Heres an example of great social content for a small business — love what @elly - candy connoisseur is doing for her candy store. #marketing #branding #socialmediamarketing

So, here's an example of content done really well for a small brick-and-mortar business. There is this woman, Ellie, who is opening up a candy shop in the West Village of New York called Lil Sweet Treat. And over the past month or so, I have seen tons of videos from her documenting every day of setting up this business. Everything from appliance installations, to designs of their in-store merch, to countless manufacturing problems that they're running into, that all generally look and sound something like this. I'm opening a candy shop in the West Village called Lil Sweet Treat, and today we're finally replacing our flooring. As a reminder, this is what the flooring... Now, this is a 30-second video of her replacing flooring in the store. In and of itself, it's not the most compelling content, but by sharing the behind-the-scenes of every day of building this business, she is building affinity and community, she is showing often the unglamorous parts of opening up a business, she is building demand for when it does open, and most importantly, she is getting incredibly valuable feedback on how to make her in-store experience better. She'll often ask people to weigh in on loyalty programs, things that she's designing, problems that she's dealing with, and basically bringing people along for the journey. A tough challenge for any new business, especially brick-and-mortar retail businesses, is launching to crickets. You don't want to be overly reliant on just foot traffic for your store, and so by documenting the day-to-day and the behind-the-scenes, she's ensuring that she won't have that problem, and this should also be a reminder that creating content doesn't have to be a heavy lift. She is simply just documenting the day-to-day issues, and is seeing quite a bit of success with this.