Advertising is very expensive for any start up.Instead, the start up may generate relevant content that educates the customers and creates an awareness about the activities of the start up amongst the consumers.It is thus a process of sharing the information. This is the way they engage the customers.The information that is shared must be useful to the customers. Stories are spun to which the customers can connect. Such content is more likely to be shared further. It thus spreads.And it has recall value.They also allow customers to generate content.For instance, a start up selling rings can ask the customers the way they proposed to their partner. The best story can be rewarded. A nail polish company can ask its customers to indicate those shades which they would prefer to put on their nails.