Social media is one of the most powerful tools architects can use to showcase their work, connect with clients, and build authority. It’s where inspiration happens and decisions are made - consumers use social media to inform their purchasing choices. For architects, it’s about creating opportunities. There are so many new tools and strategies for architects out there.
You need to market yourself because no one else will.
From discovery to decision-making, it helps showcase your expertise, build trust, and ultimately convert followers into paying clients.
For architects, where visuals are key, social media acts as a living, breathing portfolio that works 24/7. It’s where clients search for inspiration, learn about your process, and decide if you’re the right fit for their project. When done strategically, social media drives real business results.
Why Social Media Is So Powerful for Architects
Social media is a direct line to clients, collaborators, and industry recognition. But it takes some time to compound. Don't expect clients to be coming through the door because you've made some consecutive posts. It takes time, but it helps diversity your networking efforts and can even work whilst you sleep.
For architects, where visuals are key, platforms like Instagram and Pinterest provide a way to connect with people in ways that a traditional portfolio can’t.
Here’s why it’s so effective:
Visual Impact: Architecture is inherently visual, and platforms like Instagram are designed for visual storytelling.
Reach and Accessibility: Social media lets you reach potential clients without gatekeepers. A strong post can put your work in front of thousands. (Imagine being in front of thousands of people in real-life)
Human Connection: Sharing behind-the-scenes moments, process videos, or even day-to-day updates creates a personal connection with your audience. It helps filter out bad-fit clients. Also if you need help working out if a client is a bad fit, I have a section in my 40-page guide here, it is currently free.
Whether you’re a solo architect or part of a larger practice, a strong social media presence can set you apart. But you need a strategy.
How Should Architects Use Social Media?
Think of your sales funnel as three key stages: Awareness, Consideration, and Decision. Each stage requires specific types of content to engage potential clients and move them closer to hiring you.
Step 01 - Awareness: Attracting the Right Audience
At this stage, the goal is to get noticed by people who might need your services someday. This is where you showcase your niche and create content that stops the scroll.
Content Ideas for Awareness:
Showcase Your Niche: Whether you focus on sustainable design, luxury homes, or small-space solutions, make your niche clear in your bio, captions, and posts.
Educational Posts: Share tips, trends, or "Did you know?" facts about your niche (e.g., "5 Ways to Incorporate Sustainability Into Your Home Design").
Inspiration Posts: Use stunning visuals of completed projects to draw people in and show your capabilities.
Top Architecture Hashtags: Use hashtags like #SustainableArchitecture, #ModernDesign, or #SmallSpaceLiving to attract the right audience.
Example Niche: Sustainable Design Post a carousel showing how a small design tweak—like using reclaimed materials—can create beautiful, eco-friendly results. End with a question to spark engagement: "What's stopping you from incorporating reclaimed materials into your home?"
Step 02 - Consideration: Building Trust and Engagement
Once people follow you, the next step is to keep them engaged and show why you’re the architect they should trust. This is where you dive deeper into your process and values.
Content Ideas for Consideration:
Behind-the-Scenes Content: Share progress shots, sketches, or time-lapse videos of your design process.
Client Success Stories: Highlight how your work has solved a client’s problem or brought their vision to life.
Your Process Explained: Post a Reel or carousel walking through your process, from initial consultation to project completion.
FAQs: Address common client concerns, like "How much does an architect cost?" or "What happens in a design consultation?"
Example Niche: Sustainable Design Post a behind-the-scenes video of your team installing solar panels on a residential project. Include a caption explaining the benefits and the thought process behind the design.
Stage 3 - Decision: Turning Followers into Clients
At this stage, your goal is to make it easy for potential clients to take action. This involves showcasing the value of working with you and offering clear calls-to-action (CTAs).
Content Ideas for Decision:
Portfolio Highlights: Post high-quality visuals of completed projects with a strong focus on results.
Client Testimonials: Share quotes or videos from happy clients discussing their experience.
Clear CTAs: Regularly remind followers how they can contact you or book a consultation. You can use tools like manychat to automatically contact people who are interested and comment on your post.
Limited-Time Offers: Create urgency with promotions like free consultations or project assessments.
Example Niche: Sustainable Design Post a carousel of a completed eco-friendly home with a strong CTA: "Want a home that’s beautiful and sustainable? Book a free consultation today—it's that simple!"
Steps to Creating a Social Media Strategy for Architects
A good social media strategy starts with a plan. Here’s how to build one:
Define Your Goals Decide what you want from your social media. Do you want to attract clients? Build your reputation? Share your design philosophy? Clear goals will guide your content.
Understand Your Audience Know who you’re speaking to. Are you targeting homeowners, developers, or other architects? Tailor your content to their interests and needs. If you speak to everyone, you speak to no one.
Create a Content Plan Mix up your posts with:
Portfolio highlights.
Process shots or videos.
Educational content (like tips on choosing materials).
Personal insights or behind-the-scenes content.
Stay Consistent Post regularly to keep your audience engaged. Tools like scheduling apps can help you maintain consistency.
Engage Actively Reply to comments, participate in conversations, and interact with others in your field. Social media isn’t just a megaphone—it’s a dialogue.
Track Your Progress Use analytics tools to see what works and adjust your strategy accordingly.
Best Social Media Platforms for Architects
Not all platforms are created equal. I recommend nailing one and then focusing on another. If you spread yourself too thin you'll get nowhere. Here’s how to choose the right ones for your goals:
Instagram for Architects: Ideal for showcasing finished projects and engaging with potential clients. Use Reels, carousels, and Stories to share your work and process.
Pinterest: Perfect for creating mood boards and driving traffic to your website.
LinkedIn: Great for networking with industry professionals and developers and essentially other businesses. (Good for commercial work)
TikTok: A growing platform for fun, creative content like time-lapses or design hacks.
YouTube: Best for long-form content like walkthroughs or deep dives into your projects.
Social Media Content Ideas for Architects
Need more inspiration? Try these ideas:
Before-and-After Transformations
Client Testimonials
Design Tips or Trends in Your Niche
Day-in-the-Life Videos
Process Walkthroughs
Quick Wins: "5 Ways to Add Natural Light to Your Home"
Polls and Q&As on Stories
Conclusion
Social media offers architects a chance to connect with clients, showcase their work, and establish authority in their field. But success comes from strategy, not guesswork.
Use tools like Manychat to automatically send free lead magnets to prospective clients, automating your funnel and conversion process. I pay for the premium version because it does so much heavy lifting for me. You can check it out here.
Start by defining your goals, choosing the right platforms, and creating content that reflects your vision. Don't know where to start? Download my 40-page client guide, it has a whole section on defining your goals and how you can position your practice.
And don’t forget to follow me on Instagram @architecture_templates for more tips and inspiration.
All the best,
Tim, Architecture Templates.
