Shopify Masters

There’s Millions to Be Made In The Comment Section

Jan 27, 2026
Hannah Beals, former CEO and early Ouai leader who scaled the brand into a global haircare success, shares stories about brand-building, marketing, and company culture. She discusses turning customer comments into campaigns. She recounts risky creative bets, scaling intimacy while growing the team, content strategies across platforms, and keeping playfulness within corporate partnerships.
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ADVICE

Crowdsource Product Decisions From Fans

  • Ask your customers simple questions when stuck on design or product decisions.
  • Use Instagram Stories, loyalty communities, and manual lists of commenters to crowdsource product choices.
INSIGHT

Tailor Content To Platform Behavior

  • Modern algorithms reward inconsistency and native formats over polished Instagram grids.
  • Brands must operate like content machines, tailoring creative to each platform's tone and format.
ADVICE

Prioritize Content Over Big Budgets

  • Create incredible content first and figure out what resonates before scaling spend.
  • Low-cost, iterative content testing wins digital attention and can grow your brand faster than big budgets.
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