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Social Media Strategy for Makers

In this episode of The Handcrafted Podcast, Paul breaks down how makers can approach social media without the overwhelm. He shares practical strategies rooted in his own experience growing Philadelphia Table Company to 25K+ followers—using Instagram and TikTok not just to gain likes, but to attract real clients. Paul emphasizes that social platforms should act as your “online gallery” and brand validator, helping you connect with the right audience—designers, clients, and collaborators—rather than just other makers. He also offers a framework for creating consistent, manageable content that aligns with your business goals. Takeaways: Think of social media as your gallery. Show finished work in a consistent, branded style that validates your craftsmanship and business. Post for clients, not peers. Avoid tutorials aimed at other makers; focus on visuals and storytelling that appeal to buyers. Capture every piece fully. Invest time in photographing and filming from multiple angles—you can create weeks of content from a single project. Consistency beats volume. Start small (2–3 posts per week plus daily stories) and build sustainable habits. Leverage video. Walkaround videos with voiceovers or shop tours perform well on both Instagram and TikTok. Engage socially. Comment, like, and connect with designers and potential clients; social media is a networking tool, not just a showcase. Be strategic with timing. Experiment with posting when competition is lower (like Saturday mornings). Protect your mindset. Narrow your feed if comparison drains you, and remember growth is slow but steady—social media is a long game.