SERIES: Let’s Get Social!

By Lisa Loscerbo

Unlike the filter on your dry cleaning machine, social media is one thing you can’t afford to ignore. Especially now—let’s be honest—it’s practically the only way to connect with younger generations. And we need to! After all, these scrolling, swiping, always-online people are our future customers.

Back when I was 17, working the front counter at Best Care, parents actually brought their kids inside. While Mom or Dad picked up the cleaning, I’d joke about sending the kid for a spin on the conveyor. Their eyes would widen, they’d laugh—and just like that, the seed was planted. Dry cleaning became a tiny part of their world.

Fast-forward to today. Parents barely make dry cleaning a stop on their errand list, and if they do, the kids are glued to their phones in the car. So how do we get their attention? Simple. We meet them where they are—on social media.

So You Want to Get Social—Now What?

About 10 years ago, I took the plunge and set up Best Care’s first social media accounts—Facebook, Twitter (now X), then Instagram. Back then, dry cleaning content was as rare as a perfectly clean white shirt after spaghetti night. There was nothing to recycle, remix, or get inspired by. The few posts I found didn’t fit our brand. So, we got creative. We hired a part-time Creative Communications student, built a content calendar around seasons and holidays, and started posting weekly. At first, it was mostly stock photos with our logo. Then we started taking our own pictures—before-and-afters, wedding gowns, machinery, team celebrations. And guess what? Real photos got way more engagement.

See the Best Care Facebook page by clicking here.

Then came video. If you haven’t filmed a quick clip of a garment being steamed on a form finisher—trust me, people love it! Most folks have no clue what happens behind the counter and showing them is like giving them a backstage pass.

Reels, Reach, and a Little Bit of Awkward

Once our student moved on to a full-time job in marketing, we hired a small local start-up to help us grow. And then—hello, Reels! With a whopping 10 seconds to catch someone’s attention before they scroll, we knew we had to level up.

Last year, we booked a session with Enas Studios. At the time, our Facebook and Instagram following was small (and Twitter was already dead to me). Enas suggested adding a LinkedIn business page, and now, Best Care has 180 followers—small but mighty. [Editor’s Note: If you look closely at the image at the top of this column, that Followers number has climbed to 320!]

Before my first video shoot, I was given homework: gather Frequently Asked Questions and prepare to answer them on camera. Easy, right? Nope. My first session was… rough. I clung to my notes like a life raft, and it showed. Month after month, Enas coached me to ditch the script and just talk. Now, I look way more comfortable (or at least less like I’m reading a book report).

What’s Working (and What’s Not)

Nine months ago, we had 638 Instagram followers. Since then, we’ve grown the most significantly in 2024-25. What’s getting the best engagement? Short Reels with music, talking, and funny, relatable clothing content. Involving the team also helps—our highest-viewed Reel (from January 4) has 1,637 views!

We started 2025 with 732 Instagram followers—a solid, organic increase. We’ve never run paid ads or contests just to gain followers. Maybe one day. For now, I’m enjoying the process of figuring out what works. The analytics don’t lie—our best content is the stuff that’s authentic and entertaining.

And let’s be real—dry cleaning isn’t as instantly exciting as, say, an ice cream shop. But we do have an opportunity to raise awareness and improve the industry’s reputation. A clean, well-lit background, a polished team in uniform, and good lighting make a difference.

Why It’s Worth It

I cross-post to my personal Instagram and LinkedIn to extend our reach, and the posts always perform better. Probably because I have more connections than Best Care does (for now!).

Putting yourself out there isn’t easy, but I’ve grown to appreciate being the face of Best Care online. At meetings, family gatherings, or even just running into people, I keep hearing, “I love your videos!” And little by little, I believe it’s working.

Followers and views don’t always equal instant business, but they do show where people are spending their time. If we want to attract the next generation of customers, we need to be visible. My goal? To keep Best Care top-of-mind as Winnipeg’s go-to garment care experts.

Because when someone spills wine, splits their pants, or shrinks their favorite sweater, I want them to think: Better call Best Care.

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