For many entrepreneurs scrolling through TikTok, Instagram, or YouTube today, it would be easy to assume that competing with corporations requires a professional film crew and hours of editing content. Studies show however, the biggest trends in content creation right now do not require a massive budget or complex software.
Social media algorithms and users are actively prioritizing two achievable strategies: Lo-Fi Authentic Content, and Social SEO. Here is a breakdown of how Wyoming small businesses can leverage these trends.
Trend 1: Lo-Fi, Authentic Content
Lo-Fi (low fidelity) content is the internet’s way of asking brands to be real. Consumers are experiencing fatigue from highly polished advertisements and AI content, and want to connect with the humans behind the business. For a local Wyoming shop, this is a distinct advantage where a smartphone is the only necessary tool. Behind-the-Scenes (BTS) videos - whether packing orders, touring a workshop, or prepping a local diner – have been shown to build trust with your customer base. Mistakes and unscripted moments help videos feel more relatable.
A widely cited consumer sentiment report by Stackla (now Nosto) found that 86% of consumers say authenticity is a key factor when deciding which brands they like and support. The study noted that the vast majority of consumers find unpolished, user-generated-style content significantly more authentic than highly produced brand videos.
Trend 2: Social SEO (Search Engine Optimization)
Relying on a block of thirty random hashtags is no longer an effective strategy. Platforms like TikTok, YouTube, and Instagram now operate as visual search engines. Algorithms scan on-screen text, read captions, and analyze audio to categorize content. To capture the attention of locals or tourists, businesses must use the exact natural-language phrases their customers are searching for.
According to internal data shared by Google executives in 2022, nearly 40% of Gen Z users prefer searching on platforms like TikTok and Instagram over traditional search engines or maps when looking for local businesses or recommendations.
Actionable Steps for Wyoming Entrepreneurs
Film the Mundane: Try propping up your phone and recording a few of your daily tasks. “Day in the life” videos are highly engaging and require zero acting. TikTok’s annual What’s Next trend reports consistently emphasize that unpolished and unscripted storytelling significantly outperforms traditional, overly-curated ads in retaining viewer attention.
Speak the Customers’ Language: Instead of captions, try writing specific, search-friendly descriptions. For example: “Looking for the best handmade leather boots in Sheridan, Wyoming? Here is a behind-the-scenes look at how we stitch our soles.”
Research from social media management platforms like Hootsuite indicates that social posts with SEO-optimized captions see up to a 30% increase in reach and higher engagement compared to posts relying solely on traditional hashtags.
Use Native Text: Add text overlay directly within the app (Instagram, for example) rather than using outside editing software. Putting text on the screen that says, “Making 100 Handmade Leather Boots in Sheridan, Wyoming” allows the algorithm to instantly categorize the video for local searches.
Hubspot’s marketing trend reports highlight that social algorithms actively prioritize videos utilizing native app features (like built-in text and captions), boosting their visibility on discovery feeds.
By leaning into local roots, showcasing the behind-the-scenes of your work, and utilizing targeted keywords, small businesses can ensure customers find them easier, and discover them sooner.
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All opinions, conclusions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.
