Let’s face it — running a fabrication shop is hard enough without having to figure out how to market your business online on Google or social media.
But here’s the truth: if your shop isn’t showing up online, you’re leaving money on the table. Whether you’re working with homeowners, designers, or contractors, people search the web first when they need stonework.
In the last post, we talked about how to appear first on Google: easily setting up your Google Profile, getting reviews, and standing out in Google, both on their page and the “near me” search.
In this week’s post, we’ll take a step forward in that journey and talk a little more about how you, by yourself, no marketing team or specialized worker included, can easily use social media to stand out even further.
And the problem in most cases is that there are so many different means of communication that people usually decide to go with one, and don’t even know if what they’re posting is good in that environment.
Let’s take my own case as an example:
A few months ago, I started a personal project and was trying to grow an Instagram page. After a couple of weeks with regular posts, the result wasn’t what I expected. So here at SlabWare’s office, I talked to our videomaker, Antonio, about the issue.
After one minute of looking at my page, he told me, “Dude, your content is good, but it is not made for Instagram. People are on Instagram to have fun, not to learn. Try posting that on TikTok and tell me the results.”
Easy said AND done.
TikTok worked much better. I didn’t even have to change the type of content – simply by changing the media, it performed better.
Which platforms are people using these days?
According to SOAX, the most popular social media platforms in the world in 2024 are (*in billion users):
- Facebook: 3.1
- YouTube: 2.5
- Instagram: 2.0
- WhatsApp: 2.0
- TikTok: 1.6
And in the US, the data is not so different. According to the Pew Research Center, we have:
In this post, we’re gonna give you an overview of which type of content each social media platform (the most popular ones).
And if you say: “All of them? How do I know if I am posting my ads and showing off in the right place? Should I change the way I post? That seems so much work!”
And the best: it is so easy that you don’t need a person to do that. You or your workers can simply take pictures or record short videos and upload them in nearly all cases!
If you’re using one of those platforms, you’re halfway through it already!
📱 1. Instagram
What is it for? Build brand presence, showcase your work visually, and reach new customers
Best for whom? Local homeowners, interior designers, small contractors
What type of content? Before-and-after projects, quick reels, trends, shop/showroom content
Don’t even try it for: Long-form educational content
Instagram is where you show off. It’s like your shop’s photo album — but public.
Every time we post a quick reel of an install or one of those super satisfying videos of polishing a slab, we get messages. And that is why people – homeowners included! – get entertained by watching them.
💡 Instagram is visual, quick, simple to post, and can actually bring leads.
Top-performing content:
- Short videos/Reels showing installs;
- “Satisfying” content (like polishing or cutting)
- Before-and-after transformations
- Memes related to construction life (but still professional!)
✅ Pro tip: Repost customer photos of finished kitchens or bathrooms and tag them. It builds trust and visibility.
How to create content for Instagram:
- Plan your content: Use tools like Later or Planoly to schedule posts. Regular activity makes the algorithm understand that your page is highly relevant.
- Create engaging Reels: Focus on short, captivating videos showcasing your daily work. Routine is good: selecting slabs, polishing, cutting, daily meetings, and simple conversations. People identify with these things, they see the human being on the other side, and will “like” or “share” because they like it, not because you’re asking for it.
- Use high-quality images: Ensure good lighting and clear visuals of your countertops. If you’re recording with audio, make sure the audio quality is good. Very few things are worse than a video with low-quality audio.
- Engage with your audience: Respond to comments and messages so others respond and increase the engagement.
- If you want to know a little more about how to use Instagram to reach more customers – even during recession periods! – check out this blog post.
Below, we have a screenshot of our customer Infinity Stone’s profile on Instagram. You can check it out by clicking on the image!
📚 Resources:
- How to Make Instagram Reels Like a PRO!
- How to Make Instagram Reels in 2025 in Just 4 Easy Steps | Later
📘 2. Facebook
What is it for? Stay top-of-mind, build a local following, and run ads
Best for whom? Reaching local audiences, older homeowners, and neighborhood groups
What type of content? Project photos, reviews, community updates
Don’t even try it for: Younger audiences (use Instagram or TikTok for that)
Facebook is more like your “community board.” We’ve had older homeowners find us just from posting in local groups, sharing jobsite photos, promotions, or even answering questions that people post in those groups.
At first, that was the easiest way for us at SlabWare to connect with our customers, interact with other stone business owners, and gain exposure, allowing people to get to know us.
Pay attention that Facebook doesn’t work very well with younger audiences. In our case here at SlabWare, as we told you above, most shop owners and people who work in the stone industry are not that young, so it worked great for us.
As we told you in the last post, Google rewards businesses with good ratings by showing them first in search results – Facebook does it too! With that in mind, ask happy clients to drop reviews right on your page.
Top-performing content:
- Client testimonials tagging you.
- Jobsite photos
- Promotions/discounts (“Free sink cut with install this month!”)
- Educational posts (e.g., “What’s the difference between quartz and granite?”)
How to Create Content for Facebook:
- Join and engage in local community groups – this one is particularly important, because that is how you get people to meet you, as we did here at SlabWare.
- Ask satisfied customers to leave reviews on your page
- Diversify your posts: Mix photos, videos, and text updates to keep your audience engaged.
- Utilize Facebook Stories: Share behind-the-scenes content or quick updates.
- Engage with your community: Respond to comments and participate in local groups.
✅ Pro tip: Use the Facebook “Shop” feature to post available slabs with prices.
And here we have, as an example, the Facebook profile of Elite Stone. You can check it out by clicking in the image below.
📚 Resources:
- How To Create Content For Facebook – YouTube
- 10 Tips for Creating Content on Facebook That Gets the Thumbs Up
🎥 3. YouTube
What is it for? Build authority for your business, educate customers, and show your production process as a whole
Best for whom? Longer content, tutorials, building trust over time
What type of content? Explaining your services, answering FAQs, or showing how countertops are made
Don’t even try it for: Viral quick hits or meme-style content
YouTube is definitely the way to go if you want to post longer educational videos. Want to make a video teaching how to cut a slab? How to create a countertop from scratch? Your YouTube audience will love those.
I go to YouTube to watch those, and lately I have been caught up on videos of resin tables. It is super interesting how they make them. YouTube’s audience is definitely looking for that type of content, so if you’re feeling this is for you, give it a chance. And if you feel like you ain’t gonna get time for that, skip to the next platform!
💡 A good piece of content in the wrong place is a bad piece of content.
Top-performing content:
- Tours around your shop and team working
- “How it’s made” videos
- “Top 5” guides – countertop materials, jobs on your portfolio, CNC machines, elevation machines… You name it!
- Customer testimonial interviews
- Chats and debates with workers, or other fabricators
How to Create Content for YouTube:
- Focus on searchable content (“Granite vs Quartz: Which is Better?”)
- Add clear titles and thumbnails
- Keep videos under 10 minutes if possible
- Remember to use good good-quality microphone and camera (cellphone included!). Nothing ruins a video more than a broken or low-volume audio.
✅ Pro tip: Add your videos to your SlabWare website to boost SEO and engagement.
p.s. Don’t have a website yet? Read this post until the end cause we give you the solution.
If you need an example of a good YouTube page, check out SlabWare’s channel – and don’t forget to Like the video and follow us!
📚 Resources:
- Video Content Creation Strategy, Tips & Tools – YouTube Creators
- How to Make Your First Video (Beginner’s Guide)
4. YouTube Shorts
What is it for? Complement your main YouTube channel, reach another audience with short video content, drive traffic to longer-form videos, and expose your shop.
Best for whom? Those who already have a YouTube channel, engaging videos.
What type of content? Short, vertical videos (under 60 seconds), highlights from longer videos, and behind-the-scenes glimpses.
Don’t even try it for: Content that requires detailed explanation or visual complexity that can’t be conveyed quickly. Longer content must remain on regular YouTube.
YouTube Shorts offers a way to tap into YouTube’s massive user base with short-form video. Let’s face it: not everyone on YouTube always has time to watch longer videos. YouTube Shorts aims to catch that public.
It’s integrated directly into the YouTube platform, making it easy for viewers to discover your content.
Think of it as the “snackable” version of your regular YouTube videos, designed to grab attention and potentially lead viewers to your longer content.
Top-performing content:
- Highlights or teasers from your longer YouTube videos
- Quick “how-to” tips or demonstrations – mostly entertaining people
- Visually satisfying or engaging short clips of your work or daily routine
- Behind-the-scenes glimpses or quick updates
- Direct and objective video answers to frequently asked questions
✅ Pro tip: Encourage viewers to subscribe to your main channel or watch a related longer video.
How to create content for YouTube Shorts:
- Shoot vertically: People usually watch it on their smartphones, so optimize for vertical position.
- Keep it under 60 seconds.
- Use engaging visuals and music.
- Promote your Shorts’ videos on your YouTube videos, and vice-versa.
To give you another example of an experience we had here at SlabWare with this. We posted this video on SlabWare’s YouTube Shorts.
And it got no comments, 2 likes, and only a few views.
Then we uploaded it to Instagram, a few comments, and many more likes later, the views skyrocketed.
That is just one more example that
On your YouTube channel, you can simply click the Shorts section to see the shorts you’ve uploaded. Check out SlabWare’s Shorts on our channel! And remember Antonio, our videomaker I mentioned above? That is him!
📚 Resources:
4. TikTok
What is it for? Reach a younger audience, get known through engaging short-form video.
Best for whom? Shop owners who want to connect with younger possible customers, or who want to catch people with visually appealing or entertaining production processes.
What type of content? Short, creative videos (under 60 seconds), trending sounds, behind-the-scenes glimpses, and product demos.
Don’t even try it for: Long-form educational content (unless broken into very short, engaging segments), highly formal or corporate content/language.
TikTok is all about short, attention-grabbing videos.
It’s where trends are born and where authenticity often resonates more than polished perfection. Sounds like young people? It usually is!
If you can showcase the fun or interesting aspects of your work in a quick and engaging way, you can tap into a massive audience. The algorithm aims to keep users entertained, so creativity and jumping on the trend of the moment are key.
Top-performing content:
- Behind-the-scenes snippets
- Quick demos or satisfying visuals of your work (polishing, flaming, and slab processes are a way to go)
- Participating in relevant industry or community trends or challenges
- “Day in the life” style vlogs (short and engaging) – a slab that broke, a discussion the team has, a different process for a specific customer, etc
✅ Pro tip: Collaborate with relevant creators or influencers on the platform to reach a wider audience.
How to create content for TikTok:
- Keep it short and vertical. Similar to YouTube Shorts above, optimize for mobile viewing and short attention spans.
- Use audio and effects you see in other videos. If an effect is being used by many people, the algorithm understands the videos with that effect are good, and it’ll recommend them more often.
📚 Resources:
5. X (formerly Twitter)
What is it for? Real-time updates, news sharing, engaging in conversations, customer service.
Best for whom? Shop owners who want to stay current, engage in public conversations, provide quick updates, and interact directly with customers.
What type of content? Short text updates (tweets), links to blog posts, articles, photos, or videos, polls, engaging questions, and participation in relevant industry conversations.
Don’t even try it for: Visually-driven storytelling (Instagram or TikTok are better for this), long-form content (though you can use it to link to longer pieces on YouTube, for example).
X is your digital town square – a place for quick updates, news, and public conversations.
It’s valuable for staying top-of-mind, sharing information, and engaging directly with your audience and industry peers. While visual content can be shared, the primary focus is on concise text-based communication.
X is a news place. It is a great way to find out what’s going on in the community using its “trends”, and maybe make short content to bring people to your shop on other platforms.
You can use it best to say updated, or for customer service. It doesn’t require production or video recording, and neither will work here as they work on other platforms.
Remember what we said?
💡 A good piece of content in the wrong place is a bad piece of content.
Top-performing content:
- Timely updates on projects or company news
- Links to valuable blog posts or resources on other media or blogs
- Engaging questions or polls to spark conversation with the community
- Sharing relevant industry news and insights
- Responding quickly and helpfully to customer inquiries
How to create content for X:
- Be timely and relevant: Share information that is current and interesting to your audience.
- Engage in conversations: Respond to mentions and participate in relevant discussions using hashtags.
- Use relevant hashtags: Increase the visibility of your tweets.
- Keep it concise: Get straight to the point within the character limit.
✅ Pro tip: Check the relevant hashtags and conversations to identify opportunities to engage with potential customers or industry influencers.
📚 Resources:
Need any further help? SlabWare team is here!
If you have any questions related to how you can better use your social media to stand out and position your countertop shop or stone business in the market, our team is here to help!
And if you’re interested in learning more about how a one-in-all tool can benefit your business, reduce costs, and increase your productivity and profit, you can contact us through this link or send an e-mail to info@slabware.com