""My company teaches improv and sketch classes, runs camps, and does live comedy shows. Once, we had a professional filmmaker make a video about the company. It's great, and people like it - but here's the thing: There's another video that an ex-student did, and it's gotten more response than anything I've ever posted! She's a sophomore in college, and it's so personal and adorable. I think it's because she knows me, and her video reflects the reality of the program." - Kristin Henn, owner"
""We're sisters who own a Midwest-themed apparel company, and have always been into storytelling about why we do what we do. Anytime we post a throwback picture of our parents, we get insane comments and traction. They were homecoming king and queen at Southwestern High School in Wisconsin in 1973. So every fall we share this photo of our dad crowning our mom on the football field. People see that and they're like, 'Oh, wow,' because so many Midwest girls have similar stories. And when I think about what sets us apart, it's that we're relatable, and that's why people want to buy from us." - Marissa Hoffmann and Marah Odgers, owners"
Engagement matters more than raw view counts for small businesses; shares, likes, and comments produce measurable value. Authentic, lo-fi content created by customers often outperforms polished professional pieces because it reflects real experiences and emotional truth. Nostalgic and relatable storytelling, such as family throwback photos, generates strong responses and repeat traction from audiences who identify with the content. Small businesses can leverage user-generated content, personal connections, and timely cultural moments to amplify visibility. Simple, honest posts that invite sharing and emotional reaction translate into increased customer interest and improved bottom-line outcomes.
Read at Entrepreneur
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