NEW YORK — Every piece of content Zach Pozniak has ever posted is still out there, still searchable, still capable of leading someone to his drycleaning store. A care label explainer from 2020 and a stain removal video from last Tuesday are equally discoverable to someone typing a question into their phone tonight.
That evergreen quality is one of the things Pozniak comes back to when people ask whether it’s worth the effort. Pozniak, co-owner of Jeeves NY, the New York drycleaning operation he runs with his father and co-owner Jerry Pozniak, shared his experience of building his company’s social media presence during a recent Drycleaning & Laundry Institute (DLI) Marketing Masterclass webinar.
In Part 1 of this series, we explored the two content categories that anchor Pozniak’s approach: general garment-care education and behind-the-scenes process content. In Part 2, we looked into how those ideas translate into practice, and where the strategy has real limits. We’ll conclude this series today by examining the practical mechanics of getting started, and what Pozniak sees on the horizon.
Start Small, Stay Consistent
For dry cleaners who want to try social media marketing but don’t know where to begin, Pozniak’s advice is simple: Make it achievable.
“I would say, let’s post our first video on one platform,” he says. “We don’t need to worry about editing for color, or subtitles and captions and text on screen. Just keep it super simple and really make easy-to-achieve, digestible things you can check off. Get comfortable with it.”
He emphasizes that consistency matters more than production quality, especially early on. A before-and-after photo posted once a week will do more over time than a polished video posted once and abandoned. The platforms reward regularity.
“Consistency, even over quality sometimes, is really important with this stuff,” Pozniak says. “It could literally just be a before and after picture. And sometimes that’s enough. It doesn’t need to be a highly edited, scripted, minute-long video every day.”
Gear, Batching and Topics
The equipment question comes up constantly, and Pozniak’s answer is simple: A current iPhone is more than adequate to start.
“An iPhone is going to be way more than you need,” he says. “I think your first purchase after that would be a microphone that connects to your iPhone, which is helpful, especially if you’re filming in production.”
Video editing software has improved dramatically, and most of it is free or inexpensive. TikTok generates captions automatically. Editing programs like CapCut and Adobe Premiere also work. The tools are not the barrier.
On content creation, Pozniak’s workflow is built around batching. When he’s in production, he films multiple pieces at once. An hour of filming and an hour of editing can provide weeks of scheduled posts and keep social media from eating the workday.
Topics, he says, are also closer at hand than most people realize. The inspection table is full of them. Difficult trim, garments with unexpected construction challenges and processes that look routine but aren’t are the things customers don’t see and can’t imagine.
As for which posts will perform, that part is genuinely unpredictable. A quick video showing a depilling comb earned Pozniak 200,000 likes. A carefully researched piece on dry cleaning solvents that he worked on for weeks barely reached a few hundred people.
“You never really know,” he says. “I think the only metric you really need to care about is which post is going to be shared the most. If something’s easy to share and you want to show it to a lot of people, it’s exponential.”
AI, the Algorithm and What’s Ahead
Pozniak sees AI search as the next version of the same problem dry cleaners have always faced with Google: If there’s no content about you online, you don’t exist.
“All these AI companies are pulling from search engines, and younger people, if not most people, are using it to search for everything, from restaurants to dog walkers to dry cleaners,” he says. “The biggest key is to have content about yourself. It could be your blog, but something for AI to pull from, so it knows you exist.”
For Jeeves NY, the social media work has opened doors beyond customer acquisition. He and Jerry Pozniak published a book on garment and linen care, “The Laundry Book,” in October 2024. Pozniak is clear that the book wasn’t written for profit. It was written for authority.
“Being a dry cleaner, to say we wrote a book about laundry is pretty great and adds a lot of trust to what we do,” he says.
Further out, Pozniak is interested in what the industry’s collective online presence could mean for how brands design garments, using accumulated credibility to give feedback to fashion and merchandise teams about construction choices that create real problems for the people cleaning them.
For operators considering whether any of this is worth trying, Pozniak circles back to where he started: It’s still early, mistakes don’t cost much and the content you put up today will still be working years from now.
“It’s still in the infancy of short-form video content and everyone’s still figuring it out,” he says. “I think it’s OK to make mistakes. Just put yourself out there.”
For Part 1 of this series, click HERE. For Part 2, click HERE.
Have a question or comment? E-mail our editor Dave Davis at [email protected].
