Social media has long been a go-to for residential technology brands and integration firms looking to connect with trade partners, industry peers, and customers. But, as consumer sentiment shows signs of shifting, brands and businesses should take time to consider where and how they engage online. The good news? There are more options than ever, each catering to different audiences and content styles. The bad news? Each requires time, resources, and the right talent to execute it efficiently. Here’s a quick rundown of social media platforms to consider in 2025 and some ideas on how you might maximize them.
LinkedIn: The Must-Have B2B Hub
LinkedIn remains the gold standard for B2B marketing, networking, and thought leadership. Integrators, manufacturers, and industry insiders use it to share case studies, product launches, and expert insights, making it a prime platform for business development.
Pro tip: Prioritize long-form posts, industry analysis, and engaging video content that showcases your team’s expertise. Commenting on posts from key trade partners, associations, and influencers helps expand your reach organically.
Instagram: Visual Storytelling That Sells
Instagram continues to be a powerhouse for B2C engagement. It’s the ideal space to showcase high-end smart home projects, sleek AV installations, and behind-the-scenes glimpses of your work. Consumers and trade professionals turn to Instagram for inspiration, making it a perfect platform for brands that want to highlight aesthetics and functionality. Just make sure you have approval to use images, cite locations, and always provide attribution for relevant parties.
Pro tip: In addition to posts, use Reels to highlight installation transformations, customer testimonials, or product demos. Also, leverage Instagram Stories for quick updates, industry event coverage, and engaging polls to keep your audience involved.
Also by Katye McGregor Bennett: Crafting a Compelling Story to Drive Leads
Facebook: A Necessary Evil?
Let’s be honest — Facebook has lost favor with many users due to its increasingly divisive political landscape and posts with content from unknown sources. That said, it remains a strong tool for community engagement, local business visibility, and direct consumer interaction. Many residential tech brands and integration firms still maintain a presence for customer service purposes and to reach older demographics who haven’t migrated elsewhere.
Pro tip: If you’re staying on Facebook, focus on Facebook Groups or Communities rather than standard business pages. Private or industry-focused groups foster better discussions and filter out much of the noise that plagues public posts.
X: Industry and Event News
Despite its challenges (rebrands, controversy, and shifting algorithms), X — formerly known as Twitter — remains a useful platform for real-time industry updates and event discussions. The audience here is largely industry professionals and tech enthusiasts rather than direct consumers.
Pro tip: Use X strategically to participate in industry hashtags (like #SmartHome or #AVTweeps), share quick insights, and interact with brands, attendees, and event organizers.
YouTube: The Ultimate Video Powerhouse
Video is king, and YouTube remains one of the best platforms for long and short-form content that educates and engages. From product reviews to installation tutorials, this is where you can build deep trust with both industry professionals and consumers alike.
Pro tip: Don’t just post — optimize. Use clear titles, strong descriptions, and strategic tags to ensure your videos reach the right audience. YouTube Shorts are also an excellent way to repurpose content from Instagram or TikTok for quick-hitting engagement.
Bluesky: The New Frontier?
Bluesky is gaining traction among users looking for a cleaner, less algorithm-driven experience. While it’s still in its early stages, professionals are starting to explore its potential as a more controlled and engaged alternative to X. Its ultimate role in our channel remains to be seen but I’m scoping it out. Connect with me there if you’re in the same boat. Here’s a link to my profile. (P.S. Residential Systems is on there, too.)
Pro tip: If you’re an early adopter, start by securing your company handle and experimenting with industry discussions. You never know, Bluesky could emerge as an excellent space for more focused, less chaotic networking, but it will take time.
Also by Katye McGregor Bennett: Preparing Your Team for On-Camera Success
Other Platforms to Consider
- TikTok – Younger demographics and DIY tech enthusiasts are highly active here. Short, snappy content about smart home features could perform well. Don’t be fooled, TikTok takes time and resources to do well, and it requires a steady stream of assets. If you can’t commit to all of this and more, this likely will not produce fruit for your brand.
- Reddit – Industry-specific subreddits can be valuable for brand awareness and technical discussions.
Choosing the Right Mix
There’s no one-size-fits-all approach to social media, but it is worth taking stock of the audience and content strengths on each platform. If your focus is on high-end design integration, Instagram will showcase your work beautifully. If you’re looking for B2B growth, LinkedIn and YouTube should be priorities. If you want to stay ahead of the curve, Bluesky is worth exploring. If you have resources with time, talent, and the ability to manage a lot of visual content that stays on-brand, TikTok could be worth a look.
At the end of the day, the key to social media success isn’t just where you post—it’s how you engage. Platforms will change, and trends will shift, but brands that focus on genuine storytelling, industry insights, and meaningful connections will always stand out.
Need help developing your content strategy? Drop me a line. I’m here to help! [email protected]
