TikTok for tradespeople: how trades are winning work on it

TikTok works for tradespeople whose work films well, who post short videos several times a week and who answer the messages fast. It costs nothing to post and can reach people well outside your existing customers. Nexley's founder estimates 70 to 75% of our own customers found us on TikTok. It works less well for commercial trades who can't show client sites.

Does TikTok work for tradespeople?

It can, for the right trade and the right owner. We have direct evidence on one side of it: Nexley's founder estimates 70 to 75% of Nexley's customers found us through TikTok, most of them small trade firms. Those owners were watching TikTok on their phones, often in the van or in the evening.

That tells you trade owners and homeowners are there. It doesn't mean every trade will win work from it. What works is consistent posting of real work, and replying to the people who get in touch.

What kind of trade videos get watched?

Real jobs, problems and honest numbers. People watch a satisfying before-and-after, a fix they didn't understand, or a tradesperson explaining what a job should cost. Glossy adverts with music and a logo get scrolled past.

Ideas that suit most trades:

• Before and after. A rotten fascia to new uPVC. A stained patio jet-washed and re-pointed.
• What went wrong. The bodge you found behind the plasterboard and how you put it right.
• How much it costs. A breakdown of a typical job: materials, labour, what makes it vary. Use your own prices.
• A day on the job. Short clips from the start, the middle and the finish.
• Answering questions. One common customer question per video.

How do you make a 30-second job video?

Plan four shots before you start the job, and film them as you go. Keep editing to a minimum: four clear clips and a caption are enough.

SHOT 1 (0 to 3 seconds): The problem, close up. Say: "This is what we found at town this morning."
SHOT 2 (3 to 10 seconds): Why it matters. Say: "What caused it, and if you leave it, what happens."
SHOT 3 (10 to 22 seconds): The fix, three quick clips. Say: "So we step one, step two, step three."
SHOT 4 (22 to 30 seconds): The finished job, wide shot. Say: "Done in time. If you've got the same problem in area, message me."

CAPTION: Job in town: problem fixed in time. #trade #town
PIN A COMMENT: "Message me or WhatsApp number for a price."

Film in portrait, with the sun behind you. Keep house numbers, car registrations and customers' faces out of shot.

What permission do you need to film a customer's job?

Ask first, and get the yes in writing, even a WhatsApp message. A photo or video of someone's home can be personal data if it identifies them, and using customer photos in marketing is an extra use of their data. The ICO uses customer photos in marketing as an example where consent is the lawful basis.

Some work can't be filmed at all. Commercial contracts sometimes come with non-disclosure agreements that stop you posting client work on social media. If that's you, film your own workshop, tools, process or general tips instead. For more on photos, see posting job photos with permission.

Should you use a TikTok business account?

For most trade firms, yes. TikTok's business help centre explains how to switch to a business account, and its creator tools, including video analytics and Promote for paid boosts, are available to both personal and business accounts. Check TikTok's help centre for the current differences between account types, such as which music you can use.

Use the analytics to see which videos bring profile views and messages, as well as likes. A video with fewer views that brings three messages from your area is worth more than one with 50,000 views from the other side of the country.

What happens when the messages start?

You'll get DMs, comments and WhatsApp messages at all hours, often from outside your area. Plan who replies, and how fast, before your first video takes off. Leads from social media that wait until the weekend for a reply are mostly lost.

For example, a firm getting 20 enquiries a day, mostly on WhatsApp, can end up holding eight conversations at once. That's the problem a successful TikTok creates.

1. Put one contact route on your profile.

   A WhatsApp number or a link to a short form. Fewer routes are easier to answer.

2. Reply to every message within the working day.

   Even if it's "Thanks, I'll call you tonight."

3. Ask your three qualifying questions first.

   Postcode, what the job is, when they want it done. See qualifying leads before a site visit.

4. Politely turn down jobs outside your area.

   Or refer them to someone you trust.

5. Log where each enquiry came from.

   So you can tell whether TikTok is winning jobs. See cost per lead for trades.

How does TikTok compare with paid lead sites?

TikTok costs time; lead sites and agencies cost money. Posting a few short videos a week takes a couple of hours of your time, and the reach builds over months. A lead site gives enquiries from week one at a cost per lead. Many trades do both. Compare the costs in are Checkatrade and lead sites worth it.

Most trades aren't good at social media. That's partly why it works for the ones who stick at it. There's less competition than on Google.

Common questions