The setup
A B2B hospitality supplier in South Florida. Napkins, gloves, containers. An unglamorous category, and an Instagram account that looked like every other supplier's: product photos, corporate captions, reels pulling 100 to 500 plays.
The owners knew content mattered. They did not have the hours to work out why theirs fell flat.
What we did
We rebuilt the content around one idea: this is a business run by people who care about the work, so the content should sound like them.
- Voice. Short sentences. Real numbers. Conviction.
- Format. Reels first, with the hook in the first second. The product shows up as context.
- Cultural hooks. Every reel is built on a reference the audience already loves, from television, music, and film. A familiar frame carries an unfamiliar message.
The numbers
One reel, built on a television reference restaurant owners know, reached 39K plays. The account's previous best was 1,220.
- Average plays per reel rose from about 500 to 4,141.
- Comments per post rose from near zero to an average of five.
- Engagement on the new content beat the prior three months combined.
Why it worked
Most B2B social sounds like B2B social: polished, safe, and built from a template. The audience scrolls past. Restaurant owners watch television too, and they stop for a brand that speaks their language.
The takeaway
In a category people call boring, the voice you use decides whether anyone watches. Nobody else in the market is using one, which leaves the lane open.