Does Social Media Really Work? (Our Honest Answer: No)

We get this question a lot:
“Should we be doing more on Instagram?”
“Should we be on TikTok?”
“Is our social media hurting our business?”

Our honest answer? No. Not if your goal is to generate leads and win work. For most businesses in construction, architecture, and housing—social media doesn’t actually move the needle.

This might sound strange coming from a marketing firm, but we’ve seen the data, and we’ve talked to hundreds of clients. The bottom line? Social media, by itself, rarely drives real results in these industries. And that’s exactly why we don’t treat it like a primary growth strategy.

Why It Seems Like Social Media Works

It feels like everyone is doing it.
It’s free (in theory).
It’s flashy.
It feels like marketing.
And hey, who doesn’t love a reel that gets 1,000 views?

But here’s the problem:
None of that translates to jobs on the calendar.

You can spend hours creating content, tweaking captions, and trying to beat the algorithm—and still be stuck wondering, “Is this even working?” The truth is, the numbers often look good, but they don’t lead to meaningful business outcomes. A viral post doesn’t pay the bills.

Why Social Media Doesn’t Work (for Most of This Industry)

Most of our clients are builders, contractors, architects, and service-based businesses who are busy, lean, and focused on getting high-quality clients—not collecting likes.

Here’s why social often falls flat:

• The Algorithm Doesn’t Favor You
  Most contractors, architects, and trades don’t post consistently enough for algorithm traction.

• Your Ideal Clients Aren’t Hanging Out There
  Developers, luxury homeowners, GCs, architects… they’re not finding vendors on Instagram.

• It’s Passive, Not Proactive
  You’re broadcasting. But you’re not building real connections, following up, or nurturing leads.

• Vanity Metrics ≠ Business Metrics
  100 likes ≠ 1 contract. Be clear about what you're trying to achieve.

What You Should Focus On Instead

We're not saying social media has zero value. But in most cases, it should play a supporting role—not be your main strategy. Here's where your energy is better spent:

• Google Reviews and Local SEO
  When people search for your services, you want to show up first—and look trustworthy.

• Email marketing
  Stay top of mind with past leads, current clients, and referral partners. It works.

• Direct outreach and relationship marketing
  Connect on LinkedIn, follow up with warm leads, attend local events. These strategies convert.

• Website conversion
  Make sure your website clearly shows who you are, what you do, and how to contact you. Beautiful images. Simple navigation. Clear call-to-action.

• Project photography and case studies
  Real results. Real work. Real people. This kind of content builds trust and shows value.

But Wait—Don’t You Offer Social Media for Your Clients?

Yes, we do. But only to the extent that it makes sense. Here's the simple, straightforward social strategy we recommend for most of our clients:

Strategy:
When a potential client is considering hiring you, they’ll do a little research. They’ll poke around online, check your website, and scroll through your social media. Everything that represents you needs to be professional and consistent.

That means:

• Consistent, up-to-date posts

• Clear, well-written captions

• Professional photos or videos

• A clean, scrolling feed that builds trust

That’s it. The strategy stops there for most clients. We’re not chasing followers or trying to go viral. We’re simply making sure your digital presence reflects the same quality as your work in the field.

So Who Needs a More Aggressive Social Strategy?

There are exceptions. Some industries with a bigger marketing budget do benefit from more aggressive social media tactics—like growing a following, engaging in real-time, or investing in content that goes viral.

This includes:

• Top-tier real estate agents

• Top Interior designers with big personalities

In these cases, the personality of the business owner and the highly competitive industry are huge factors in the sale. The industry is competitive, trend-driven, and fast-paced. That’s when social media can help you stand out, build a fanbase, and attract clients.

But for the majority of builders, architects, and trade professionals, chasing social metrics is a distraction from smarter, more strategic marketing.

Final Takeaway: Do Less. Do Better.

If you’ve been beating yourself up about not posting more, not getting traction, or not going viral—you can stop. It’s not you. The system isn’t built for businesses like yours.

The good news? There are simpler, more effective ways to market your business. At Clever Punch, we help you focus on what actually works—and cut the noise.

Let social play a small, professional role. Then put your real energy where it counts.

Curious to learn more about our marketing recommendations for architects, construction or the trades?