IT’S becoming apparent how much social media is growing among businesses. Many companies are spending their marketing budgets across social media platforms with paid adverts and more online presence. However, it’s not only social media accounts which are on the rise. We’re also seeing the increase of forums and groups being created, allowing different industries to come together through online communications – the tiling industry is not short of these forums. In this month’s issue of TSJ, we speak to Sam Hoffman, founder of the Tilers Community Group, as well as Matthew Taylor, founder of the Tilers World Talk group, about the importance of these groups and why they feel there’s a need for them in today’s online world.
Sam Hoffman, founder of Tilers Community Group
Q: Why do you think social media is important for businesses?
A: Social media is arguably the biggest audience available for small businesses trying to gain advertising at no cost. Companies of all sizes use social media platforms to reach their consumers due to the audience numbers. With many potential customers on social media platforms, having a business page with a portfolio of work has provided many tilers with work leads.
Private groups like Tilers Community that are closed to public and are trade only, prove beneficial for manufacturers, retailers and tilers, and gives them the opportunity to engage directly. This provides a safe area to discuss technical questions and advice, something a tiler wouldn’t want to post on their business page for potential customers to see.
Social media provides many benefits for tiling businesses at no cost and I’d highly advise all companies to use it.
Q: What inspired you to start your tiling group and what has contributed most to its success?
A: There are other Facebook groups for tiling, that were great for socialising and networking before Tilers Community, which set the blueprints but weren’t quite achieving what I felt was missing in the industry, which were training opportunities and direct engagement between companies and tile fixers.
The industry felt splintered into two sides: manufacturers on one side and tile fixers on the other. I saw this opportunity and wanted tilers to gain a stronger position in the industry and form relationships between both. The members are what make the group today – without them there’s no group.
The admin team that’s grown with the group has been a huge part in its growth. To add, the early founders of Tilers Community who believed in what we wanted to achieve from the very start are the biggest contributors to its success.
Pro Tiler Tools was also a huge support, by backing members with exclusive prices but also offered its full support on anything we needed – the company was a big advocate for the group.
UltraTile, Dural, and Amber Underfloor Heating also partnered with the group in its early formation when others wouldn’t, without these four, following companies would never have joined.
Q: How has social media changed the way tilers and businesses connect within the industry?
A: Different social media platforms provide various ways of connecting. For example, Instagram and TikTok is more of an advertising platform and where you’d find individual influencers.
However, what we’ve achieved on Facebook is created a group where its members are the influencers, while also partnering with manufacturers and companies who’ve also become influencers to tilers.
Being able to connect directly to manufacturers has given tile fixers a direct contact for technical support and also accountability from companies.
Free training days, exclusive group buying prices, technical teams, site visits and tool demonstrations before buying are some of the ways tilers and companies now connect in Tilers Community. We find a quicker resolve to any issues for tilers compared to before the group’s formation.
Q: What type of posts or content tend to get the most engagement in your group?
A: Posts of tilers work that’s of very high quality is always popular, as are posts showing failed jobs. Also, competition posts, new product releases and training events always prove to be popular too.
Any post that’s discussing a technical subject always create lots of engagement. With many products in the marketplace and varying companies able to offer alternative solutions, there’s always debates on what options to go for.
Q: Have you noticed any key trends in what tilers are sharing or discussing online lately?
A: Underfloor heating seems to be a product that has gained a larger presence in the tiling industry and is utilised more in the marketplace by consumers. It’s also discussed in more detail than in previous years – varying from technical questions and what type of system people are using etc.
LVT and wall panels are common topics as they seem to have placed strain on the tiling sector. Unfortunately, we’re also seeing many failed jobs being posted where tilers are having to completely remove failed attempts by trades that aren’t tilers.
Q: What advice would you give to other tradespeople looking to build a strong online presence?
A: Engaging posts and posting regularly always keeps you active and viewed. Be yourself – focus on your own path and goals and let your genuine personality shine through. Doing a good job and always looking to improve is key as well as having integrity, respect to others and loyalty to brands you like to use. You’ll be shown loyalty back by them as a brand ambassador and a genuine user of their products.
UltraTile for example have created an UltraTiler rewards scheme for regular users of its products and Nicholls and Clarke recently took some loyal trade customers to visit tile factories in Portugal on an all expenses paid trip.
We see many influencers who’re clearly just paid salesmen using a different product each week. Their influential path eventually comes to an end, and they’re replaced by another influencer. It’s happened many times before and will happen many times again.
Matthew Taylor, founder of Tilers World Talk Group
Q: What inspired you to start your tiling group and what has contributed most to its success?
A: I set up the Tilers World Talk Group to help get clear, practical information out to the wider industry, so tilers at every level can share knowledge and learn from one another. It also acts as a hub for technical advice. As surprising as it sounds, many people attend courses but still don’t fully understand the technical details, and I’ve had countless tilers ring me directly for guidance. I always do my best to help, but the group allows that information to be shared openly so others can benefit too. Sometimes tilers don’t do their homework, and this gives them a reliable place to refer to.
Another big part of the group is testing and discussing new products. I’m always keen to try new solutions because if there’s an easier or better way of doing something, why wouldn’t you use it? Over the years, people have asked me about products they’ve seen me use, how they perform and whether they’re worth trying. Many tilers can be wary of change, so sharing real-world experience helps give them the confidence to move forward. I’ve seen this firsthand with products like Montolit when it first came into the UK, and through my close work with TileRite, whose products I use regularly.
Ultimately, the group’s success comes down to the people in it – the followers who engage, interact and contribute, and who make it a genuine community rather than just another social media page.
Q: Why do you think social media is important for businesses?
A: It’s a form of free advertising for any company to have a social media account. Our time isn’t free to go on it, however it’s free to create and post.
Q: How has social media changed the way tilers and businesses connect within the industry?
A: These days, many tilers work closely with companies to showcase products in real working environments, and in return, tilers often get the chance to trial new products and systems. It’s a two-way relationship that benefits both sides.
Without social media, I wouldn’t be aware of many products or know how to use them properly, especially when they’re new to the market. In the past, you’d often have to wait for a trade show to see a product demonstrated. If there wasn’t one coming up, that could mean months before you really understood how something worked. Now, a product can be launched and demonstrated online the same day. That’s where social media is so powerful – the information is instant. You can see how something works, share it with another tiler straight away, and start conversations about it immediately. Because of that speed, tilers are learning about quality products much faster, which helps businesses but also allows tilers to develop and refine their craft.
I also use social media to show every part of the process, from preparation right through to the finished job. I don’t hide anything. Some tilers only post final shots, and while they look good, it often leaves you wondering how they got there – how it was boarded, what products were used, and what steps were taken along the way. By showing the full process, it helps other tilers learn, and it also helps clients understand exactly what I do. When I’m on a job and someone isn’t sure about the process, I can simply scroll through my videos and show them step by step what’s been done on previous projects. Everything is there, open and transparent.
Q: What type of posts or content tend to get the most engagement in your group?
A: The posts that tend to get the most engagement are those showing more advanced or ‘fancier’ products and techniques – like mitred edges and detailed elements that some tilers may not feel completely confident fitting or using. Many watch this type of content to learn, and demonstration videos in particular gain strong traction.
High-quality work always draws attention. Tilers respect good craftsmanship, especially on jobs where the setting-out isn’t straightforward. When people can see the time, skill and effort that’s gone into a piece of work, the engagement usually reflects that, with positive comments.
You do sometimes see content online that’s designed purely to provoke a reaction or attract negative comments – although that’s not something I do on my group. Overall, engagement tends to come from all angles: the good, the bad and the beautiful.
Q: Have you noticed any key trends in what tilers are sharing or discussing online lately?
A: A lot of the discussion online is around resin work and mitred details – both areas that continue to grow in popularity as tilers look to push their skillsets and offer more refined finishes.
It’s also interesting to see how attitudes have changed over time. A few years ago, when clips and levelling systems came out, people were on the fence about it. Today, they’re now part of your everyday installation and are talked about from a positive perspective, because people have come to terms with using them. The problem is that tiles are worse quality now than they were 10 years ago – they’re coming into this country bent, misshaped and poor quality. It made them harder to install, so clips were developed to address the issue. In many ways they’ve been a godsend. Without them, many installations today would suffer from lipping and uneven finishes.
Q: What advice would you give to other tradespeople looking to build a strong online presence?
A: If you’re starting out as a sole trader, get yourself set up online straight away. Create Facebook and Instagram accounts to showcase your work and set up a Google business profile so you can start collecting reviews. Don’t be afraid to ask customers for feedback – sometimes you’ve got to be a bit cheeky. Once you start posting, you’re visible from day one. Even one enquiry makes it worthwhile.
The key is consistency. Post regularly, use relevant hashtags for your trade and location, and consider simple giveaways to build your following. Everyone starts somewhere.
Tilers Community Group • Tilerscommunity@gmail.com
Tilers World Talk Page • matthewtaylor85@hotmail.co.uk • www.matthewtaylortilingservices.co.uk
