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Marketing Corner

  Marketing Corner with Nhi Doan: How We Do Social Media at AWCI Australia

Hi everyone!

I’m Nhi Doan, and welcome to this edition of Marketing Corner. Today I’m pulling back the curtain on how we do social media at AWCI Australia — and more importantly, how you can apply the same principles to your own business.

Our content works because we don’t overthink it. We focus on people, movement, real stories and real work. Here’s how we do it — and why it works.

2. Tag, Tag, Tag – Build the Network

One of the most powerful (and underused) tools in social media is tagging.

At AWCI Australia, we always tag:

  • Contractors
  • Apprentices
  • Suppliers
  • Sponsors
  • Builders
  • Event locations

Why? Because every tag expands reach. When you tag someone, your post enters their network too — and people love resharing content that features them.

📌 It’s not just content — it’s community.

1. Reels Rule – Motion Wins Attention

Almost everything we post at AWCI Australia is a reel.

Why? Because short-form video performs best across every platform. Instagram, Facebook, TikTok — even LinkedIn now favours video. Movement stops the scroll. Still images don’t.

That doesn’t mean you need fancy gear or editing software. Some of our best-performing content is filmed on a phone, on-site, in real time.

What works well for tradies:

  • Apprentices working on site
  • Before-and-after wall or ceiling shots
  • Time-lapse installs
  • Tool setups
  • Finishing details
  • On-site moments (not staged, just real)

Pro Tip:

  • Keep videos 12–25 seconds. Show movement. Cut quickly. Don’t over-explain. Let the visuals do the talking.
  • If nothing moves — people scroll past.

Member Tip:

If you worked with a builder, supplier or apprentice on a project — tag them. It strengthens relationships and increases visibility for everyone involved.

3. Real People, Real Projects, Real Diversity

Our industry is diverse — different ages, backgrounds, career stages and pathways. That’s a strength, not a marketing risk.

At AWCI Australia, we feature real people, not stock images or staged photos. Apprentices. Tradespeople. Supervisors. Business owners. Women, men, young starters and seasoned professionals.

Representation matters. And authenticity builds trust.

Tip for members:

Use trending sounds on Instagram and TikTok. You don’t need to talk — just let the visuals and music carry the message.

Good captions include:

  • A short hook
  • A clear message
  • A call to action (tag, comment, share)

💬 If the caption feels boring to write — it’s probably boring to read.

4. Sound Matters More Than You Think

We don’t use boring background music.

We choose sounds that match the mood:

  • Energetic for competitions
  • Calm for craftsmanship
  • Dramatic for reveals
  • Fun for behind-the-scenes moments

Sound creates emotion. Emotion drives engagement.

At AWCI Australia, we even use our own signature sound at times — a powerful way to reinforce brand recognition.

🎵 Sound = emotion. Emotion = engagement.

For your business:

  • Show your team
  • Show apprentices learning
  • Show pride in workmanship
  • Show progress, not perfection

People don’t connect with logos — they connect with people.

5. Fresh Words, Every Time

No copy-paste captions. Ever.

At AWCI, every post has custom words that suit the moment. We write how our members speak — direct, practical, positive and proud of the trade.

A strong caption:

  • Stops the scroll
  • Adds context
  • Encourages engagement