The Digital Apprenticeship Podcast

Instagram Marketing and Reels with Tommy (@AussieToolGuy)

November 10, 2020 Stephanie Trinder Digital Marketer and Digital Marketing Consultant Season 1 Episode 15
The Digital Apprenticeship Podcast
Instagram Marketing and Reels with Tommy (@AussieToolGuy)
Show Notes Transcript

Today I'm chatting to Tommy (@aussietoolguy), known for his popular tool reviews on Instagram.

Tommy has grown a community of over 11,000 engaged followers and most recently has had huge success with Instagram Reels, reaching over 240,000 viewers. 

In today's show, Tommy shares his experience and approach to Instagram marketing  including:

  • The impact social media has had on his carpentry business
  • How he became sponsored by Trade Tools
  • His tips for creating Instagram Reels for your trade business


WANT TO CONNECT WITH TOMMY?  Instagram: https://www.instagram.com/aussietoolguy/

WANT TO CONNECT WITH ME? Website: www.thedigitalapprenticeship.com.au Instagram: www.instagram.com/thedigitalapprenticeship

WANT MORE? Download my free ebook, The Digital Marketing Cheat Sheet for tradies here http://www.thedigitalapprenticeship.com.au/ebook

SHOW NOTES (including a blog post of this episode and all links and resources) can be found here https://www.thedigitalapprenticeship.com.au/15

HOW TO SUPPORT THE SHOW:

  • Write a review- it would mean the world to me
  • Subscribe so you never miss an episode
  • Screenshot as you listen and share to your social media and tag me so I can repost

Stephanie Trinder:

Today I'm chatting to Tommy (@aussietoolguy), known for his popular tool reviews on Instagram.

In this guest interview, Tommy shares his experience and approach to Instagram marketing including Instagram Reels. 

Tommy has grown a community of over 11,000 engaged followers and most recently has had huge success with Instagram Reels, reaching over 240,000 viewers. 

If Instagram marketing is a part of your strategy, or if you've been wondering how to create reels for your trade business, tune in.

Hey, Tommy, for the listeners who don't already know, could you tell us a little bit about who you are and what you do?

Tommy:

Okay. So, I am a tradie. I'm a carpenter by trade and, yeah, I've got a Instagram profile, @AussieToolGuy, which I showcase content with tools on the job site, and I review tools. It's fun.

Stephanie Trinder:

And you do it so well.

Tommy:

Yeah, no, it's gone pretty good. It's just something I just kind of picked up from seeing just the interesting tools. And, basically, I was on YouTube searching up different tools that were coming out and whatnot, and a lot of it was American, and I kind of thought, "Hey, I might give this a go, a bit more of Australian perspective," and yeah, just kind of dabbled with all the tools I've got. A bit of a self-confessed tool addict so I've got a lot of tools and, yeah. I like taking pictures of the few I've got and just to start showcasing on some videos and now some reels about different-

Stephanie Trinder:

Yeah, I love it.

Tommy:

Yes, and different content on that. So, yeah, it's just fun. Yeah.

Stephanie Trinder:

Yeah. You must have a lot of tools and you must really love what you do because I had a little bit of a look through your profile, and from the very first photo you posted on Instagram, which was back in January 2019, #stalker, you have always been reviewing tools for, yeah, the last 12 months. Was that your first introduction to Instagram, a year ago? Have you only been doing this for a year?

Tommy:

Yeah, basically, I don't have too much to do with social outside this. I never really have been. I'm not probably one to put myself out there too much. I guess, like I said, I was just a bit of a nerd for the tools and I kind of was always YouTubing different tools that I'd might want to purchase. And it was all American and I kind of found out, like my partner's got Instagram and I jumped on one time and I seen a photo of all these are tools and I was like, "Wow, that's really cool." And, yeah, just kind of thought, "I'm going to give this a go." So, yeah, just kind of jumped on, and created @AussieToolGuy. And I did have some inspiration from a few people in the country, but I thought I wasn't getting the perspective of an Australian tradie point of view. So, I thought, "I'm going to just kind of throw my two cents in," and yeah, it's just kind of snowballed from there.

Stephanie Trinder:

Absolutely. It's a shame that the Australian trade industry doesn't seem to be as heavily advertised or promoted across social media, but the international guys, they have crazy reach and just such, yeah, strong followings. There's really nothing quite like that in Australia. So, I love seeing people like yourself really giving it a go and getting some really great results that will inspire the rest of the industry to do the same. And, yeah, hopefully, today on the show you can share some more insights into exactly how you do what you do and, hopefully, share some tips with the audience too. But before we go down that road, obviously, you've just been doing the Instagram stuff for the last 12 months, but you've been running a business, I would imagine, for quite some time now. So, yeah, tell us about that. When did you start your carpentry business?

Tommy:

Okay. So, I started my apprenticeship, wow, way back in 2005, I think it was. I left school and, yeah, my old man was a builder and a carpenter and so, basically, I grew up in the environment and the trade industry. And I kind of thought I wanted to make some money, jumped onto that, and I did my apprenticeship and finished that. And I was like, "Right." I worked really hard, and I kind of went bang, "I must go travel." I kind of worked around, traveled a bit. Yeah. So kind of did a bit of that.

Tommy:

And then I kind of come back and, basically, I've done a few different things. I started subcontracting as a carpenter, and then I kind of got into a few different industries. I started doing vehicle manufacturing for a bit. I was fitting out motor homes, and end up doing ambulances, and fire trucks, and buses for a little bit. The market kind of went down a bit in the residential housing sector, I think, back in like... I think it was 2010, '11, might of been '12, and I could see it so I jumped onto that and I end up doing another trade. I did my cabinetmaking trade. So, I kind of picked that up because I was doing all these internal fit-outs and, yeah, kind of added that to the-

Stephanie Trinder:

To the tool belt.

Tommy:

Yeah, to the tool belt, basically. After that, I've kind of jumped back on and I was, yeah, I've been subbing ever since.

Stephanie Trinder:

Wow, Tommy. I would never have known.

Tommy:

Yeah. So, yeah, and I love the trade industry. I love being a carpenter. Yeah, I guess it's just who I am, really.

Stephanie Trinder:

It sounds like that. And when you traveled, were you doing carpentry stuff as well, or were you just doing a bit of everything?

Tommy:

Yeah, it was mainly carpentry stuff. I basically got a bit of a hook up with one of my cousins who had a job and I went up and I was up in... Funny enough, I was working on Hamilton Island, It was a pretty cool gig. I was up there for 10 months working on the big marina up there. Yeah. Yeah, that was a fun experience. Young guy, just a bit of fun, working-

Stephanie Trinder:

Yeah, living the dream.

Tommy:

Yeah, it was living the dream, yeah.

Stephanie Trinder:

It's so good. So, since starting your social media journey 12 months ago, has that made any difference to your business, to the leads that you get, or the amount of work that you get?

Tommy:

A little bit, yeah, a little bit. I have had a little bit of work through that. I must admit I do keep the @AussieToolGuy kind of for the tools kind of thing, in that respect. But, yeah, it definitely has benefited me. I always get a lot of messages saying about work and where you're at. It's funny, I've had a few people around the country say, "Oh, are you in Melbourne? Come work for us. We'd love to have @AussieToolGuy on the job site." I'm on the Gold Coast at Burleigh Heads. It's a pretty nice spot.

Stephanie Trinder:

Yeah, lucky you.

Tommy:

Yeah. I do live that kind of beach lifestyle and surfing and stuff like that too, away from the tools. So, it's good to kind of get away, I guess, with my Instagram, in a sense. It's around the trade and carpentry in a sense, but it is heavily focused on the tools. Yeah. Look, there's been some fantastic opportunities come up through doing this and, yeah. And I guess, the end of the day, I do have the passion for I guess just sharing little simple things like photos and I guess doing my tool reviews and, yeah. I've even started doing, I guess, the reels, which is kind of a bit of a story there with how that kind of all come about.

Stephanie Trinder:

Oh, do tell. Spill the beans.

Tommy:

Okay. So, basically with the Reels, it's very similar to TikTok, a different platform. And I did dabble with that a while ago. I knew that was kind of an upcoming thing and I was building the @AussieToolGuy page up, and a few people said to me about the TikTok. But when I did kind of get on there, I did make a couple of videos, but it just kind of... I don't know. It was just a different crowd, a different scene than what I was into. When I jumped on, it was basically teenage girls and boys doing those dances. And I was like, "I don't think this is my kind of ally where I could share my content," but I did like the concept. I did like the concept.

Tommy:

Yeah, so then Reels was something that come up with Instagram, and I kind of went, "Wow, I could kind of really showcase content on that, like short, sharp videos, reaching a huge audience." 

Stephanie Trinder:

I think that’s an important point that you made Tommy. The hype around Instagram Reels at the moment is due to the huge number of views and reach they’re getting, however the reach is global. It’s not localised to your service area, so if local leads and work is your objective, your energy is better spent elsewhere. However, if you’re jumping on the Reels bandwagon because it’s a creative outlet, you want to have fun with it and try something new or deliver a new and interesting way for your existing followers to consume your content, then by all means give it a go. Just remember to keep your objectives in mind before getting caught up in new social media features and tactics. 

Tommy:

Yeah, it's just a bit of fun, I think. It's informative but fun at the same time. I do like the practical, informative videos with my reviews that I do. But with the reels, it's a little bit, as you've seen on some of the videos, a bit more fun, a bit more kind of quick, straight to the point, trying to get a message across in a short time. Yeah, but keeping it a bit lighthearted at the same time.

Stephanie Trinder:

Yeah. I love your Reels. And I think you do, I'm not sure if you do it on purpose, but you do a lot of the best practice that someone like myself would recommend others do when creating a reel for themselves.

Tommy:

Yup.

Stephanie Trinder:

And like you said, they are so creative and I love that aspect of them as well. I feel like a very creative process because you can make them look good, and you can add music, and you can make them interesting, and it is a really creative process. So, I love that part of it too. One thing I noticed about yours is that they are super short. How long do you usually record the reels for? Do you have a preferred time or is it kind of just what feels right in the moment?

Tommy:

Well, when it first started, I think it was only 15 seconds, like the original TikTok. I mean, basically, you're trying to tell, with what how I do it anyway, you're trying to get a message across or try and tell a story, basically, in this short 15-second period, using a good audio track that really kind of might relate to the clip, and also having dialogue in there at the same time in different parts, trying to, I guess, tell a bit of a story and try and get information across in a short 15-second period.

Stephanie Trinder:

Yeah. You only have their attention for so long.

Tommy:

But then it is increased to 30 seconds. It's been kind of a godsend too because you can kind of lengthen those videos and, basically, get more content out there, more, I guess, visual content on the tools or whatever I'm doing. And then, obviously, the dialogue and the music will play longer. So, it really just, I guess it ties in. I guess the ones that I've done, I do kind of edit it to an extent. Like I said, I'm trying to tell a story or trying to get a point across with a bit of music, with dialogue. But some guys, people with the Reels, just like a real raw video and it's just showing something over that 30-second, 15-seconds period.

Stephanie Trinder:

Yeah. They're so accessible. Anyone can do them. You don't need to be a video pro. They can be extremely raw and extremely authentic. And they're the ones that tend to do the best because they're interesting and they have character. And I think, yeah, you really shine because a lot of your character does come through in the videos and they are so Australian, they're so Aussie. I love it.

Tommy:

That's the thing is that with how I do stuff, I kind of say for myself as a person, I guess I'm pretty reserved with a lot of stuff. I don't share too much personal stuff on there. And I really do keep it at the tools but, at the same time, my personality does shine through some of these reels because I guess it's a little bit more lighthearted compared to if I was to do a bit more serious with the reviews because I guess when I started the page, it was all about giving my opinion as a tradie, as someone who's been doing it for a while now. And I wanted to kind of keep that 100% professional. So, it is kind of with the reels, that's still got that professional aspect to it. It's just a little bit lighthearted, and like I said, I throw a few Australian slang words in there, here and there.

Stephanie Trinder:

That's exactly how I would describe Reels, is short, creative lighthearted videos. And for the listeners who aren't sure what Reels are or if you don't have the update because you haven't bothered updating your Instagram application, it's a feature that's in your Story menu, and you have the option to create 15 to 30-second videos. So, that's what we're talking about today. And to give you an idea of the reach, Tommy has a reel here that has reached 248,000 people. And he's got a few others here, 171,000, 114,000. So, if you haven't already seen them and you're interested in creating reels, I definitely suggest you jump on Tommy's Insta. It's @AussieToolGuy, and have a look at what he's doing because like we said, they're short, they're simple, and anyone can do them, and any industry can do them too. It's not just the construction industry and it's not just for those sexy industries like fashion or lifestyle. You really can mold them to suit your niche. So, don't be shy. Get on board.

Tommy:

Definitely.

Stephanie Trinder:

I wanted to mention too, Tommy, a few other things that you do. You use hashtags.

Tommy:

Yeah, I do. I basically keep it... Similar, I think there's a maximum, I think...

Stephanie Trinder:

30?

Tommy:

I think it's 30? Yeah. So, I just try and use as many as I can just to really spread the content out, I guess, so it gets that reach.

Stephanie Trinder:

Yeah. And do you use ones that are relevant to the reel as well?

Tommy:

Exactly.

Stephanie Trinder:

So, yeah, if you're reviewing a DEWALT tool, you'll use DEWALT hashtags and hashtags that are relevant to that tool.

Tommy:

Yeah, definitely. I mean, hashtags are huge. It's probably something I did learn early on how that did work. For example, if I was to use a DEWALT tool, I would hashtag DEWALT. And DEWALT is a very popular brand in America so when I did place a photo or video, I would get great response because I knew it was a popular brand over there. So, I was getting a lot of, I guess, likes and feedback from people in the States. But, same thing, it was relevant to what I was doing. There's a lot of popular, I guess, hashtags, like example love, that it'll get lost in translation, if that makes sense.

Stephanie Trinder:

Yep, definitely because it's being used so often that if someone was to use Instagram as a search engine, for example, so they go into the search box within Instagram, they're typing in love, and they go to that hashtag, there are literally millions and millions and millions of images that have used that hashtag. So, by the time you've used it yourself, your image is now at the bottom of the pile because so many people have come in after you and used that hashtag. So, what the listeners need to do when thinking about their hashtag strategy is thinking about Instagram as a search engine and having a think about what people will be typing in that search box to find your content. So, what are they going to be searching to find your reel? Are they looking up a tool? Are they wanting more information about how to do something? And then using that knowledge to create a hashtag strategy and making sure it is relevant to the content that you're producing.

Tommy:

Definitely.

Stephanie Trinder:

Has your following grown quite a lot since doing reels?

Tommy:

Yeah, I would say that's the biggest thing with reels is that you're really hitting a wider audience, I think, whether you're hashtagging or not. I think that algorithm, I mean, I'm not too versed in or how that all works. I wouldn't say I do it to try and gain followers. If people like what I do, that's a bonus. I think that's the thing is if I've got any suggestion, I think, for people, it's more the fact that with your content, if you're chasing the followers, I think it's got to come natural. I think if you've got really great content and people love it, they love it. I do get a bit strategic. Like, my page is pretty colorful with different types of tools and brands and whatnot.

Tommy:

For an example, if I post something with a Milwaukee tool and that's the red color brand, I'm not going to go three photos or videos in a row with Milwaukee. I'm going to switch it up.

Stephanie Trinder:

Yeah, right.

Tommy:

Yeah, like I said, I've been commented on the past with like, "Oh, your page is very vibrant. It's colorful." I use a few different tool brands, so it does. I do kind of sync a little bit so it's not just like all yellow, all red all the time. I do mix it up.

Stephanie Trinder:

Yeah. I appreciate that. I like an aesthetically pleasing Instagram page. And I think too, by looking colorful, you're not pigeonholing yourself into any one brand because I could imagine that if you're always posting about the one brand, then people might think that you're associated to that company.

Tommy:

Yes. Yeah, definitely. I know there's a lot of guys, see, with the tools, right, the general consensus is if you invest in a particular brand, like a Milwaukee or DEWALT or Makita, you're really investing in that brand. It's a huge investment. There's thousands of dollars you're probably outlaying. So, you're going to keep continuing with that brand. I mean, for myself personally, I kind of have a bit of an addiction to tools so I really do have a couple of different tool brands I have and I would purchase and stuff like that. So, I guess I've got a few different brands I've bought over the years that I just kind of keep adding to in those different platforms, and so I do have a huge tool collection, I guess.

Stephanie Trinder:

Tommy, can I ask you, how did your partnership with TradeTools start?

Tommy:

Yeah. I do associate with a lot of companies now. But, at the start, see, I didn't realize any of this. I didn't kind of know that there was, I guess, this influencer kind of a thing that people were doing. I was very naive to that. It was more just posting the photos and content that I liked. So, I was approached by TradeTools early on. Yeah, just basically, they were like, "Listen, we really like what you're doing. We want to associate ourselves with you." And I was like, "Oh, okay," because I was a regular customer too, being in Queensland, which TradeTools is based. I think they've got about 18 stores around Queensland. So, they're huge up here. Yeah, so it was kind of started like that with creating content and, yeah, sharing their content. And I guess that assimilation with the tools, between myself and TradeTools was, yeah, it was a natural kind of a progression. Yeah. It's been a great partnership in a sense for, yeah, nearly ever since I really started. So, yeah.

Stephanie Trinder:

Awesome.

Tommy:

Great company.

Stephanie Trinder:

Do you think that the collaboration with them has helped you to grow as well? Do they share your content?

Tommy:

Yeah, definitely. They're always sharing my content. Yeah, which is, I guess for their audience, yeah, obviously, it's going to kind of...

Stephanie Trinder:

They'd love that. Yeah. They'd love your videos and your content, for sure.

Tommy:

Yeah, they do. Yeah.

Stephanie Trinder:

Yeah. Thanks for that, Tommy. I'll loop you back to Reels now. So, in addition to using relevant hashtags and music, as well as making the content interesting and capturing the viewers' attention quickly, is there any other advice that you would suggest to the listeners?

Tommy:

I guess trying to make the video content as high quality as possible is huge.

Stephanie Trinder:

Yeah, yeah.

Tommy:

It's something that like you said, you can't win everyone over, that's for sure. I think I've got to stick to my guns, I guess, and I just produce content. The stuff I put out there is what I like to see kind of thing as well. So, I'm always following guys who are producing similar stuff, kind of thing.

Stephanie Trinder:

A couple of things that have stood out to me, Tommy, is your perspective. I love that you're not oversharing or you feel like you don't need to go into the crooks of your life and share that to create a connection between you and your followers. Because a lot of people think that that's what social media is about, is about investing all of their time and showing everyone every aspect of their life. But it really doesn't have to be like that. And I think you are such a great example of that because you are so niche in your content, and you don't overshare, and you don't really share too much about your lifestyle outside of your work. And here you are with such a great community of followers who are so engaged with what you're doing, despite not showing every aspect of your life. I think that's refreshing.

Tommy:

Yeah. I guess it's kind of like I said, I guess, for myself, it's not something I've, like I said, I've never had the Instagram before personally. I don't share a lot of personal stuff. I do share the odd picture of my kids or what I might be doing but the page is very trade, tool focused. I like those high-quality images of the tools and stuff like that. I guess it's just what I like to see. So, it's what I like to share.

Stephanie Trinder:

I like that too. I think as well in today's environment, there really is no other way. You really do need to be producing high-quality content because you're in an environment where everyone else is now, so poor quality stands out.

Tommy:

Yes. It can. 100%. But the one point I will make is that if I like it, I'll put it up there. There's no holding back in that regard. There's no fear or anything like that of what people may think because some people do get caught up in that, you know?

Stephanie Trinder:

Oh, for sure. And whether you know it or not, Tommy, that is your strategic advantage because you are just being yourself, and everyone else is trying to be like each other.

Tommy:

Yes. I've been pretty lucky. I haven't really had too much negative feedback. And my whole perception, I think, with it has that the positive always outweighs the negative, and I think you can only get better, especially with a business. I have a lot of guys who are carpenters and builders, and they're putting the content out there, and some people ask me for my advice, and I say, "Well, just keep getting your content out there. It only can be positive rather than negative," if that makes sense. You know?

Stephanie Trinder:

Yeah. And even when there is hate, it's never, like you said, it's never the majority. It's always a minority and yeah. It would be a shame to let a minority stop or prevent you from doing something that you love and, yeah, being creative and sharing your passion.

Tommy:

Well, that's it. And definitely, like I said, even in a business side of it, producing what you're doing workwise, builders, and carpenters, and plumbers, sparkies, whatever, the good always outweighs the negative, if that makes sense. You're only going to increase your outreach to clients and future clients, if that makes sense. So, that's how I see it anyway, you know?

Stephanie Trinder:

Yeah. I agree with you. I think this is a good segue, Tommy, into a question that I like to ask all of my guests, and that is if you could teach one thing about digital marketing, or online business, or social media to apprentices, if you could put one thing on the curriculum, what would it be?

Tommy:

Look, as an apprentice, for apprentices, I guess, at the start, you really got to put your phone down a bit and learn. That's the thing. I think you've got to earn and learn the start, and then you can go your way. I think that's a big part of it. Yeah. Head down, get into it, and earn your stripes, basically, and come out the other side as a tradesman, not a guy with tools who is a... You know what I mean is master that craft and, in the end, the fruits will come with work, and so you can back your skills up with marketing yourself because you've earned it. You've learned it.

Stephanie Trinder:

I think that's great advice because you will always have your craft. You will always have your skillset and be able to build upon that. But social media, as amazing as it is, and as many opportunities as it provides, it's always going to be changing, whereas you own your skillset. That's on you and you can control that. But you can't control social media and you can't control the algorithm. So, I think definitely putting your energy into your craft first is such great advice.

Tommy:

Yeah, 100%. I mean I can only use that from my point of view and perspective. It's hard because you see a lot of the tradies, as you say, the professionalism and the skills and the crafts, it's dying a little bit, the little things, with some of the next generation because there was a lot of potential. There's going to be a huge gap for the young people coming through, and you just hope that they're carrying on some of the tradition and the professionalism about being a tradesman and getting the job done right.

Stephanie Trinder:

I love that. Thanks for sharing, Tommy. Before you leave, could you tell the listeners where they can find you?

Tommy:

Okay. So, it's @AussieToolGuy on Instagram. Yeah, that's my page, and it's all around the trade and the tools. So, if you like it, give it a follow and, yeah, join in on the fun. Doing it on the Reels. Watch the Reels. We've got a couple more coming too.

Stephanie Trinder:

Awesome. They're so cool. You guys definitely have to check out Tommy's reels and get a little bit of inspo from his page and the content that he produces because he is living, breathing proof of the reach and engagement that Reels are providing at the moment, and it's going to be short-lived because Instagram is really pushing Reels. It really wants people to get on board them. So, the reach is kind of limitless at the moment. So, if you do want to get involved in the party, check out @AussieToolGuy on Instagram, and watch and learn from the pro.

Tommy:

Right.

Stephanie Trinder:

Well, thanks again, Tommy. You have been awesome. I'll catch you over on Instagram.

Tommy:

I'll see you there.

Stephanie Trinder:

I hope you enjoyed today's episode with Tommy, aka @AussieToolGuy on Instagram.

 If you've made it this far, then, hopefully, that means you have, and I would be so, so grateful if you left the show a rating and review on Apple Podcasts or Apple iTunes.

It will help spread the message and inspire more tradies to use digital marketing and social media to grow their businesses online, plus, together we'll be able to put the spotlight on the Australian trade industry, and I'll be able to continue to interview guests just like Tommy and share with you the value in their journeys to digital marketing success. 

Thanks again for tuning in. I'll chat to you next time.