3 brands in ‘boring’ industries that crushed social media

Do you manage social media in a “boring” industry? You might feel like that means your content has to be . . . well, boring too.

We hear it all the time: “There’s nothing exciting about what we do.”  “Our industry is too niche.”, or “People don’t care about this stuff on social.”

But we have good news for you! People follow content that makes them feel something. And yes, even cleaning products, airplanes, and ocean cleanup can do that.

Don’t believe us? Here are 3 brands that absolutely CRUSHED it on TikTok recently and what you can learn from them. 

The Pink Stuff (Cleaning industry)

The Pink Stuff is a viral cleaning paste known for its bright pink colour, fruity scent, and stain-fighting power.

If you work in the cleaning industry, it can feel tough to both sell your products and build a community around them. 

The Pink Stuff makes it look easy. 

They create genuinely satisfying, interesting cleaning content – but what really stands out is how they show up for their audience. They reply to comments, take suggestions, and co-create content with their community. 

What they’re doing well:

• They make the product the star (but in a satisfying, entertaining way)
• They actively co-create with their community
• They turn comments into content
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They aren’t posting at random; they are actively cleaning what their audience asks to see.

What you can learn:

You don’t need to reinvent your industry, you just need to make it interactive.

Airbus (Aviation industry)

Airbus is one of the world’s largest aerospace companies, designing and manufacturing commercial aircraft, helicopters, and defence systems.

The world’s largest aerospace company is proof that even highly technical industries can win on social media – without hiding behind corporate language.

Instead of playing it safe, Airbus leans into content that’s:

• Educational
• Entertaining
• A little unexpected

Here’s a great example of an educational/did you know post in action: 

They take complex topics and turn them into quick, digestible content that actually makes you want to learn.

And they’re not afraid to have fun with it either:

What you can learn:

You don’t need to “dumb down” your dull industry; you just need to make it accessible. Because when people understand what you do, they’re far more likely to engage with it. And when they enjoy it? Even better!

4ocean (Non-profit industry)

4ocean is a purpose-driven company focused on removing plastic waste from oceans and coastlines around the world.

4ocean proves that storytelling is one of the most powerful tools you have, even as a boring industry. 

As a company focused on ocean cleanup, they naturally have strong visual content yes, but what makes it work is how they use it.

What they’re doing well:

• They show real impact
• They create an emotional connection
• They invite people to be part of the mission

Showing the real impact your non-profit is making is one of the most powerful ways to invite people into your brand. 

It helps your audience see not just what you do, but why it matters. 

This video from 4ocean honestly almost brings me to tears, and if you look at the comments, it’s full of people asking how they can help. That’s the difference between content people watch and content people feel part of.

Another great example of a did you know post from a boring industry.

What you can learn:
If your work has impact, don’t be afraid to show it.

What all of these brands have in common

None of these brands are relying on their industry to be “exciting.”

Instead, they’re focused on making content people actually want to watch, inviting their audience into the process, and building interaction, not just impressions

That’s what makes the difference.

Because social media isn’t just a distribution channel anymore, it’s now a place where relationships are built.

FAQs

What are examples of boring businesses?

Industries like insurance, logistics, manufacturing, aerospace, cleaning products, finance, and B2B services are often seen as “boring” — but they can still create engaging content.

How do you create content for “boring” industries?

Focus on storytelling, behind-the-scenes content, simple education, and turning customer questions into posts. Make it human and easy to understand.

How can “boring” brands grow on social media?

By posting consistently, engaging with comments, using community ideas, and creating content that encourages interaction instead of just broadcasting.

What content works best for B2B or technical industries?

Short explainers, “did you know” posts, myth-busting content, behind-the-scenes videos, and customer Q&As.

What makes social media content successful in “boring” industries?

Clear explanations, relatable storytelling, real impact, and interactive content that invites audience participation.

Can “boring” industries go viral on social media?

Yes. Virality usually comes from simple, surprising, or satisfying content that is easy to understand and share. But going viral isn’t the end goal; you will want to create a long-term community for your brand.

Feeling inspired? Here’s your next move

If you’re managing social media for “boring” industries (think legal, insurance, B2B, or commercial services), the goal isn’t to go viral but to create content your community recognizes, engages with, and comes back to.

Start with this:

• Make your content interactive (not just informative)
• Turn comments into content ideas
• Show real moments, not just polished ones
• Don’t be afraid to entertain

And if you’re looking for an easy way to get started with some content inspiration, check out our 10+ social media content ideas for ‘boring’ industries. 

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