Visual Content is King
The Power of Visual Content in Social Media Marketing for Home Improvement Businesses
In the last blog, we emphasized the importance of personable and social content to build trust and engagement. This month, we’re diving deeper into the kind of visual content that not only captivates audiences but also drives sales appointments. After all, as the saying goes, “content is king”—and in the world of home improvement, compelling visual content is the crown jewel of a winning marketing strategy.
Why Visual Content Matters
Home improvement projects are inherently visual. Whether you’re showcasing a gleaming polyurea-coated garage floor or a revitalized backyard patio, your audience wants to see the transformation—and imagine it for their own home. Visual content bridges the gap between your audience’s current reality and their dream space.
Types of Visual Content That Drive Sales
1. Before-and-After Shots
It goes without saying, but... few things are as powrful as before-and-after images to convey the dramatic impact of your work.
Before Shots: Highlight the dull, drab, or damaged characteristics of the original surface.
After Shots: Show off the finished project with excellent lighting to make the transformation pop.
Pro Tip: Take both shots from the same angle to create a seamless and impactful comparison.
💡 Extra Tip: Be mindful of the background in after shots—avoid clutter or distractions like messy shelves, unfinished walls, or unkempt surroundings.
💡 Extra Extra Tip: Having happy homeowners in the final shot can also boost your social proof.
2. Behind-the-Scenes and “During” Photos
Showcasing the work itself can subtly reinforce the expertise and effort your services require, discouraging the DIY approach.
Capture your crew pushing heavy equipment, prepping surfaces, or applying intricate details.
Highlight the challenging nature of the work, emphasizing why professionals are essential for high-quality results.
💡 Pro Tip: Action shots of your team in motion convey professionalism and commitment to quality.
💡 Extra Tip: Using portrait mode really helps personalize the crew and promotes a high quality company culture and appearance.
3. Timelapse Videos
A timelapse video is a dynamic way to showcase the full scope of a project. Watching a plain garage transform into a polished or coated, professional space in a matter of seconds is compelling and memorable.
Use a GoPro or similar device to record the project from start to finish.
Edit the footage to show key moments while keeping the video short and engaging.
💡 Pro Tip: Add upbeat music or captions explaining each step for a polished, professional feel.
💡 Extra Tip: Apps like CapCut and Canva make video editing a breeze!
4. Highlighting Tools and Techniques
Show your audience the tools of the trade and the expertise required to use them effectively.
Feature shots of specialized equipment like grinders, mixers, or coating applicators.
Share brief videos explaining the purpose of each tool and how it ensures superior results.
💡 Pro Tip: Customers are impressed by precision and professionalism—use these posts to underscore your expertise.
How Visual Content Supports Your Brand
Encourages Aspirations: Before-and-after shots inspire homeowners to envision their own dream spaces.
Demonstrates Professionalism: Behind-the-scenes and timelapse content highlights the skill, effort, and tools required to achieve your results.
Builds Trust: Consistently sharing high-quality visuals reassures potential customers that you deliver on your promises.
Best Practices for Effective Visual Content
Lighting Matters: Poor lighting can dull even the most stunning project. Invest in good lighting for after shots.
Angles Are Key: Consistent angles in before-and-after shots make the transformation more striking.
Keep It Clean: Pay attention to the surroundings in your photos—minimize distractions that pull focus from your work.
Stay Consistent: Regularly post content to keep your audience engaged and excited about what you offer.
Wear a Smile: Make sure the team is enjoying the process and not "dragging their feet".
Content Is King—Let’s Help You Rule
Visual content isn’t just about showing off your work; it’s about building trust, inspiring action, and driving results. From compelling before-and-after comparisons to engaging timelapse videos, the right content can turn curious followers into loyal customers.
Need help taking your content to the next level? Let us help you create a visual marketing strategy that highlights your expertise, captivates your audience, and drives real results.
Here’s to content that dazzles and a business that thrives!
