While big brands fumble with generic posts and cookie-cutter content, Omsom has figured it all out.  Its Instagram feed is a fantastical reflection of its cultural roots and journey.

If you want to learn how a small business can punch way above its weight on Instagram, keep reading… Let’s see how this Asian-founded, small-business-turned-big balances between community, culture, and viral trends to stay relevant on Instagram.

3 Things That Form the Crux of the Strategy

1. Loud and Proud Authenticity

Omsom proudly owns its roots. They are real people from the real world who are not afraid to show it off. Two Southeast Asian women from the U.S., hustling hard to make it big, share the small business grind, struggles and triumphs, the cultural pride, and the people behind the products. This transparency pulls people in, making the brand feel less like a business and more like a friend you want to root for. You can feel their pride through every post — and that authenticity is what grabs people’s hearts (and taste buds).

Takeaway: Be real, be proud, and let your audience see the faces behind the business. Because people connect with people, not logos. 

2. User Generated Content 

Everyone’s talking about UGC (user-generated content) these days. Some are spending huge amounts on it while others are sleeping on it.  Omsom is capitalising and making a deeper connection with their audience through it. If someone tags them, Omsom is sharing it. Simple. If it highlights something important, it is going on the feed — but usually it is from creator collaborations.

This technique has two key effects:  

1. It shows deep appreciation for their audience, making followers feel seen and valued.  

2. It uses social proof to their advantage—nothing sells better than real people raving about your product.

Takeaway: Sometimes, the best content is what your community makes for you. Use UGC to make your audience feel a part of your journey.

3. Selective Strategic Approach 

Brands, especially smaller ones, don’t need to fill every space—just the right ones. Prioritize clarity over complexity.

Omsom’s bio is crisp: Who they are, what they do, and why you should care. It instantly builds trust by dropping big names like Target and Sprouts — this is a brand that people know, respect, and buy from. 

They pin  product availability, team updates, and the brand’s most impactful moments and have only two highlights —one for events and one for products, which makes their profile easy to navigate and creates a strong first impression without overwhelming the viewer.

Omsom is picky about which social media holidays to celebrate. You won’t see them jumping on every hashtag bandwagon. When brands overdo it on the “holiday posts,” it starts to feel like filler content rather than meaningful participation in a broader conversation. But Omsom’s participation (like on National Waffle Day or Pride) feels intentional and on-brand. 

omsom

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Takeaway: Be selective, strategic, and only show up when it makes sense for your brand. You don’t need to be everywhere—you just need to be in the right places.

2 Content Formats to Pick 

1. Multi-Format Content

Omsom understands that not everyone consumes content the same way. Some skim, some dive deep—and they cater to both. Major updates—like their acquisition—are posted as both carousels and reels, catering to followers who like to dig in and those who prefer bite-sized, easily digestible content. 

Takeaway: Give your audience multiple ways to engage with your content, whether they prefer to scroll quickly or get into the details.

2. Very Relatable Insights

Omsom excels at tapping into relatable cultural moments that resonate deeply with their audience—like their playful ode to potatoes or pet names inspired by Korean food. Such insights allow their followers to feel a deep connection with the brand.  

But it’s not just what they post; it’s how they bring it to life. They pick up small, real insights from the lives that any Southeast Asian can connect with and give it a spin.

For example, while covering one of their events, they talk about what they heard at the event when people sampled their noodles— sharing the first hand experience.  Even their product launches, like aprons, tees, and hats, stand out. They highlight the human side, featuring the seamstress who stitched the aprons or the intern who led the campaign.

Takeaway: Personal storytelling goes deeper than polished marketing. Add the human touch with real insights. 

1 Thing You Can’t Miss

A Shift in Strategy

From late 2023 to mid-2024, there has been a noticeable shift in both content focus and posting frequency.  

In 2023, Omsom’s posts were more personal—founder stories, behind-the-scenes glimpses of a growing small business, and cultural narratives that spoke deeply to their audience. By mid-2024, their content had shifted toward viral, meme-driven posts like reels, memes, and tweet-style posts to capitalize on shareability and internet trends.

While their content is still engaging and fresh, the deep personal connection of 2023 has faded a bit.  It’s less about the intimate founder’s journey and more about replicating the kind of content people are already consuming.

Takeaway: As brands grow, their audience evolves—and so do their priorities. Adapt, yes—but don’t lose sight of what makes you, you.

But there’s something I miss—the people behind the brand. Even as Omsom grows, it would be great to see more of the faces, stories, and personalities that made it feel so relatable in the first place. That’s the magic of great storytelling—authenticity, realness, and good communication.

If you scroll back through their 2023 content, you’ll see what I mean..