Construction social media marketing: 9 tips & 10 post ideas
Nov 3, 2025
Last Updated: November 3, 2025
When you think of the construction industry, you don’t typically think of social media, and vice versa. However, social media for construction is increasingly being recognized as a valuable tool for marketing services and displaying finished projects to prospective clients.
Social media has become an indispensable tool for businesses across all industries, including construction. Platforms such as Facebook, Instagram, and Twitter can serve as essential elements of your construction marketing strategy – and the bonus is that they offer free promotional opportunities. You can even use it to help you find new jobs to bid on.
To effectively establish your online presence, it’s crucial to be inventive, tactical, and engaging. However, navigating the world of social media can be daunting, especially in a field as dynamic and visual as construction.
That’s why we’ve compiled a list of practical tips and creative post ideas to help you effectively communicate your brand’s message and showcase your expertise through social media marketing for construction companies.
This blog is tailored specifically for construction professionals looking to leverage social media for construction companies to amplify their brand’s presence, connect with their audience, and drive business growth.
| Key takeaways for your construction social media strategy in 2026 – Lean into your strengths: Construction is an inherently visual field, while most social media platforms are inherently visual mediums. Visual content drives the highest engagement rates across Instagram, Facebook, and LinkedIn, and you’re well-positioned to take advantage of this. – Sustainability and consistency: Consistency is a cornerstone of a good social media strategy, but having a plan you can execute sustainably. Focus on 1–2 platforms initially rather than attempting to maintain a presence everywhere, allowing for quality content creation and engagement. – Visual asset management drives social success: High-quality project images and videos are essential for construction social media, requiring organized digital asset systems like OpenAsset to maintain brand consistency – Authentic engagement builds trust and leads: Responding to comments, showcasing real employees, and sharing behind-the-scenes content humanizes construction brands and drives business growth. |
Table of Contents
What is social media marketing for construction companies?
- Social media marketing
- Social media advertising
Why should construction companies use social media marketing?
What’s changed about construction social media marketing in 2026?
7 benefits of social media for contractors
- Build brand awareness
- Reach a wider audience
- Playing to your strengths
- Community engagement
- Make a human connection
- Drive traffic to your website
- Gain More Leads
How AI is changing social media
How to choose the right social media channel for your construction business
- YouTube
- X (Formerly Known as Twitter)
- TikTok
9 social media tips for construction businesses
- Focus on One or Two Platforms
- Set Goals
- Be Consistent in Posting
- Plan and Schedule Your Posts
- Engaging With Followers
- Mix Up Your Content
- Be Authentic
- Track Analytics
- Incorporate Hashtags
10 ideas and examples for construction company social media posts
- Photos of Your Projects
- Engaging Videos
- Promote Blog Posts
- Reviews and Testimonials
- Contests
- Day in the Life
- Your Employees
- Funny Content
- How-to Videos
- News and Community Stories
Answers to your top questions about social media marketing for construction companies
- What is social media marketing in the construction industry?
- How can social media marketing benefit my construction business?
- What social media channels are most effective for construction marketing?
- How do I create engaging content for my construction company’s social media channels?
- What metrics should I track to measure the success of my construction social media marketing efforts?
What is social media marketing for construction companies?
Social media is a major pillar of any construction company’s digital marketing plan. You can use social media platforms to promote your services, showcase your projects, and engage with potential clients and the community. This approach can be particularly effective for construction companies due to the visual nature of their work.
Moreover, social media marketing has the potential to transform how you interact with customers. For construction companies, utilizing social media helps establish a distinct brand identity and broaden your reach to a more extensive audience, contributing significantly to your business growth.
First, however, it’s important to understand the difference between social media marketing and advertising.
Social media marketing
Social media marketing is any kind of unpaid activity you do on your social media channels. It’s the process of creating content and engaging with users on social media platforms to build your brand, increase sales, and drive website traffic. For example, posting text, image updates, videos, and other content that drives audience engagement.
| Social Media Marketing | |
| Goals | Build brand awareness, create a brand identity, and foster a community online. |
| Activities | Regular posting, content creation, community management, responding to comments and messages, and engaging with other |
| Cost | Zero to low-cost |
Social media Advertising
Social media advertising refers to the use of paid advertising options on social media platforms to target specific audiences with tailored messages. These are the ads you see as sponsored content on your social media feeds.
| Social Media Advertising | |
| Goals | Reach a larger or more specific audience than you could through organic methods alone, drive conversions, increase sales, or generate leads. |
| Activities | Creating and running ad campaigns, targeting specific user segments, budget management, and analyzing ad performance. |
| Cost | Paid strategy: Costs can vary greatly depending on the scope and scale of your advertising campaigns. |
In simple terms, sharing your blog post on Facebook constitutes social media marketing, whereas using a budget to promote that post falls under social media or Facebook advertising.
Why should construction companies use social media marketing?
In the U.S. alone, there’s a forecast of 313.7 million social network users for 2024. This number has only grown in the past years and is expected to continue in an upward trajectory in the years to come. Therefore, as a construction company, this potential reach can’t be ignored.
According to a study conducted by the Construction Marketing Association, 100% of construction professionals interviewed actively engage in social media usage. According to the same study, here are the results of popular social media tools used by construction industry professionals:
If you’re an AEC professional and want to stay competitive, it’s clear that social media needs to be a part of your marketing strategy in 2026 and beyond. In fact, 54% of users on social media platforms utilize these networks for product research, and 71% are inclined to buy products and services if they are recommended through social media sources.
Moreover, given the deep integration of social media into our daily routines, brands need to maintain a strong presence on these platforms. Research from Sprout Social underscores this, revealing that 89% of business executives believe their companies must dedicate more resources to social media marketing.
This view aligns with consumer expectations, too, as 62% agree that brands lacking a robust social media presence are unlikely to thrive in the long term.
Social media marketing has the potential to transform how you engage with your clients. For construction firms, it offers a platform to develop a distinct brand voice and reach a broader audience, thereby significantly aiding in the growth of your business.
What’s Changed About Construction Social Media Marketing in 2025?
Social media is no longer a “new frontier” for marketing. It’s a basic assumption. Sprout Social’s 2025 Content Benchmarks Report found 89% of construction companies have a Facebook account, and 84% are on Instagram.
How the Social Media Landscape is Changing
This has several ripple effects. For one, each social media platform is established enough to develop its own culture, trends, and expectations. It’s not enough to throw a generic commercial on all your socials anymore. Content created for a specific community with an eye for its individual standards, however, does succeed.
But this also means that people are more inoculated to advertising than ever. Social media marketing isn’t novel anymore. It’s another billboard everyone’s eyes have been trained to glaze over as they scroll past. You have to be a little more intentional to get people to pay attention.
User-Generated Content is King
According to business.com, user-generated content is one of the easiest ways to get people’s attention. Not just reviews, but getting people to talk about your company in general.
It makes sense why: users aren’t getting paid to talk about your company, and they’re assumed to be less biased. It’s specifically because they’re not a part of a marketing push and still decided to talk about you anyway that they’re so effective. People assume they’re more authentic, and that makes them more willing to listen.
Authenticity is Still the Main Driver of Social Media Success
All of these changes still point to one thing that’s staying the same: authenticity is the lifeblood of social media.
Media that engages with a specific platform on its terms is more successful than a generic ad. User-generated content is so valuable because it is spontaneous and made with genuine, unbiased intent. Both of these points teach the same basic lesson.
People want to use social media to interact with people, not a billboard. Authenticity is still the most important factor to attract attention. You need to provide users with something human to actually engage with if you want them to engage.
7 Benefits of social media for contractors
Now that we know what social media marketing is and why it matters, here are seven more benefits of social media marketing for construction companies:
1. Build brand awareness
Post-COVID, consumers have not only increased their overall engagement with social media, but they have also increased their use of these platforms for interactions with brands.
According to Porch Group Media, social media usage increased by 43% when discovering new products, services, and brands, 42% when learning about products, services, and brands, and 36% for purchasing products, services, and brands.
So why does all this social media data matter?
By establishing a social media presence, you have a platform to display your work and connect with a broader audience. These platforms offer tools for increasing visibility within your industry and developing a distinctive construction branding that potential customers will come to recognize.
Keep in mind that the greater the recognition of your brand, the more likely it is that people will remember and select your services for their upcoming construction projects. To make your brand recognizable, brand consistency is key.
2. Reach a wider audience
Construction firms should use social media marketing by crafting compelling posts and advertisements that showcase their services, products, or recently completed projects to a broad audience. This strategy is effective in reaching a wider audience and maintaining visibility among existing customers, all while producing captivating content.
Additionally, if a social media platform notices that the number of people interested in your content is decreasing, it may reduce the reach of your posts. However, consistently publishing fresh, diverse, and captivating content can boost engagement. Increased likes, comments, and shares on your posts expand their reach, ultimately leading to a larger following.
3. Playing to your strengths
Since construction is an industry where projects are inherently visual, social media platforms like Instagram, Pinterest, and Facebook are ideal places to showcase your high-quality images and videos of projects.
Whether it’s stunning architectural designs, before-and-after shots, or time-lapse videos of construction progress, this visual content naturally attracts attention and encourages customers to engage with your brand. Moreover, since potential and existing customers are already engaging with brands on social media, communicating with your customer base on platforms like Facebook, Twitter, and Instagram is a great way to get more construction clients.
4. Community engagement
Social media marketing not only includes the use of various platforms as channels for advertising products and services, but it’s also an effective tool for fostering community and enhancing brand engagement from that community.
Social media is interactive, allowing firms to engage directly with their audience. Through regular engaging posts, responding to comments, and participating in online discussions, construction firms can build a community of followers, which can lead to word-of-mouth referrals and increased brand awareness.
5. Make a human connection
HubSpot discovered that relatable content is one of the most powerful types of media you can produce. 63% of social media marketers found it was the most effective content for their brand.
You can make your own relatable content on social media by sharing videos and images featuring your employees. For example, you can show employees behind the scenes working on a project. Showcasing the faces behind your business humanizes your brand, making it more relatable and approachable to your audience.
This transparency and human touch can significantly build trust among your audience. When consumers feel a connection to the individuals who make up a company, they are more likely to develop a sense of loyalty and trust toward the brand itself.
This trust is a key factor in consumer decision-making. When people trust a brand, they are more inclined to follow it on social media, engage with its content, and recommend it to others. This increased trust can lead to a growing follower base, as existing followers are likely to share content that they find relatable and trustworthy with their networks.
Moreover, showcasing employees can also highlight your company’s culture and values, further strengthening the consumer-brand relationship. When followers see a company treating its employees well and fostering a positive work environment, it enhances the brand’s overall image.
| TIP: Want to make sure your proposals are airtight before they go out? Read our Construction proposal and RFP checklist now. |
6. Drive traffic to your website
Every social media post should feature a link directing to content on your website, which serves to increase site traffic and, in turn, enhance the website’s search engine rankings. Additionally, a rise in website traffic often means increased lead generation and higher conversion rates. This, of course, also requires you to have a quality website worth going to after you’ve drawn prospective customers into the funnel, but we have your back on that with these perfect construction website examples to take inspiration from.
7. Gain more leads
Construction companies can utilize social media platforms to execute tailored advertising campaigns aimed at their target audience. This approach enables these companies to more effectively market their construction services, leading to an increase in leads and sales.
Determining the most effective channels for generating leads and sales is crucial for your construction business. By identifying these channels, you can enhance the chances of attracting qualified leads and turning them into customers, achieved through fostering relationships with your social media followers.
How AI is changing social media
From on-site applications to design software, AI is changing construction, and social media marketing is no different.
Metricool’s 2025 report found that social media experts are using AI for virtually everything from automating repetitive work to writing captions. The top use they found was brainstorming, used by 78% of the people they interviewed.
This does not mean, however, that AI can just do the job for you. Critically, social media is about engaging directly with other people, and most people don’t enjoy talking to robots.
In a 2025 survey on opinions about GenAI, YouGov found that most Americans are uncomfortable with generative AI being used to report the news, and almost 2 in 3 trusted AI sources less than news created by humans. Likewise, that Metricool report found that even the professionals using it don’t fully trust AI. 45% of respondents said they’re “cautious about using more AI because of quality concerns.”
It is just as critical as ever to maintain a human voice in your social media marketing. As Worldcom noted in June: “Across every platform, social users are more attuned than ever to what feels fake, overly curated, or disconnected. Whether it’s a generic influencer ad or a brand’s AI-generated content, audiences can spot inauthenticity instantly, and they’re not afraid to disengage.”
So while AI can certainly help you do more with social media, the message still needs to come from you. You cannot offload emotion. You cannot automate authenticity. And both are critical to maintaining a healthy social media platform.
How to choose the right social media channel for your construction business
Before beginning to post content on social media, it’s essential to identify which platforms your target audience actively uses.
So, which platforms are the most popular? According to PYMNTS, out of the 77 million users who browse products and read reviews on Facebook, 24% proceed to make a purchase based on their research.
Similarly, on Instagram, 21% of its 57 million users who explore products and reviews end up buying items based on their discoveries. TikTok ranks third, with 39 million consumers engaging in product browsing and reviews, and 17% of these users make purchases based on what they find.
You must use social listening to track conversations about your brand and industry online. This insight will guide you in deciding where to focus your social media marketing efforts in terms of both time and resources.
Let’s take a look at the different social media channels available to help you find the right one for your construction business.
Based on its global advertising audience reach numbers, Instagram has at least 1.628 billion users around the world.
Ideal for visually-driven content, Instagram is perfect for showcasing high-quality images and videos of your construction projects. You can post stories and reels for behind-the-scenes looks and project updates. This platform is great for engaging a younger demographic and leveraging influencer marketing.
Additionally, Instagram is perfect for displaying before-and-after images of your projects, showcasing distinctive design elements, and sharing client feedback. By employing relevant hashtags, you can extend your reach and draw in prospective customers.
| Suitable for: High-quality visuals of your construction services, user-generated content, behind-the-scenes, Stories, and Reels. |
With more than 2.9 billion monthly active users, Facebook positions itself as the world’s most ‘active’ social media platform. It’s exceptionally well-suited for construction companies aiming to enhance brand recognition and interact with their audience. Facebook enables the creation of a business page for posting updates, photos, and videos.
Additionally, it offers the ability to execute targeted advertising campaigns that focus on particular demographics and areas.
For construction businesses seeking to engage with local communities and establish a robust brand identity, Facebook is particularly beneficial. By producing captivating content and actively engaging with your followers, you can expand your visibility and attract more visitors to your website.
| Suitable for: Video content, blog posts about construction, curated content, images, news, and quizzes. |
YouTube
Advertisers could reach 2.527 billion users on YouTube, placing it 2nd in the world’s most ‘active’ social media platforms.
As the leading platform for video content, YouTube is excellent for in-depth project videos, how-to guides, and educational content about construction. Long-form video content here can enhance your SEO and establish your company as an industry thought leader.
| Suitable for: Long-form video content, construction tutorials, how-to guides, and educational content. |
LinkedIn, as a professional social networking site, excels in business-to-business (B2B) marketing, making it a prime choice for construction businesses. With 922.3 million users, it offers a platform to network with fellow construction industry professionals, highlight your skills, and cultivate leads.
Especially advantageous for businesses focusing on commercial and large-scale construction, LinkedIn allows you to disseminate industry updates, demonstrate your team’s proficiency, and engage with prospective partners and clients.
Active participation in industry-specific groups and the distribution of insightful content can establish your position as an authority in the construction field and foster robust professional relationships.
| Suitable for: Professional content such as thought leadership posts, construction industry news, data-driven insights, and job postings. |
X (Formerly known as Twitter)
372.9 million users, X (formerly known as Twitter) is ideal for real-time updates, industry news, and engaging directly with your audience. It’s great for quick project updates, sharing photos, and participating in industry-related conversations through hashtags.
Use X to position your construction business as a knowledgeable industry voice and to build relationships with clients, peers, and influencers in the construction sector.
| Suitable for: Short and to-the-point updates, links to construction resources, images, and GIFs. |
TikTok
Since its surge in popularity in 2020, TikTok, a relatively new social media platform, has become a hub for sharing short-form videos that are either informative, entertaining, or a blend of both.
By 2021, TikTok announced that it had reached 1 billion global monthly active users, placing it 6th in the world’s most ‘active’ social media platforms. According to Business of Apps statistics, Americans spend an average of 68 minutes each day watching video content on TikTok.
TikTok is an excellent tool for businesses aiming to display their team’s creativity and unique character. On TikTok, construction companies can feature their projects, emphasize safety measures, and offer handy tips and advice to their audience.
This platform is particularly suitable for those looking to engage with a younger demographic and keep up with the latest trends. By producing captivating videos and utilizing appropriate hashtags, you can broaden your reach and enhance your brand’s recognition.
| Suitable for: Short videos and live-streaming. |
9 Social media tips for construction businesses
Often, construction companies view social media marketing as a secondary concern amid their extensive list of tasks. This means only posting an occasional Instagram post or having an inactive YouTube account. However, it’s crucial to start leveraging these platforms more effectively.
Managing social media doesn’t require a significant time commitment and shouldn’t be a complex task. Integrating it into your construction marketing strategy doesn’t have to be overwhelming.
To help you take the stress out of social media, here are nine straightforward social media marketing strategies to help your construction business attract new clients, enhance brand visibility, and boost profitability:
1. Focus on one or two platforms
In the previous section, we guided you through choosing the right social media channel for your construction business. With those insights, you should choose one or two platforms to focus on. Spreading yourself too thin by trying to be active on every platform from the start isn’t necessary.
There’s no need to have a presence on all platforms immediately. Attempting to be everywhere at once can lead to feeling overwhelmed and eventually disinterested. This might result in abandoned social accounts, which can be worse than not having any social media presence at all.
Starting by focusing on one or two platforms allows you to dedicate your resources to creating quality content that resonates with your target audience. This approach allows for more consistent engagement, building a stronger connection with your followers. It also enables you to thoroughly understand each platform, optimizing your strategies for better results.
However, once you’ve got into the habit of social media, you can start to gradually add in other social media channels.
2. Set goals
Establishing clear, achievable goals is a cornerstone of any successful social media strategy for construction businesses. Before diving into content creation and posting, it’s important to define what you want to achieve through your social media efforts.
Your goals could range from increasing brand awareness and generating leads to showcasing your portfolio and building customer relationships. Specific goals might include a certain number of followers, a level of engagement, or a volume of website traffic driven by social media platforms.
Do you aim to direct more visitors to your website? Or is your objective to engage a broad audience with specialized content? Establishing precise and quantifiable objectives, like “boost followers by 20% monthly,” ensures that your posts are strategically targeted, rather than random.
Goals should be SMART: Specific, Measurable, Achievable, Relevant, and Time-bound. This approach ensures that your goals are clear and attainable within a set timeframe, giving your social media strategy direction and purpose.
Setting these objectives helps you create focused content and campaigns that align with your business objectives. It also provides a framework for measuring the effectiveness of your social media activities, allowing you to track progress and make data-driven decisions.
3. Be consistent in posting
Regular posting keeps your audience engaged and helps maintain a steady presence in their social feeds. It’s not just about the frequency of posts, but also about maintaining a consistent theme and quality across your content.
Consistency in your social media efforts means your audience can anticipate and look forward to your content, enhancing their connection with your brand. Familiarity breeds engagement; when your followers know what to expect, they are more likely to return and interact.
Your content should reflect the image and values of your brand consistently. Use a similar tone of voice, style, and visual aesthetic in all your posts. This consistency in messaging helps to reinforce your brand identity and makes your content instantly recognizable to your audience.
Remember, quality always trumps quantity. It’s better to post less frequently with high-quality, relevant content than to post often with content that doesn’t add value to your audience. By staying consistent in your posting schedule and content quality, you’ll build trust with your audience, which is crucial for long-term success in social media marketing for your construction company.
4. Plan and schedule your posts
As we’ve seen, regular posting is key to keeping your audience engaged and attracting new followers. For platforms like Facebook, it’s advisable to post at least three times a week to maintain an active and engaging presence in your followers’ feeds.
How can you keep up with this consistency? Create a posting strategy that aligns with your business goals and adhere to a consistent posting timeline. Whether it’s daily, several times a week, or weekly, find a rhythm that you can sustain over the long term.
By adhering to a regular posting schedule, you optimize your online construction marketing and strengthen your social media presence.
While your plan can be flexible, allowing for adjustments based on successful content trends, having a structured plan and schedule will guide you in knowing what to post and the optimal times for posting.
5. Engaging with followers
Engaging with your audience, especially through responding to comments, is crucial in expanding your follower base.
The best way for a brand to have an impact on social media is to simply respond to its customers, according to a report from Sprout Social. In the same report, 51% of consumers said they see this as the top way to remain memorable.
Additionally, HubSpot data found that 65% of consumers use social media messaging apps to contact customer service.
Therefore, make it a priority to reply to all comments, whether they are complimentary or critical. Express gratitude to satisfied customers for their feedback, and proactively address any grievances from dissatisfied customers.
Such interactions demonstrate to your followers that you truly value and care about your customer experience.
6. Mix up your content
Diversity in your social media content is crucial to keep your audience interested and engaged. While it’s important to promote your construction business and showcase your projects, a monotonous stream of self-promotional posts can become unappealing.
To keep your social media fresh and engaging, mix up the types of content you post.
As a general rule, no more than 50% of your posts should be self-promotional. For the rest, you can include a blend of project updates, behind-the-scenes glimpses, educational pieces about construction techniques, industry news, and even light-hearted or humorous content.
This variety not only maintains your audience’s interest but also demonstrates the multifaceted nature of your business.
Moreover, balancing promotional content with informative, educational, and entertaining posts will help you build a more robust and appealing social media presence. This approach will not only attract a broader audience but also foster stronger connections with your existing followers.
7. Be authentic
Authenticity is a key ingredient in creating a successful social media presence for your construction business. Your Instagram should not just blend in with the rest; it’s about discovering and embracing the unique voice and personality of your company.
In an era where audiences are bombarded with content, genuine and sincere communication stands out and resonates with people. Being authentic means showing the real side of your business and embracing what makes your brand different.
Posts featuring real employees, their stories, and experiences can make your brand more personable and approachable. User-generated content, such as reviews or photos from clients, also adds a layer of authenticity.
Whether it’s through clever captions, striking visuals, consistent themes, or recurring posts, ensure your content truly reflects your brand’s identity. Most importantly, while you can be influenced by competitor content, steer clear of merely copying what your competitors are doing. Instead, carve out a niche that is unmistakably yours.
8. Track analytics
Monitoring and analyzing your social media metrics is essential for understanding the impact of your content and refining your strategy. Tracking analytics allows you to see what works and what doesn’t, enabling you to make informed decisions about future content and campaigns.
Fortunately, there’s no need to invest in separate analytical tools – many platforms, including Facebook, come equipped with built-in analytics. It’s a matter of assessing which posts received the most shares, likes, sparked conversations, or generated leads.
Monitor the performance as you experiment with new approaches and compare your results against industry standards to understand your success. Implement small adjustments and then analyze the outcomes to gradually enhance your success rate over time.
9. Incorporate hashtags
Hashtags are a powerful tool in social media marketing, especially for construction businesses looking to increase their visibility. They act as searchable keywords that help categorize your content and make it more discoverable to a wider audience.
However, it’s crucial to fully comprehend the context of a hashtag before incorporating it into your posts.
For example, there have been instances where companies unknowingly used hashtags associated with sensitive topics, such as national tragedies or domestic violence, for jokes or promotions. Such mistakes can lead to significant harm to your brand’s reputation.
Instead, focus on including hashtags that are specific to your location, services, or particular projects. This can help connect with local clients or those interested in certain types of construction work. Don’t overdo it, though; a few well-chosen hashtags are more effective than a long list of less relevant ones.
10 Ideas and examples for construction company social media posts
Now that you know what it takes to create and run successful social media pages, it’s time to see it in action through examples. Here are some construction social media ideas with examples of construction social media posts:
1. Photos of your projects
Leverage social media to share images of your recently completed construction projects, showcasing distinctive design features and offering details about the materials used. Additionally, present before-and-after photographs of the project to vividly illustrate the transformative impact of your work. Posts like these are highly effective in capturing your audience’s attention while scrolling. AEC firms with strategic marketing plans can benefit greatly from this style of social media content, as it engages and keeps the audience’s attention.
With your images, you should also include a link to your website or blog for additional details. Think about incorporating a call-to-action in your post, inviting viewers to visit your website or read a blog article for more insights on the project.
In addition, urge your followers to share the photos and tag your company in their social media posts, which can enhance your company’s online presence.
However, a potential challenge lies in being able to manage your growing library of construction-related images. When working in such a visual-heavy industry, you want to make sure your visual content doesn’t lose its quality and that the updated version is always being used.
Therefore, you need a robust Digital Asset Management (DAM) tool for construction to help you manage your growing library of images. This will save you time when searching for images and make sure your images don’t lose their quality.
2. Engaging videos
Use video to focus on the top aspects of your projects, including the design, materials used, and the completed work. Videos serve as an excellent way to give insights into your projects, offering viewers a behind-the-scenes glimpse into the construction process.
To give your audience a glimpse behind the scenes, you can include on-site work, team interactions, or the planning process. Such content adds a human element to your brand and helps build a connection with your audience.
You can also share time-lapse videos of your construction projects. These videos offer a captivating way to show the progression and completion of a project, demonstrating your team’s efficiency and the transformative impact of your work.
You can also host live sessions on platforms like Facebook or Instagram. You can conduct Q&A sessions, live tours of your projects, or discussions on industry trends. This encourages real-time interaction with your audience.
3. Promote blog posts
Post an educational blog article that might cover topics like the inspiration behind a design, practical how-to advice, the process a project goes through, or details about your job-site safety protocols. It’s important to ensure the content is beneficial and adds value to your audience.
By promoting your blog posts on social media, you not only increase traffic to your website but also position your construction business as a knowledgeable and informative source within the industry. This approach helps to build authority and trust among your audience, while also providing them with valuable information.
4. Reviews and testimonials
The power of positive customer reviews from past and current clients cannot be understated, as potential clients frequently select companies based on such feedback. Hearing directly from satisfied customers about their experience with your company can be a powerful tool for building trust and credibility.
Provide construction services that will result in positive reviews and encourage your clients to share their experiences. Positive testimonials reassure customers that selecting your services was the correct decision.
To achieve this, you can try asking a satisfied customer to describe their positive experience with your company in a brief video testimonial.
5. Contests
Hosting a social media contest is an excellent strategy to attract new followers. Motivate your audience to engage with your content – like, comment, and share – for a chance to win prizes or branded merchandise. This approach not only gives you free publicity but also delights your followers with free items.
The prizes can be as straightforward as offering a free consultation, usually a paid service, or distributing T-shirts with your company logo, which can also double as advertising. Everyone appreciates freebies.
To add more value to the contest, consider linking it with a charitable cause. This not only aids a good initiative but also positions your business as a community-focused contractor, enhancing your reputation and goodwill within the local area.
Disclaimer: Understand each social media platform’s policies regarding contests before posting about them. Check each platform for specific details and rules to follow.
6. Day in the life
Many individuals are curious about the day-to-day workings of a construction crew. This curiosity presents an excellent chance to host a live session on Facebook or to share a sequence of photos through Instagram stories.
By giving an insight into a typical day for your crew, you effectively showcase the range of services your team provides and the dedication and hard work that goes into each project.
Additionally, capturing and sharing photos or videos of the activities both in the office and on job sites offers a behind-the-scenes view of your company. This transparency helps in building familiarity and trust with your audience.
Remember, it’s important to obtain consent from everyone featured in your posts.
7. Your employees
Highlighting your team members through an employee spotlight series is a fantastic way to personalize your construction company on social media. This approach not only showcases the diverse talents and stories within your team but also humanizes your brand.
Share the personal stories, experiences, and roles of your employees. This can include their career journey, day-to-day responsibilities, and what they enjoy most about working in the construction industry.
Another idea is to celebrate your team’s professional achievements on your feed, such as completing certifications, exceptional project contributions, or work anniversaries. This not only boosts morale but also shows your commitment to employee development.
Do this through engaging photos or short video interviews to introduce each employee. Visuals are more impactful and help create a stronger connection with your audience.
Featuring your employees in posts can range from being purely informational to fun and engaging, and it also serves as a great way to make your team members feel appreciated and acknowledged.
| TIP: Use OpenAsset’s Employee Module to drive efficiency within your organization by automating the creation of resume documents and allowing you to automatically synchronize employee data between OpenAsset and your CRM or ERP system. |
8. Funny content
Incorporating humor into your social media strategy can be a refreshing way to engage your audience and showcase the lighter side of your construction business. This not only makes your brand more relatable but also helps your posts stand out in a crowded social media landscape
Share construction-related jokes or create memes and stickers that resonate with your audience. This type of content can be a hit if it aligns well with the experiences or challenges within the industry.
Show some of the lighter moments on the job, like harmless bloopers or funny incidents that occur during the workday. This kind of content humanizes your team and adds a personal touch.
However, humor can be subjective, so it’s important to know your audience well and avoid anything that could be misinterpreted or offensive. But when done right, funny content can greatly enhance your social media presence, making your brand more memorable and engaging.
9. How-to videos
Create on-site videos where you explain your team’s methods or highlight what sets you apart from competitors. For example, share home improvement and DIY videos that showcase your team’s unique personality and expertise.
These instructional clips may be straightforward and unfiltered, yet they make a significant impact. They demonstrate to viewers your deep understanding and proficiency, reinforcing that you’re the right team for the job.
By sharing your expertise, you position yourself as an authority in the field. This type of informative content is highly valued by consumers and often garners appreciation. In the world of construction social media, the potential for how-to content is promising, given the hands-on nature of the work and the interest of DIY enthusiasts.
10. News and community stories
Standing out from the crowd is key, and you don’t want to blend in with every other construction page. Therefore, look for ways to stand out on social media. To do so, share industry news and trends from credible sources.
Gathering news stories from external sources is straightforward (remember to give credit and link back to the source). However, ensure that the news you share is pertinent to your specific audience.
Additionally, you can share community stories. Perhaps there’s been a recent approval of a new development or a family in a home you constructed has just celebrated the arrival of a newborn. Sharing updates about such local events demonstrates your engagement and deep connection with the community.
This positions you as a thought leader in the construction field. Such a strategy not only confirms your status as an expert but also draws in clients who are seeking to work with top-tier professionals in the business.
Answers to your top questions about social media marketing for construction companies
What is social media marketing in the construction industry?
Social media marketing is everything your in-house team does on social media. As opposed to social media advertising, which is when you pay a social media platform to promote your content or otherwise support your efforts.
A construction company’s social media marketing strategy can vary greatly depending on its industry, targeted customers, and internal capabilities.
A large corporation with the staff and portfolio to execute case studies, white papers, and other thought leadership material can build trust that way. While a B2C construction company focused on local projects may win favor and brand recognition with human interactions and relatable content targeting their community.
How can social media marketing benefit by construction business?
Social media marketing gives your construction company the chance to stand out in a competitive market, not just by advertising your services, but by showcasing your expertise, culture, and client success stories.
Platforms like Instagram, LinkedIn, and Facebook are ideal for highlighting the visual nature of construction work. Use before-and-after photos, time-lapse project videos, or behind-the-scenes shots from job sites to show potential customers a highlight reel of your company’s best work.
Beyond brand awareness, social media can help you generate leads, nurture client relationships, and even drive traffic to your website. It offers an accessible and cost-effective way to stay top-of-mind with potential clients while supporting your ongoing business development efforts.
In an industry built on trust and reputation, a strong social presence shows you’re transparent, active, and responsive — qualities that influence a client’s decision to work with your team.
What social media channels are most effective for construction marketing?
The most effective social media platform for your construction company depends on who you’re trying to reach and what kind of content you’re comfortable creating.
Instagram is ideal for high-impact visuals. Think finished projects, on-site progress, and employee spotlights. Use Stories and Reels for quick updates and behind-the-scenes moments.
Facebook allows for community engagement and targeted advertising. It’s a strong fit for local outreach and sharing company updates.
LinkedIn is best for commercial firms looking to build B2B relationships and post thought leadership content. Use it to connect with decision-makers and share insights into your process or team.
YouTube works well for long-form video content like project walkthroughs or how-to videos.
TikTok can be a surprisingly effective platform to reach younger audiences or showcase your company culture in fun, creative ways.
X (formerly Twitter) is great for quick project updates and joining conversations around industry trends. Many also use it for customer service.
Start with one or two platforms where your clients are already active, then expand as your team gets more comfortable and consistent.
How do I create engaging content for my construction company’s social media channels?
The key to creating engaging content is to focus on what your audience actually wants to see, not just what you want to promote.
Start with visuals. Social media thrives on visual content, so lean into progress photos, time-lapse videos, employee spotlights, or before-and-after shots.
But don’t stop there! Share real stories. That could mean highlighting a team member’s day on site, posting community impact stories, or giving a sneak peek at new projects.
If you have the manpower and expertise to do so, educational content like how-to videos, or safety tips, relatable humor, client testimonials, and case studies all have their place.
And remember: people engage with people, not faceless brands. Humanize your content by showcasing the people behind your projects.
Most importantly, be consistent. But don’t sacrifice quality purely for the sake of getting three posts out a week. A steady flow of relevant content builds familiarity and trust over time, but it has to be authentic and high-quality.
What metrics should I track to measure the success of my construction social media marketing efforts?
To truly understand how your social media efforts are performing, you need to look beyond likes and follows.
Most platforms offer built-in analytics that make it easy to review your performance regularly and refine your strategy over time. They often include far more information, like click-through rate, impressions, and, in the case of video content, watch time.
By looking at all of these metrics together, you can paint a better picture of what exactly your post is doing. For example, if a post has a higher number of likes than usual, but low impressions, then that post was successful with your core audience, but didn’t find many people outside of it.
Likewise, high impressions can explain a post getting more reactions than usual, as more viewers naturally cause more engagement. This may not, however, paint the full story. More impressions with a lower watch time on a video could mean you’ve reached a wider audience, but that audience is less engaged.
It’s easier to know which metrics to track if you set out with a specific goal for your marketing efforts. If you want to drive traffic to your website, click-through rates will be an important metric to follow. If lead generation is your goal, track how many inquiries, demo requests, or quote submissions are coming from your social channels.
Importantly, metrics can only tell you how a post is performing — not what you should do about it. Because social media marketing is about getting other people to care about your company, there’s some trial and error involved. And while metrics can tell you what is working and what isn’t, they won’t reveal the perfect marketing strategy on their own.
Construction social media marketing made easy with OpenAsset
In such a visually-driven industry, the power of a high-quality image in telling the story of your craftsmanship and expertise cannot be overstated. These images become the face of your brand on social media, attracting potential clients and setting you apart from competitors.
However, managing a library of high-quality images and ensuring brand consistency across various social media platforms can be a daunting task. This is where OpenAsset proves to be an indispensable tool for construction firms.
OpenAsset’s Digital Asset Management (DAM) platform makes construction proposals simpler, faster, and more successful. That’s why 99% of customers renew. OpenAsset simplifies the management of your digital assets, ensuring that every image you use is of the highest quality and reflects your brand’s standards.
Whether these images will be used across social media channels or AEC proposals, OpenAsset helps you maintain consistent visuals and branding across all platforms. With the right tools and strategies in hand, your construction business is well-equipped to make a lasting impression and win more business.
Ready to explore all the benefits of digital asset management?
