Content & topics

Architects today expect more from social media than just product information. They seek inspiration, professional added value, and real solutions that support their work. For building product manufacturers, this means: only those who provide content that resonates with their target audience at the right stage remain visible and relevant.

Social media offers enormous opportunities to reach architects at different moments in their daily work—whether during material research for a project, concept development, or evening scrolling in search of inspiration. But what are the key success factors for content that truly resonates? How can platforms be used effectively, and how can strategies be developed to achieve measurable success?

In our Industry Update, we explore these questions from three perspectives:

• The target audience itself: How architects use social media professionally—what inspires them, what they save, and how platforms influence their material search, planning, and decision-making processes.
• The platform and creator perspective: Which content and formats work for architects on social media, what platform operators and content creators focus on, and how building product manufacturers can collaborate effectively with them.
• Implementation for building product manufacturers: How manufacturers can leverage these insights—from choosing the right platform to developing a sustainable social media strategy and measuring content performance.

Who should attend?

The Industry Update is aimed at marketing and sales professionals as well as brand and social media managers at building product manufacturers and interior brands. It is ideal for anyone looking to optimize their digital communication and effectively engage (interior) architects.

Why you should attend:

• Relevant insights: Understand what truly engages architects on social media—and what makes them scroll past.
• Practical recommendations: Our experts provide concrete tips that you can immediately integrate into your social media strategy.
• Strategic perspectives: Learn how to use platforms effectively, create sustainable content, and continuously optimize your strategy.
• Diverse viewpoints: Gain insights from the target audience, a successful content creator, and strategic consulting expertise.

What to expect

Our three experts offer insights from different perspectives:

• Angelika van Putten: As an interior architect and managing director of STUDIO van PUTTEN, she shares how architects use social media. She highlights which content inspires, what gets saved, and how platforms can influence the planning process.
• Katharina Benjamin: The founder of Kontextur and a content creator, she reveals which social media formats resonate with architects, how to structure collaborations with content creators, and what manufacturers should absolutely avoid in their communication.
• Kim Voit: As a Conception & Content Expert at hej.build, she translates key insights into actionable recommendations for building product manufacturers. She demonstrates how to use platforms effectively, apply storytelling, and produce sustainable content—always with a focus on best practices and real-world experience.