Does your firm’s social media blend in with the competition? Do your posts all look and sound the same? You’re not alone. In an industry as competitive as commercial contracting, standing out takes more than just polished project photos—it takes strategy. Whether you’re looking to dominate your local market or expand your reach, the right approach can turn social media into a powerful tool for visibility, engagement, and growth.
In this article we’ll cover:
- What most firms are doing and why it isn't working
- Opportunities for your firm to stand out
Common AEC Social Media Pitfalls
Many architecture, engineering, and construction (AEC) firms fall into the trap of relying solely on generic social media content that doesn’t drive engagement or build brand identity.
Common posts include:
- Polished project photos – Without context, they lack storytelling.
- New team member announcements – Without personality, they feel impersonal.
- Photo slideshows – Let’s be honest, it’s not 2006 anymore.
- Event posts & graphics – Important updates, but rarely engaging or on-brand.
While these posts showcase work and milestones, they often miss the bigger opportunity to leave a lasting impression and establish authority. Without context, the audience is left with an incomplete picture, limiting potential engagement.
Yes, attention spans are shorter than ever—but if every firm is posting the same content, how does that help you stand out?
To create content that resonates, focus on storytelling, engagement, and authenticity. Here’s how:
DO: Share Project Stories with Context
A finished project photo is great, but without the story behind it, it’s just another image in a crowded feed. The best-performing content takes viewers behind the scenes, highlighting the challenges your team overcame and the creative solutions that made the project a success. This is where video excels—walking through a site, sharing insights from your team, and making the process feel real.
Example: “We uncovered unforeseen structural issues during a historic renovation, but our team’s expertise in preservation and adaptive reuse kept the project on track while maintaining the integrity of the original design.”
DON’T: Post Generic Project Photos Without Insight
If all you share is a polished final image, you’re missing a major opportunity to connect with your audience. Every project has a story—if you don’t tell it, no one else will.
Example: “New office building completed – big shoutout to the whole crew for all the hard work.”
DO: Showcase Behind-the-Scenes Content
People connect with processes just as much as results. Sharing behind-the-scenes moments – whether it’s a brainstorming session, a site visit, or a sneak peek of an upcoming project – keeps your content engaging and relatable.
Example: Share moments from team brainstorming sessions or on-site visits to provide an inside look into your firm’s operations.
DON’T: Limit Posts to Final Project Images Only
Only posting finished work without showing the journey makes your brand feel distant. Engaging content builds anticipation and connection.
Example: “Check out this latest office remodel we just completed!” (attaches three polished pics)
DO: Collaborate with personal accounts (LinkedIn only)
Your company page has reach—but your team’s personal accounts have even more. Engaging your employees in content sharing can significantly boost visibility and credibility. When a team member plays a key role in a project, tag them in the post and acknowledge their contribution. This not only amplifies your reach but also makes the post more personal and engaging.
Example: When a team member completes a large project, be sure to tag them in the photo / video and call them out in the caption.
PRO TIP: After posting to your company LinkedIn page, click the three dots in the top right corner of the post and select “Notify all employees.” This sends a notification to your team, encouraging them to engage with the post and boost its reach.
DO: Collaborate with other firms
AEC projects are a team effort, and your social media should reflect that. As a general contractor, tagging and acknowledging your design, engineering, and subcontractor partners not only strengthens relationships but also expands your reach. Showcasing the collaboration behind a successful project demonstrates your firm’s ability to work seamlessly with others – and increases engagement by bringing more people into the conversation.
Example: "Proud to have partnered with [@ArchitectureFirm] and [@EngineeringFirm] to bring this project to life. Their design vision and engineering expertise made all the difference in delivering a space that exceeds expectations!"
Opportunities to Stand Out
Storytelling through Video Content
No, we’re not here to tell you to film a few shaky iPhone videos or throw up some random drone shots. We’re talking about impact content – the kind that actually resonates.
Every project has multiple voices: your team, project partners, the client, and (likely) the end-user. Each of these perspectives brings a unique angle to the story, creating opportunities for compelling, high-value content that goes beyond just another polished project photo.
And let’s be honest – attention spans aren’t what they used to be. Short-form videos are one of the most effective ways to stop the scroll and capture an audience. Platforms like LinkedIn, Instagram Reels, and YouTube Shorts give firms the chance to showcase projects, expertise, and company culture in a way that’s engaging, digestible, and easy to share.
Consider These Video Types:
- Project Showcases – go to the project and do a walkthrough with a PM to highlight and talk about the features of the space.
- Client testimonials – feature your clients discussing how your work impacted their business or organization. Nothing builds credibility like hearing success stories straight from the source.
Before-and-after transformations – visually demonstrate your expertise by showing the dramatic difference your firm made.
A few examples:
- JE Dunn’s impact in Omaha
- A walkthrough of Sherman Associates $30M office renovation
- How a commercial real estate firm has helped a cider company grow
While short-form content is essential for grabbing attention, long-form content plays a critical role in building authority. Project profiles, client interviews, and in-depth project recaps provide deeper insights, establish thought leadership, and showcase expertise in a way that a quick social post simply can’t. A well-produced sit-down interview with a client, or a carefully edited compilation of completed projects, doesn’t just tell people what you do – it shows them why it matters.
Video is more than just a social media trend—it’s an opportunity. By integrating high-quality video production into your content strategy, your firm can turn projects into stories, partners into advocates, and clients into proof of your impact.
Showcase Your Expertise & Thought Leadership
Beyond sharing projects, social media is a powerful tool for positioning your firm as an industry leader. Clients and partners don’t just want to see what you’ve built – they want to understand how you think, solve problems, and navigate industry challenges.
One of the best ways to showcase this is by breaking down complex industry topics and simplifying technical concepts in a way that’s digestible and engaging. But thought leadership isn’t just about publishing insights – it’s about bringing in different voices, perspectives, and formats to make the content more dynamic and relatable.
Ways to Showcase Expertise and Thought Leadership:
- Interview your firm’s subject matter experts – turn internal knowledge into valuable content by interviewing architects, project managers, or engineers. Their insights can be transformed into blog posts, LinkedIn articles, or video Q&As that position your team as go-to experts.
- Start a web series or podcast – a recurring video series or podcast focused on industry trends, project strategies, or lessons learned gives your firm a platform to discuss relevant topics in an authentic, engaging way.
- Create quarterly email newsletters – send out curated content featuring project highlights, expert opinions, and industry insights. This keeps your firm top-of-mind for past and potential clients.
- Collaborate with industry partners – engage with architects, engineers, and designers by featuring them in your content. Tagging partners in LinkedIn posts, co-hosting panel discussions, or doing project breakdowns together strengthens credibility and expands your audience.
- Film and share presentations – whether it’s a conference panel, an internal training, or a client presentation, recording and repurposing these sessions for social media or YouTube allows you to extend their value beyond the event.
When firms consistently educate, share insights, and engage in meaningful industry discussions, they don’t just market themselves—they become recognized voices of authority. By layering thought leadership into your content marketing strategy, your firm can build brand credibility, strengthen industry relationships, and attract higher-value opportunities.
Final Thoughts: Make Your Firm Stand Out
Standing out on social media as an AEC firm requires a shift from the typical, repetitive content to something more engaging and authentic. By embracing storytelling and going deeper with your content that showcases your firm's mission and values, you can break through the noise.
Don’t settle for surface-level posts. Go beyond and let your audience connect with the people and stories that make your firm unique. Your firm has the potential to build stronger relationships and foster meaningful engagement. So, take the leap, get creative, and watch your firm shine in the digital space.
