7 Tips for Social Media for Construction Companies That Actually Work
Social media or digital marketing isn’t optional anymore for builders and remodelers — it’s a core part of how people discover, vet, and ultimately choose who they trust with their home or project. When done right, social media for construction becomes a powerful extension of your reputation, your craftsmanship, and your values.
The problem? Most construction companies either don’t know what to post, don’t post consistently, or post content that doesn’t connect. Too many feeds are filled with nothing but finished project photos, and while those have their place, they rarely tell the full story.
Below are seven practical, proven tips we use every day while managing social media for construction brands across the country. These aren’t influencer tricks or marketing fluff — they’re grounded in how builders actually work and how real people consume content.
1. Video Will Almost Always Outperform Still Photos
If you only change one thing, make it this: post more video. Across Instagram and Facebook, video is the backbone of effective social media for construction today.
Short-form video grabs attention fast and keeps people watching. The sweet spot is under 15 seconds whenever possible. A quick walk-through, a framing detail, a before-and-after clip, or a short explanation of what’s happening on site will almost always outperform a static photo.
You don’t need a camera crew or expensive gear. Your phone is enough. Authentic, clear, and fast-moving beats overly polished every time.
2. Tell Your Brand Story — Not Just What You Built
Finished project photos are important, but they shouldn’t be the only thing you post. Strong social media posts for construction companies tell a story about who you are, not just what you deliver.
Your audience wants to know:
Why you do things the way you do
What standards you refuse to compromise on
What kind of clients you enjoy working with
There are plenty of beautiful homes online. What separates one builder from another is the story behind the work — your values, your process, and your point of view.
3. Consistency Beats Everything Else
Right now, consistency wins. Period. The algorithms on Instagram and Facebook reward accounts that show up regularly. In social media for construction, posting three times a week consistently will outperform posting daily for two weeks and then going silent.
Pick a schedule you can realistically maintain:
Three posts per week
Or five posts per week if you have help
Then stick to it. Consistency builds momentum, audience trust, and algorithm favor over time.
4. Show the Behind-the-Scenes Work
At Neon Lion, we live by this idea: perfect doesn’t always perform. In fact, the gritty, real moments often do better. Social media for construction thrives on authenticity.
Show the dust, the demo days, the progress shots, and the problem-solving moments. Behind-the-scenes content helps people understand the craftsmanship and effort that goes into the finished product — and that makes the final result feel even more valuable.
5. Have Strong Opinions and Own Them
Construction isn’t one-size-fits-all. There are multiple ways to build, detail, and design — and you should talk about your way. Social media posts for construction companies that share strong opinions often spark the most engagement.
Explain why you choose certain materials, why you avoid shortcuts, or why your process costs more and delivers better results. You won’t appeal to everyone — and that’s the point. Strong opinions attract the right clients and filter out the wrong ones.
6. Engage With Your Audience Like Real People
Posting without engagement is a missed opportunity. Social media for construction works best when it’s a conversation, not a broadcast.
If someone comments, reply. Ask questions. Acknowledge their interest. Every interaction builds trust, and every comment could turn into your next custom home, remodel, or referral.
Engagement also signals to the algorithm that your content matters — which helps it reach more people.
7. Use AI to Do More, Faster
AI is no longer a novelty — it’s a powerful tool for efficiency and creativity. Smart social media posts for construction companies often use AI behind the scenes.
Edit and refine captions
Brainstorm post ideas
Create simple graphics or infographics
Improve clarity and tone
AI doesn’t replace your experience or craftsmanship. It helps you show up more consistently without burning out.
How Neon Lion Helps Construction Brands Grow
At Neon Lion Media, we specialize in running social media for construction companies all over the country. We manage social accounts for builders, remodelers, and trade professionals who want their online presence to reflect the quality of their work.
We also support businesses that supply products and services to builders, including companies like Manomin Resawn Timbers, which provides reclaimed wood materials, and Marvin Windows, a leading window supplier. Whether you’re building homes or supplying the industry, the right social strategy helps you stand out, educate your audience, and earn trust.
We come from the trades. We understand jobsites, timelines, and the reality of running a construction business. That’s why our approach to social media for construction is practical, realistic, and results-driven.
Final Thoughts
The goal isn’t perfection — it’s presence. When you show up consistently, tell your story, share your opinions, and engage with your audience, social media for construction becomes a long-term asset instead of a chore.
Done right, it builds trust before the first phone call ever happens. And that’s where the real value is.
