Turning Customers into Community

To help a local small business strengthen its presence and connect more authentically with its audience, I developed a social media strategy focused on community storytelling. I began capturing candid photos of our regulars — both human and canine — and featuring them on Instagram with lighthearted captions and shoutouts.

The “customer spotlight” series quickly became a favorite among followers, increasing engagement and creating a sense of belonging around the brand. More than just content, it became a way for customers to see themselves as part of the business’s identity — not just shoppers, but neighbors.