If you’re wondering how pool builders should approach social media in 2025, the answer is simple: stop selling and start distracting. Your audience isn’t there to get pitched. They’re looking for a moment of joy, curiosity, or escape. If your content doesn’t do that, they’ll scroll right past you.
How should pool builders approach social media in 2025?
You need to stop selling and start distracting, social media is for engagement, not direct pitches. Most pool contractors approach social with a business mindset: promote your services, post finished projects, share a review. But here’s the truth: no one is logging onto Instagram or Facebook to get sold a pool. They’re looking for a mental break.
That break might come in the form of a viral video, a funny behind-the-scenes clip, or something surprisingly informative. Your job? Meet them there. Create content that feels native to the feed, interesting, funny, or inspiring. That’s what stops the scroll.
Why most pool contractor content fails to get attention
Because it’s built for business owners, not real people, and it’s boring. When you make content thinking about what you want to sell, you miss what people want to watch. You’re creating from a lens of urgency and sales, not curiosity and connection.
Think about why people open social media. It’s boredom, escapism, distraction. They’re in the elevator, avoiding eye contact. They’re in line at the store. They want dopamine, not a lecture about your award-winning coping or 10-point inspection.
What kind of content actually works for pool builders?
Content that distracts, entertains, or answers real buyer questions, like behind-the-scenes builds or viral-style clips. You don’t need a studio or a script. You need a smartphone and a point of view. Start by showing what actually happens on site: digging, dirt, concrete, tile work, real problems, and how you solve them.
Answer FAQs on camera. Break myths. Show things your clients would never get to see. One contractor’s audience binge-watched videos about dirt quality. Why? Because it was real and relevant to them.
Inspiration? Show off dream builds. Humor? Capture the quirky stuff that happens on site. Anything interesting, funny, or inspiring is fair game, as long as it’s not trying to sell.
How does personality-driven content boost lead quality?
It builds trust and brand alignment, clients want to like who they hire, not just see pretty pools. Great work isn’t enough anymore. Every premium pool company has finished photos and 5-star reviews. What separates you is you.
When someone sees your ad and clicks to learn more, they’re not just checking out your work, they’re checking out you. They’re asking: Do I vibe with this brand? Do I trust these people? Would I want them in my backyard for three months?
Content gives your brand a personality. It makes you familiar. And familiar brands win more jobs.
What’s the biggest content mistake pool builders make with ads?
Spending thousands on ads without content that earns attention, then wondering why nothing converts. Facebook ads aren’t magic. If the content sucks, you’re just paying to put bad content in front of more people. And when they click to learn more and find an empty feed? You’ve just lost them.
Your ads need backup. When someone sees you again on social or Googles your name, you want them to find a library of content that shows your process, your personality, and your expertise. That’s what closes the deal.
If you want better leads and stronger conversions, it’s time to get serious about content. You already have what it takes, just show up, press record, and give people something real to connect with.
