Lost in the feed or in the middle of it? How building product manufacturers reach (interior) architects on social media

From likes to leads

But how do (interior) architects actually use social media and what makes them click on or scroll away? This is exactly what we discussed at the fourth Industry Update »Stop scrolling away content«. Angelika van Putten from STUDIO van PUTTEN gave insights into her day-to-day work as an interior designer, Katharina Benjamin from kntxtr showed what makes successful content and Kim Voit, our social media expert at hej.build, translated the findings into strategic recommendations for building product manufacturers.

Inspiration yes, advertising no

Most (interior) architects don't use social media as a product catalog, but as a source of ideas and inspiration for references, materials and concrete solutions for their projects. Angelika van Putten describes her experience: »I don't scroll through social media to actively discover new manufacturers. But if I'm impressed by a project or a clever application idea, I make a note of the name behind it.«

The message for building product manufacturers is clear:
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☝️ Those who only show products are quickly overlooked in the feed.
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☝️ Those who instead provide real context – through reference projects, application examples or a look behind the scenes – have a much better chance of being remembered.

Angelika describes it like this: »A picture alone is not enough - I want to understand why a solution is special and how it works.«

In short: social media doesn't just have to look good, it has to offer added value. After all, the biggest hurdle is the constant battle for attention, as countless manufacturers compete every day to get into the planners' field of vision.

Each social media channel has its own role

But where exactly do architects get their inspiration? There is no one-size-fits-all answer. But many use social media in their day-to-day work - or on the couch in the evening - in a very targeted way and for different purposes. Angelika says: »Pinterest is my first port of call for mood boards and material combinations. LinkedIn is more of a digital business card and for event announcements. Instagram is great for quick inspiration.«

Social Media: Pros and Cons at STUDIO van PUTTEN

If social media were a triad, STUDIO van PUTTEN's preferences would be clearly distributed:

• ‍1️⃣ 60 % Instagram
• 2️⃣ 30 % Pinterest
• 3️⃣ 10 % Linked

‍Instagram is the central platform on which they obtain information, post themselves, but also acquire and network.

👀 Who do they follow? Colleagues, craftspeople, manufacturers, trade press, selected photographers, private individuals with a DIY focus and local businesses.

📸 What is posted? Project photos, before/after documentation, our own publications and insights into events, trade fairs and construction sites.

💡 Benefits for manufacturers: Instagram creates visibility, builds trust and enables product links. Ideally, products are linked in an appealing ambience image - so architects can get directly to the manufacturers.

On Pinterest, the focus is on inspiration and information, including beautiful images and materials.

👀 What are you looking for? Aesthetically prepared inspiration, material information and detailed solutions.

📸 What is posted? Project photos and reference projects with visual details. Important information from the editorial team: Always pay attention to the correct copyrights, otherwise it can be expensive.

💡 Benefits for manufacturers: Pinterest is not only a platform for inspiration, but also a visual communication tool in the early project phases. Architects use it to communicate initial ideas to clients and customers and sometimes even to sample materials.

»I don't know any architects who don't work with Pinterest. At least in the initial service phases.« — Angelika van Putten

LinkedIn is primarily used to maintain contacts and store industry contacts.

👥 What is it used for? To make and maintain contacts in the industry.

📎 What is posted? Only a few posts - the profile mainly serves as a digital business card with links to the website and other channels.

⚠️ Challenge: A large number of impersonal inquiries from external companies are perceived as annoying and do not leave a trusting impression.

💡 Benefits for manufacturers: LinkedIn can be a good tool for professional discussions. However, manufacturers should rather build up personal networks here instead of just posting product news.

What does this mean for manufacturers?

Angelika van Putten's use of social media shows: Each platform has its own justification. Manufacturers need to place their content where architects are actively looking for it and not just where it is easiest for the marketing team.

From social media consumer to reach expert

Every channel has its own rules. And what works on social media depends heavily on the target group. Katharina Benjamin, founder of Kontextur and an expert in architectural communication, has built one of the most successful architecture communities in the German-speaking world with kntxtr. She understands which content appeals to architects on social media and which manufacturers should avoid.

»With social media, not everything works for everyone.« — Katarina Benjamin

Community instead of one-way communication

A common mistake made by manufacturers: social media is used purely as a broadcast channel. But successful architecture accounts work differently. They rely on lively exchange and building a community. »Our community provides us with valuable content - we curate, discuss and make this knowledge usable. Those who only broadcast but do not encourage interaction remain invisible.« 

What does this mean for manufacturers? Instead of just posting finished product images, they should ask questions, stimulate discussions or share real reference projects with their challenges and solutions.

Use target group-oriented channels and formats

Each platform has its strengths. And a clear separation is worthwhile for a meaningful target group approach: »One big account for everything is often too unspecific. We deliberately segment - our job account addresses job seekers, our event channel focuses on announcements. This way, every message reaches the right target group.«

Manufacturers should also consider whether it makes sense to address installers and planners on the same channel or whether a clear separation is more effective.

Observe platform trends, but don't chase every wave

Social media is constantly changing, and what works well today may be irrelevant tomorrow. »Instagram has long been the measure of all things in the architecture industry - but what if Meta withdraws from the European market? Manufacturers should not rely on just one platform, but should instead position themselves more broadly.«

Another learning: Instagram is currently prioritizing carousel posts with informative images again instead of pure reels. So manufacturers can breathe a sigh of relief. Well-prepared, visual content remains relevant and it doesn't always have to be moving images.

Authentic collaborations instead of traditional advertising

Influencer marketing is not a sure-fire success, especially in the architecture industry. »Just post a product image? That doesn't work. Successful collaborations are created when the content fits organically into the channel and offers real added value for the community.«

Manufacturers should therefore take the time to find suitable creators who not only have reach, but above all the right target group. Or, if in doubt, leave it at that and rely on your own content creation or the development of corporate influencers instead.

Three hacks for immediate implementation and a best case

1. Story hack: A single story within 24 hours currently achieves more reach than several stories in a row.
2. Be early: New platforms and features often offer more organic reach at the beginning. So it's better to be an early adopter and test now before the market is saturated.
3. Instagram grid update: Posts now appear upright instead of square in the feed and images are cropped differently. If you want a harmonious feed, you should make manual adjustments.
4. ‍Best case: Huguet Mallorca reaches millions with a well thought-out content strategy. Why is that? The posts say more than a thousand words 🤫

And how does social media become a real marketing tool for manufacturers?

What makes a successful social media presence in the architecture industry? What content actually works? And how can manufacturers reach their target groups?

The answer lies in a clever mix of strategic planning, visually appealing design and well thought-out storytelling.

1. Strategy before posts or »no success without a plan«

Many manufacturers start without a clear direction and wonder why the content is not performing. But social media needs a foundation:

• ❓ Why do people post?‍
• 🎯 Who is the target group?‍
• 📱 Which platforms are relevant?

An important difference: Social media is not just a sales channel. In addition to conversions, brand awareness, reach and customer loyalty are also important. If you don't define clear goals, you will quickly get caught up in a posting spiral.

2. Technical products need more storytelling than interiors

Not every product can be marketed equally well. Interior products are often visually appealing, but building construction products such as cable trays or drainage systems need more context.

Example: An account full of product images is of little use. Manufacturers should show how and where their products are used, what challenges they solve and what architectural qualities they have.

»When social media doesn't work, it's rarely due to the cable route, but to a lack of storytelling.« — Kim Voit

3. Clearly define target group

If you don't know your target group, you can save yourself the marketing budget. Manufacturers need to know exactly who they are addressing and with what content. A general rule of thumb is:

• ‍🏗 (Interior) architects are interested in materiality, aesthetics and haptics.
• 🔧 Fabricators need technical details and application tips.
• 🏡 Clients are primarily looking for inspiration and references.

Tip: One channel for all rarely works. It can make sense to address different target groups via separate formats or accounts.

4. Good design does not end with the product

(Interior) architects are design-savvy. Manufacturers should be aware that a good visual impression on social media is essential.

What does not work:

• ‍🚫 Stock photos with construction helmets and staged image pictures‍
• 🚫 Standard product photos without architectural context‍
• 🚫 Greenwashing images with flowering meadows

Which usually works:

• ‍📸 High-quality architectural and material photos
• 🏛 Reference projects with clear aesthetics
• 🔍 Close-ups of structures and materials

5. Reuse existing content multiple times

Many manufacturers invest in elaborate content, but only use it on a single channel. A reference can be used in a variety of ways on different platforms:

• 👉🏻 An architectural reference can be prepared as a carousel post for Instagram, LinkedIn article or Pinterest mood board.
• 👉🏻 Details of this reference can be posted again or processed as a story.
• 👉🏻 The same reference again after a year? Why not? Nobody can memorize a manufacturer's social media feed.
• 👉🏻 A specialist article can be broken down into several short social media snippets.

Strategically distributing and repurposing content increases visibility without additional production effort.

6. Without ads and media budget, much remains invisible

Organic growth is difficult for manufacturers. Smart use of the media budget helps to reach target groups and scale reach.

Example:

• ‍‍💸 With budget: Continuous growth, increasing reach and interactions.
• 🤷🏼♀️ Without a budget: Stagnation or decline in visibility.

Tip: The available budget should be used for selected and well-performing content. Especially for high-quality reference projects and storytelling formats. It doesn't have to be immensely high. With €1,000 per month, you can already achieve noticeably more reach.

Fancy getting to grips with it?

Both Angelika van Putten and Katharina Benjamin are part of our hej.build architectural advisory board. In our projects relating to communication in the construction industry, we draw on their target group-specific expertise from architecture and planning practice as required. And if you want to make targeted use of social media, you need not only good content but also a well thought-out strategy that strikes a chord with the target group.

Every day, we deal with the question of how building product manufacturers can reach architects - be it through social media, target group-specific content or a sophisticated communication strategy. Would you like to discuss this?

Then we look forward to a social talk. 🤘🏻