Huber Engineered Woods: Building an Instagram Community for Two Distinct Brands, AdvanTech and ZIP System

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Huber Engineered Woods: Building an Instagram Community for Two Distinct Brands, AdvanTech and ZIP System

Trade Love Brand Building & Remodeling Creative Campaign & Content Development

In order to reinforce its reputation with building pros, Huber Engineered Woods (Huber) sought to foster community and develop an industry-leading presence on social media.

Project Overview

What We Did

Grounded in anecdotal research, our team explored expanded communication and brand outreach through social channels to reach builders where they are most active digitally on and off the jobsite. Instagram provided the ideal solution: a platform to cultivate community and create diverse content reaching builders, architects and contractors.


Since 2018, @huberwood has garnered:

  • 6,114.7%

    audience growth

  • 35,100+

    current followers

  • 134,597+


  • 28,980,977+


Developing an Engaging Content Strategy

Our team discovered what matters most to builders through community engagement and turned that knowledge into shared content. As a result, Huber’s Instagram platform serves both as a product education and customer service hub for the brand by featuring product tips, how-to videos and tech team Q&As.

Engaging Directly with the Community

Huber’s authentic and transparent approach to community management provides a direct support line for their followers and the online builder community. There’s a team of real people behind the @huberwood handle, answering questions and commenting on posts while also following up individually via direct message in a way that supports a strong brand-to-follower relationship.

Fostering Influencer Relations & Partnerships

Key voices in the builder community have elevated the delivery of content to new audiences. Through video series including the AdvanTech A-game campaign and influencer partnerships with industry leaders, Huber highlights real builders who put their products to the test, day after day.

Promoting & Launching the Annual Best of Social Awards

The annual Best of Social Awards brings together followers from coast to coast to recognize individuals who inspire, entertain and educate through their social media presence. With the help of host and influencer Matt Risinger, builders are recognized in categories from “flashiest flashing” to “most likely to have their own reality show” based on their social media activities throughout the year. In just three years, Best of Social has grown from a casual meet-up to an entirely produced awards show, drawing hundreds of builders in attendance at the International Builders Show each year, both in-person and virtually.