We feed on it constantly – the quick dopamine hits of visual inspiration delivered relentlessly through an endless scroll. A compelling detail, a walkthrough of a job site, a well-spoken breakdown of how someone solved a problem. We turn to social media not just for entertainment, but increasingly for insight and at times, guidance. These are architects, designers, builders – people who speak our language … but polished content doesn’t always equal sound advice. Sometimes what’s missing is just as important as what’s shown. Today, Andrew and I are looking at the value and risks of getting your professional perspective from your feed – because while social media isn’t inherently bad, there’s reason to be cautious about how much you trust what you see. Welcome to Episode 179: Is Half the Story Enough?
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Social Media’s Growing Influence jump to 6:53
Let’s not kid ourselves—if you’re in the architecture profession, or even just interested in design, you’re getting at least some of your information through social media. Probably more than you think. Whether it’s someone reviewing insulation details on Instagram or speed-running a concrete pour on TikTok, those platforms have quietly become the go-to source for design exposure. It’s no longer “I saw this in Architectural Record,” it’s “I saw this on my feed.”
The numbers back it up. For the first time ever, more Americans now get their news from social media than they do from television. And if you’re under 35, that number jumps even higher. This isn’t just about memes and dance trends – it’s about the stories we consume, the products we start to trust, and the methods we start to think are standard practice. And because this content is served to us through beautifully lit imagery and slick editing, we’re often convinced it’s legit before we even ask the first real question.
But here’s the uncomfortable part: most people admit they can’t always tell what’s real and what’s not. There’s hard data showing that false information spreads faster—and gets more engagement—than accurate content. That means the stuff we’re seeing most often is not necessarily the stuff we should be learning from. And if that sounds dramatic, consider this: the more you engage with that content, the more the algorithm gives you of the same. It’s not a conspiracy – it’s math. And it’s changing how people think design and construction work. So before we get into the pros and cons of architectural influencers, we’ve got to be honest about one thing: this is the new media landscape. And it’s up to us to figure out how to navigate it without getting duped by a good-looking thumbnail.
According to a recent Reuters Institute report, 54% of Americans now rely on social media for news, overtaking traditional television at 50% for the first time. That number jumps even higher—over 70%—when younger adults are singled out.
73% of Americans say they struggle to tell real from false information on social media false information spreads faster and wider across all topics, including design and DIY content. Research shows that fake news is 70% more likely to go viral than truthful posts.
Add in algorithmic echo chambers that keep feeding you more of what already hooked you, and what you’re watching might feel credible even when it isn’t true.
The Influencer Bear Trap jump to 17:59
There’s something oddly hypnotic about watching a perfectly edited reel of someone installing board-formed concrete or laying out a materials palette in golden-hour lighting. You scroll, you pause, you watch it again. Maybe you even share it with a coworker or save it for later. That moment—when you stop what you’re doing because something visually compelling just showed up on your feed – that’s the trap. It’s not accidental. It’s designed to grab your attention, hold it, and steer it toward some kind of outcome. Sometimes that’s awareness, sometimes it’s authority, and sometimes it’s just straight-up ad revenue.
And listen, not all of that is bad. There are creators who genuinely want to educate and share what they know, and some are using social media to grow their firms or build trust with clients. But you can’t look at a piece of content without considering why it was made and who it was made for. Is this post about showing off great work, or is it a carefully framed sales pitch? Is it about teaching something, or just flexing credentials?
I think about this stuff a lot, because I’ve been publishing online for over a decade. When I started writing the blog, I didn’t have any ads. Not because I was too principled – I just didn’t want to junk up the site with stuff that had nothing to do with architecture. It was a passion project. But when we launched the podcast, things changed. Hosting fees, production costs, time – suddenly it wasn’t just a creative outlet, it was an investment. And at some point, I got tired of covering those costs myself. So we brought in a very small and select group of sponsors. I don’t regret it, but it’s a good reminder: no one makes content at scale just for fun. There’s always a reason.
The Value of Architectural Influencers (Pro’s) jump to 29:53
Let’s give credit where it’s due – there are some truly talented people out there creating content that adds real value to the architecture and construction world. I’ve learned about products I hadn’t seen before, watched techniques being implemented that I never would have picked up from a manufacturer’s detail, and seen job site sequences explained in a way that even seasoned professionals would appreciate. When these creators take the time to explain why they’re doing something – not just what they’re doing – that’s when it gets interesting. That’s when it crosses over from eye candy into education.
There’s also something incredibly useful about seeing work out in the wild. As architects, we sometimes get caught in the bubble of our own process – our own details, our favorite specs. But when someone is out there sharing how they solved a problem, or why a particular installation detail worked better in one climate versus another, that can be a lightbulb moment. You’re getting exposed to new ideas, sometimes even better ways of doing things, and you didn’t have to sit through a manufacturer lunch-and-learn to get there.
And it’s not just technical. Good influencer content can also help normalize things like budget-conscious design, passive strategies, or materials that used to get a bad rap. If someone is using their platform to educate clients, raise the bar on craftsmanship, or just show what thoughtful design looks like outside of magazine spreads, I’m here for it. That kind of content isn’t just helpful – it’s needed. Especially if it helps elevate the overall quality of discourse in the profession.
Where Things Go Wrong (Con’s) jump to 38:26
The problem isn’t that influencers exist – it’s what happens when the content they’re putting out starts getting mistaken for reality. You’ve probably seen it: someone walks through a project like they’re giving a TED Talk, confidently explaining how they installed something faster, cheaper, and better than everyone else. But there’s no mention of the three failed attempts before they got it right, or the fact that it only works in that exact situation. There’s a curated perfection to it all, and the risk is that other people – clients, junior architects, contractors – start to believe that this is the standard.
Another red flag? When the algorithm starts shaping the design process. Suddenly, we’re seeing more and more projects where decisions are being made for the sake of content—dramatic reveals, flashy installs, things that look good in a six-second loop but fall apart under real-world conditions. And that’s not just frustrating – it’s dangerous. We work in an industry where liability is real, budgets are tight, and every line we draw is tied to someone’s money, safety, or future. If you’re mimicking something you saw on TikTok without verifying that it works in your climate, with your contractor, under your code – you’re gambling with more than just your reputation.
The final layer of this is about trust. A lot of influencer content is promotional – and again, that’s fine if it’s transparent. But too often, product placements are buried, affiliations aren’t disclosed, and what looks like a recommendation is really just a paid pitch. If you’re not careful, you end up following advice that’s more about margins than merit. That’s when things really go sideways.
How to Spot Expertise jump to 45:15
We are mistaking presentation for expertise. And I get it – when someone is walking through a job site confidently narrating the importance of a vapor barrier or holding up a new flashing tape like it’s an Oscar, it’s easy to assume they know what they’re talking about. But just because something looks good doesn’t mean it’s right. Or legal. Or even remotely buildable.
So here’s a framework I use – not a checklist of red flags, but more like a gut-check protocol for deciding whether someone’s worth listening to. First, start with credentials. Are they actually licensed? Do they list a firm, a project, or a built portfolio? If someone’s presenting themselves as an authority, there should be a paper trail. Second, watch how they talk about the why behind what they’re showing. Do they reference code? Physics? Real constraints? If every decision seems to hinge on aesthetics or speed, it’s probably designed for the algorithm, not the architect.
Third, pay attention to transparency. Are they promoting a product, and if so, is that relationship disclosed? A recommendation without context is just a commercial with better lighting. Fourth – and this is a big one – do they ever show what didn’t work? Mistakes, delays, callbacks, busted assumptions? If every project is frictionless, someone’s leaving out half the story. And finally, look at the comments. Not the fire emojis – the questions. If the creator is answering real technical questions with real answers, that tells you a lot more than their follower count ever will.
Bottom line: It’s okay to be inspired by great content. But if you’re going to take advice from the internet and apply it to a real-world building with real clients, real budgets, and real liability—do your homework. Not all influencers are experts, and not all experts are good influencers. Know the difference.
Hypothetical jump to 55:49
Try to pick between to things when the main objective to select the one the isn’t the worst option can make for an interesting discussion. Since both options are bad, this becomes an exercise in finding the loopholes.
Would you rather always have wet hair, or wet socks?
Like a lot of these questions, Andrew and I do not have the same selection … but based on your thought process and tolerance for an almost unlimited number of scenarios, which one would you choose?
Ep 179: Is Half the Story Enough?
The architecture and construction industries are increasingly shaped by what shows up in our feeds—quick tips, polished walkthroughs, and confident commentary that can feel just as credible as a set of stamped drawings. But with that constant stream of content comes a new kind of risk: mistaking clarity for completeness. While some influencers bring real insight to the table, others blur the line between experience and performance. Hopefully in today’s discussion, you will re-evaluate what you’re really seeing, questioning why it was shared, and learning how to tell the difference between helpful guidance and a well-lit shortcut.
Cheers,
“Special thanks to our sponsor Construction Specialties, maker of architectural building products designed to master the movement of buildings, people, and natural elements. Construction Specialties has been creating inspired solutions for a more “intelligently built” environment since 1948. Visit Mastering Movement dot net to learn more.”
Here is the PS section I said in the post of people I trust and who are helpful and professional in the content they share. These aren’t the only people, but these are the ones that I either mention or refer to in a positive manner. It might be of some value for me to put together a more complete list.
ArchiMarathon
Steve Baczek
Building Science Fight Club
The Donnies
NS Builders