I hear it all the time from business owners:
“But our industry isn’t exciting enough.”
“Nobody wants to watch content about what we do.”
“We’re not a lifestyle brand, content just doesn’t work for us.”
And every time, I want to show them one thing. A rental software platform that became an internet sensation.
The Roomies, Roomies, Roomies Wake-Up Call
There’s a brand doing the rounds in marketing circles right now that I cannot stop thinking about. A rental software company decided to stop trying to make their product interesting, and started making people interesting instead.
They created a separate Instagram account called Roomies, Roomies, Roomies. No logo. No brand name. No product push. Just a funny, relatable, episodic series about the chaos of moving in with strangers in New York City.
It took off. Massively.
And here’s what makes it so significant: it wasn’t a fluke and it wasn’t luck. It was a deliberate strategic decision rooted in one powerful idea.
You Are a Media Business That Happens to Sell a Product
This is the blueprint I’m seeing work across industries right now, and it’s the thinking I bring to every client I work with at Little White House Marketing.
The brands winning attention aren’t the ones with the biggest budgets or the most polished aesthetics. They’re the ones who’ve made a fundamental shift in how they think, moving from “how do we market our product?” to “how do we become a brand people actually want to follow?”
That means thinking like a media company. It means asking:
– What story can we tell that our audience genuinely wants to consume?
– What format, whether episodic, documentary, comedy or behind-the-scenes, fits our world?
– What would make someone stop scrolling and come back next week?
Why “Boring” Industries Have the Biggest Opportunity
Here’s the thing nobody talks about: the less glamorous your industry, the more room you have to stand out.
When everyone in your space is producing the same dry, product-led content, showing up with something genuinely entertaining doesn’t just get you noticed. It makes you memorable. You become the brand in your category that people actually talk about.
A solicitor’s firm. A logistics company. A B2B software platform. An accountancy practice. Every single one of these has a world full of stories, characters, tension and humour waiting to be unlocked.
What This Looks Like in Practice
This isn’t about abandoning your brand or going off-message. It’s about expanding what you think your content is for.
Your content doesn’t only have to inform or convert. It can entertain, build loyalty and create the kind of warmth and familiarity that means when someone is ready to buy, they already know exactly who to call.
The Roomies account wasn’t selling software in any of its videos. But it was building an audience that trusts the brand behind it.
That’s the long game. And right now, it’s wide open for the brands brave enough to play it.
Get in touch with our team to discuss how we can help your business to stand out.