Can a ‘Boring’ Business Be Brilliant on Social Media?


boring business

Can you make a traditionally ‘boring’ product or business interesting enough to attract good interest on social media?

You might think that you’re always fighting a losing battle in trying to “sex up” any brand that won’t instantly appeal to the intended target market or doesn’t have an obvious market at all but this isn’t actually true.

You can get people interested and even excited about a supposedly ‘boring’ product or industry and it’s not as difficult as you probably assume. Don’t be disheartened if most people don’t ever engage with your brand or product; the key is to pinpoint your target market and find ways to speak to them in ways that engage them.

The golden rule to remember is this: people don’t necessarily care about your brand as such but they are very interested in how it can potentially help them. If you can solve a problem that they currently have, they’ll usually be more than happy to follow you and engage with you, for example.

Don’t Be Afraid to Be Fun

One of the biggest reasons why ‘boring’ businesses struggle to be successful on social media is not necessarily down to their industry or what they’re selling; it’s often because their efforts come across as dry and boring and by default, they are seen as being a dull brand with no appeal. No one wants to follow a brand that comes across in this way, let alone engage with them or buy from them so you’re definitely not doing yourself any favours by being corporate and overly formal in your tone.

No one wants to follow a brand that comes across in this way, let alone engage with them or buy from them so you’re definitely not doing yourself any favours by being corporate and overly formal in your tone.

As with your website copy, your social media pages are a great way to dispel “boring” assumptions about your industry or brand. Think of it as your chance to show potential customers that you can appeal to people just like them!

Add Value

Most brands will be able to use relevant and useful content to engage their audience. If you provide value to certain people, they will find you interesting.It really is as simple as that! Many brands spend way too much time worrying about their overall popularity, rather than focusing on appealing to the people who would benefit most from what they do.

Truth is, there are very few areas that are actually boring to everyone. Pretty much every industry can solve problems for people with specific needs, no matter how dull they may seem to everyone else. The trick is to hone in on the potential customers that may go on to buy from you and forget about being insanely popular.

How do you provide this all-important value? It’s all about creating content that genuinely informs and educates your target audience and speaks to their needs and interests.

This approach isn’t just useful for social media; it’s a valuable marketing tool that can bring customers/clients directly to you. When someone searches on a particular topic, they may well come across your content and click on it. If it helps them out, you’ve potentially got a very happy customer on your hands. For boring and unpopular topics that aren’t very widely written about, you can definitely stand out against your competition by being valuable.

A business selling ‘dull’ DIY products can use content based around sharing DIY tips and knowledge that followers will learn from and might share with their networks while an insurance company can help people to save money or be healthier through their content, for example.

Providing value for your audience is something of a slow burner in terms of sales. It won’t lead directly to sales in most cases but it will “warm up” your followers in terms of building trust and make them more receptive to buying from you in the future. At some point, you may well hit on a topic that resonates with them and solves a problem that is currently affecting them. Because they’re already “warmed up” to you as a brand, there’s a good chance that they’ll then buy from you.

Use Stunning Visuals

Visual content is infinitely more shareable than plain text updates and can make your brand much more ripe for engagement too. As well as photos, infographics are another good option and can work well for sharing information in a visual form that is more easily consumed by your audience compared to written content.

Be Personable

You may not be selling the most fascinating or glamorous of products but chances are, the people involved with your business are more interesting and can add an additional dimension to your social media. Showing behind-the-scenes snippets of your staff can introduce a human touch to your brand that may not otherwise come across.

Bookkeeping isn’t a very dry kind of topic but Bench are trying to change this perception on their Instagram account. They regularly post behind-the-scenes photos to show their fun approach to bookkeeping:



Need some help with your social media efforts? I’m a Social Media Manager and have worked with a range of clients in the UK and abroad. Get in touch with me today to discuss how I could help!