The Art of Storytelling for Boring Businesses
Think your business is too 'boring' for TikTok? Think again. Here is how to find the story.
"I sell insurance," or "I'm an accountant—TikTok isn't for me." We hear this all the time. But on TikTok, there is no such thing as a boring business—only boring storytelling.
Focus on the Transformation
People don't care about the features of your service; they care about the transformation. Don't talk about tax codes; talk about the small business owner who saved $5,000 and finally took a vacation. The "Before and After" is the core of every great story.
Use the 'Character' Approach
Who are the people in your business? Give them "characters." Maybe there's the "No-Nonsense Founder," the "Creative Intern," or the "Sassy Office Manager." When people connect with the people, they start to care about the business.
Educational 'Did You Know?'
Every industry has secrets or common misconceptions.
- "The one thing your insurance company doesn't want you to know..."
- "Why you're overpaying for [Common Service]..." This type of content is highly shareable because it provides immediate "insider" value.
Humanize the Mundane
Show the process. A timelapse of someone filling out paperwork can be strangely satisfying if paired with the right music and a story about why that paperwork matters for a client's future.
Summary
Every business solves a problem. Where there is a problem, there is a person. Where there is a person, there is a story. Find the person, tell the story.