Let’s face it – not every product or service feels made for UK social media, but the right strategy changes everything. If your business sits in a traditionally “boring” or serious industry, you might feel stumped when it comes to posting on social media.
But here’s the truth: even the most unassuming sectors have something worth sharing. With a little creativity and a strong strategy, any brand can capture attention and build a loyal following online.
Here are three clever ways businesses in “less exciting” industries have found their voice – and their audience – on social media.
Rethinking What “Boring” Means
What counts as “boring” is subjective. Finance, removals, or preserved foods might not stir much excitement at first glance – but the way a brand presents itself makes all the difference. From delivering educational content to crafting a recognisable visual identity, success often lies in how the story is told.
1. Turn Education Into Entertainment
Case Study: Wealthsimple – Making Finance Understandable
Money management is often complex, filled with jargon and intimidating concepts – especially across UK social media where clarity matters most. Yet, Canadian-based investment platform Wealthsimple has carved out a space as a trustworthy, informative, and visually compelling brand.
They’ve tapped into their audience’s curiosity by using infographics and carousel posts that break down finance into bite-sized, easy-to-digest lessons. Whether it’s options trading or setting up a savings plan, their content educates without overwhelming.
Their use of Instagram Reels and Stories adds another layer of accessibility, offering followers helpful insights in a casual, friendly format. Even their TLDR newsletter condenses industry news and financial tips in a refreshingly human tone.
What can brands learn?
- Identify your audience’s biggest questions and build content that answers them clearly.
- Use carousels and short-form videos to explain complex ideas visually.
- Consider launching a regular newsletter or content series to establish thought leadership and keep your audience engaged.
Educational content works well because it offers value. And in an industry where trust is everything, being a source of helpful information positions your brand as a reliable guide.
2. Build a Bold Brand Identity
Case Study: Fishwife – Tinned Fish with Flair
Who would’ve guessed that tinned fish could go viral and make waves across UK social media with clever branding? Fishwife, a US-based brand offering ethically sourced canned seafood, has transformed a simple pantry item into a cult favourite.
Their secret? A distinct brand personality paired with playful, nostalgic packaging and a clear mission around sustainability. On social media, their tone is relaxed and witty, often mimicking the way a friend would text you about their latest food obsession.
They also post recipes that are easy to follow and visually appealing, encouraging their followers to incorporate their products into everyday meals. It’s not just about selling fish – it’s about selling a vibe.
Key lessons for other brands:
- Know what sets your business apart. Is it your mission, your process, your people?
- Let your brand voice shine through – don’t be afraid to sound human.
- Visual consistency helps people recognise your posts before they even see your logo. Choose colours, fonts, and layouts that reflect your brand's personality.
strategyYou don’t need to sell a luxury lifestyle to stand out on social media. With the right tone and visuals, even the humblest product can feel exciting.
3. Let Your Customers Do the Talking
Case Study: Roadway Moving – Real Stories from Real People
If there’s one thing people dread, it’s moving house – even on UK social media, it rarely looks appealing. But Roadway Moving has managed to turn this notoriously stressful service into a relatable and even entertaining social media presence.
They focus on showing, not telling. Through behind-the-scenes content, influencer collaborations, and real-life customer experiences, Roadway builds trust by demonstrating exactly what the process looks like – from packing up to settling in.
Creator partnerships have become a cornerstone of their strategy. When influencers share their moves, followers get a glimpse of what to expect, and the endorsement feels more like a recommendation from a friend than a hard sell.
What can others take away?
- Showcase your service in action. Don’t just explain – let people see it for themselves.
- Highlight user-generated content or customer testimonials to build credibility.
- Look out for genuine brand fans in your comments or tags – these are your best potential partners.
Social proof is powerful. When people see others benefiting from your service, they’re more likely to trust and remember your brand when it matters.
Final Thoughts: Boring Is a Myth
The notion of a “boring” industry is outdated, especially when approached with a strong UK social media strategy. Every business has a story to tell – the challenge is to tell it well. Whether you're in finance, logistics, or shelf-stable food, there's always a way to educate, inspire, or entertain.
The trick lies in consistency, creativity, and knowing your audience. Build a visual identity people can spot in a crowded feed. Create content that adds value to their lives. And most importantly, show them who you are, not just what you sell.
Even if your product isn’t flashy, your content can be.
Quick Recap: 3 Social Media Tactics That Work in Any Industry
- Teach with confidence: Therefore, share your expertise in digestible formats like carousels, short videos, or newsletters.
- Be visually and verbally consistent: In addition, create a brand aesthetic and tone that’s instantly recognisable and reflective of your values.
- Use storytelling and real experiences: For example, bring your audience along with you through customer stories, reviews, and day-in-the-life-style posts.
If your content has felt uninspired lately, take a cue from these brands. It’s not about being the loudest or trendiest. It’s about being true to your brand, showing up with value, and presenting your offer in a way that resonates. That’s how “boring” becomes brilliant.
