Social Media for Boring Industries Reinvented

Social media for boring industries can transform how people perceive everyday businesses with engaging content and creativity. Beauty brands can share endless tutorials, cafés can post aesthetic latte shots, and fashion labels can ride the wave of trending “Get Ready With Me” reels. But what about industries often labelled as “boring”?

Finance, removals, or even tinned fish may not seem like the obvious candidates for a thriving social media presence. Yet, with the right approach, these so-called “unexciting” industries can not only capture attention but also build loyal online communities.

The secret lies not in what you are selling, but how you present it. From education to storytelling, here are three powerful strategies showing how brands in “boring” sectors have transformed themselves into social media standouts.

Social Media for Boring Industries: Rethinking the Norm

Before diving into examples, it’s worth challenging the idea that any industry is dull. People are naturally curious, and what feels ordinary to those working within an industry may be fascinating to outsiders. The challenge for brands is uncovering the angle that makes their product or service worth sharing – whether it’s helping people save money, making everyday tasks easier, or adding unexpected fun to a humble household item.

1. Educate Your Audience

One of the simplest yet most effective ways for businesses in “dry” sectors to thrive on social media is through education. People are constantly searching for answers, especially to topics that feel complicated or intimidating.

Wealthsimple: Making Finance Accessible

Take Wealthsimple, an online investment management service. At first glance, finance doesn’t scream “shareable content.” Yet, Wealthsimple has proved that breaking down complex topics into accessible, visually engaging formats can be a game changer.

The brand uses colourful infographics and short-form videos to simplify daunting subjects such as options trading or new savings accounts. Instead of overwhelming jargon, the information is served in bite-sized, easy-to-digest posts.

Beyond Instagram, Wealthsimple extends this approach through its newsletter, which curates financial news and tips into a witty, readable round-up. The brand even experimented with a limited print edition, sparking buzz both online and offline.

Takeaway for businesses:

• Identify frequently asked questions in your industry and turn them into shareable content.
• Use carousels, reels, or stories to make information engaging rather than intimidating.
• Consider launching a newsletter that can double as content for your social platforms.

Education, when delivered with clarity and creativity, turns expertise into influence.

2. Social Media for Boring Industries: Distinct Brand Voice

While visuals may seem more relevant to food, fashion, or travel brands, even the most unglamorous products benefit from a strong aesthetic and personality. Consistency in how you look and sound online creates recognition – and builds trust.

Fishwife: From Pantry Staple to TikTok Darling

Tinned fish doesn’t exactly scream aspirational lifestyle. Yet Fishwife, a brand born during the pandemic, has redefined perceptions by marrying quality sourcing with clever marketing.

Their Instagram feed is a masterclass in aesthetic consistency: bold colours, retro-inspired packaging, and stylish recipe shots. But it isn’t just about the visuals. Their captions are witty, approachable, and conversational – almost as if a friend with seafood knowledge is sharing tips.

By blending playful language with an ethical mission, Fishwife made something once overlooked into a social media phenomenon. Their audience isn’t just buying tinned fish; they’re buying into a lifestyle, a point of view, and a voice that feels fresh and authentic.

Takeaway for businesses:

• Define your niche and clarify what makes you unique.
• Build consistency across visuals, tone, and messaging.
• Don’t underestimate humour or informality – they can humanise even the most traditional industries.

A strong aesthetic and voice give ordinary products extraordinary appeal.

3. Show, Don’t Tell

In service-led industries, actions speak louder than words. Social media provides the perfect stage to show real results, authentic experiences, and genuine stories.

Roadway Moving: Putting Customers in the Spotlight

Moving house isn’t glamorous. It’s stressful, tiring, and not something people usually want to think about. Yet Roadway Moving has flipped the narrative by using social media to showcase what they do, not just what they say.

Through partnerships with creators, the company shares authentic glimpses into the moving process. Rather than polished adverts, audiences see real people navigating relocations, giving a transparent view of the service. This not only builds credibility but also creates emotional resonance.

For an industry that thrives on word-of-mouth referrals, social media has become a digital version of customer recommendations. By leveraging creators and first-hand stories, Roadway Moving reaches potential clients long before they start searching for a moving company.

Takeaway for businesses:

• Share testimonials and behind-the-scenes stories through Instagram Stories Highlights.
• Collaborate with customers or creators who already have a genuine connection with your brand.
• Use video to show the real impact of your service rather than relying on generic slogans.

Showing real experiences builds trust in a way no polished sales pitch ever could.

Social Media for Boring Industries: Beyond the Ordinary

The success of brands like Moneyfarm, Fishwife, and Pickfords proves that there is no such thing as a “boring” industry online. What matters is creativity, consistency, and a willingness to see the potential in everyday products or services.

By educating audiences, developing a clear aesthetic and voice, and leaning into authentic storytelling, businesses can transform their social presence – no matter how “ordinary” their industry might seem.

Final Thoughts

Social media is not reserved for glossy industries alone. In fact, those operating in so-called boring sectors often have the greatest opportunity to surprise and delight audiences. After all, when a brand manages to make tinned fish, financial services, or moving vans engaging, people take notice.

The real question isn’t whether an industry is too boring for social media, but whether a brand is bold enough to approach it with creativity. Those who do will find themselves not just part of the conversation, but leading it.