Sebastian Tenius in front of his mobile motorcycle workshop. (Photo: © Olivia Lenz)
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July 1, 2025
Chatter is part of the trade. It's only logical that tradespeople are increasingly using social media channels to draw attention to their trade or business.
Which platform is best suited to a company's needs depends largely on the target audience. TikTok or Instagram can be good platforms for recruiting trainees or new employees . However, those aiming to reach a more affluent clientele for home renovations are better off using Facebook or Instagram.
Sebastian Tenius, a master motorcycle mechanic from Ingolstadt, started his own mobile motorcycle repair shop two years ago . With over ten years of experience in the repair industry, he repeatedly observed the same scenario: A customer makes an appointment. On the day of the appointment, it's pouring rain. The customer can't be picked up after dropping off their bike. "That gave me the idea for my business model," says Tenius, who has since been driving to customers' locations in a fully equipped workshop truck and repairing their bikes on site.
He regularly posts on Instagram and Facebook when he's out visiting clients. He also shares his experiences with tricky repair challenges with his followers. This solidifies his reputation as a competent expert who knows his craft inside and out. The young entrepreneur mostly posts videos in which he talks about his daily work with a touch of humor . "For me, it's primarily free advertising placed by the algorithm," he says. He believes in embracing imperfections and a bit of ugliness, as he wants to remain authentic . Tenius recalls: "Sometimes I have something special, like a classic car on the workbench, and I can explain the technical aspects. That's an 'aha' moment for my followers, which they then reciprocate." He says this has led to many evenings of interaction with his followers.
The style of communication on social media can vary greatly depending on the target audience . Quick, easily digestible videos are more suitable for a younger audience. So-called carousel posts, which allow users to swipe left to see more images, are well-suited to introducing a topic with the first image and then fleshing it out with further photos. This is particularly useful, for example, when documenting renovation work in the construction and building sector in more detail.
Operations management
Operations management
Operations management
Generating interest and thereby attracting new employees or customers: That's the goal of many companies that use social media. A consistent visual identity creates brand recognition and thus a brand . This can be achieved through a consistently similar image layout, a specific color scheme, or the use of a uniform font. It's important that the posts can be quickly and visually attributed to the sender, but don't appear too uniform. If everything looks exactly the same, users lose interest in consuming the posts . Sebastian Tenius relies on a personal approach in his videos. Anyone visiting his channel immediately recognizes his beaming face and his typical, humorous, and tongue-in-cheek way of addressing his viewers. "My channel reaches people who are interested in my topics: motorcycles, workshops, and craftsmanship," says Tenius. Many of his customer contacts have come about through Facebook and Instagram . "This has even given me connections to communities and leading experts whom I can ask for help when I'm stuck on something."
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This is what you should pay attention to in your social media presence!
✔️ Clarify image rights . Anyone depicted in photos or videos should be asked for their consent beforehand. This also applies to employees. Companies should also obtain permission from property owners for photos of construction sites. Never download photos from the internet without permission! Suitable images can also be purchased from image databases for a small fee.
✔️ Valid legal notice : A valid legal notice with data protection information must be displayed at the top of the social media profile.
✔️ Information and bullet points in your profile : Your profile should also include some further information about your business. On Facebook, you can also include details such as opening hours, address, and phone number.
✔️ Only those who like, will be liked ! Look for profiles that interest you on social media platforms, follow them, and like their posts. Because: Only those who like, will be liked!
Facebook : The original. The platform for everyone, 24,5 million users in Germany.
TikTok : The newcomer, short vertical videos, 21,8 million users in Germany
LinkedIn : Online professional network, platform for business contacts, 21 million users in Germany
Instagram : The all-rounder, a platform for everyone with photos, videos and short formats, 31,3 million users in Germany
X (formerly Twitter) : short and fast, a platform for journalists and opinion leaders, 21,6 million users in Germany
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