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Episode 20 - Construction Social Media Strategy for Contractors
In episode 19, Ryan Kovach and Perryn Olson break down original research analyzing where the ENR Top 400 contractors are active across major social media platforms. The conversation starts with a simple but powerful question: what social channels are contractors actually using, and should everyone just follow the crowd?
They walk through this exclusive data platform by platform, highlighting near-universal adoption of LinkedIn, strong use of Facebook and Instagram, and shockingly low adoption of YouTube and TikTok. The discussion delves deeper into why this matters, particularly in recruiting, brand visibility, SEO, and thought leadership.
Ryan and Perryn also unpack common objections leaders have around social media, including ROI, time investment, production costs, and fear of mistakes. They explain how a consistent strategy, clear content pillars, and practical use of tools like AI and smartphones can remove friction and make social media sustainable. The episode wraps with a strong case for treating social media as long-term brand infrastructure rather than a short-term sales tactic.
Key Takeaways
Nearly all ENR Top 400 contractors are on LinkedIn, but engagement there is often low.
Facebook and Instagram remain widely adopted, primarily for recruiting and culture.
Less than half of contractors actively use YouTube, despite it being the second-largest search engine.
TikTok adoption is extremely low, even though much of the skilled labor workforce is already there.
Visibility and consistency matter more than being on every platform.
YouTube and TikTok offer massive untapped opportunities for education, recruiting, and SEO.
AI and smartphones have removed most barriers to creating usable video content.Social media ROI should be viewed as cumulative brand touchpoints; not one post equals one lead.
Clear content pillars help teams stay consistent without overthinking execution.
Authenticity beats polish, especially in construction and B2B industries.
Connect with AltCMO and Learn More
Follow AltCMO on social media to stay updated on industry insights and news:
LinkedIn: https://www.linkedin.com/company/altcmo/
Blog: https://altcmo.net/blog/
Get in touch or learn more about our team:
Contact Us: https://altcmo.net/contact-us/
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/
Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/
View all episodes
By AltCMOIn episode 19, Ryan Kovach and Perryn Olson break down original research analyzing where the ENR Top 400 contractors are active across major social media platforms. The conversation starts with a simple but powerful question: what social channels are contractors actually using, and should everyone just follow the crowd?
They walk through this exclusive data platform by platform, highlighting near-universal adoption of LinkedIn, strong use of Facebook and Instagram, and shockingly low adoption of YouTube and TikTok. The discussion delves deeper into why this matters, particularly in recruiting, brand visibility, SEO, and thought leadership.
Ryan and Perryn also unpack common objections leaders have around social media, including ROI, time investment, production costs, and fear of mistakes. They explain how a consistent strategy, clear content pillars, and practical use of tools like AI and smartphones can remove friction and make social media sustainable. The episode wraps with a strong case for treating social media as long-term brand infrastructure rather than a short-term sales tactic.
Key Takeaways
Nearly all ENR Top 400 contractors are on LinkedIn, but engagement there is often low.
Facebook and Instagram remain widely adopted, primarily for recruiting and culture.
Less than half of contractors actively use YouTube, despite it being the second-largest search engine.
TikTok adoption is extremely low, even though much of the skilled labor workforce is already there.
Visibility and consistency matter more than being on every platform.
YouTube and TikTok offer massive untapped opportunities for education, recruiting, and SEO.
AI and smartphones have removed most barriers to creating usable video content.Social media ROI should be viewed as cumulative brand touchpoints; not one post equals one lead.
Clear content pillars help teams stay consistent without overthinking execution.
Authenticity beats polish, especially in construction and B2B industries.
Connect with AltCMO and Learn More
Follow AltCMO on social media to stay updated on industry insights and news:
LinkedIn: https://www.linkedin.com/company/altcmo/
Blog: https://altcmo.net/blog/
Get in touch or learn more about our team:
Contact Us: https://altcmo.net/contact-us/
Connect with Ryan on LinkedIn: https://www.linkedin.com/in/c-r-kovach/
Connect with Perryn on LinkedIn: https://www.linkedin.com/in/perryn/