Quick Summary
When it comes to social media strategies for architects, there’s the usual stuff—trends, house tours, DIY tips. It’s a great start, but it doesn’t show off what makes you you. To stand out, lean into topics that highlight your expertise and creativity. Think: solving tricky design problems, the psychology behind spaces, or the history behind architectural styles. Dive into urbanism or share industry “hot takes.” When you nerd out and share your passion, people connect—and that’s what makes your brand unforgettable.
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“We’re a residential architecture firm. Our projects are beautiful, but we struggle to make them stand out on social media. Any ideas?”
– Stumped
Hello Stumped,
Funny you ask, because I spent the holidays binge-watching videos on design and urbanism, and I’ve got some ideas.
So, there’s the kind of content everyone publishes. Like …
- Trends for the season or year
- Inside house tours
- Before and after transformations
- A day in the life of {someone on your team}
- How-to {DIY concepts}
It’s light and structured, making it beginner-friendly. But if you want to stand out with this kind of content, you’ll have to add a lot of personality.
I’ve seen some general contractors do this well. Rosedale Drywall or Newfore Inc. come to mind. Their content includes drone shots, 50 Cent boleros and the occasional F-bomb. They’re loud, bold and controversial.
If that’s not your style, do this instead: lean into content that blends architecture with broader, more intellectual themes. Design psychology, history, sociology, or engineering. This is where your expertise and creativity can shine.
Here are a few directions (with examples) to inspire you:
- Fixing Design Problems
Show how you’d solve a design issue or think through a space. Videos like 5 Things I’d Never Do As An Architect or Interior Designer Fixes 4 Bedrooms by Darren Jett are great examples. - The Psychology Behind Design
Explain how design affects emotions and behaviours, like in Reeves Connelly’s videos (he’s hilarious!). People enjoy learning about the “why” behind spaces they love. - Practical Tips That Aren’t Product-Centric
Share actionable advice like How to Decorate Organic Modern by Nick Lewis (he’s sassy!). Focus on techniques rather than product promotions. - Historical Context and Stories
Share the history and evolution behind a style or building, similar to Architectural Digest’s Bridgerton Mansions breakdown. - Urbanism and City-Building
Dive into the bigger picture like How the City of Cayalá Was Built or Barcelona’s Courtyard Buildings Explained. Offer insight into city planning and how design shapes communities. Personally, these are my favourites. - Business of Design
A growing number of designers are writing about their professional “hot takes” on the industry, such as “How Algorithms Are Homogenizing Design” or “Building a Branded Experience Through Hospitality.”
Social media is about personality. When you nerd out, your passion for design and problem-solving shines through. And your projects—or brand—will stand out, too.
Until next week,
Daniela
