It’s easy to forget that social media is still relatively new. In just ten years, its usage has doubled, with nearly 60% of the global population now using social platforms. Closer to home, each Brit spends around two hours daily scrolling, liking, sharing, and re-posting. And that’s before we even factor in the additional time we spend on our phones for shopping, streaming, banking, or gaming.
For professionals, the opportunity to reach an audience dedicating hundreds of hours each month to their screens is enormous.
Traditionally, professionals might lean towards LinkedIn, which offers almost unlimited access to a tailored network of thought leaders and decision-makers. In addition to LinkedIn, platforms like Twitter/X, Facebook, and Instagram have also served as valuable tools for PR for architects and other professionals.
However, recent research from Competitive Advantage, in partnership with Refresh, reveals an interesting shift in the construction sector, particularly among architects. The Construction Media Index report delves deep into how architects are using communication channels, showing that YouTube is becoming an increasingly important platform for architects.
While only one in five architects currently use YouTube regularly for technical information, a staggering 63% use the platform for product information and ideas. Compared to alternatives like Vimeo, Slideshare, and Pinterest, YouTube stands out as the only platform to see its usage grow between 2021 and 2023. During this same period, there’s been a decline in traditional information exchanges, such as meetings and phone calls between architects and manufacturers.
This shift isn’t entirely surprising. Video content—especially with high-quality sound and closed captions—can be consumed virtually anywhere, at any time, on any device. At Refresh, we’ve witnessed the power of video firsthand. For example, our construction client, Etex, saw nearly 20k views on a docu-series we created, which highlighted their state-of-the-art, sustainability-led factory. Similarly, we helped Polypipe reach an audience of 100k through a video series called “A Question of Regs,” distilling over 100 pages of regulations into easily digestible content.
Despite the rapid evolution of social media platforms and their adoption of video publishing features, YouTube remains the top choice for architects seeking product information and inspiration. While platforms like Threads, Broadcasts, and Twitter/X continuously update their offerings, YouTube—despite being on the brink of its twentieth birthday—proves it’s far from fading.
Understanding how social media platforms like YouTube are evolving and influencing decision-makers in architecture is crucial for anyone involved in PR and influencer marketing in this sector. The research provides valuable insights into how architects are engaging with digital platforms, making it essential reading for professionals looking to stay ahead.
If you’d like to dive deeper into these insights and learn how we can help maximise your YouTube PR campaign for architects, get in touch!
In social media terms though, you’d be forgiven for thinking though that YouTube – still yet to hit it’s twentieth birthday – is thinking more about collecting its pension than growing its audience. Whether its Threads, Broadcasts, and the evolving iterations of Twitter/X, almost every site now has a video publishing function. But, amongst architects wanting to look for product information and inspiring ideas, YouTube is the leading platform of choice.
Navigating a rapidly evolving social media landscape is challenging but this research provides detail and clarity for anyone wanting to see how communication channels influence decision makers. It is a must-read.
For more insights from the research, get in touch and we can discuss how we can use it to maximise your campaign!