Social Media for Tradies

For most AU tradies, Facebook and Instagram still pull more direct jobs than anything else on social — and TikTok is an emerging brand play for visually impressive trades. The trick is matching the platform to your trade, posting proof not sales pitches, and staying on the right side of the consumer law. Here is the playbook.‍‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‌‍

Best platform by trade

A sensible default stack is Facebook first, then Instagram; TikTok optional and trade-dependent:

Facebook — the core work-getting platform: local community groups, recommendations, Meta's ad tools, older homeowners. Best for most home services (plumbers, sparkies, HVAC, gardeners, handymen, roofers).
Instagram — where the visual result sells the work: renos, landscaping, tiling, painting, cabinetry, bathrooms and kitchens, for younger and more affluent homeowners.
TikTok — punchy, "oddly satisfying" or educational clips (rendering, concreting, transformations, custom builds). Top-of-funnel brand demand more than instant quotes, but it can drive enquiries via the profile link and DMs.

Content that performs (the 50/30/20 mix)

Lead with visuals and value, not hard sell:

~50% proof content — before/after, finished shots, walkthroughs, testimonials, shared Google reviews. This is the main conversion driver.
~30% process content — time-lapses, progress reels, "here is how we fix this leak / prep this slab / rewire safely". Builds trust and perceived expertise.
~20% people content — day-in-the-life, the team and apprentice, behind-the-scenes. Humanises the business.

Tag the location, add simple branded overlays (Canva), and post consistently (around 3 posts a week) for reach and recall.

Staying legal

Social is marketing, so the Australian Consumer Law, privacy and workplace rules all apply:

No misleading conduct — do not misstate your qualifications, licences, guarantees, prices or "typical results", and do not post fake or selectively-edited reviews that distort the picture.
Reviews and testimonials — do not fabricate them, do not ask non-customers to review, and disclose any incentive. (More on handling reviews: Handling Complaints & Reviews.)
Privacy and image rights on client sites — avoid identifiable addresses, number plates, security details and personal info; get permission before posting a client's property or people. Footage of workers may need consent and must not show unsafe practices — a WHS breach on camera can come back on you if there is an incident later.
Sponsored content — if a supplier gives you tools or materials to promote, disclose it clearly (the ACCC and ad guidelines expect honest labels).

Turning followers into booked jobs

Make the jump from "interested" to "booked" frictionless:

DMs and comments — a big share of micro-tradie leads arrive as "are you free to quote?" Reply fast, then move to phone or email for the formal quote.
Links and buttons — use FB/IG business profiles with click-to-call and a website link, and clear calls to action ("Request a quote", "Book an inspection").
Amplify what works — paid Meta ads and retargeting layered over your best organic posts push proven content to more locals; they are an amplifier, not a substitute for the proof content.