Social media has fundamentally changed how we engage with architecture. Ultimately, the right platforms for your business depend on your audience and your capacity to create content.
Visual platforms like Instagram, YouTube, and Pinterest thrive on the allure of stunning transformations, fueling a “before and after” culture. But there are plenty of people who love following architectural firms for inspiration, trends, and insight into the design process—even though they aren’t currently planning a major project.
Not all platforms serve architects equally. Investing in the right platforms will help you get your work seen by the right people, while establishing a sustainable marketing rhythm that fits your goals and your capacity.
Here’s an overview of the major social media platforms and who they are good for.
Step 1: Who is your audience?
Many business owners skip this critical step to their detriment. You need to know this before building a website and for strategizing about social.
Your ideal client should dictate your social media strategy. So get clear on who they are.
Are you targeting homeowners, real estate developers, or commercial clients? Do you specialize in residential, commercial, or historic restoration?
Each platform serves different demographics and is built for specific user behaviors (scrolling, commenting, discussing, collecting). Once you know your ideal client, you can tailor your social media efforts to attract them with the right content and the right platform.
Platform overviews and best uses for architects
Don’t try to be everywhere. Focus your efforts on one or two platforms that align with your audience and business strengths.
- Who should use it: Best for residential architects and boutique firms
- Who you can reach: Homeowners, design enthusiasts, and small business owners
- What to post: Visually striking portfolio content, using Stories, Reels, and carousel posts for project walkthroughs, time-lapses, and behind-the-scenes human content
- Make sure you: Optimize your link in bio for contacting you.
- Who should use it: Firms with a strong local presence
- Who you can reach: Homeowners, local communities
- What and how to post: Showcase firm culture, relationships, and results through a local lens. Facebook Groups can be useful for networking and sharing expertise.
- Make sure you: Build in time to be responsive to comments. Engagement matters on Facebook.
- Who should use it: Commercial architects and B2B firms
- Who you can reach: Developers and peers
- What to post: Thought leadership content. Share articles, case studies, and industry trends. Network and connect with real estate professionals.
- Make sure you: Spell check. Don’t use sales language on LinkedIn.
- Who should use it: Residential architects
- Who you can reach: Design-conscious homeowners
- What to post: Design inspiration, before-and-after transformations
- Make sure you: Go back occasionally to delete outdated content. Remember that Pins have a long shelf life and can drive website traffic over time.
YouTube
- Who should use it: Firms with the skills and portfolio for high-quality video
- Who you can reach: Anyone
- What to post: Long-form project walkthroughs with a story and educational content about design philosophies that establish your expertise and likeability
- Make sure you: Only share high-quality content. Optimize titles for SEO.
TikTok
- Who should use it: Firms looking to generate awareness. Best for firms willing to embrace short-form, engaging content.
- Who you can reach: Younger, design-conscious people, trendsetters and influencers
- What to post: Short-form, educational, entertaining content like quick design tips, behind-the-scenes moments, and time-lapse videos
- Make sure you: Look for inspiration from successful TikTok accounts.
Why not Reddit, Twitter, Bluesky, or Mastodon?
Reddit, Twitter, Bluesky, and Mastodon have active communities, but these platforms are generally less effective for architectural firms looking to showcase visual work and attract clients.
These platforms are more text-focused and discussion-based, making them better suited for industry networking, trend discussions, and thought leadership rather than lead generation or portfolio showcasing.
Architects may find niche value in participating in relevant subreddits or Twitter discussions, but these platforms do not offer the same engagement potential for visual content as the ones listed above.
The best platform for your business is…
…the one that aligns with your capacity and your audience.
Start by determining where your ideal clients are already spending time, which platform will showcase your work best, and which platform is best suited for contacting you to book work.
- Do you focus on residential projects? Try Instagram and Pinterest.
- Are you more B2B-oriented? Try LinkedIn and possibly Facebook Ads.
- Do you have a strong local presence? Try Facebook.
- Are you a commercial architect looking to stand out? Try YouTube and LinkedIn.
- Is your audience under 30? Try TikTok.
Set out with a plan, but expect to experiment and tweak as you go. Remember that dark social could be playing a role, too. Your social strategy should be unique to your business.
Final tip: Quality over quantity
There are three rules, no matter which platforms you choose:
#1. Don’t spread yourself too thin—consistency is key.
#2. Invest in high-quality visuals and well-crafted posts.
#3. Track results and adjust your strategy as needed.
As with any investment, social media gains are the result of long-term strategy. This isn’t day trading. Don’t post a few videos on YouTube and then give up if you don’t get any traction. Stick with it, build up a bank of content, evaluate what’s successful, and adapt your strategy.
It takes time to succeed on social media. Virality is not the goal. Prioritize relationships, recognizability, and relevance.
Review and next steps
Social media can be a powerful tool for architects, but only when used strategically.
Determine 1-2 platforms that align with your target clients and the natural way they use those platforms. Then, deliver compelling content that showcases your architectural expertise.
Want an expert opinion on social media for architectural firms? Book your free consultation now.