Facebook vs. Instagram: Where Should Your Construction Business Have a Stronger Presence?

Establishing a strong online presence is essential for businesses across all industries, including construction. With social media platforms like Facebook and Instagram offering unique opportunities for engagement and visibility, it's crucial for construction companies to determine where to focus their efforts. Let's explore the strengths of each platform to help you decide where your construction business should have a stronger presence.

Facebook: Building Communities and Connections

Facebook remains one of the most popular social media platforms, boasting over 2.8 billion monthly active users worldwide. Its diverse user base includes people of all ages, making it a versatile platform for reaching a wide audience. For construction businesses, Facebook provides an excellent opportunity to showcase completed projects, share industry insights, and engage with potential clients through informative posts and videos. Utilizing Facebook's advertising features can also help target specific demographics and geographic locations, making it an effective tool for generating leads and driving website traffic.

Visual Storytelling: Instagram's Advantage

Instagram, owned by Facebook, has quickly become a powerhouse in visual content sharing, with over 1 billion monthly active users. As a highly visual platform, Instagram is ideal for construction businesses looking to showcase their work through stunning photos and videos. From before-and-after transformations to behind-the-scenes glimpses of construction projects, Instagram allows businesses to captivate audiences with visually appealing content. Moreover, features like Instagram Stories and IGTV offer additional opportunities for storytelling and engagement, allowing construction companies to connect with followers in a more interactive and authentic manner.

Engaging Audiences: Interactivity on Both Platforms

When it comes to audience engagement, both Facebook and Instagram offer unique advantages. Facebook's emphasis on fostering communities and facilitating discussions makes it an excellent platform for building relationships with clients and industry professionals. Construction businesses can leverage Facebook Groups to create dedicated communities where members can ask questions, share experiences, and seek advice related to construction projects. On the other hand, Instagram's visual nature encourages high levels of engagement through likes, comments, and shares. Utilizing relevant hashtags and interactive features like polls and quizzes can further boost engagement on Instagram, fostering a sense of connection and affinity with followers.

Crafting Compelling Content Strategies

Developing a tailored content strategy is essential for maximizing the impact of your presence on Facebook and Instagram. On Facebook, focus on sharing informative content such as project updates, industry news, and client testimonials to establish your expertise and credibility in the construction field. Consider incorporating educational videos and how-to guides to provide value to your audience and position your business as a trusted resource. Meanwhile, Instagram lends itself to more visually driven content, including high-quality photos and videos showcasing your construction projects, team members, and company culture. Behind-the-scenes glimpses and before-and-after transformations can add depth to your Instagram feed, sparking curiosity and engagement among followers.

Both Facebook and Instagram offer valuable opportunities for construction businesses to establish a strong online presence and connect with their target audience. While Facebook's diverse user base and community-building features make it a valuable platform for fostering relationships and generating leads, Instagram's visual-centric nature allows construction companies to showcase their work in a compelling and engaging manner. Ultimately, the decision of where to focus your efforts should align with your business goals, target audience preferences, and available resources. By strategically leveraging the strengths of both platforms, your construction business can effectively engage with clients, showcase your expertise, and stand out in a competitive market.


  • Jonathan Bomser

    Writing for Touchsuite, Jonathan Bomser, is a technology and marketing expert with over 30 years of industry experience. He is a businessman, writer, artist and musician. He has vast knowledge of finance, business and technology. Jonathan is currently founding, investing and board advising in several early stage and start up companies. Jonathan has been involved in Technology, Media, Marketing and Advertising for a multitude of Fortune 500 companies for over 30 years.He has served as a strategic, creative and marketing executive and consultant for both parent companies and subsidiaries at AOL, The National Football League, The Walt Disney Company, NBC, MTV, Viacom, Time Warner, USA Today, Alliance Entertainment, WPP, Penguin USA, along with numerous other established companies, start-up ventures and reorganizations.Jonathan was the CEO and Founder of BigLinker.com, which was acquired by Ziff Davis (Nasdaq: ZD) in 2021, CEO and Founder of TownTarget.com from 2013-2015 which was acquired by Touchsuite/American Bancard in 2015 and previously Bomser Payan Interactive Agency from 2008-2012 which was acquired by Big Step Interactive/Digital Marketing Associates. Jonathan was the key developer for the technology used to power many of their successful digital campaigns. Clients included national brands such as Adidas, PNC Bank, Massage Envy, European Wax Center and others.Jonathan has also helped manage the technology initiatives, creative strategies and business development for AIM Pages.com, AOL’s Social Network. Since May 2006, Jonathan has also been consulting for technology, marketing, sales and creative strategies for Veoh.com, BigString.com, Vuguru.com and others. Before consulting for these major companies, Jonathan was a principal in En Pea Productions,Inc. which was a television production company focused on reality television, commercials and music videos. Jonathan is also the former Board Member, CEO and President of WoozyFly.Inc. Trading on under the symbol WZFY.Jonathan's current projects at AccountSend.com, VocalChimp.com and CoolValidator.com

    Touchsuite is located in Boca Raton, FL and is a payment processing and point of sale company that specializes in merchant accounts, point of sale systems, Grubbrr self-ordering kiosks.