What Should a Tradesperson Post on Facebook and Instagram?
A tradesperson should post finished jobs: a clear photo, one line on what the customer needed, one on what you did and the place. Add the odd tip, seasonal reminder and behind-the-scenes shot. Leave out "Happy Monday" graphics and motivational quotes, which take a slot that real work could use.
The ad at a glance
| Question | Answer |
|---|---|
| Who it is for | Tradespeople and small local firms who post graphics because they cannot think of anything else to say. |
| What it shows | A post composer screen with a draft caption, "Finished Friday. Two days, start to tiles.", and a photo of a roofer laying slates, under the headline "Stop posting 'Happy Monday' graphics." |
| Where it applies | Across the UK, with a focus on London and the South East, where we are based. It is aimed at small local businesses wherever customers search for them. |
| Why we published it | The fix is simple and costs nothing. Post the job you finished, not a quote about Mondays. |
Why do real jobs work better than graphics?
Because a customer scrolling your page is deciding whether to trust you. A graphic with a quote on it says nothing about your skill. A photo of a completed roof, with a line about what was done, shows it. It also looks like content from a real business, not an advert.
Real jobs have a second advantage: they are specific. "New slates on a terraced roof in Leeds" tells someone in Leeds with a terraced roof that you have done their kind of job. A generic graphic could have come from any business in the country.
What are six post types you can use?
You do not need to invent a new idea each week. Rotate through these.
| Post type | What it looks like | How often |
|---|---|---|
| Finished job | Photo, what was needed, what you did, where | Most weeks |
| Before and after | Two photos from the same angle | Monthly |
| Customer question | A common question and your answer | Monthly |
| Seasonal reminder | Boiler service before winter, gutters in autumn | Four to six a year |
| Behind the scenes | The van, your tools, a tidy site | Occasionally |
| Team or you | Who customers will meet | Once, then refresh |
What caption formula should you use?
Keep it to three short sentences:
- What the customer asked for. "Needed a new shower with no leaks."
- What you did. "Stripped out the old enclosure, retiled and sealed."
- Where. "Croydon."
End with one low-pressure line if you want: "Message us if you have a similar job." That is all. Resist the urge to add paragraphs about quality and service, because the photo already makes that case.
What should you leave out?
Some posts do more harm than good.
- Anything that identifies a customer. Faces, house numbers and addresses stay out unless the customer has agreed.
- Complaints about customers, rivals or suppliers. Even when justified, they make you look hard to work with.
- Out-of-date offers. A post that promises a price you no longer offer is a problem.
- Fake urgency. Phrases like "last chance" when it is not true can mislead and annoy.
- Generic graphics. If you could swap your logo for any other firm's, the post is not helping.
How do you get good photos without much effort?
Take them at the job. Before you pack up, take one photo of the finished work in the best available light, from a level angle. Keep the area tidy, and move tools and bags out of the frame. If the job is hidden behind a wall, photograph a tidy part of the process or the result in use, such as a working radiator.
Our guide on using photos of your work to get more jobs covers how to choose them and ask for permission. For video, see Instagram Reels for local businesses.
How do posts turn into enquiries?
Only if someone answers. If a customer messages after a post and waits two days, the post did nothing for you. Check your messages daily, switch notifications on, and reply with a clear next step: a call, a visit or a request for a photo. Our post on how often to post explains how to keep a rhythm you can maintain, and the social media guide for tradespeople covers the wider plan.
Which platform should you use first?
Use the one your customers already use and start there. For many local trades that is Facebook, because local groups and recommendations tend to happen there, and the people hiring for a home job are often on it. Instagram suits visual work, such as bathrooms, kitchens, landscaping and roofing, where a good photo does most of the selling.
You do not have to choose forever. Post the same photo and caption on both if you want to save time, and see which brings messages. If one never produces anything after three months, spend your effort on the other, or on your Google listing instead.
Should you pay to boost a post?
Not before the basics are right. A boosted post sends strangers to your page, and if the page is empty, out of date or missing a clear way to contact you, you pay to disappoint them. Put a few weeks of real jobs on the page first, check your phone number and messages work, and make sure your website and listing say the same things. Our post on what to fix before you boost a post or run ads gives the checklist.
What to do this week
- Look back at your last ten posts and count how many show real work.
- Choose the best finished job from the last month and take or select a clear photo.
- Write the three-sentence caption and post it on Facebook, Instagram or both.
- Turn on notifications so you see any message the same day.
- If you would like us to plan a month of posts from your real jobs, send us a message.
Frequently asked questions
What should a plumber post on Facebook?
Finished jobs with a short caption: what the customer needed, what you did and where. Add the occasional tip, a seasonal reminder and a behind-the-scenes photo of the van or tools. Avoid generic quote graphics that tell customers nothing about your work.
Do motivational quotes work for a trade business?
They rarely help. A customer deciding whether to hire you wants evidence of your work, not a general message. A quote graphic takes a feed slot that a finished job could have used.
Should I post the same content on Facebook and Instagram?
You can. The same photo and caption work on both for most small firms, and it saves time. Adjust the shape of the image if needed and keep the wording simple on both.
How do I get customers to message me from a post?
End with a clear, low-pressure line such as 'Message us if you have a similar job' and make sure someone answers promptly. A post only turns into work if the reply is fast.
