Social Media for Tradespeople: What Actually Works

Disclaimer: SiteKiln gives you plain-English information, not marketing advice. Every trade and area is different - what works for a landscaper in Surrey won't be the same as a plumber in Salford.

‍‌​​‌‌​​‌​​​​‌‌​​​​‌‌​​​‌‌‌​‌‌‌‌‍# 13.2 - Social Media for Tradespeople

Most trades don't need to become influencers. You just need a small, solid online footprint that makes real people pick up the phone.

Which platforms actually matter

There's a lot of noise, but a few clear winners for UK trades.

Facebook Around 93% of trades using social media are on sites like Facebook and Instagram, and nearly 60% say Facebook is their most effective platform for leads. Good for local groups, before/after photos, reviews and Messenger enquiries. If you only do one social platform, this is it.

Instagram About 39% of social-using trades say Instagram works for leads - great for visual trades: bathrooms, kitchens, decorating, landscaping, joinery. Grid posts for your "showroom" work, Stories and Reels for quick progress clips.

TikTok Roughly a third of social-using trades are already getting jobs from TikTok - usually younger trades or those posting satisfying process videos. More effort, more reach, but less targeted locally unless you really work at it.

YouTube About a third of trades using social say YouTube brings leads - especially for how-to and longer project videos. Good if you enjoy explaining and don't mind editing.

LinkedIn Better for commercial work, subcontracting and making contacts with designers, surveyors and contractors than for Mrs Jones' bathroom.

The realistic stack for a domestic trade

For a domestic builder, plumber, spark, decorator or landscaper:

1. Google Business Profile - non-negotiable. More important than Instagram. See the section at the bottom.
2. Facebook page + a presence in one or two local groups.
3. Instagram if your work is visual.
4. Everything else is "nice if you've got the energy."

Don't spread yourself thin across five platforms and post nothing decent on any of them. Pick two and do them properly.

What kind of content works

You're not making art. You're proving you're tidy, reliable and do a decent job.

Things that work well

Before/after photos The classic - ugly old thing vs tidy finished job. Works brilliantly on Facebook, Instagram, and your Google profile. Same angle for both shots. Clean the lens.

Progress and time-lapse clips Quick videos of a patio going down, a room skimmed, a rewire in stages, a roof strip and re-tile. Great for Reels and TikTok - people love watching "satisfying" work.

Short "here's what we did today" posts A few photos plus a plain-English caption: "Small boiler swap in [town]" or "Prep and first coat on this hallway in [area]." Shows you're actually out working, not just recycling old photos.

Educational tips Stuff like: "3 signs your fuseboard's due an upgrade" or "Why your fence posts keep rotting." Positions you as the grown-up in the room. Good on Facebook, Instagram and YouTube.

Testimonials and screenshots Photo of the job plus a quote or screenshot from the customer's text or review (with their name if needed). Social proof sells.

Light humour and personality Relatable site stuff: bad DIY you've fixed, "what we found under this bath", the odd daft moment. Just keep faces and addresses out of it, and don't mock customers.

What doesn't really move the needle

• Stock photos.
• Generic quote memes.
• Random shares with no link to your trade.
• Reposting viral content that has nothing to do with your work.

How often to post (for someone actually on the tools)

You're not a full-time content creator. You've got real work and knackered evenings. Here's what's realistic:

Google Business Profile Upload fresh photos from jobs weekly or at least fortnightly. Post short updates (recent projects, "we're working in X area this week") once a week if you can.

Facebook / Instagram 2-3 posts a week is plenty for a one-person trade business. Batch it: take photos on site all week, then pick a couple of jobs to post on Sunday with a brew. 20-30 minutes.

TikTok / Reels (if you go there) Even 1-2 short videos a week can build a decent bank over time.

The rule: Consistent and half-decent beats intense for a month then nothing for six.

What NOT to do

Here's where trades get themselves in bother.

Posting customers' homes without permission

Always ask before you post anything where the house is identifiable - front elevation, street, number, recognisable garden.

A simple line covers it:

"Do you mind if I use a photo of the finished job on my page? I won't show your face or your address."

Blur number plates, house numbers, and kids' stuff in the background if it's visible.

Filming people on their property without consent

GDPR and privacy rules mean you shouldn't be recording customers or their family without permission. If anyone's in shot, ask first and get a clear "yes." Avoid filming children full stop.

Showing paperwork or personal data

Don't post photos with visible invoices, names, addresses on labels, alarm codes, keys - anything like that. It happens more than you'd think.

Arguing online

Don't get into spats in comments or local groups, even if someone's wrong. It makes you look unprofessional, not them.

If there's an issue: move it to DMs or phone, resolve it, then if needed reply calmly with "Happy to discuss offline, we've messaged you."

Politics, rows, offensive stuff

Keep your business profiles clean. No political rants, offensive jokes, dodgy memes. People want a safe pair of hands in their house, not a Facebook warrior.

If in doubt, imagine the customer, their neighbour and your nan all looking at the post. If it feels off, don't post it.

Paid ads - do they work for local trades?

They can work very well, but they're not magic and they're easy to waste money on if you guess.

Social is now the top sales generator for about a quarter of UK small businesses, and over three-quarters rely on an online presence or social for sales. Facebook and Instagram are the main ad channels - cheap compared to print, but you need half-decent targeting and a landing page that doesn't put people off.

When they work

• Clear local targeting - specific postcodes or towns, not "South East England."
• Simple offer: "Free quote for [bathroom refits] in [area]" with strong photos.
• The click goes somewhere useful: your Google profile, a clean page with photos and reviews, or a direct WhatsApp/phone link. Not some messy homepage.

Rough costs

Think in terms of cost per enquiry, not cost per like. Even if you're paying £10-£30 per genuine enquiry, if one job is worth £800-£5k+, the maths works - as long as your conversion from enquiry to job is decent.

When to avoid

• If you haven't sorted your basics (Google profile, photos, reviews).
• If you can't answer calls or messages quickly.
• If you're just boosting random posts and hoping for the best.

For most one-man bands, get your Google profile and organic social right before you spend money on ads.

Vanity metrics vs actual enquiries

Likes don't pay for materials.

Vanity metrics: Followers, likes, views, shares. Nice to have. Proves people enjoy the content. Easy to get hooked on. But they do not equal money on their own.

Real metrics:

• Number of direct messages about work.
• Quote requests that mention seeing you online.
• Calls and website clicks from your Google Business Profile insights.

What to track: "How many genuine enquiries came from here this month?" If a platform gives you loads of views but nobody in your area ever enquires, it's not the thing you should be sweating over.

Google Business Profile - your most important "social"

For a local trade, your Google Business Profile is more important than your Instagram grid. It's the little box on Maps and in "near me" results with your name, reviews, photos and call button.

Why it matters

It's where people go when they search "plumber near me" or "builder in [town]." Businesses in the top 3-pack on Maps can get 60-70% of all local clicks. It shows your reviews, photos and contact details at the exact moment someone wants a trade.

How to set it up properly

Basic setup:

1. Go to business.google.com and sign in.
2. Either claim your existing business or add it as a new one.
3. Choose the right category (e.g. "Plumber", "Electrician", "Builder").
4. Use your real business name - not keyword stuffing like "Best Cheap Plumber London."

Address and service area:

• Use your real base address for verification (even if it's your home), then hide it if you're a service-area business.
• Add specific service areas: towns, villages and postcodes you actually cover, not "all of the UK."

Fill everything in:

• Phone number and website (or Facebook page if you don't have a site yet).
• Opening hours (even if it's "by appointment").
• List your main services and areas.

Photos and posts:

• Upload real job photos - before/after, vans, on-site shots. Google loves photos.
• Post short updates every week or two - recent jobs, offers, "working in [area] this week."

Reviews:

• After each job, ask for a review and send them the direct link (see 13.1 for how to get the link).
• Reply to every review - good and bad - in a calm, professional way.

Treat this profile as your main shopfront. Social media feeds people into it; the Google profile closes the deal.

A simple social plan for a busy tradesperson

Let's put it together for a self-employed electrician:

Every day on site:

• Take a couple of photos of neat board changes, tidy finishing, anything that looks good before/after.
• Ask permission once: "Mind if I post a photo of the finished board? No faces, no address."

Once a week (Sunday, 20-30 minutes):

• Post 2-3 things across Facebook and Instagram:
  • A neat finished job with a short caption and town.
  • A quick "here's what we did this week" collage.
  • One tip or short explainer.
• Add similar photos to your Google Business Profile.

After each job:

• Text the customer your Google review link.
• Save any nice comments as screenshots for future posts.

Once that's ticking along, then you can think about fancier stuff - TikTok, ads, YouTube - if the basics are already earning their keep.

Quick rule of thumb

Google Business Profile first. Facebook second. Instagram if your work's visual. Take photos every day, post a few times a week, ask for reviews after every job. Don't argue online. Don't post without permission. Track enquiries, not likes.

That's it. You're not building a brand empire - you're making sure people who need a trade can find you, trust you, and pick up the phone.

What to do next

• Set up or claim your Google Business Profile right now - 13.4 covers the platforms in more detail
• Take 3 photos on your next job - wide shot, detail, before/after
• Write your first post: "[Job type] in [town]. Before and after." That's it.
• Read 13.1 for turning social proof into referrals
• Read 13.3 for handling bad reviews when they land
• Read 13.5 for taking better photos with your phone

Sources

• IronmongeryDirect / Toolstation, Social media usage among UK tradespeople surveys, 2024-2025
• Ofcom, Adults' Media Use and Attitudes report, 2024
• BrightLocal, Local Consumer Review Survey, 2024
• Google, Google Business Profile help documentation, 2025
• ICO, Guide to the UK GDPR, 2024
• ASA, Influencer and affiliate marketing guidance, 2024
• UK GDPR / Data Protection Act 2018

This topic is sponsored by TrustKiln.

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