How Contractors Can Use Instagram and TikTok Without Looking Silly

Practical marketing tips for tradespeople who want visibility—without dancing or filters.

Let’s Face It: Social Media Isn’t Just for Influencers Anymore

If you’re in construction, scaffolding, or any trade, chances are your work already looks cool. Lifts, heavy equipment, jobsite transformations — these are exactly the kinds of visuals that perform well online.

But here’s the problem: a lot of contractors avoid platforms like Instagram and TikTok because they think they’ll have to post goofy trends or act like influencers. The truth? You don’t need to do any of that. You just need to show the work.

1. Focus on What You Build, Not Who You Imitate

Forget the pointing-and-dancing videos. What people actually love to see is real craftsmanship. Time-lapse videos of scaffold setups, before-and-after shots, and progress clips are all gold for these platforms.

Post ideas that work for contractors:

• A 10-second clip showing a scaffold going up around a complex structure.

• “Before and after” of a renovation, with a short caption like “Another safe and clean setup by the crew.”

• Tool tips or tricks (like adjusting a pump jack or securing a tie).

• A quick “here’s what this tool does” video—bonus if you save someone a headache.

? Pro tip: If you’re self-conscious, keep the camera on the work, not your face. The audience you want—the ones hiring or respecting trades—care more about your craft than your camera presence.

2. Make It Educational (and Subtly Promotional)

Instagram Reels and TikTok thrive on useful information. Share quick tips that make life easier for other contractors, DIYers, or property managers.

Examples:

• “Here’s how we keep scaffolding safe on uneven ground.”

• “Three mistakes to avoid when renting scaffold.”

• “What OSHA says about ladder tie-offs (in plain English).”

Every post like that builds authority, and quietly markets your expertise and your company.

3. Keep It Real: Authentic Beats Perfect

No one wants to see a perfectly scripted commercial on TikTok. What works best is real footage from the job. Dust, sweat, humor—it all shows authenticity.

If a job didn’t go as planned, talk about what you learned. That transparency builds trust. People don’t expect perfection; they respect honesty. On my company's TikTok, I am open and Honest about our mistakes. It happens to everyone, and Bieng humble shows Character.

Keep it simple:

• Use natural light when possible.

• Shoot vertical (for Reels and TikTok). Horizontal for YouTube long form.

• Add short captions for clarity.

• Don’t overthink it—your everyday work looks amazing to people who don’t do it!

4. Use Humor the Right Way

The trades are full of funny moments, mud mishaps, weather fails, and tool “oops” moments. You can lean into that humor without mocking the craft.

Some of the best-performing contractor content is lighthearted but still shows skill. Think:

• “POV: When the GC says ‘it’ll only take an hour.’”

• “Trying to explain scaffolding safety to someone who’s never been on a site.”

• A quick montage of your crew knocking out a big project with a caption like ‘We make it look easy (it’s not).’

Here is a link to one of my favorites:

:https://www.tiktok.com/@texas_bricklady/video/7397429249856097567?is_from_webapp=1&sender_device=pc

5. Stay Consistent, Not Constant

You don’t need to post every day, just consistently. One to two posts a week is enough to build traction if you’re sharing quality content.

The formula that works best:

• 1 educational post (tool, tip, or insight)

• 1 visual progress post (time-lapse or before/after)

• Optional: 1 lighthearted post that shows personality

And yes—hashtags still matter. Use local and industry ones like:
#constructionlife #contractorsofinstagram #scaffoldsetup #tradespeople #TexasConstruction #southwestscaffolding

6. Why It Matters for Your Business

Clients, especially commercial builders, do check social media before hiring. A simple, authentic presence can make you stand out as reliable, modern, and professional.

For subcontractors and tradespeople, your Instagram or TikTok is your digital portfolio. You’re not just showing what you’ve done, you’re showing how you do it.

Final Thoughts: Show Up, Don’t Show Off

The trades deserve more recognition online, and it starts with showing the work that makes every build possible. You don’t need filters, fancy editing, or viral dances—just honest footage of your craft, pride in your work, and a willingness to share it.

Because when it comes down to it, your next client might find you scrolling past a scaffold time-lapse at 9 p.m.