Custom glass has a perception problem: most homeowners don’t know your trade exists until they need it. They assume showers come from big-box kits and mirrors come framed off a shelf, and the idea that a local shop will measure, fabricate, and install glass cut to their exact out-of-plumb walls is genuinely news to them. That makes your social media job different from most trades — you’re not just competing for known demand, you’re creating it by showing people a category of service they didn’t know they could buy.

The content that does this is the install itself. A frameless shower panel is heavy, precise, and unforgiving, and watching one settle perfectly onto its hinges communicates expertise no caption could. Mirror installs have the same magnetism — the lift, the set, the moment a room doubles in light. Film these honestly, narrate one detail about what makes the fit right, and you’ve demonstrated the difference between your work and a kit from a warehouse aisle.

The second thing that works is owning both of your audiences at once. Homeowners drive the remodel work — showers, mirrors, glass railings, tabletops — and they decide visually, far in advance. But property managers and business owners drive the emergency and storefront work, and they decide in a panic at 6 a.m. Post for both: aspirational transformations for the first group, calm-under-pressure repair content for the second, with your service area and response promise stated plainly.

Lead with the shower enclosure reveal, the genre’s anchor. Film the bathroom before — the dated framed slider or the curtain — then the finished frameless enclosure flooded with light. Shoot both from the doorway, same angle, because the comparison is the content. Homeowners planning remodels save these posts by the dozen, and a save is a future phone call. Caption with the glass spec in plain English: thickness, hardware finish, and the fact that it was measured and cut for this exact space.

Behind the reveal, show the journey. The measure appointment where you template around tile that isn’t square. The fabrication moments in the shop — cutting, polishing an edge, drilling for hardware. The install’s tensest beat: a heavy panel finding plumb. This measure-to-install arc is your price justification on film; nobody who’s watched it asks why custom costs more than a kit. Mirror work gets the same treatment — gym walls, vanity runs, antique-mirror backsplashes — plus the pure spectacle of large-panel handling.

Round out the calendar with the practical library: what to do when a storefront pane shatters at night, how foggy double-pane windows actually fail, shower glass care that prevents hard-water etching, the difference between tempered and laminated and why it matters for safety. These answer real searches, serve both audiences, and quietly establish that your shop is where glass questions get answered in your town.

Glass content can travel far beyond your service area — a great panel-lift clip entertains viewers who will never buy from you — so measure local intent, not raw reach. The numbers that matter: profile visits, taps on your quote link, saves on transformation posts, and DMs or comments that mention an actual space. Saves deserve special attention in this niche, because shower and mirror projects are planned months ahead; a homeowner saving your enclosure reveal in February is scheduling your June.

Split your tracking by audience. Residential signals look like saves, “how much would this cost?” comments, and quote-form fills. Commercial signals look different — follows from property-management and restaurant accounts, DMs about response times, a board-up post getting shared in a local business group. Both funnels end at the same phone, so make “how did you hear about us?” a standard intake question and log the answers somewhere more durable than memory.

Review monthly, not daily, and give it a season — remodel decisions gestate slowly. In the review, compare your three pillars: installs, transformations, and craft or education. Whichever drives the most profile actions earns a bigger share of next month’s calendar. The SocialBlaze social media scheduler’s cross-platform analytics make this a ten-minute read instead of four separate app spelunking sessions: one view of what worked everywhere, then schedule the next month accordingly.

A realistic week for a shop running installs most days. Everything is captured in spare minutes on site or in the shop, then scheduled in one Sunday sitting so a chaotic install week can’t silence the account.

Week 1: Foundation

Build the storefront before inviting traffic. Rewrite the bio to say what you make, where you work, and what to do next — a free quote link in bio. Gather your existing proof: phone photos of past enclosures and mirrors, reviews worth quoting, the shop itself. Post three times: a reintroduction explaining who you are and what you’ll be sharing, your best existing transformation as a before-and-after, and one shop clip — an edge polish or a cut — to establish the craft angle. Start the capture habit immediately: every measure appointment and install this week gets thirty seconds of phone footage, even if you don’t post it yet. Follow thirty local accounts: remodelers, tile setters, interior designers, realtors, property managers. Their projects need your glass, and their comment sections are warm introductions.

Week 2: The install engine

Make the before-set-after arc your default. Assign whoever runs the measure appointment to film the before from the doorway, and whoever leads the install to catch the set and the reveal from the same angle. That’s one complete Reel per job with zero extra site time. Post two install videos this week plus your first education clip — answer the question you hear most, probably “why does custom cost more than a kit?” — filmed in sixty seconds at the shop. Batch everything into a Sunday scheduling session. Begin replying to every comment within a day; when someone asks what a project like yours costs, answer with the honest factors and an invitation to DM measurements, because that exchange is visible selling.

Week 3: Two audiences, two proofs

Split the week deliberately. For homeowners: ask your happiest recent shower or mirror customer for thirty seconds on camera next to the finished work, or their written review laid over footage of the project — post it with their town. For the commercial audience: tell one storefront story — the call, the board-up, the new pane — framed around response time and calm, and state your emergency line in the caption. Run your first interactive story, a hardware-finish poll or a “which mirror wall?” this-or-that, to teach the algorithm your followers engage. Keep Monday’s reveal rhythm going. By week’s end, check which pillar — installs, education, or craft — is driving profile visits and saves, because week four doubles down on it.

Week 4: Systemize and double down

Convert the month into a machine. One Sunday session: load the month’s clips into SocialBlaze, queue two weeks ahead, and fix the weekly skeleton — reveal Monday, education Tuesday, craft Wednesday, mirror Thursday, commercial Friday. Then read the numbers like a job ticket: which posts drove quote-link taps and saves, which audience grew faster, what time slots performed. Cut the weakest format and give its slot to the strongest. Make “how did you hear about us?” a standard intake question on every call and quote form. Finally, plan next month’s anchor pieces against the install calendar — the biggest enclosure job gets full measure-to-reveal treatment, and the explainer library grows by four. The account now runs on rails the trade schedule can’t derail.