Good vs. Bad Content - Coffee Brands

New favorite brand account:

Poor Boy Coffee.

They’ve gained almost 50K followers in just four months.

Because the Founder is building in public.

Contrast to my favorite neighborhood coffee shop, Summer Moon, who is struggling to gain any traction on social, let’s dive into why Poor Boy works.

Good Content Tells A Story

Poor Boy’s content is crafted to tell a story.

Here are two examples.

They launched a new cold brew.

Boring version: Publish a post + announce the cold brew with a photo.

Engaging version: 10-second video showcasing the process of creating their store signage, peeling stickers, and drawing the viewer into the story behind the product launch.

Another great example is Onyx Coffee.

They announced their cold brew with a hilarious behind-the-scenes video with their marketing team brainstorming wild promotional ideas.

So please, ditch the boring ass promotional posts with photos of your product.

Good Content Makes People Feel Like Part Of The Story

Good content makes people feel like they are part of the story, not just passive observers.

Poor Boy Coffee gets this.

They show their team at work, putting equipment in a box container, calculating costs, creating logos, which makes the audience feel like they are right there with the team.

In contrast, Summer Moon's launch video, while visually stunning, feels more like a polished ad.

It creates distance between the brand and the audience.

Launching a business is a roller coaster of emotions.

By glossing over the real-life roller coaster of launching a business, Summer Moon misses an opportunity to connect with their audience.

People want to see the human side of the brands they support.

Good Content Gets Attention By Being Relatable

Coffee doesn't necessarily need to be the only focal point of your social content.

Relatable content makes people stop scrolling and think, "Wow, that's so me.”

And this is part of the reason why Summer Moon hasn’t had content that pop.

Their feed is photos of coffee and pastries.

Compared to Poor Boy Coffee - A story of someone working multiple jobs to fund their dream of starting a business.