Promote Products: Claude + Make

A streetwear label lives on drops, and every release is supposed to hit Instagram and X the moment it goes up. In practice the product gets added to Shopify at midnight and the social posts get written, maybe, two days later when the hype has cooled. The launch and the announcement keep missing each other.

This build syncs them. The moment a new product is added, Claude writes a launch post for each platform, and Make queues them in Buffer for a quick approval. The drop and its announcement go out together, while you stay the one who hits post.

We wire it in Make, the last build in our e-commerce set, and a cousin of our blog-to-social guide pointed at products. Buffer holds the posts for your approval, so nothing goes live unread.

What does this workflow actually do?

In one line: a new product becomes queued social posts. Make watches Shopify for new products. When one appears, Claude writes a post for each platform, and Make queues them in Buffer. You review the queue and approve; nothing posts on its own.

A few real cases, none of them the usual ones:

• The streetwear label above, every drop announced the moment it lands.
• An indie bookstore promoting new arrivals without a daily social chore.
• A coffee roaster announcing each new single-origin to followers.
• A maker of limited runs announcing every small batch before it sells out.

Adding the product is the work you do anyway. Writing and scheduling the launch posts is the step that lags behind the drop. That writing is exactly what Claude does instantly.

Why use Make if Claude can already read and write?

Fair question. Claude is good at writing a punchy launch post tuned to each platform. It is not built to watch Shopify and queue posts in Buffer. That is plumbing, and Make does plumbing.

Make handles the no-judgment steps: catching the new product, queuing each post, running on its own. Claude handles the one step that needs words, the announcement. Make is the scheduler; Claude is the copywriter. Buffer’s queue keeps a human approving, so a launch post never goes out with the wrong price or a typo in the drop name.

What do you need before you start?

• A Make account. The free 1,000 operations a month covers regular launches.
• A Claude API key from the console, not the chat app. See how to use Claude.
• A Shopify store connected to Make.
• A Buffer account with your social channels connected.

Two Make words. A scenario is the whole product-to-social automation. A module is one box. Three boxes, one scenario.

How does the workflow work, step by step?

Three modules, left to right:

Module	App	What it does
1. Trigger	Shopify	Fires when a new product is created
2. Brain	Claude	Writes a launch post for each platform
3. Output	Buffer	Queues the posts for your approval

Step 1: Watch Shopify for new products

Create a scenario and add Shopify, Watch products, connect your store, and watch for new products. This trigger hands the next step the product’s name, description, and link.

Step 2: Let Claude write the posts

Add a Claude module, Create a Prompt, paste your key, pick Sonnet:

Write launch social posts for this new product.
Name: {{title from Step 1}}
Details: {{description from Step 1}}
Link: {{product URL from Step 1}}

An Instagram caption (punchy, 1-2 lines, a few tags) and an X post
(under 280 chars, one link). Label them IG: and X:. No fake scarcity.

The labels let Make split the two posts, and banning fake scarcity keeps the launch trustworthy.

Step 3: Queue them in Buffer

Add Buffer, Create a status update, connect Buffer, pick your channels, and map each labeled post. Set Buffer to add to queue, not post immediately, so you approve each launch before it goes out.

How do you run it and check the result?

Click Run once on a test product. When I tested this, the IG and X posts came out usable, with the X one needing a tighter first line, a ten-second fix in the Buffer queue. Tune the Step 2 voice, keep Buffer on add-to-queue, then turn the scenario on so every product drafts its own launch.

After that, the drop and the announcement stop missing each other. You add a product, glance at the queued posts, approve, and the launch goes out on time instead of two days late.

What does this cost to run?

Piece	Free tier	If you outgrow it
Make	1,000 operations/month free	Core plan from about $9/month
Claude API	Pay per use	Two launch posts on Sonnet cost a fraction of a cent
Shopify	Your existing plan	No extra cost
Buffer	Free plan covers a few channels	Paid from about $6/channel/month

Each product is three Make operations and a sliver of Claude. The build sits inside the free plans. More on tiers in our Make guide.

What can go wrong, and how do you avoid it?

• Posts go out unreviewed. Set Buffer to add-to-queue, not post immediately, so you approve first.
• The price or name is wrong. Review the queue; a launch post with a wrong price is worse than a late one.
• It uses fake scarcity. Ban it in the prompt; “only 3 left” that is not true erodes trust.
• It fires on old products on first run. Normal; clear the test posts from Buffer.

The same product-to-social pattern runs many jobs. See Make AI scenarios.

How do you build this in Zapier or n8n instead?

The three jobs do not change, only the names do.

Job	Make	Zapier	n8n
Catch a product	Watch products	New Product trigger	Shopify Trigger node
Write the posts	Claude module	Claude (Anthropic) action	Anthropic node
Queue to social	Create a status update	Buffer action	Buffer node

Make and Zapier are easiest to start. Zapier vs Make vs n8n compares all three.

Common questions

Does it post to social automatically?

No. Buffer holds the posts in a queue for your approval, so you catch a wrong price or name before a launch goes out.

Can it post to more than two platforms?

Yes. Buffer supports more channels; add them in the Buffer step and ask Claude for a post per platform.

Does it include the product image?

You add images in Buffer, or extend the flow to pull the product photo. Start with text and the link.

Will it work with WooCommerce?

Yes. Swap the Shopify trigger for WooCommerce; the Claude and Buffer steps are the same.

Is the chat app the same as the API?

Same models, different door. Make needs an API key from the console, not the chat login.

Primary sources

• Creating a scenario (Make Help)
• Claude API overview (Anthropic)
• Shopify Help Center
• Buffer Help Center
• Social media marketing — Grokipedia

Last reviewed: May 2026. Make, Claude, Shopify, and Buffer update their interfaces; check the official pages for exact button names.

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