Think your industry is boring? Here’s how to make it fun on social

Every pitch meeting has the same moment. Someone leans back and says, “It’s not very exciting, is it?” They mean their business. Lettings, logistics, nutrition powders, instant noodles. We’ve heard it about all of them, and every one turned out to have more fun in it than the client expected. Here is how we find it.

Boring to you is new to everyone else

You’ve done the job for fifteen years so nothing surprises you any more. Your audience has never seen inside it. The way an estate agent photographs a tricky room, the kit a staffing agency uses to check references, the absurd number of noodle flavours that never made it to the shelf. All of that is content. Pelham Estates got more comments on a post about the worst viewing of the week than on any listing.

Give the brand a personality

Fun is not the same as silly. It is a consistent voice that has opinions and a sense of humour:

• Decide what you find funny and what you don’t. Write it down.

• Pick one person to be the face, even if they’re nervous.

• Have a running joke. Audiences love coming back for the next episode.

• Reply to comments like a person, not a help desk.

Borrow from outside your category

Look at what a creamery, a bookshop or a netball tournament is doing and ask how it would translate. A noodle brand doing a weekly taste test borrowed its format from beauty creators. The first post looked odd. The fifth one got shared by a food magazine.

If you’re convinced your industry is the dull one, email us. We’d like to prove you wrong.