Short answer: probably not as much as you think. Long answer: it depends on what you're trying to achieve and which platform you're talking about. I've watched tradesmen spend hours a week posting on Facebook and Instagram with zero to show for it, and I've seen others get real work from a single post.
Facebook still works for tradesmen
Facebook is where most tradesmen get the most value from social media, but not from their business page. The real value is in local community groups. Every town in Manchester has at least one "recommendations" group on Facebook where people ask for tradesman suggestions.
A decorator I worked with in Prestwich gets about 30% of his work from two Facebook groups. He doesn't post his own ads. He just answers questions helpfully when people ask about painting, and past customers tag him when someone asks for a decorator recommendation.
Instagram is good for certain trades
If your work is visual, Instagram can be worth it. Kitchen fitters, bathroom installers, landscapers, and decorators do well on Instagram because their finished work photographs well. If you're an electrician or a plumber, the work you do is often hidden behind walls and under floors.
A kitchen fitter in Didsbury posts photos of every completed kitchen. His Instagram has about 1,200 followers, but he gets about 2 enquiries a month from people who found him on Instagram. At an average job value of £8,000, that's a decent return for 20 minutes a week.
TikTok and YouTube: probably not worth your time
Creating good video content takes hours per week, and the conversion rate from follower to customer is low. If you enjoy making videos and have the time, go for it. But if you're choosing between spending an hour on TikTok or an hour sorting out your Google Business Profile, pick the Google profile every time.
Where social media doesn't help
Social media does not replace a website. It does not replace your Google Business Profile. It does not replace good reviews. These are the things that bring in enquiries when someone actively needs a tradesman.
I've met tradesmen who spend two hours a day on social media but haven't updated their website in three years and have 5 Google reviews. That's backwards.
A realistic social media plan
Here's what I'd suggest for most tradesmen. Spend 30 minutes a week on social media. Post one or two photos of recent work on Facebook. Upload the same photos to Instagram if your work is visual. Check your local recommendation groups once a day and respond to any relevant posts. That's it.
Don't try to be everywhere. Don't try to go viral. Just show up consistently with photos of real work.
If you want help working out where to focus your marketing efforts, give Martin a ring at SEO 4 Tradesmen. We'll look at your situation and tell you honestly where your time and money are best spent.