Keeping your social media presence high can bring many competitive advantages. Which platforms should be used for what in 2025?
In today's digital-first economy, New Zealand construction companies need to leverage social media to their advantage to remain competitive and successful. Especially in times of strong economic headwinds, having the right social media presence has become key for attracting clients and maintaining reputation.
LinkedIn remains the cornerstone platform for B2B construction marketing in 2025. The platform's professional focus makes it ideal for showcasing completed projects, technical expertise, and industry thought leadership. Construction firms should prioritise regular updates highlighting project milestones, team achievements, and industry insights to keep up positive engagement with their target audiences.
Instagram and TikTok
Instagram and TikTok have evolved beyond consumer platforms to become important for construction businesses. With their visual focus, these channels are ideal for displaying project transformations, behind-the-scenes content, and company culture. Short-form video content showing time-lapses of builds or ‘day-in-the-life' clips of various trades can be particularly effective for marketing. This type of content can be used for attracting new clients and employees, as well as reputation building. Looking innovative in your social media use is attractive!
YouTube
YouTube continues to be valuable for longer-form content like detailed project walk-throughs, client testimonials, and technical explanations, for example. Educational content addressing common construction challenges is one way to build authority on this platform and drive engagement.
SEO and beyond
The augmented reality capabilities in newer platforms like Spatial offer innovative ways to showcase projects, with virtual site tours becoming expected by commercial clients. The use of this platform doesn’t appear to have gained traction in the New Zealand construction sector yet, however, but such a platform could be a way to differentiate you from other competitors in major pitches and proposals.
Local SEO remains crucial for potential new clients trying to find your business. Google Business Profiles require active social media management to ensure what you’re saying about your company is up to date. Regular posting of completed local projects significantly improves visibility in local search results.
In summary
For New Zealand construction businesses navigating 2025's competitive landscape, successful social media strategy requires platform diversification. This should be tailored to specific business objectives, whether building current client awareness, attracting new ones, establishing B2B relationships, or attracting skilled workers in a tight labour market.
It takes time and effort, but getting a solid social media strategy set in place and sticking to the plan can bring big benefits to your business.
