The State of Social Media

The State of Social Media—Maximizing Impact for Your Home Improvement Business

Social media isn’t just a tool—it’s the heartbeat of modern marketing. While traditional marketing still holds value, it’s on social platforms that brands truly set themselves apart. For home improvement businesses—whether you specialize in concrete coatings, remodeling, or landscaping—a strong social media presence is essential to staying competitive.

But not all social media platforms are created equal. To make the most of your marketing dollars, it’s crucial to focus your efforts where they will have the greatest impact.

Social Media: The Present and the Future

Social media is where homeowners go to dream, research, and connect. From browsing design inspiration to finding service providers, platforms like Facebook and TikTok are pivotal in shaping purchasing decisions.

Here’s why they matter for the home improvement industry:

• Visual Inspiration: Platforms like Instagram thrive on visual content—perfect for showcasing stunning transformations like before-and-after photos of a new polyurea-coated floor or a backyard makeover.

• Community Engagement: Facebook’s groups and pages allow businesses to connect directly with local audiences, fostering trust and loyalty.

• Social Proof: Reviews, testimonials, and comments on social media reinforce your credibility and expertise.

Where Should Your Business Focus?

Not all platforms deliver the same return on investment (ROI), so it’s essential to focus on those that resonate most with your audience.

1. Facebook

• Top Choice for Gen X and Boomers: These are key homeowner demographics who turn to Facebook for recommendations, local business searches, and reviews.

• Community Building: Facebook groups and neighborhood-focused ads make it easy to reach local homeowners.

💡 Pro Tip: Use Facebook Ads to target homeowners in specific areas with services they’re likely to need, such as patio upgrades or garage floor coatings.

2. Instagram

• Popular Among Millennials: Homeowners in this demographic often use Instagram for inspiration, from trending design ideas to stylish renovations.

• Visual Showcase: Instagram Stories, Reels, and posts let you highlight your best projects in creative, eye-catching ways.

💡 Pro Tip: Use Instagram Reels to showcase time-lapse videos of projects, like a concrete floor transformation or a kitchen remodel, to engage audiences.

3. X (formerly Twitter) and TikTok

While X and TikTok have their place, they’re less impactful for the homeowner audience. TikTok’s younger demographic skews away from traditional homeowners, and X’s emphasis on news and discussions doesn’t align as well with visual-centric industries like home improvement.

💡 Focus your efforts where your audience is most active: Facebook and Instagram.

The Ever-Changing Social Media Landscape

Social media is always evolving—platforms update features, algorithms shift, and trends emerge. Staying ahead of the curve is essential for continued success. Here’s how:

• Monitor Trends: Keep an eye on what’s resonating with your audience. Are they engaging more with Stories, Reels, or static posts?

• Adapt Your Strategy: If a platform rolls out a new feature (like Instagram’s focus on Reels), experiment with it to see how it fits your business.

• Analyze Results: Track metrics like engagement rates, clicks, and conversions to ensure your efforts are driving results.

💡 Pro Tip: Use scheduling and analytics tools like Hootsuite or Meta Business Suite to track your performance and refine your strategy.

Making Social Media Work for You

Simply having a social media presence isn’t enough—you need to be in the right places, doing the right things:

• Post consistently with high-quality images or videos of your completed projects.

• Use captions to tell a story: What challenges did the project solve? How did it transform the space?

• Engage actively by responding to comments, answering questions, and thanking followers for their feedback.

💡 Pro Tip: Leverage user-generated content by encouraging happy customers to share photos of your work and tag your business.

Accelerate Your Business Growth with Facebook and Instagram

As homeowners are ready to invest in their spaces, your social media platforms should be ready to capture their attention. By doubling down on Facebook and Instagram, you’ll reach the audiences that matter most—homeowners seeking trustworthy, local experts to bring their projects to life.

Let’s continue to crush it on social media by staying strategic, creative, and consistent. Showcase your expertise, engage your audience, and watch your business thrive in the digital space.

Here’s to standout projects and even greater success!