How to Approach Social Media in a “Boring” Category

What's Interesting About Your Industry, Not Your Product

Nobody cares about the software solutions for your industry.

If you’re in SaaS, in a “boring” industry, and struggling with social media content, do this…

Focus on what’s interesting about your 𝐢𝐧𝐝𝐮𝐬𝐭𝐫𝐲 not your 𝐩𝐫𝐨𝐝𝐮𝐜𝐭.

People don’t want to see demos, screenshots, feature highlights, no “save time and money with messaging, and no logos, no “we achieved this certification”, or “we are proud to announce…”, etc.

That’s not content, those are ads, and people don’t go onto social platforms to see ads.

Instead you can do: timelapses, interviews, skits, breakdowns, site walkthroughs, comparisons… and a million other things.

Here’s how that may look across different industries:

👉 𝐂𝐲𝐛𝐞𝐫𝐬𝐞𝐜𝐮𝐫𝐢𝐭𝐲 𝐬𝐨𝐟𝐭𝐰𝐚𝐫𝐞 – breakdown of the largest cybersecurity attacks throughout history.

👉 𝐀𝐜𝐜𝐨𝐮𝐧𝐭𝐢𝐧𝐠 𝐬𝐨𝐟𝐭𝐰𝐚𝐫𝐞 – best ways for corporations to save on taxes.

👉 𝐑𝐞𝐚𝐥 𝐄𝐬𝐭𝐚𝐭𝐞 𝐃𝐞𝐯𝐞𝐥𝐨𝐩𝐦𝐞𝐧𝐭 – Show a walkthrough or timelapse of a new development project.

👉 𝐏𝐫𝐨𝐣𝐞𝐜𝐭 𝐦𝐚𝐧𝐚𝐠𝐞𝐦𝐞𝐧𝐭 𝐬𝐨𝐟𝐭𝐰𝐚𝐫𝐞 – Do a comedy series of workplace skits with a reoccurring cast of characters.

Again, nobody cares about the software solutions for that industry.

It MUST be entertaining, or interesting, otherwise it’s getting ignored.

DM if you’d like to chat.

Social Media Is Where Your Brand Lives

If your social presence doesn’t look and feel like your brand, then for most people, your brand effectively doesn’t exist in the environments where they actually spend their time.

You can have a beautifully designed website and a perfectly crafted brand guidelines document, but if your Instagram grid, LinkedIn posts, TikToks, or X feed feel generic, inconsistent, or disconnected, the version of your brand that people experience most often is the watered-down one.

And that’s the version they remember.

Brand recognition isn’t built through a PDF of rules that sits in a shared drive. It’s built through repeated exposure to the same visual language, the same tone of voice, the same design decisions, over and over again, in public.

That repetition doesn’t happen on your website.

It happens on social.

Over time, people don’t remember individual posts. They remember how your brand feels. They recognize your layouts before they read your words. They identify your tone before they see your logo. They start to sense, almost subconsciously, that a piece of content “looks like you.”

That is brand at work.

And social media is where that work happens every day.

🌟 Pro tip:

Whenever you start with a new company, create a burner email account, signup for TikTok, and train the algo for that niche.