Construction social media: audit and content calendar
- Price
- Free plan: 100 credits, no card. One analysis uses about 76 credits.
- What you get
- A category table with posts, share of posts, median engagement and Reel views; posts far above your typical post flagged; a count of posts that ask people to apply, get in touch or visit a page, and of posts that name a project, by sector; a side-by-side with a peer builder on the same categories; five changes and a content calendar for the next 4 to 8 weeks; and every post listed with its category so your team can correct it.
- Coverage
- Any public construction company, general contractor, specialty contractor or builder Instagram account, in any country. Use your own categories or the nine on this page. Private accounts, Stories, LinkedIn, Facebook, TikTok and Instagram Insights (reach, saves, shares, profile visits) are not covered.
- Time to report
- Usually 7 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
How do you audit a construction company's social media?
Place each recent post in a content category, compare the share of posts and the response per category with what the account is for, then plan the next weeks from what you find. In a run on November 9, 2026, people and crew posts took 14 of a general contractor's 48 posts over 13 weeks, while project progress, 4 posts, drew the highest median response, 3.210% against 1.913% for the account.
Enter your construction company's Instagram account. Nolyn sorts your 48 most recent posts into the categories builders plan with, such as project progress, completed projects, people and crews, hiring, safety and client stories, shows how much of your feed each one takes up and what response it gets, and counts how often a post asks people to apply, get in touch or visit a page. Add a peer builder to compare the same categories over the same dates. Then it lays out the next 4 to 8 weeks of posts.
- Posts, Aug 4–Nov 5
- 48 vs 57
- Median engagement
- 1.913% vs 0.644%
- Posts with a next step
- 5 of 48 vs 42 of 57
- Six-week calendar
- 24 posts
Key findings
- People posts fill the feed; project milestones get the most response
- No client voices and no safety posts
The report includes
- Your content mix by category
- Response per category
- A next-step count
- A peer builder on the same categories
- A 4–8 week content calendar
- A post list you can correct
What you get
Your content mix by category
Response per category
A next-step count
A peer builder on the same categories
A 4–8 week content calendar
A post list you can correct
Sample: two US general contractors, side by side
A real run on two public US commercial builders, using the nine categories on this page and the goal of winning work from owners and developers and attracting skilled people. We have anonymized them as Company A, a regional general contractor with about 19,400 followers, and Company B, a national builder with about 32,800, and rounded their follower counts; the method and the other figures are unchanged. Both are shown over the same 13 weeks, and the run ended with a six-week calendar for Company A. This describes what they posted and the public response, not the quality of their work or their safety record.
Posts, Aug 4–Nov 5
48 vs 57
Company A vs Company B, pinned posts and other accounts’ collabs left out
Median engagement
1.913% vs 0.644%
(likes + comments) ÷ followers; about 19,400 and 32,800 followers
Posts with a next step
5 of 48 vs 42 of 57
Apply, get in touch or visit a page
Six-week calendar
24 posts
Nov 16–Dec 25, 3 client posts, 1 safety post, every project a placeholder
| Category | Company A posts | Company A median engagement | Company B posts | Company B median engagement |
|---|---|---|---|---|
| People and crew spotlights | 14 (29.2%) | 1.872% | 12 (21.1%) | 0.735% |
| Completed projects and reveals | 8 (16.7%) | 1.487% | 5 (8.8%) | 0.644% |
| Community and giving | 8 (16.7%) | 1.983% | 1 (1.8%) | 1.208% |
| Awards, news and milestones | 6 (12.5%) | 1.818% | 4 (7.0%) | 0.732% |
| Hiring, careers and training | 4 (8.3%) | 2.737% | 13 (22.8%) | 0.436% |
| Project progress and jobsite | 4 (8.3%) | 3.210% | 7 (12.3%) | 0.991% |
| How we build | 3 (6.3%) | 1.353% | 11 (19.3%) | 0.641% |
| Clients, partners and testimonials | 0 | — | 2 (3.5%) | 1.069% |
| Safety | 0 | — | 2 (3.5%) | 0.515% |
| Other | 1 (2.1%) | 3.068% | 0 | — |
Aug 4–Nov 5, 2026, pinned posts and posts owned by other accounts left out. Categories as the run filed them from captions, with 3 of 105 posts filed or moved by us. Engagement = (likes + comments) ÷ followers, median per post. Figures as Instagram returned them on November 9, 2026.
People posts fill the feed; project milestones get the most response
No client voices and no safety posts
Company B gives most posts a next step
Reels win at one company and lose at the other
No post is far above the rest
The calendar keeps the rate and fills the gaps
Every figure was recomputed from the responses saved from this run. We kept the run's categories and checked each against its caption: we filed 2 Company A posts its list left out and moved one Company B workplace award from hiring to awards. The report counted 8 photos and 27 carousels at Company A where the data show 7 and 28, and 13 posts at Company B asking people to apply or join where we count 11 that invite people to apply, meet recruiters or visit a careers page. It also said 5 calendar rows test a gap where its table marks 6. Likes and views are not bids or hires: nothing here shows how many owners or applicants got in touch.
How it works
Enter your account
Add your company's @handle. Keep the nine categories or list the ones your team plans with, and say what the account is for.
Add a peer builder if you want one
Pick a public account of a builder you compete with or look to, ideally one working in similar sectors. Nolyn compares it with yours over the same dates.
Nolyn reads and sorts your posts
It reads your 48 most recent posts, places each in one category from its caption and works out the response per category and format.
Correct the categories, then plan
Check the post list, tell Nolyn what to move, and take the 4–8 week calendar into your next planning meeting. Ask for changes to the calendar in the same chat.
Who uses a construction social media audit
Marketing and communications teams at contractors
Recruiting and HR teams
Owners of smaller construction companies
What it cannot do
Nolyn reads the public numbers on each post: likes, comments and, for Reels, views. It cannot see reach, saves, shares, profile visits, Stories, follower details or which posts were promoted, and it cannot tell you whether a post brought in a bid, a client or an applicant. Categories come from captions, not from the image, the video or carousel slides, so some posts will need moving. The profile lookup may not show every link in your bio, so check that part yourself. Forty-eight posts can cover weeks or months depending on how often a company posts. Engagement by followers falls as accounts grow, so compare categories within your own account first and use a peer for the mix rather than the rate. The calendar is a plan built from public posts: check every project, client and figure before you schedule it. It does not judge the quality of your work or your safety record.
Questions
Decide what the account is for, usually winning work and hiring, then plan a short list of categories that serve both, such as project progress, completed work, people, hiring, safety and client stories, and check the mix every quarter. In the sample, one builder spent 14 of 48 posts on people and 4 on project progress, the category with the highest response.
Most guides list progress videos, before and after photos, team spotlights, hiring and community work. Your own numbers matter more than a list: in the sample, project milestone posts drew the most response at one builder, and Reels were the strongest format at one company and the weakest at the other.
This audit reads Instagram only, so it cannot compare the two. Many builders post the same projects on both. If you do, the categories and the calendar carry over to LinkedIn, but the response figures do not.
Post about the work and the people regularly, and give each hiring post a next step: the role, the place and where to apply. In the sample, the national builder made hiring its largest category, 13 of 57 posts, and 11 posts invited people to apply, meet recruiters or visit a careers page; the regional builder asked people to apply once in 48 posts.
Yes, as part of the audit. After the category table and five changes, Nolyn lays out the next 4 to 8 weeks: a date, category, format and one-line idea for each post, at about the rate your account already posts, with hiring posts on a regular rhythm and milestone posts tied to projects already in your feed. Project names, clients and figures are left as placeholders unless you have posted them. It does not write captions or design posts unless you ask in the chat.
We have no benchmark across builders. In the sample the medians were 1.913% for Company A, with about 19,400 followers, and 0.644% for Company B, with about 32,800, over the same 13 weeks. Compare your own categories and formats with each other first.
Yes, if its account is public. Both are read over the same dates and placed in the same categories, and the report names the categories and formats with the best typical response at each. A national builder has a different budget and audience, so take its mix and its asks, not its rate, as the lesson.
No. It is a report, not an agency. It does not post, reply or run ads. It shows what your feed is doing so your team, or the agency you already use, can plan from real numbers.
No. Nolyn reads public posts only, so you never connect your account or share a password. That also means Instagram Insights such as reach and saves are not included.
Reading this page and the sample is free. Running an audit needs a free Nolyn account: sign in with Google and you get 100 free credits. The sample run, with a peer builder, used 76 credits and about 7 minutes, so a run like it fits in the free credits. That is one run, so yours may cost more or less, and follow-up questions use more.
To run it, yes: sign in with Google. It is free and asks for no card. You can read the example and fill in the form before signing in.
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