Floor content succeeds on three reliable currents. The first is satisfaction: the big machine’s first pass peeling back gray, an edger ring disappearing, stain gliding on in overlapping wipes, finish self-leveling under a raking light. These clips loop beautifully, require no narration and get pushed by the algorithms to audiences far outside your follower list. Film them by propping a phone at floor level — the low angle is the trade’s native cinematography and makes every clip look professional by accident.

The second current is transformation. Refinishing owns the most dramatic before-and-after in home services: the same room, the same boards, unrecognizable in sixty seconds. Homeowners share these with the caption “we thought we needed new floors,” which is word-of-mouth you could not script better. Always shoot the before — honestly, in bad light, scratches and all — because the uglier the start, the stronger the post.

The third is expertise. Most homeowners don’t know whether their floors can be saved, what species they’re standing on, or that stain color is even a choice. Plain-spoken education — can this floor be refinished, what water damage actually means, how oak takes stain differently than maple — makes you the company they trust before anyone has measured anything. A feed rotating satisfaction, transformation and expertise does the whole funnel’s work: strangers arrive for the sander, stay for the reveals, and call because you clearly know floors.

Anchor on the job arc. Each refinish is a ready-made series: the before walk-through with honest commentary, the first sanding pass, edging and detail work, the water-pop or stain application, finish coats, and the reveal — ideally with the homeowner’s reaction if they’re willing. Ten seconds per stage. Post stages as Stories through the job and the assembled arc as your weekly anchor reel, captioned with species, stain name, finish type and town.

Second: the stain decision. Homeowners agonize over stain color, which makes it perfect engagement content — film your sample board on the client’s actual floor with three options and ask the audience to vote. These posts earn comments all week, and comments push reach. The companion format, “what this floor looked like under four different stains we tested,” becomes a reference homeowners save and return to when their own project gets real.

Third: the save-or-replace verdict. Short videos assessing whether a floor can be refinished — deep pet stains, cupping, previous sand-throughs, water damage — answer the question that brings most customers to the phone in the first place. Be honest when the answer is replacement; the credibility compounds. Round out with gear and craft content (why you screen between coats, dust containment in action, the difference a pro machine makes versus the rental) and the occasional repair short — weaving in new boards to match old growth is quiet wizardry that non-tradespeople find astonishing.

A refinishing company’s social feed exists to produce estimate requests from homeowners within driving distance, so measure that first and hardest. Count weekly: DMs asking whether a floor can be saved or what a refinish runs, taps on your bio’s estimate link, and phone or form inquiries that mention a post. Those mentions are gold — log them. A simple running tally beats any dashboard for keeping you honest about whether the effort is converting.

Second-tier metrics guide content rather than judge it. Saves tell you which reveals and stain references homeowners are filing away for future projects — make more of whatever gets saved. Comments on stain-vote posts tell you engagement formats are working. Watch completion on your transformation reels too: if people bail before the reveal, tighten the edit and get to the payoff faster.

Geography is the quiet multiplier. Views from across the ocean are flattering and worthless; a modest local audience is a pipeline. Tag locations, name towns in captions, and when you check insights, look at where your engaged audience actually lives. Finally, instrument the business side: one “how did you hear about us?” question on every estimate, answers written down, reviewed quarterly. When “I saw the sanding video” starts appearing in that log, you’ll know the system pays. Reviewing everything weekly is painless if it’s consolidated — SocialBlaze’s analytics put all platforms on one screen, which keeps the Friday check-in to ten minutes.

A posting week drawn entirely from jobs in progress. Every item here is ten to sixty seconds of phone footage captured during natural pauses — batch the captions Monday and the week runs itself.

Week 1: Set the stage

Fix the shell before filling it. Rewrite the bio with your metro, your specialty and one differentiator — dustless sanding, custom stains — and put an estimate link in it that goes to the form, not the homepage. Add a photo-permission line to your estimate paperwork so every job’s reveal is pre-cleared. Then build the habit that powers everything: on every active job this week, prop the phone and capture three clips — a before pan, a sanding pass, a finish moment — into a shared folder. Post twice from the bank without fussing over perfection; a real sanding clip with a plain caption beats a polished nothing. Finish by following forty local feeder accounts — realtors, home inspectors, interior designers, general contractors, property managers — and commenting usefully. Realtors especially: refinished floors sell houses, and realtors who know your feed send steady pre-listing work.

Week 2: Publish the first full arc

Choose this week’s most dramatic job — the grayest, saddest floor on the schedule — and document every stage: before walk-through, first pass, edging, stain, finish coats, reveal from matching angles. Run the stages as daily Stories so followers live the suspense, then cut the complete before-to-after arc into one sixty-second reel for Friday. Caption it fully: species, stain name, finish, town, and one line of story — how old the floor is, what the owners feared. Keep Tuesday’s satisfying clip and Thursday’s education short running underneath. Reply to every comment and DM the same day; floor-saveability questions in your DMs are estimates in embryo, so answer them like it. Start the tally sheet: estimate requests, DMs, saves per post. The Friday reveal should give you your first clear signal of what this system can do.

Week 3: Add the expert on camera

Footage builds reach; a face builds the trust that closes estimates. Record two talking videos this week, one take each, on site. First: the money question — what refinishing costs and why the range is wide. Name the honest drivers: square footage, condition, stairs, stain work, finish choice. Second: the verdict video — walk a floor and assess it aloud. Can it be saved? What would you do? Homeowners watch these like medical consults for their house. Pin the better one to your profile. Post your first stain-vote on Saturday — three samples on a real floor — and watch what voting does to your comment counts. Start scheduling the whole week Monday morning in one sitting, and keep the tally sheet going. By now patterns should be visible: reveals and verdicts pull inquiries, satisfaction clips pull strangers.

Week 4: Review and systematize

Audit the month in one honest hour. Which posts produced estimate requests and saves? Almost certainly the transformation arcs, the verdict videos and the stain votes; almost certainly not any generic finished-floor photo with a thin caption. Build next month’s schedule from the winners: four before clips, four sanding or finish clips, four education shorts, four reveals, weekly stain votes, and one full job arc. Schedule it in a single sitting so posting never competes with sanding. Lock in the crew folder habit and the Monday scheduling ritual — those two routines are the entire system. Then count the quarter so far: inquiries that mentioned social, and jobs booked from them. One refinished main floor covers a year of this effort many times over, and now you have a written log proving where it came from. Keep the machine fed.