Influencers and leading figures in Advanced Architecture and Construction 4.0

The new role of influencers in architecture and construction is that of technical communicators, brand ambassadors and storytellers, capable of humanizing complex processes through authentic content on social media (TikTok, Instagram, LinkedIn, YouTube). They act as a bridge between brands, architects and the public, documenting projects, researching materials and informing about trends, generating trust and loyalty. But are their contents really educational and technical? Influencers transform the construction industry into an understandable and engaging process, showcasing work on site, “thinking out loud,” and simplifying technical jargon with valuable narratives. Instead of just showing the end result, they document the process, the “behind the scenes,” and share tips, creating a closer connection with the audience. They are starting to influence purchasing decisions and are key to brands’ marketing strategies, making it easier to recommend materials, products and tools through authentic advice at trade shows and events, and promoting “Instagrammable” spaces and materials. Figures are emerging who focus on both interior design and construction, using visual platforms to showcase technical and structural quality – something we haven’t seen in our context before…