Video Marketing in the Construction Industry

"Marketing is no longer about the stuff that you make, but about the stories you tell." — Seth Godin.

That line hits especially hard in construction. Let’s be honest: most trades and construction companies don’t exactly need more work. Demand is sky high. Schedules are packed. Phones are ringing. So why even bother with construction video marketing?

The answer: it’s not just about getting more work. It’s about credibility, reputation, and shaping the kind of work you get.

Showing You’re the Real Deal

When people look for a contractor, they want to know two things:

1. Can you do the job?

2. Are you legit?

That’s where video comes in. A steady stream of construction marketing videos on social media proves you’re not a fly-by-night outfit. It shows you’re busy, trusted, and working all the time.

I’ve seen it firsthand. We've worked continuously with a fiber optics construction company that was already booked out months in advance. They didn’t need new leads. But their videos—short clips of job sites, before-and-after shots, team interviews—became a credibility engine. When new customers found them, they saw proof. “These guys are clearly in demand. They must be good.” That perception is gold.

A fantastic way to do this is by using social media for business marketing.

Building a Portfolio Without Even Trying

Every video you put out becomes part of your portfolio. It doesn’t need to be complicated. A quick clip of a finished deck, a walkthrough of a remodeled kitchen, or a short interview with a homeowner. That’s it.

One client of ours installs septic systems in Southern Maine. We filmed the process and a short testimonial with a realtor talking about this company's credibility and quality. Simple, right? But that video turned into a powerful sales tool. They used it to book more septic projects—because prospects could literally see themselves in that realtor's shoes.

That’s the magic of a good construction marketing video. It does double duty: it shows off your work and helps you sell the same type of project again and again.

Recruitment: The Hidden Benefit

Here’s something most construction company owners don’t think about when it comes to video marketing—recruitment.

The industry has churn. People move on. Teams change. If you want to grow, or even just stay steady, you need new employees. Posting construction companies video marketing content regularly grows your reach so when you do put out a “we’re hiring” post, more people see it. And better yet, those people have already seen your culture, your jobsites, your quality. They’re more likely to want to join your crew.

Shaping the Work You Want

Sometimes it’s not about getting more jobs. It’s about getting the right jobs.

Let’s say 30% of your work is the high-margin, high-enjoyment stuff—custom kitchens, detailed trim, beautiful garages. And the other 70% is work you don’t love but still take on. Video lets you shift that balance. Show more of the jobs you want. Highlight the kind of clients you want to attract. Over time, you’ll attract fewer of the low-value leads and more of the ones you’re excited about.

Telling Your Brand Story

Another use for video? Legacy.

A polished brand film on your website tells the story of your business—why you started, what you stand for, how you serve clients. It’s a professional showpiece, and it doubles as a construction marketing video portfolio. When a new client lands on your site, they immediately see not just what you do, but who you are. That builds trust faster than any sales pitch.

Ads That Actually Work

If you want to dip into paid advertising, video should be your go-to.

Picture this: a short ad showing off three stunning kitchens you’ve built. The ad clicks through to a landing page with testimonial videos from happy homeowners. They rave about how easy you were to work with and how much integrity you had on the job. That combination—polished visuals plus authentic testimonials—is incredibly persuasive.

Qualifying (and Disqualifying) Clients

One of the most overlooked benefits of video marketing is saving time.

If you build high-end kitchens, you don’t want to spend hours quoting builder-grade projects. By showing your best work upfront through construction marketing videos, you set expectations. People who can’t afford your level of service will self-select out before ever calling. That saves you time, money, and frustration.

Businesses that use social media often deal with better qualified leads because the leads understand the service better prior to reaching out!

Final Thoughts

Construction video marketing isn’t just about getting more leads. It’s about building credibility, attracting employees, shaping the kind of work you do, and saving time by filtering out poor-fit clients.

I’ve seen it transform how construction companies present themselves. From a small crew showing off deck builds on Facebook, to a regional contractor using polished brand films on their website, the results are the same: more trust, more control, and more of the right kind of work.

If you’re in construction and wondering whether video is worth it, here’s my take: don’t think of it as advertising. Think of it as a tool for making more of your jobs the kind of work you like while also showcasing your portfolio of projects.

If your construction business could benefit from video marketing, check out our promotional video production services and our social media management packages!