The best social media strategy for kitchen builder marketing uses two types of content: wide content to reach large audiences and deep content to attract people who are actively considering a new kitchen. Wide content creates reach and brand awareness, while deep content builds trust and helps turn potential kitchen buyers into customers.
How to sell kitchens using social media?
You actually should not try to directly sell your kitchens on social media. I know that sounds weird but if you do you will never go viral. If you never go viral, then you will only reach a minuscule amount of viewers. So to sell kitchens on social media, you need to create wide and deep content.
To get as many views as possible you need to create wide content that a LOT of people find interesting. And then to convert some of them, you need to create deep content that only buyers would be interested in.
Think of it like fishing. A fishing rod catches a few fish at a time. A fishing net catches much more. The net also catches some things you do not want, but it gives you access to a much larger pool of potential customers. Social media works in a similar way. Wide content is the net. Deep content is the filter.
Wide vs Deep content
Wide content is the one that will go viral. It is about topics like history, customs, etc. This content gets more views, likes, comments and shares but most of the people that see it will not be interested in buying a kitchen. They are just looking for entertainment.
Deep content talks about specific parts of your product like “Which oven to choose in 2026” or “Should you choose a modular or a bespoke kitchen”. These videos are made to find the buyers from your audience. On these videos you can add a call to action but usually there is no need for it,
To increase your sales from social media you need to create both types of content. If you only have wide content, you will go viral but you won’t increase sales. If you only have deep content, you will never reach anyone and it won’t increase sales either.
How to create content that increases sales?
Creating educational content is usually the easiest route to go as you are an industry expert and can talk for hours about your products. The only catch is that you NEED to make it interesting for regular people. The easiest way to do this is to create both wide content that will go viral and deep content that will give buyers information that they are looking for.
Here are three ideas for creating viral content around your kitchen brand:
- History: People LOVE learning about why things are the way they are today. So creating content around how we ended up with the modern refrigerator or the evolution of the oven, will most likely go viral in the kitchen niche.
- Customs: Talking about customs can get people a bit riled up. That will get you more comments and through that your video will be shown to more people. You can share historical customs like:
- The modern apartment kitchen was designed by Margarete Schütte-Lihotzky a 100 years ago for busy women.
- In the 16th century dogs used to cook their owners’ food. There was even a special breed for that called Canis vertigus.
- Interesting facts: People also love finding out facts that they can share with their friends in conversation. So you can easily create content sharing fact like:
- Kitchens used to be hidden away in homes
- Early fridges cost more than a car
- In the 1700s pineapples cost as much as a horse so they were a status symbol on display in rich peoples kitchens.
Deep content should help the viewer answer a question about buying a kitchen. This will filter out all the non buyers so the video will get less views but the viewers that watch it are more likely to convert into buyers.
Here are three ideas for creating deep content around your kitchen brand:
- Buying instructions: People who are actively seeking to buy a new kitchen will be interested in content about which oven to choose, what is the best way to create the work triangle and so on.
- Before & after: Most kitchen builders already post their before and after photos but you should also create videos around that. These types of posts help create a lot of trust around your brand.
- Mistakes to avoid: Share common mistakes people make while designing their dream kitchen.
So do not try and sell your kitchens in every video or you will be stuck in the 200 views per video trap forever. Create content that people find interesting and you will reach a lot of people. To turn them into buyers you just have to create videos around the questions that buyers are having.
Social media content plan for kitchen builders
I usually recommend posting at least 3 times a week. If you have more time than posting daily is the best way to go but if not, then 3 times a week is enough.
Here’s how I usually structure the monthly content plan for kitchen builders:
Week 1: Wide content
- Post about the history of kitchens
- Post about the customs around kitchens
- Post about an interesting fact around kitchens
Week 2: Deep content
- Post giving buying instructions
- Post showing a before and after story
- Post about a mistake to avoid while designing a kitchen
Week 3: Wide content
- Post about the history of kitchens
- Post about the customs around kitchens
- Post about an interesting fact around kitchens
Week 4: Deep content
- Post giving buying instructions
- Post showing a before and after story
- Post about a mistake to avoid while designing a kitchen
This way you will reach a lot of people but you will also get the buyers to interact with your brand. The buyers pyramid suggests that 3% of people are active buyers at any given time. If we didn’t make content for them then they would buy from someone else. However, if we only focused on them, then we would lose the other 97% of people who are not ready to buy yet.
Frequently Asked Questions:
What is the best social media platform for kitchen businesses?
Instagram, TikTok, Facebook and Pinterest can all work for kitchen businesses. The best platform depends on where your target customers spend their time. Instagram and Pinterest are particularly useful for visual kitchen inspiration, while TikTok can be effective for reaching new audiences with educational and entertaining content.
How do you market a kitchen business on social media?
The best approach is to combine wide and deep content. Wide content is designed to reach a large audience through interesting or entertaining topics. Deep content answers specific questions that potential kitchen buyers have about design, materials, appliances, layouts and purchasing decisions.
What should a kitchen builder post on social media?
Kitchen builders should post a mixture of educational content, kitchen design tips, before-and-after projects, buying guides, common mistakes, customer stories, behind-the-scenes content and entertaining kitchen-related topics.
How often should a kitchen business post on social media?
A good starting point is three posts per week. If you have the resources to create high-quality content more frequently, you can post more often. Consistency and content quality are generally more important than simply increasing the number of posts.
Should kitchen businesses sell directly on social media?
Not in every post. Constantly promoting your products can make your content less interesting to people who aren’t currently shopping for a kitchen. A better strategy is to use social media to attract attention, educate potential buyers and build trust, while using selected posts and calls to action to generate inquiries.
What is wide content in kitchen marketing?
Wide content is social media content designed to appeal to a broad audience, including people who aren’t currently planning to buy a kitchen. Examples include kitchen history, unusual kitchen traditions and interesting facts. Its primary goal is reach and awareness.
What is deep content in kitchen marketing?
Deep content answers specific questions that people ask when they are considering buying or designing a kitchen. Examples include kitchen buying guides, layout advice, appliance comparisons, storage tips and mistakes to avoid. Deep content generally reaches fewer people but can attract more qualified potential customers.
What type of kitchen content gets the most views?
There is no single type of content that will always get the most views. However, entertaining, surprising, educational and highly relatable content tends to have broader appeal than content that is purely promotional. For kitchen businesses, history, unusual facts, myths and strong opinions can be good starting points for wide content.
How can social media increase kitchen sales?
Social media can increase kitchen sales by helping a business reach new audiences, demonstrate expertise, build trust and stay familiar to potential customers throughout a long buying journey. Wide content creates awareness, while deep content helps identify and educate people who are considering buying a kitchen.
Is social media enough to market a kitchen business?
Social media should usually be one part of a broader kitchen marketing strategy. SEO, paid advertising, landing pages, lead magnets, email nurture and fast follow-up can work together with social media to turn attention into qualified kitchen inquiries and sales.