Building in public as a marketing strategy
Good storytelling brings people in, that’s no surprise. With the proliferation of digital channels and easy access to video production equipment, a lot of brands and startups have been able to create very effective marketing content by showing people behind the scenes, in a strategy often referred to as “building in public.”
Is it easy? No. Can it be worth it? Yes. We’ll show you examples of entrepreneurs doing this well, and what to consider if you use this strategy for your own brand or company.
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SUMMARY
In Cicero, Illinois, entrepreneur Yanni Mavrakis is bringing a 60-year-old bowling alley back to life — and he’s letting the internet watch every step. From uncovering a “secret” storage room crammed with ancient lightbulbs to hunting down replacement parts for 1960s Brunswick pinsetters, Mavrakis turns his daily business challenges into content. The result: hundreds of thousands (sometimes millions) of views and a growing national audience for what’s otherwise a small, local business.
This is the essence of building in public — turning the process of starting or growing a business into an ongoing, engaging story. Done well, it doesn’t just market the business. It builds a community of invested followers who want to see it succeed.
Why Building in Public Works
Yanni’s content is consistent, well-produced, and always anchored by a story. He sets up a problem (“my equipment is out of production and could fail”), gives context (“it’s more reliable than modern options”), and shows his solution (“I’m buying six used machines for parts”). This creates a natural narrative arc and invites audience participation — from mural design ideas to bar menu suggestions.
By pulling viewers into the process, he’s doing more than marketing. He’s fostering a sense of ownership among his followers, which can translate into local visits, word-of-mouth buzz, and media attention.
Why Many Brands Struggle With It
The challenge? Building in public is time-consuming. Producing engaging content requires not just consistency, but also a compelling story and a spokesperson with personality. Not every business lends itself to inherently visual or relatable storytelling, and not every founder can pull it off.
Even if you have a great story, without clarity on your brand’s audience, positioning, and competitive advantage, the effort can fall flat. A recent Reddit post from a handmade bag business illustrated this problem — they were running ads and posting on Instagram without a clear point of differentiation. Without that foundation, no amount of content can create sustainable growth.
The Storytelling Framework
Great “build in public” content often follows classic narrative structures:
The Hero’s Journey: Introduce the main character (you), the challenge, and the quest to overcome it.
Pixar’s “Every day… but then…”: Show the shift that forces change and the obstacles that follow.
Raising Stakes: Connect scenes with “but” and “therefore” rather than “and then” to create tension.
It’s about showing progress while setting up the next hurdle, keeping the audience invested.
Examples Beyond Bowling Alleys
The Repaint Tray: A mom documents her two-year journey inventing a paint tray with a silicone lid to prevent waste.
Good Foods: A second-generation canned vegetable brand tells its family history, growth, and pandemic challenges.
Simone Giertz’s Foldable Hangers: A creator uses her existing audience to show the design and production process.
Craighill Scissors: A design brand critiques cheap modern scissors, then demonstrates its higher-quality alternative.
All use stakes, problem-solving, and behind-the-scenes storytelling to bring audiences along for the ride.
How to Start Building in Public
Clarify Your Brand’s Differentiator — What makes you stand out in your category?
Define the Stakes — What happens if you fail? What’s at risk?
Document, Don’t Just Promote — Show the process, decisions, and challenges, not just the end product.
Engage Your Audience — Invite feedback, respond to suggestions, and make them part of the story.
Stay Consistent — Commit to a posting schedule you can maintain.
The good news? You don’t need a studio or expensive gear — a smartphone and basic editing apps can be enough.
Bottom line: People care less about a polished product shot and more about the story behind it. Building in public turns that story into a marketing engine, drawing in not just customers, but a community rooting for your success.