knitters and woodworkers, people who comb estate sales for the pieces they list. They follow how a small shop actually runs, from a slow week at the bench to a sold-out update, a custom commission, a craft fair and the holiday order deadlines. Every idea comes with the photo to take and an opening line you can finish in your own words.
Instagram doesn’t put a link under every post, so be clear about where to go. Put your shop link in your bio, name the item in the caption exactly as it’s titled in your shop, and say “link in bio” every time. Share your shop’s own address (yourshopname.etsy.com) or a trackable link to a listing: if your shop is enrolled in Etsy’s Share & Save program, orders from people who click those links can earn you back part of your fees.
Who this is for: Makers, vintage sellers and craft supply shops who sell on Etsy, with or without their own website or a market stall, and handle their own Instagram between making, listing and shipping.
Your 7 topics (content pillars)
Rotate through these and you’ll never stare at a blank caption again. Each topic does a different job for an Etsy shop.
The making
Show the work while it happens: the wheel, the loom, the press, the bench, a piece from raw material to finished, the mistakes and the second tries.
Handmade is the reason people choose a small shop over a factory-made copy, but a listing photo only shows the finished piece. Process posts show the hours and the hands behind it, which explains your price without arguing for it.
5 ideasMaterials
Explain what your work is made of and how to look after it: the clay body, the wool, the wood, the ink, the age of a vintage piece, care instructions, sizes and fit.
Shoppers can’t hold your work before they buy it, and the questions they’d ask at a market table end up in your messages instead. Clear posts about materials and care answer them for everyone, and the honest details are what make a handmade piece feel worth its price.
6 ideasNew in the shop
Show what you just listed, one piece at a time: in use, at true scale, in daylight, with its name as it appears in your shop, its price and where to find it.
On Etsy, a new listing waits to be found in search. A post the day it goes live puts it in front of the people who already like your work, and naming it exactly as it’s titled in your shop makes it easy to find from your bio link.
5 ideasCustom orders
Show what you can make to order and how it works: past commissions, the options, the lead time, how to ask, the steps from sketch to shipping.
Custom work is often a shop’s best order, and people hesitate because they don’t know what they can ask for or how long it takes. A post that spells it out brings in requests from people who already know your style and your timeline.
4 ideasShop news
Announce what’s happening: restock days, shop updates, market and craft fair dates, holiday order-by dates, shop closures and vacation mode.
Small shops sell in small batches and close for a week now and then. Followers who know the update day, the booth number and the last order date are the ones who show up, and nobody has to guess why your shop is empty.
5 ideasShop the link
Make the path from a post to the listing short: what’s in your bio link, how to find a piece by name, how to save it to favorites, who you are on Etsy.
Instagram doesn’t link each post, so every post that sells needs a clear next step. A few posts that explain the path, and a caption habit of naming the item and pointing to your bio, turn likes into visits to your shop.
5 ideasBy hand
One number about the work: hours at the wheel, rows in a blanket, colors in a print run, days a glaze firing takes, years since your first sale.
“Handmade” is easy to say and hard to picture. One number, like the hours in a quilt or the 20 years that make a piece vintage on Etsy, makes the work concrete and gives followers a fact they can repeat.
5 ideas
35 Instagram post ideas for Etsy sellers
Grouped by topic. Each one says what to show and gives you a first line for the caption. Replace what’s in brackets with your own details.
The making5 ideas
Show the work while it happens: the wheel, the loom, the press, the bench, a piece from raw material to finished, the mistakes and the second tries.
1. From raw material to finished piece
CarouselWhat to show: One photo per stage of a single piece, from the raw material to the finished work in its listing photo setup, all from the same angle.
Caption starterThis [piece] started as [raw material] on [day]. Here’s every stage between then and the listing that went up today.
2. Hands at work, up close
Single postWhat to show: Your hands mid-task, close and sharp: throwing, stitching, carving, inking, with the tool in the frame.
Caption starterMid-[task] on a [piece]. This part takes about [time], and there’s no shortcut for it.
3. The one that didn’t make it
Single postWhat to show: A piece that cracked, warped or came out wrong, next to the version that worked.
Caption starterNot every piece makes it to the shop. This one [cracked in the kiln or came out crooked], so it stays here. The one next to it is listed now.
4. Your workspace at the end of the day
Single postWhat to show: The bench, table or corner where you make things, as it looks after a full day: tools out, work in progress, good light if you have it.
Caption starterWhere every order comes from: [describe the space] in [city]. It’s tidier on Mondays.
5. A batch in progress
CarouselWhat to show: A whole batch at one stage, like a shelf of drying pots or a stack of printed sheets, then the same batch finished.
Caption starter[Number] [pieces] in this batch, all at the [stage] stage. They’ll be in the shop on [day], and each one will be a little different.
Materials6 ideas
Explain what your work is made of and how to look after it: the clay body, the wool, the wood, the ink, the age of a vintage piece, care instructions, sizes and fit.
6. What it’s made of
CarouselWhat to show: The raw materials laid out next to the finished piece, then one slide per material with where it comes from.
Caption starterEvery [piece] is made from [materials]. Here’s where each one comes from, and why we chose it.
7. How to care for it
CarouselWhat to show: One care step per slide on a plain background: washing, drying, storing, what to avoid.
Caption starterHow to keep your [piece] looking like the day it arrived: [care step], [care step], and never [what to avoid]. Save this one.
8. True size, next to something familiar
Single postWhat to show: The piece next to an everyday object like a coffee cup, a phone or a hand, with the measurements written beside it.
Caption starterReal size: the [piece] is [measurements]. Here it is next to [everyday object], because listing photos can make everything look the same size.
9. Why each one looks a little different
Single postWhat to show: Three of the same piece side by side, showing the natural variations in glaze, grain, dye or weave.
Caption starterThree [pieces] from the same batch, and none of them match exactly. That’s [the glaze, the grain, the hand-dyeing], and it’s why your photos and ours won’t be identical.
10. How we date a vintage piece
CarouselWhat to show: The clues you check on a vintage item, one per slide: the maker’s mark, the label, the construction, the wear.
Caption starterHow do we know this [item] is from the [decade]? The [maker’s mark, label or construction] tells us. On Etsy, vintage means at least 20 years old, and we describe the condition of every piece honestly.
11. Dishwasher and microwave, yes or no
Single postWhat to show: Your piece next to a clear card saying whether it can go in the dishwasher and the microwave, in your own words.
Caption starterCan it go in the dishwasher? The microwave? Here’s the honest answer for our [piece]: [what’s safe] and [what isn’t]. It’s on every listing too.
New in the shop5 ideas
Show what you just listed, one piece at a time: in use, at true scale, in daylight, with its name as it appears in your shop, its price and where to find it.
12. Just listed, in use
Single postWhat to show: The new piece being used the way it’s meant to be: a mug with coffee in it, a scarf being worn, a print on a wall.
Caption starterJust listed: the [piece name], $[price]. Search “[piece name]” in our shop, or tap the link in bio.
13. The whole drop in one post
CarouselWhat to show: One piece per slide in the same light and on the same background, each with its name, ending on all of them together.
Caption starterToday’s shop update: [number] new [pieces]. Each one is listed by name, so swipe to find your favorite, then look for it through the link in our bio.
14. The one-of-a-kind piece
Single postWhat to show: A single piece that won’t be repeated, shot from its best angle, with “one of one” on a card beside it.
Caption starterThere’s only one of this [piece], and we won’t be making it again. It’s in the shop now as [piece name].
15. The colors it comes in
CarouselWhat to show: The same piece in each color or finish you offer, one per slide, in the same light so the colors compare honestly.
Caption starterThe [piece] comes in [number] colors. Here they are in the same daylight, so you can pick the right one, then choose it from the options on the listing.
16. A vintage find, cleaned and ready
CarouselWhat to show: The piece as you found it, then cleaned and photographed, then a close-up of any wear you’ve noted in the listing.
Caption starterFound at [estate sale or flea market] in [place], from around [decade]. It’s cleaned and listed now, and the small [wear or mark] is shown in the photos.
Custom orders4 ideas
Show what you can make to order and how it works: past commissions, the options, the lead time, how to ask, the steps from sketch to shipping.
17. How a custom order works
CarouselWhat to show: One step per slide: send a message, agree on the details and the price, the making, the photo for approval, shipping.
Caption starterWant something made just for you? Here’s how a custom order works, start to finish, and how long each step takes. Send us a message on Etsy to start.
18. A commission, from sketch to delivery
CarouselWhat to show: The customer’s idea or your first sketch, the work in progress, and the finished piece, with their permission.
Caption starter[Customer’s first name, if they’re happy to be named] asked for [request]. Here’s how it went from a sketch to the finished [piece].
19. Personalization options
CarouselWhat to show: The choices you offer, like names, colors, sizes and fonts, each shown on a real finished piece.
Caption starterWhat you can personalize on our [piece]: [option], [option] and [option]. Add your details in the personalization box when you order.
20. Custom order lead times
Single postWhat to show: Your current lead time in big type, with the cutoff for the next holiday underneath.
Caption starterCustom orders take [number] weeks right now. For [holiday], send your request by [date].
Shop news5 ideas
Announce what’s happening: restock days, shop updates, market and craft fair dates, holiday order-by dates, shop closures and vacation mode.
21. Shop update day
Single postWhat to show: A teaser of the new pieces, partly hidden or in a stack, with the date and time of the update large on the image.
Caption starterShop update on [day] at [time] [time zone]: [number] new [pieces]. Set a reminder, and find the shop through the link in our bio.
22. Find us at the market
Single postWhat to show: Your table set up at the market or craft fair: the display, the sign, the price cards, the way people will see it.
Caption starterThis [day] we’re at [market name], [booth or table number], from [time] to [time]. Come hold a piece before you buy it, and ask us anything about how it’s made.
23. Back in stock
Single postWhat to show: The restocked piece in a row or a stack, with the restock date on a card.
Caption starterThe [piece name] is back in the shop as of [date], [number] made this round. When they’re gone, the next batch is [when].
24. Last day to order for the holidays
Single postWhat to show: Your last order dates on a plain color, one per line: made to order, ready to ship, custom.
Best months: November and December
Caption starterOrdering for [holiday]? The last day for custom orders is [date], and ready-to-ship pieces should be ordered by [date] for standard shipping.
25. The shop is closed for a week
Single postWhat to show: A quiet photo of your empty workspace or a sign, with the dates you’re away and the day you’ll be back.
Caption starterThe shop is on a break from [date] to [date]. Orders placed before [date] ship before I go, and everything comes back on [date].
Shop the link5 ideas
Make the path from a post to the listing short: what’s in your bio link, how to find a piece by name, how to save it to favorites, who you are on Etsy.
26. Where the link in bio goes
Single postWhat to show: A screenshot or a simple graphic of your profile with the bio link highlighted, and what it opens.
Caption starterWant something you see here? Tap the link in our bio, then search the name from the caption. Every post names the piece exactly as it’s listed.
27. How to find a piece from a post
CarouselWhat to show: Three slides: the post with the piece name circled, the shop’s search bar with the name typed in, the listing.
Caption starterSaw something in a post and want it? Here’s the fastest way: copy the name from the caption, open the link in our bio, and search it in the shop.
28. Save it to your favorites
Single postWhat to show: Your listing on a phone with the favorite heart tapped, next to the real piece.
Caption starterNot ready to buy yet? Tap the heart on the listing to save it to your favorites on Etsy, so it’s easy to find again later.
29. Our shop name on Etsy
Single postWhat to show: Your shop banner or your logo on a card, with your shop name written exactly as it appears on Etsy.
Caption starterLooking for us on Etsy? Search “[shop name]”, or go straight to [shop name].etsy.com through the link in our bio.
30. What happens after you order
CarouselWhat to show: One slide per step after checkout: the order confirmation, making or packing, the box, the shipping note.
Caption starterJust ordered? Here’s what happens next: we [make or pack] it within [number] days, wrap it in [packaging] and send it with [shipping method].
By hand5 ideas
One number about the work: hours at the wheel, rows in a blanket, colors in a print run, days a glaze firing takes, years since your first sale.
31. Hours in one piece
Single postWhat to show: The number of hours one piece takes, big on a brand color, with the steps listed small underneath.
Caption starter[Number] hours, from [first step] to [last step], for one [piece].
32. 20 years makes it vintage
Single postWhat to show: “20 years” in big type, with “the minimum age for vintage on Etsy” under it.
Caption starter20 years. That’s how old an item must be to be sold as vintage on Etsy. This [item] is from around [decade].
33. Pieces in the latest batch
Single postWhat to show: The number of pieces in your latest batch, big, over a photo of them lined up.
Caption starter[Number] [pieces] in this batch, each made one at a time. They go live on [day].
34. Orders shipped since you opened
Single postWhat to show: The number of orders you’ve shipped since you opened, big, with the year you opened under it.
Caption starter[Number] orders since [year]. Every one packed at [this table or this desk], and every one still makes my day.
35. Days in the kiln, the dye pot or the press
Single postWhat to show: The number of days one stage takes, big, with what’s happening in that stage underneath.
Caption starter[Number] days. That’s how long [stage] takes before a [piece] is ready, and it can’t be hurried.
Instagram post examples for Etsy sellers
The 35 ideas above as finished posts for Brackenrue Pottery, the fictional Etsy shop from the top of this page. The number on a post is its idea in the list.
A weekly rhythm you can keep
3 posts a week, on the same days every week. Here’s a starting point for an Etsy shop.
- MonNo post
- TueThe making
- WedNo post
- ThuNew in the shop
- FriNo post
- SatShop news
- SunNo post
- Tue: The making
Early in the week, a making post keeps your shop in people’s feeds even when nothing new is listed.
- Thu: New in the shop
Show a listed piece before the weekend, when people have time to browse and favorite things.
- Sat: Shop news
Weekends are for markets and shop updates. Post where you’ll be, or what just went live, while people are out shopping.
Rotate Tuesday between The making, Materials and By hand, and give one Thursday a month to Custom orders. When nothing is happening on Saturday, post a Shop the link reminder instead. From November to mid-December, add your last order dates on top of the three.
Dates to plan for
The moments in the US calendar worth a post for an Etsy shop, and how early to start talking about them.
Valentine’s Day
February 14Personalized gifts and pieces for two. Post your custom order cutoff four weeks out, then a reminder of ready-to-ship pieces the week before.
Start posting about 28 days before.
Mother’s Day
Second Sunday of MayPersonalized and one-of-a-kind gifts. Post your order-by date for made-to-order pieces three to four weeks before.
Start posting about 28 days before.
Wedding season
Late spring through fallCustom gifts, favors and keepsakes for weddings. Post your lead times and minimums for group orders in early spring and keep them pinned.
Start posting about 42 days before.
Father’s Day
Third Sunday of JunePieces he’ll actually use, personalized if you offer it. Post the order-by date three weeks ahead.
Start posting about 21 days before.
Halloween
October 31Seasonal pieces, spooky colors and the first holiday makes. A good week to announce your holiday custom order cutoff.
Start posting about 14 days before.
Black Friday
The day after ThanksgivingA free gift with orders, free shipping or a bundle protects the price of handmade work better than a deep discount. Post the dates two weeks ahead.
Start posting about 14 days before. About this date
Small Business Saturday
The Saturday after ThanksgivingThank the people who buy handmade, tell them where to find you that day, at a market or online, and show who makes every order.
Start posting about 7 days before. About this date
Christmas
December 25Gift guides by price, your custom order cutoff and your last order dates for shipping. Start in early November and post the deadlines at least three times.
Start posting about 42 days before.
Questions Etsy sellers ask
How do I send Instagram followers to my Etsy listings?
Put your shop link in your bio and point to it in every caption that shows something for sale. Name the piece exactly as it’s titled in your shop, so people can search it. Share your shop’s own address (yourshopname.etsy.com) or a trackable link to a listing: if your shop is enrolled in Etsy’s Share & Save program and a buyer places an eligible order within 30 days of clicking, you earn back 4% of the order total. Links you put in listing descriptions or send through Etsy Messages don’t count.
Can I use the Etsy name or logo on my Instagram?
You can say where you sell and share your shop’s address, as long as what you say is truthful and doesn’t suggest Etsy runs or sponsors your account. Etsy’s trademark policy says not to use the Etsy name or logo as your social media username or profile photo, not to use the Etsy logo on things like business cards, not to put “Etsy” in your business or shop name, and not to imply you’re affiliated with or sponsored by Etsy. Spell it with a capital E, and make it clear that your profile is run by you.
What should I post if I sell vintage or craft supplies?
The same topics work with a different focus. For vintage, show the find, how you dated it, its condition with every flaw photographed, and the history behind the maker. On Etsy, vintage means at least 20 years old. For craft supplies, show what people make with them: a finished project, a color card, a quick how-to, and the quantity in each pack.
How often should an Etsy seller post on Instagram?
Three posts a week is enough if you keep it up: one about the making, one new listing, one piece of shop news. Add a post for every shop update, market and holiday deadline, since those are the ones people act on. Posting on the same days each week helps more than posting daily for two weeks and then going quiet.
Can Season make posts for my Etsy shop?
Yes, with your input. Season reads your Instagram, your own website if you have one, and the product photos and price list (as a PDF) you add. It doesn’t read your Etsy shop page, so add your photos and prices when you set it up. It then creates, designs, plans and posts image posts and carousels, with captions that end on a call to action like “shop the link in bio”. It’s Instagram only: no Reels, Stories or video, and nothing is posted to Etsy. Season isn’t affiliated with Etsy; Etsy is a trademark of Etsy, Inc.
Sources
- How to Save on Etsy Fees with the Share & Save Program, Etsy Help Center. Accessed Oct 13, 2026.
- Etsy's Creativity Standards, Our House Rules (Etsy, last updated Jun 10, 2025). Accessed Oct 13, 2026.
- Trademark Policy, Our House Rules (Etsy, effective Dec 1, 2022). Accessed Oct 13, 2026.
- Trademark Policy - Examples, Our House Rules (Etsy, last updated Oct 19, 2022). Accessed Oct 13, 2026.
Keep going
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Start with a content calendar for Etsy sellers: it spreads these ideas over 4 or 12 weeks.
The full system
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