There is no template that fits everyone. It’s one of the first things we learned when we started working with different industries. Here’s what sets three of them apart.
Bakery and café: the photo is the content
For a bakery, the photo is almost the whole message. A picture of today’s buns says more than a long text. The rhythm follows the oven and the calendar: semlor in February, strawberry cakes for Midsummer, saffron buns in December. What sets one bakery apart from another is the local – who bakes, what is really baked on site and what is bought in. Honesty matters here: customers soon notice if “home-baked” isn’t true.
Skincare and beauty: trust first
Here the customer buys something that comes close – literally. That makes trust the most important thing. Show who performs the treatments, what training they have and how it all works. Be careful with promises about results: claims about effects must be backed up, and photos of clients require their explicit consent. The quiet knowledge – how to prepare, what to think about afterwards – is often the most appreciated content.
Building and trades: show the journey, not just the result
A building project takes weeks or months. Most of what makes the job good never shows in the finished result: the groundwork, the measuring, what’s hidden behind the wall. That’s exactly what’s interesting to show. Customers rarely look for a tradesperson for fun – they look when they need one, and then they want to see that the business is serious, careful and properly certified. A feed that shows the process does that job for you.
What all three share
What separates the industries is what to show and how. What unites them is that it works best when it’s real. Real photos from everyday life, real people, real details. It’s harder to fake than you’d think – and customers have become very good at telling the difference.
