I am always scanning the horizon for shifts that impact kitchen and bath professionals like us, and one trend is impossible to ignore. Google searches for social media marketing have surged by 514% compared to last year – and that’s not just a passing trend. It’s a wake-up call.  
But this is not about chasing likes or going viral. It is about strategically connecting with the right people – the ones who will pick up the phone, visit your showroom and sign a contract.
A few years ago, a cabinetmaker told me his clients used to bring in rough napkin sketches of their dream kitchens. Today, they arrive with TikTok videos and Instagram posts. That shift is why social media marketing has become an urgent priority.
Homeowners are no longer waiting until they visit a showroom to explore design ideas. They are scrolling through kitchens and bathrooms on Instagram, watching installation videos on YouTube and following influencers on TikTok for recommendations. 
“The companies that show up consistently on social media are the ones getting noticed and booked.”
Modern consumers are not just looking for inspiration. They are researching brands, comparing reviews and seeking validation before deciding. This shift means that your business must be present where potential clients are searching. If your work is not appearing in their feeds or search results, they are discovering and hiring your competitors instead.
It’s important to note that the kitchen and bath industry is no longer just about craftsmanship. It is about visibility. Every remodeler, designer and manufacturer is competing for attention online. The companies that show up consistently on social media are the ones getting noticed and booked.
Social media companies are businesses, too. Meta, which owns Facebook and Instagram, has been steadily reducing organic reach to push businesses toward paid advertising. Five years ago, a business page post could reach a significant portion of its followers. Today, unless boosted with ad dollars, that same post may reach only a small fraction of them.
Meanwhile, TikTok’s uncertain future in the U.S. adds another layer of complexity. If ByteDance sells the platform, the algorithm may not be included in the deal. This would force a shift toward ad-driven models similar to Meta. That means organic reach will become even more challenging, making strategy more important than ever.  The businesses that adapt will be the ones that invest wisely in both organic and paid social media efforts while focusing on content that attracts, educates and converts.
Many businesses outsource social media to a marketing agency or an in-house team member, but how do you know if it is actually working? Avoid getting caught up in vanity metrics such as likes and reach. Instead, track real engagement and conversions that translate into business growth.
The Key Performance Indicators that matter include:
Building an online presence is a steady intentional process. To stay top of mind:
Remember, smart spending beats mass spending. Social media platforms encourage businesses to cast a wide net, but a more effective strategy is to target local homeowners, niche markets and industry-specific audiences.
And engagement is just as crucial as posting. Social media is not just a broadcast tool. It is a conversation.
There are things you shouldn’t do as a company when it comes to social media as well. Some businesses try shortcuts, like buying followers or engagement. Fake likes do not hire you. Worse, social media algorithms may misinterpret those fake interactions, pushing your content to the wrong audience. Focus on genuine interactions that lead to real business opportunities.
Many business owners try to juggle social media on top of everything else, and they burn out fast. The solution is to delegate. Whether to an in-house employee or an external expert, hand over social media to someone who understands your brand and audience.
This 514% surge in social media marketing searches is not just noise. It is an opportunity. Your customers are online, actively searching for the services you offer.
Forget the gimmicks. Tell your story. Speak to your ideal clients. Track real engagement. And watch your business grow.
Denise Grothouse has an extensive background in international business, branding and marketing. She specializes in digital and social platforms and integrating them with traditional marketing and branding strategies in the kitchen and bath industry. She is the founder of Perfect Six Marketing and serves on the Leadership Council for the National Small Business Association.

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