“Look at Me” Marketing: Finding the Right Balance in AEC Social Media

In the AEC industry, marketing often walks a tightrope between showcasing firm capabilities and engaging the audience in a meaningful way. Too much “Look at Me” content (project photos, award wins, company announcements) can make your feed feel like a highlight reel. But too little, and your firm may seem invisible. 

So what’s the right balance? 

Here’s how architecture, engineering, and construction firms can make their organic social media presence more strategic and more effective. 

Why “Look at Me” Alone Doesn’t Work 

AEC firms love to post: 

• New project wins 

• Ribbon cuttings and groundbreakings 

• Employee promotions 

• Award announcements 

• Event recaps 

These are all valid, but they mostly serve you. They don’t necessarily create value for your audience. And when every post sounds like, “Look at this amazing thing we did,” engagement drops off quickly. 

Your clients, partners, and prospects are asking a different question: “What’s in it for me?” 

How to Shift from Megaphone to Magnet 

AEC buyers (owners, developers, facility directors) don’t wake up ready to hire a firm. They’re gathering insights long before they send out an RFP. 

Use your social channels to meet them earlier in that journey. 

Here’s how: 

1. Educate, Don’t Just Announce
   Instead of only posting that your team won a project, share what made your approach unique. Did you use an innovative delivery method? Address community concerns? Solve a major permitting hurdle?
    
2. Think Like a Trade Publication

Create content that reads like an industry newsletter. Share: 

• • Design and construction trends 

• • Sustainability practices 

• • Project delivery insights 

• • Lessons learned 

These topics position your firm as a resource, not just a vendor. 

3. Use Your Projects to Tell Bigger Stories

Your portfolio is a gateway to strategic messaging. Every project has a lesson behind it: community engagement, zoning challenges, adaptive reuse, energy performance, etc. 

Use the project to shine a light on a topic your clients care about. 

4. Involve Your SMEs: People want to hear from people. Your engineers, architects, and project managers have valuable insights.

Try posts like: 

• • “A day in the life” stories 

• • Lessons from the field 

• • Predictions or best practices from your experts 

5. Lean Into Repetition, Not Redundancy: Repetition builds reputation. If your point of view is clear and consistent (safety-first, community-centered, value-engineered), you’ll start to be known for it. Just make sure the delivery is fresh: a reel this week, a quote graphic next week, a mini blog the following week. 

AEC Firms That Do It Right Mix Their Content 

Here’s a healthy blend: 

• 40% Educational/Thought Leadership (Trends, how-tos, problem-solving) 

• 30% Proof/Case Studies (Real-world application of your expertise) 

• 20% Culture and People (Employer brand, events, recognition) 

• 10% Promotional (Awards, wins, PR) 

Final Thought: Post Less, Say More 

Organic social isn’t about flooding the feed. You do not need to post multiple times a day.  It’s about staying visible and relevant in between formal pursuits.  

If every post helps someone: 

• Learn something 

• Feel connected 

• See your value 

…then you’re doing it right. 

Want help making your AEC firm look less like a resume and more like a resource? Let’s talk. 

Interested in learning more about how to use social media for AEC firms?

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