As AEC (Architecture, Engineering, and Construction) marketing experts, we manage social media for dozens of construction industry clients — from custom home builders to commercial contractors and home service providers like hardwood flooring companies.
We’ve tested the full gamut of post types and learned a lot along the way. Below are our 10 top content recommendations to help you engage your audience and grow your following.
Project Related Posts
The most obvious — and often easiest — content pillar is project-related posts. As a construction company, you’ve got boots on the ground, which means you’re in a great position to capture photos and videos directly from the job site.
Every project post is also an opportunity to tag partners, subcontractors, vendors, and even clients (when appropriate). This not only extends your reach but also strengthens your relationships within the industry.
#1 – Project Lookbacks
Project lookbacks focus on completed work—ideally captured with professional or high-quality photo and video. These posts give your audience a polished view of your capabilities and can be repurposed into multiple pieces of content over time.
For example, from a single custom home build, you could create:
- A video walkthrough highlighting standout features
- A photo carousel showcasing the most glamorous rooms
- Detail shots of custom elements like tilework, woodwork, or finishes
- A video mashup with a narration of project scope
- A video mashup with a narration about the purpose of the company
This type of content builds credibility, reinforces quality, and gives you lasting material for your feed. Check out this video mashup of a custom home remodel with a narration about the craft of homebuilding By Maley Building Corporation:
#2 – On-Site / In Progress
Candid photos and videos from the job site add authenticity to your social media presence. While polished, professional content still has value, today’s audiences connect more with real, behind-the-scenes moments — especially as AI-generated content becomes more prevalent. Authenticity is your differentiator.
We’ve found that simple videos — like heavy machinery in action — tend to perform especially well.
Just keep in mind:
- Avoid posting overly messy job sites, as it can damage trust or reflect poorly on your brand
- Make sure anyone shown is following OSHA safety standards (hard hats, vests, etc.)
- Authentic doesn’t mean careless—keep it real, but keep it professional.
For example, check out this crane compilation from New Generation Construction:
#3 – Before After & Timelapse
There’s something universally satisfying about seeing a transformation unfold. Think about those oddly mesmerizing production line videos you’ve watched without meaning to — same concept applies here.
Before-and-after comparisons and time-lapse videos are incredibly effective on social media. They stop the scroll, showcase your work, and keep people watching.
Whether it’s a kitchen remodel, a concrete pour, or a framing-to-finish sequence, showing the process is just as powerful as showing the end result.
This time lapse from New Generation Construction shows a Home2 Suites project build out in Colorado.
#4 – Project Mashups
In addition to spotlighting individual projects, project mashups let you recycle existing content in a fresh, engaging way.
For example, if you specialize in custom tile work, you could create a post showcasing four different tile installations from four different jobs. This approach highlights your range, reinforces expertise, and keeps your content calendar full without needing new material.
You can present mashups as:
- Static photo carousels
- Video compilations with voiceovers or text overlays
It’s a smart way to get more mileage out of your best work.
Company Culture
Showing that there are humans behind the brand is important for building trust, and with the rise of AI content this will become incredibly more valuable. AI content unleashes barriers for people to post content at a higher volume, so quality and authenticity will matter more.
#5 – Employee Anniversaries
Employee anniversary posts tend to perform well — especially when the employee and their network engage. But beware the trap of posting a generic “Happy Anniversary!” without substance.
These posts are an opportunity to show real appreciation. Take the time to share something personal and meaningful:
- Did they just welcome a new baby?
- Win their kickball league?
- Are they the office jokester or the one who never forgets a birthday?
A thoughtful post not only celebrates your team member — it reflects your company culture and values in a way your audience will notice. We love how Maley Building Corporation included personal details, like Nick’s nomination for Mr. Basalt, in this post:
#6 – Company outings
Treat your team to a White Sox game or a Topgolf outing? Share it! Showcasing moments where your team connects outside of work highlights your company culture — and that matters.
These posts resonate with:
- Potential employees looking to join a team that values more than just output
- Potential clients who want to work with companies that treat their people well
Team culture content builds trust, shows you’re human, and reflects a company that people want to work with — and for. These can be simple and to the point, like this Top Golf post from Little Home Builder:
#7 – Team hobbies
While not essential for every platform, channels like Instagram tend to perform well when you mix in a bit of personality.
Highlighting team hobbies — like hiking, fishing, or family time — can humanize your brand and create a more relatable presence. If you’re in an outdoorsy region, encourage team members to share photos from their adventures.
These small moments show that your company supports a culture where people thrive both professionally and personally — and that’s a message that resonates with both clients and future hires.
Educational content
Educational content is hands-down the most time-intensive to create—but it’s also the most powerful.
While AI tools can help speed up scripting, the real value comes from your team’s expert insights. That means working closely with internal subject matter experts and translating their knowledge into clear, digestible content.
When done right, this is the content that moves you beyond just maintaining a presence. It positions your company as a thought leader, builds trust, and fuels long-term brand growth and influence.
#8 – “How It’s Done” Explainers
These are high-level walkthroughs of specialized tasks that help your audience understand the process — not necessarily how to do it themselves. Think of this content as showing the behind-the-scenes craftsmanship that sets you apart.
Examples:
- How to Retile a Shower: Give a visual overview of the process — demo, prep, waterproofing, layout, and grouting — focusing on the skill and precision required.
- How We Refinish Saltillo Tiles: Explain why these tiles need special care, the tools and materials used, and the steps involved in bringing them back to life.
This type of content builds authority and educates your audience while subtly reinforcing: this is why you hire a pro.
#9 – Tool or Technique Demos
Think of this as a more focused version of the How It’s Done explainer — zeroing in on a specific tool, material, or method you use on the job.
These posts work especially well in short video format and can be both educational and satisfying to watch.
Examples:
- How to Use a Miter Saw Safely and Accurately: Show proper setup, safety checks, and real-time cutting.
- Why We Use Schluter for Waterproofing: Walk through how it works and why it’s better than alternatives.
These demos showcase your technical expertise, reinforce your commitment to quality, and give your audience a deeper appreciation for the work you do.
#10 – Red Flags
Red flag videos are great scroll-stoppers — they tap into fear and curiosity, but when done right, they offer real value. Use this format to educate your audience on common mistakes and how to avoid them, helping them feel smarter and more confident in their decisions.
Examples:
- Top Mistakes People Make When Tiling Their Bathroom: From skipping waterproofing to choosing the wrong grout.
- Remodeling Features That Don’t Add Home Value: Help homeowners avoid overspending on trends with little return.
This content positions you as a helpful expert, not just trying to win business, but genuinely trying to save people from costly regrets.
Bonus – Humor
And lastly, while we feel like is the hardest to pull of tastefully, a little dose of humor can make your brand relatable and interesting. Like this post from Como Demolition:
Social Media for Construction Companies
Social media may look easy — and to be honest, it’s not overly complicated. But it is a time investment, and it’s completely normal to feel like you’re posting into the void.
If you’re ready to take a more strategic approach to your social media, the experts at Nover Marketing are here to help. Contact us today for a free consultation tailored to your construction company.
