Social media for builders: tell the story of the build

Think in chapters, not single posts

Each stage of a build is a natural chapter: site cleared, slab down, frame up, roof on, lock-up, fit-out, handover. Each one deserves a post of its own.

A prospective client scrolling your page should be able to see a project move forward over weeks. That sense of steady progress is more persuasive than any slogan.

A long build gives you something many trades lack: a reason to post even when you have nothing special to say. 'Frame is up, trusses on Thursday' is a perfectly good update, and a client who is not yet ready to hire may quietly keep watching.

• Site prep and set-out
• Slab or footings
• Frame going up
• Roof and lock-up
• Fit-out and finishing
• Handover day

Capture the same angle each time

Pick a spot, perhaps the corner of the street or the front gate, and take a photo from there every week. Lined up in order, those photos show a build coming together without any extra effort.

On top of that, grab one close-up of a detail you are proud of: a tight joint, a clean corner, a stair going in.

Weather and light change the look of a site, so a weekly photo also records the seasons. Keep the framing loose enough to include the neighbouring trees or rooflines, because they give viewers a sense of scale.

Respect the client and the site

Check with the owners before you post, and keep their address and personal details out. Make sure photos do not show anything that could cause trouble for you or others on site, such as people without their knowledge or visible paperwork.

Builders are regulated, so do not describe a project in a way that sounds like an approval or a ruling in a caption. Keep your licence number, insurance details and any required wording accurate yourself. Posts should describe the work and the progress, not issue a verdict on it.

If a subcontractor appears in a photo, check with them too. Tradespeople are often happy to be seen, but they should have the choice. Where a face is not needed, shoot from behind or focus on the work.

Show your people, not just the structure

Clients hire a builder as much as they hire a build. A photo of the crew on site, a note about the apprentice's first week, or a quick thanks to a supplier shows who they will be dealing with each day.

Keep it genuine. A short line like 'Great start from the team on the frame today' is enough.

Mention the other trades you work with by name if they are happy for you to. Sharing credit builds goodwill with local businesses, and they often share your post in return.

Handover posts are your best posts

When a project finishes, post it well: wide shots of the finished space, a couple of detail photos and a short caption naming the type of project and the area. With the owner's permission, a line from them is welcome, though you should only use words they have actually given you.

Avoid claims about speed, cost or savings. Describe the project and let the photos carry it.

If a project hit an interesting snag, such as a wet start or a design change, a short honest note about how you handled it can be one of your most credible posts. Stay factual, keep the client's private details out and do not assign blame.

How Ninjaneer Media fits

Ninjaneer Media is an invite-only beta where you upload job photos and business details and get drafts back. You review each one in a swipe feed, then Schedule, Delete or comment a change. Nothing publishes without your tap.

For a long project, that means you can add a batch of site photos once a week and approve drafts in a few minutes. Live posting to social accounts switches on after the beta, and until then approved posts wait in your queue.

Because a build runs for months, the queue keeps your page ticking along between big milestones, so it does not go quiet for weeks while the frame goes up.