✌️ Why 8M people watched a wheel of cheese get cracked open

Metricooler, you've probably thought at some point that your business just isn't interesting enough to make engaging social content.

If that's you, don't worry, because there are brands and businesses whose industry seems to have no place at all on social media. Brands that probably also thought they had nothing worth sharing and no way to pull in new followers with their content. And yet they've built a real presence and used social media to grow their brand anyway.

Take this cheese shop, for example, their formula is quite simple -showing cheese at the counter- but they filmed themselves cracking open a 10-kilo wheel of cheddar, and it passed 8 million views. Because let's be honest, you don't get to see someone crack open a several-kilo wheel of cheddar every day.

In this newsletter, we're bringing you 10 examples that prove you can create social content that grows your business, no matter what you do.

DJI's account could easily sell its cameras the obvious way: "shoot your best videos in 4K," listing specs and features. Instead, they've chosen to share moments rather than talk about the product itself.

In this Reel, they show the camera filming from the surface all the way down to the ocean floor, and in another, they show a behind-the-scenes first, followed by the final result.

➜ What can you learn?

You don't always need to walk through every feature to sell a product. Sometimes all it takes is setting the right scene and letting the product sell itself. The spec sheet matters less than showing what someone can actually do with it.

Some brands believe they need to connect with absolutely everyone, but in most cases, that's simply not true.

Smallish knows exactly who their audience is: college students moving into a dorm. And their content sticks to that audience alone. It might sound counterproductive, but this focus works in their favor because they create content that speaks directly to the situations and problems their audience actually deals with.

1M views and 34K likes show the strategy is working:

➜ What can you learn?

Not everything is for everyone. If your audience is small or belongs to a specific niche, tailor your content to them instead of chasing a bigger audience just to go viral or boost your numbers.

Behind-the-scenes content always works. It connects with viewers because it humanizes your brand and helps build a real bond.

Hello Sweets Candy & Pop Shop nailed it with this simple TikTok where they just pack an order of 171 candies (yes, 171!), explaining each item along the way and showing the whole packaging process.

➜ What can you learn?

Sometimes the person behind the brand matters just as much as the product itself. Packing an order might feel routine and unremarkable to you, but it can turn into your best sales pitch.

You don't need every piece of content to be planned out and sitting in your calendar. Sometimes the best ideas come straight from the people watching your videos and leaving comments.

"How can you tell if a product is authentic?"

It's a pretty reasonable question that a lot of people probably have. So there's no better move than recording a short video to answer it. For this African sponge brand, that's exactly what turned into one of their most-watched videos:

"Remember those candies that..."

Turns out you had the product in stock and it just hadn't occurred to you to feature it. By paying attention to their comments, this candy shop pulled in 11M views with a post that talks about their product in a very direct way.

➜ What can you learn?

Recording videos that respond to comments is a format that builds connection with your community, and it also tells you exactly what your followers care about.

You just opened a restaurant, and you don't want every post to be "come try our dishes" or "don't miss our steak tartare."

Chelsea Square Diner posted a reel about 7 things about our restaurant you probably never noticed: taking orders by hand, serving breakfast 24/7, making desserts from scratch. It's a way of showing everything they do without a neon sign shouting "try our coffee."

Because honestly, these pancakes don't need an introduction.

The truth is, this restaurant is great at making you want to visit them.

This video, shot at their spot on a rainy day, is a whole mood. Coffee, great views, and good company. They didn't sell you anything, not even a slice of cake, and just picturing yourself in that moment makes you want to grab a table.

➜ What can you learn?

Turn the basics into what sets you apart. A diner is a restaurant like any other, but Chelsea Square Diner finds a way to draw in customers through the small details, without selling anything at all.

Filming how your product gets made is a great hook. This isn't about creating a tutorial anyone could follow at home, it's about showing your process from start to finish.

This jewelry brand posts videos that show the design and manufacturing process behind their rings. The goal is to let people see the handcrafted work and the materials that go into it, content that's perfect for building transparency.

Jamie Lo is a tattoo artist who posted on TikTok the entire process of setting up his studio for a real client's tattoo, the materials he uses, and how he prints the design. It shows professionalism while also building trust with anyone on the fence about getting tattooed by him.

I'll admit, posts from businesses that have nothing to do with my own world are my weakness. Watching the full installation process of a custom staircase, for example, gives me way more satisfaction than it should. Iron Timbers is a highly specialized company, and yet their videos reach millions of people.

➜ What can you learn?

Showing your creation process is a way to sell without saying "hey, buy from us." What feels routine to you because you do it every day can be fascinating to someone watching from the outside.

Your backpack is now full of ideas and inspiration. The next step is making sure they don't slip away: plan them out in your Metricool calendar and have them ready to publish.