Communication in architecture and construction: the new role of Influencers

The new role of influencers in architecture and construction is that of technical communicators, brand prescribers and storytellers, humanizing complex processes through authentic content on social networks (TikTok, Instagram, LinkedIn). They act as bridges between brands, architects and the general public, documenting works, researching materials and educating on trends, which generates trust and loyalty. But is its educational and technical content? Influencers transform construction into an understandable and entertaining process, showing the fieldwork, “thinking out loud” and simplifying technicalities with a value narrative, a storytelling that instead of just showing the final result, they document the process, the “behind the scenes”, and share tips, which generates a closer connection with the audience. They are beginning to have an influence on the purchase decision and are key in the brand marketing strategy, facilitating the prescription of materials, products and tools through authentic recommendations at fairs and events, and promoting “instagrammable” spaces and materials. Figures focused on both interior design and raw work emerge, using visual platforms to show the technical and constructive quality, something that we did not have in our context until now…