Social Media for Painting Contractors

Social media is the new word of mouth. When customers seek your services, they are going to start their research online.

For the generations that spend a lot of time online, if you don’t exist in the digital space, you might as well not exist at all.

Why get social?

You can meet customers where they are with well-maintained social media pages. That’s just one of the reasons social media for business is no longer a best practice, it’s a must-have.

But which platforms are the most effective? The marketing experts at Sherwin-Williams have identified the top three for professional painting contractors.

Priority 1: Facebook

Facebook is a staple for business marketing. It continues to be the most widely used social platform and your customers will expect to see you there.

What to post on Facebook

Followers and page visitors will want to stay updated on:

  • Accurate location, hours and contact info
  • New products and services
  • Sales and promotions
  • Upcoming events

You can also use Facebook to promote sales and discounts, share your expertise and get leads.

Priority 2: Instagram

Instagram is the most visual social media platform. Use this platform if you want to capitalize on the visual nature of your work. Instagram is a great place to showcase your skills to potential customers.

What to post on Instagram

Your Instagram followers want to see what you’re all about – at a glance. So posts should show off your brand values and demonstrate your expertise.

Content ideas:

  • Share team photos
  • Show work in progress
  • Highlight your most impressive finished work
  • Give behind-the-scenes looks

Priority 3: LinkedIn

This a place to connect with other professionals. LinkedIn is particularly good for commercial contractors since it lends itself to B2B interactions.

What to post on LinkedIn

LinkedIn is a professional environment, so your content should reflect that. Think about what resources you’d want to see from your fellow PROs, like industry news and how-to videos.

Ideas for maximizing your presence:

  • Show important achievements
  • Share your core values
  • Promote industry events
  • Network with peers

Other platforms

It’s better to have one up-to-date, active social media account (usually Facebook or Instagram) than several neglected ones.

Once you’ve found your audience on one platform, think about expanding to others. These include YouTube, Twitter, TikTok, NextDoor, Google Business and Yelp for Business.

Some general tips:

  • “How to” is one of the top four content categories on YouTube. If you have something to teach the world, you have a great chance of connecting with some of YouTube’s massive user base.
  • TikTok users love painting and industry business tips. So if you have knowledge you can share in a minute or two, you could find an audience here.
  • If you’re looking to connect locally, try NextDoor. It’s an app that helps neighbors find and recommend local businesses.
  • If you’re looking to build your reputation, Yelp is a great way to stand out and showcase customer testimonials towards your business efforts.
  • Every day, millions of people search on Google and find businesses like yours. Make your business discoverable and turn those searches into customers by verifying your business and engaging with customers using Google for Business resources.

This article is adapted from the Sherwin- Williams PRO+ Social Media Guide, Part 1: Getting Started, available in Spanish and English. For more tips and links to info on how to get started on all these social platforms, visit