A survey of 501 UK small businesses and tradespeople by insurance provider Markel Direct has found that 84% of respondents generate work through social media. The figure is high enough to suggest that social media has crossed from optional marketing tool to standard practice for UK trades, even if the platforms and approaches used vary significantly.
What the research found
The Markel Direct study focused on how UK tradespeople and small businesses use social media to market their services. The headline finding, that 84 out of every 100 people surveyed use social media to bring in work, reflects how thoroughly the category has embedded itself alongside traditional methods like word of mouth and Google searches.
The research did not specify which platforms drive the most work, but the pattern across the trades sector broadly follows a consistent picture: before-and-after photography on Instagram generates enquiries for finishing trades such as tiling, plastering and painting; Facebook Marketplace and local groups drive leads for general builders and handymen; and TikTok is increasingly where younger tradespeople build a public profile that converts to enquiries over time.
What it means for trades who are not on social media
The corollary of 84% using social media to get work is that 16% do not, and the question for that group is whether they are losing work to competitors who do. In densely populated areas where multiple tradespeople compete for the same domestic customers, visibility in local Facebook groups or a portfolio of finished work on Instagram can be the deciding factor when a customer chooses who to call.
For trades who rely entirely on word of mouth and established customer relationships, the immediate competitive pressure may be lower. For newer entrants to a trade or someone building a business in a new area, the 84% figure suggests that social media is no longer a competitive advantage but a baseline expectation.
Practical considerations
Maintaining a credible social media presence takes time that comes out of the working day. For a busy sole trader, every hour spent posting and responding is an hour not on tools. The tradespeople who see the best return from social media tend to be disciplined about what they post (finished work, not process), consistent in frequency, and focused on one or two platforms rather than spreading effort across many.
Public liability insurance and business interruption cover remain relevant regardless of how work is sourced. Markel Direct, as the research sponsor, provides insurance products to this market, and the study should be read in that context.