Social Media Strategies for Woodworkers
Social media has transformed how woodworkers find customers, build community, and share their craft. Done right, it’s free marketing with global reach. Done wrong, it’s a time sink that generates likes but not sales. Here’s how to use social media effectively without letting it take over your life.
Choosing the Right Platforms
You don’t need to be everywhere. Each platform has distinct characteristics and audiences:
Instagram remains the leading platform for visual makers. Its focus on photos and short videos suits woodworking perfectly. Hashtags help new audiences discover your work, and the shopping features can drive direct sales. Best for: Reaching design-conscious consumers, building brand aesthetic, showing finished work and process.
YouTube dominates for how-to content. Woodworking tutorials, project builds, and shop tours find dedicated audiences here. Videos require more production effort but create deeper connections than photos. Best for: Establishing expertise, creating evergreen content, generating ad revenue.
Pinterest drives surprising traffic for woodworkers. Users actively search for furniture ideas, DIY inspiration, and home design—exactly when they might need custom work. Pins have long lifespans compared to other platforms. Best for: Driving website traffic, reaching planning-stage customers, showcasing portfolio pieces.
TikTok rewards authentic, entertaining content. Short process videos, satisfying tool sounds, and personality-driven content perform well. The algorithm can provide massive reach even for small accounts. Best for: Reaching younger audiences, viral potential, behind-the-scenes content.
Facebook remains useful for local community engagement and marketplace selling. Groups dedicated to woodworking provide networking and learning opportunities. Best for: Local business, community building, selling finished pieces.
Content That Connects
What should you actually post? Mix these content types:
Finished work showcases your capabilities. Use high-quality photos that highlight craftsmanship, details, and the piece in context.
Process content differentiates you from retailers selling mass-produced furniture. Show joinery being cut, finishes being applied, or challenging problems being solved. Viewers appreciate seeing the work behind beautiful objects.
Educational posts establish expertise. Explain wood species characteristics, finish options, or design principles. Teaching positions you as an authority.
Personal content builds connection. Share your woodworking journey, shop life, mistakes you’ve learned from, or what this craft means to you. People buy from people they feel they know.
Behind-the-scenes glimpses satisfy curiosity about your world. Shop tours, tool collections, or day-in-the-life content humanizes your brand.
Photography and Video Basics
Visual platforms demand visual quality. You don’t need professional equipment, but you do need good practices:
Natural light beats most artificial setups. Shoot near windows or outdoors. Avoid harsh shadows or mixed lighting.
Clean backgrounds let your work shine. A cluttered shop background distracts. Create a simple photo area or shoot on neutral surfaces.
Stable footage for video. Phone tripods are inexpensive and eliminate shaky handheld shots.
Editing apps can elevate basic photos. Simple adjustments to brightness, contrast, and cropping improve most images significantly.
Building an Engaged Community
Follower counts matter less than engagement. Ten thousand passive followers provide less value than five hundred who comment, share, and eventually buy.
Respond to every comment, especially when your account is small. This builds relationship and encourages further engagement.
Engage with others’ content. Leave thoughtful comments on fellow woodworkers’ posts, suppliers’ content, and potential customers’ feeds. Social media is social—participate in the community.
Ask questions in captions. “Which wood would you choose for this project?” or “What should I build next?” invite interaction.
Share customer photos. When clients post your work in their homes, reshare it (with permission). This provides social proof and makes customers feel valued.
Consistency Without Burnout
Sustainable social media requires systems:
Batch creation: Dedicate periodic sessions to photography and content creation rather than scrambling daily. Photograph multiple pieces in one session; write captions for the week in one sitting.
Scheduling tools: Platforms like Later, Buffer, or native scheduling let you queue content in advance. Thirty minutes of scheduling provides a week of consistent posting.
Realistic frequency: Three quality posts weekly beats daily mediocre content. Set a sustainable rhythm you can maintain long-term.
Content repurposing: A single project can yield a finished photo, process video, detail close-ups, and educational caption—multiple posts from one session.
Converting Followers to Customers
Social media attention must eventually translate to business. Make the path to purchase clear:
Include calls to action. “DM for custom orders,” “Link in bio for commissions,” or “Email for quote” tell interested followers what to do next.
Profile optimization: Your bio should state what you do, where you’re located, and how to contact you. Include your website link.
Stories and highlights can feature testimonials, pricing information, and commissioning process—information that moves followers toward buying.
Respond promptly to inquiries. A potential customer reaching out via DM is warm lead—don’t leave them waiting days for a response.
Avoiding Common Pitfalls
Comparison trap: Accounts with millions of followers took years to build. Compare yourself only to your past self.
Algorithm anxiety: Platforms change constantly. Focus on creating genuinely good content rather than chasing trends that fade.
Time drain: Set limits. Endless scrolling doesn’t build your business. Post, engage briefly, then return to the shop.
Perfectionism: Good enough posted beats perfect never shared. Your audience cares more about authenticity than polish.
Social media is a tool, not a destination. Use it strategically to support your woodworking business, then close the app and get back to making beautiful things.
