How to Create Engaging Content in a “Boring” Industry as a Social Media Marketer

Yes, we are looking at you, law offices, dentists, accountants...no offense.

Let's be real, your dream client isn’t always a lifestyle brand, travel company, or dessert shop. Some industries feel dry, technical, or just…not exciting to scroll through. But we need to pay the bills, and taking on a "boring" industry client could be exactly the type of brand that needs a social media manager with strategy and a little spice to make their account successful.

So, how do you generate content when your client’s niche makes your brain want to hit snooze? It all comes back to one question: what would make you want to follow this account?

Chances are, you likely don't run to follow your dentist on Instagram and TikTok, right? But what would make you hit the follow button if they came up in your feed? Let's get into it!

Lean Into Humor

Jump in on a trend, have the team do a funny voiceover, post an on-brand meme, and tap into the inter-comedian we know every SMM secretly has.

Make Things Bite-Sized

When you post educational content, break it down for your audience to make it less overwhelming and easier to digest.

Get Creative With Your Visuals

Think beyond stock photos and Canva templates. Use movement, text overlays, behind-the-scenes content to disrupt the feed and make the content feel exciting.

Tap Into Community Content

Show the people behind the business, highlight FAQs from real clients, share testimonials, or spotlight community involvement. Human content always wins.

Working with “boring” industries isn’t a punishment; it’s an opportunity to make it an account worth following.

Your content strategy, creativity, and personality can turn a dry account into a fun account. The more challenging the client, the better the case study this is about to be!