Why Construction Companies Should Invest in Social Media Videos
The stakes are high for construction companies right now. Consumers, now more than ever, are demanding transparency, creativity, authenticity, and engagement. It can be a tricky adjustment for companies to make, especially because construction and trades relies so heavily on word-of-mouth marketing.
Among the many new and unusual tools available to companies is video, which has quickly overtaken other media as the dominant method of marketing. How can construction companies make the jump into video-focused marketing? The answer, of course, is through social media – and through videos.
Why Social Media?
We’ve said it before, and we’ll say it again: social media is no longer optional – for any business. Especially in Vancouver, where more and more consumers who require construction services are part of a younger generation, potential clients will choose to work with whichever company appears to have a strong online presence: good google reviews, a strong online presence, and high-quality videos. There are, quite literally, hundreds of construction companies, electricians, plumbers, pest control companies, landscaping companies, and more in the greater Vancouver area, and each of those companies is expected to find ways to stand out from the crowd in new and unusual ways.
For this reason and more, construction companies need to make a concerted effort to make videos a cornerstone of their marketing strategy. Here are a few more reasons to consider.
Establishing Credibility
Construction is a high-investment industry, and trust is absolutely paramount. Clients want to work with companies that demonstrate professionalism, reliability, and expertise. Social media is one of the first places that new clients will go to find out if the construction company they’re considering is credible or not. More importantly, they show that you’re a company that cares about their online presence, which shows more modern credibility than your construction quality ever can.
Natural Impressions Outdoor Play is a local playground builder that uses sustainable resources. Our social media content was designed to reflect both their quality and their eco-friendly efforts.
Showing Behind-the-Scenes Content
One way to establish credibility is by showing behind-the-scenes videos, which humanize your company and build trust. Share clips of your team in action, discussions on how you approach problem-solving, or the technology and tools you use. This authenticity and transparency can help reassure clients that you are detail-oriented and committed to quality.
Customer Testimonials
There is little that builds credibility quite like hearing from satisfied clients. Recording video testimonials from previous customers adds authenticity to your claims of quality and serves as proof of your quality.
Spurring Engagement
It might sound silly, but there’s a massive audience for construction content online. Believe it or not, people will engage with your videos if they’re good enough, sharing and commenting on your content. Here are some ideas for creating engaging social media content.
For CDC Construction’s Spa build on Granville Island, we made this short video that was designed to show the precess and the quality behind their work.
Education Through Explainers
Good educational videos perform very well on platforms like YouTube, Instagram, and LinkedIn. Creating short videos explaining industry trends, the construction process, or how clients can prepare for a project is a great way to educate your audience not just on your skill, but on the complexity of a given project.. By doing so, you suggest that your company is a knowledgeable leader in the field.
Highlighting Unique Projects
Every construction project is unique, and video allows you to tell these stories in a compelling way. By highlighting distinctive architectural features, innovative materials, or eco-friendly practices you’ve employed, you get to show audiences your creativity and originality in action.
Entertaining Content
Don’t overlook the value of entertainment. Fun, lighthearted videos—like blooper reels from the job site or quick “Did you know?” segments—can show your company’s personality and make your brand more relatable.
Standing Out from Competitors
Especially in a crowded city like Vancouver, the construction industry is highly competitive, and many companies struggle to differentiate themselves. Social media videos can help you stand out in several key ways.
Visual Storytelling
Construction is an industry driven by tangible results, which means that visual storytelling is a powerful and meaningful way to differentiate you from your audience. Use videos to tell the story of your company, as well as its history, mission, and values, and let your audience see the faces behind the brand and understand what sets you apart from the competition.
Targeting Specific Audiences
Social media platforms offer advanced targeting options, allowing you to tailor video content to specific demographics. If you’re looking to attract residential clients, commercial developers, or subcontractors, you can create videos that speak directly to their needs and priorities.
Showcasing Innovation
Are you using cutting-edge technology like drones, 3D modeling, or green construction practices? Videos can highlight these innovations, which portrays your company as forward-thinking and modern — qualities that attract high-value clients.
We’ve created plenty of social media content for Rolling Bear Tiny Homes, a cretive and unique home-building company.
Ideas for Video Content you Can Share
Here are some ideas tailored to construction companies:
Project Showcases
Create videos that walk viewers through completed projects. Include before-and-after comparisons, client interviews, and detailed explanations of the challenges you overcame.
Tips and Tutorials
Offer value by sharing practical tips or tutorials. For example, you might explain how to choose the right contractor, the benefits of specific building materials, or what clients should know about permits and regulations.
Recruitment Videos
Social media isn’t just for attracting clients—it’s also a valuable tool for finding skilled employees. Showcase your company culture through recruitment videos, highlighting why it’s a great place to work.
Community Involvement
If your company participates in community events or charitable projects, create videos that document these efforts. This content not only builds goodwill but also demonstrates your commitment to making a positive impact and showcases your desire for sincere community involvement.
Before-and-Afters
Use videos instead of photos to showcase a dynamic and intriguing before-and-after of a unique or interesting projects.
Maximizing Your ROI
Investing in social media videos doesn’t have to break the bank. Start small by using a smartphone and free editing software, and scale up as you see results. That way, you can capitalize on previously successful video campaigns and tailor your future efforts based on past successes. Here are some tips for maximizing your return on investment:
1. Choose the Right Platforms
Focus on platforms where your audience is most active. For construction companies, LinkedIn, Instagram, and YouTube often deliver the best results, but that can differ regionally, so we’d suggest doing a little research.
2. Optimize for Mobile
Most social media users access platforms on their phones, so ensure your videos are mobile-friendly. Use vertical formats for Instagram Stories or TikTok and subtitles for sound-off viewing.
3. Track Metrics
Measure the performance of your videos using metrics like views, engagement rates, and shares. Use this data to refine your strategy and create content that resonates with your audience.
For Westside Pest Control’s Earth Day Initiative, we created this simple l video as an information campaign for their social media accounts.
Social Media as an Essential Tool
Social media videos are an indispensable tool for construction companies looking to build their brand, connect with clients, and stand out in a competitive market. By investing in video content, you can showcase your expertise, share engaging stories, and position your company as an industry leader.
The digital world is waiting—start creating and let your construction story unfold.
How Can We Help?
We’ve created social media content for many different construction/trades companies, including Natural Impressions Outdoor Play, Cambie Roofing, Meridian Plumbing, Devlin Drywall, Westside Pest Control, Rolling Bear Tiny Homes, and more. We’re great at coming up with different strategies for different types of industries and tailoring our schedules to yours. The best part? We film, produce, edit, and post the videos for you.
Interested? Get in touch today!
Cambie Roofing is a big company who offers a lot of different services. What’s a quick yet effective way to share the breadth of their work?