Wyoming Biz Tips for April

An occasional look at issues facing Wyoming business owners and entrepreneurs from the Wyoming Small Business Development Center (SBDC) Network, a collection of business assistance programs at the University of Wyoming.

By Tyler Schanck, marketing, communications and database manager, Wyoming SBDC Network

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 (low fidelity) authentic content and social search engine optimization (SEO). Here is a breakdown of how Wyoming small businesses can leverage these trends.

Trend 1: Lo-fi, authentic content

Lo-fi content is the internet's way of asking brands to be real. Consumers are experiencing fatigue from highly polished advertisements and artificial intelligence content. They 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 ideas -- 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 percent 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

Relying on a block of 30 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 percent of Gen Z users prefer searching on platforms, such as 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 report consistently emphasizes 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 media posts with SEO-optimized captions see up to a 30 percent 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 using native app features, such as 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 using targeted keywords, small businesses can ensure customers find them easier and discover them sooner.

The Wyoming SBDC Network offers no-cost advising and technical assistance to help Wyoming entrepreneurs think about, launch, grow, reinvent or exit their business. In 2025, the Wyoming SBDC Network helped Wyoming entrepreneurs start 42 new businesses; support 2,017 jobs; and bring a capital impact of $12.8 million to the state. The Wyoming SBDC Network is hosted by UW with state funds from the Wyoming Business Council and funded, in part, through a cooperative agreement with the U.S. Small Business Administration.

To ask a question, call 1-800-348-5194, email [email protected] or write Dept. 3922, 1000 E. University Ave., Laramie, WY 82071-3922.

For more information, go here.

All opinions, conclusions, and/or recommendations expressed herein are those of the author(s) and do not necessarily reflect the views of the SBA.