What the *** Is a Tradie Influencer?

Every time I tell friends or family about one of my latest social media campaigns featuring tradie influencers, I get the same confused look and the inevitable question: What the *** is a tradie influencer?

The term tends to invite scepticism, as people picture hard-hatted builders or plumbers and can’t quite imagine them in the same sentence as an ‘influencer’. This initial confusion is understandable; after all, ‘tradie’ (slang for tradesperson) and ‘influencer’ aren’t couplings we’re used to seeing.

Yet, in my experience working with brands like Screwfix, I’ve seen firsthand that tradie influencers are very real and incredibly effective, especially when it comes to consumer trust and engagement. In fact, they represent a huge untapped opportunity in the marketing world – one that’s poised to boom for those savvy enough to get on board early.

What (and Who) are Tradie Influencers?

Let’s clear this up. ‘Tradie influencer’ is the name given for skilled tradespeople – think electricians, carpenters, plumbers, mechanics, builders, painters, and the like – who have garnered a following online by sharing content rooted in their everyday work.
What most have in common, is that these folks didn’t set out to become influencers. Unlike the typical Instagram makeup artist or YouTube vlogger who carefully cultivates a personal brand from the beginning, tradie influencers tend to come by their followings organically, as a byproduct of sharing their craft.

But what does tradie influencer content look like? Often, it’s raw, hands-on, and highly engaging – like @thepoolguy on TikTok who amassed millions of followers by showcasing oddly satisfying pool cleaning processes. And he’s not alone. From painters (like @charlottedecorator) to bricklayers (like @brickingit1, who also share with their audience the moments of fun they have on site) and pretty much everything in between, many tradespeople are finding large audiences who enjoy and trust their content.

They’re not slick lifestyle gurus hawking the latest trend; they’re professionals who do this for a living. That sets them apart. What’s more, their followers aren’t made up of or limited to just fans – often they’re fellow tradespeople, DIY enthusiasts, or homeowners who appreciate real-life expertise.

A Goldmine for Brands

Despite the growing number of tradespeople becoming part-time content creators, influencer marketing in the trade is still remarkably underutilised. Consider that a recent survey found 93% of UK tradespeople use social media to promote their businesses, primarily on Facebook (58%), Instagram (39%), YouTube (33%), and TikTok (31%)​.

Nearly half of all jobs now come through social media, yet influencer marketing remains overwhelmingly dominated by fashion, beauty, and fitness – not the trades.

With influencer marketing projected to exceed $22 billion by 2025, the tradie influencer market is wide open and ripe for early adopters.

They’re Not Just Influencers…They’re Experts!

Why should brands care about tradie influencers? It all comes down to trust. In industries like construction, electrical work, and plumbing, credibility is essential because consumers rely on expert advice with very real-world stakes. Recommendations from experienced tradespeople carry far more weight than celebrity endorsements, with 83% of consumers preferring advice from knowledgeable professionals over typical influencers.

Partnering with tradie influencers offers brands built-in trust, authentic engagement, and minimal competition (for now) – all critical advantages in a market where expertise so clearly drives consumer decision-making, and trust is harder than ever to come by.

It’s a goldmine hiding in plain sight.