The Current: Digital Marketing Updates May 2026 for the Building Material Industry

In this highly visual and relationship-driven market, digital platforms largely influence how products are discovered and specified. In this month’s update, we are sharing several key feature updates with Google, Instagram, TikTok, and LinkedIn, alongside an introductory look at an emerging platform, Substack.

Google Search is Changed Forever

The 10-links-per-page Google search results are going to be completely changed by a major update announced by the company. Google is turning its search engine into an AI agent. Instead of the user looking for an answer themselves, the AI agent will give them a summarized answer. Users can also give them long-term tasks, like “Watch for when local competitors change their pricing for SPC flooring”, and the AI agent will keep looking for information even when the device is closed.

What it means for the building material industry

Google’s decision to change its search engine completely marks a major shift for search engines’ integration with AI. This shift has a significant impact on how building material and construction industry professionals are discovered online.

• To build authority with AI, building material company websites should include systematic, deep content such as technical information and inventory details for it to be found, instead of simply stuffing pages with SEO keywords.
• The AI agent feature is a great opportunity for you to stay updated on competitor news, new products, and more vital information related to your business.

Instagram Changes Algorithm Regarding Original Content

Instagram has updated its recommendation system regarding original content. Previously, the platform enforced strict rules against reposted content on Reels. Now, this penalty has been extended to carousels. Instagram now automatically scans accounts over a 30-day window. If the page primarily reposts unoriginal reels or images without adding distinct value, its reach to non-followers will be heavily restricted.

What it means for the building material industry

It has been a common practice for brands to post beautiful project photos from their client’s account and tag them. With the new algorithm change, this is potentially going to hurt your account’s health. Instead, try these:

• Share original content of your showroom, projects, products, and employees.
• Add educational analysis or edit them into videos.
• Collab, Remix, or Repost clients’

Overall, authentic storytelling and your own voice is a requirement for visibility on Instagram.

LinkedIn Algorithm Major Update with AI

LinkedIn has updated its algorithm with LLMs. The ranking now evaluates the viewers’ engagement context and depth. For example, if a user spends time reading about commercial real estate trends, then likes a post about acoustic wall panels, LinkedIn will recommend them content about noise pollution in office buildings.

What it means for the building material industry

This update heavily rewards content that is genuine and provides deep industry insights. For professionals in the building material and home improvement industry, especially those seeking B2B connections like distributors and specifiers,

• Focus on publishing content that shows their expertise.
• Expand your content to cover topics that are interesting to your target audience and show how your product solves industry-specific issues.

Instagram Allows Clickable Links in Captions

Writing “link in bio” in the caption is potentially on track to become history as Instagram begins testing clickable hyperlinks in standard post captions. This feature is currently only available to verified users with a monthly limit. While it is not available to the general public yet, this feature represents a shift in how businesses use this platform.

What it means for the building material industry

Direct caption linked will drastically reduce the steps in B2B buyers’ journey. In the near future, it will be possible for building material distributors, retailers, and installers to place a direct link to their businesses to generate leads.

Substack as a Rising Professional Platform for Middle-Class Audience

Substack has passed 35 million monthly users, quickly becoming a top global news and publishing platform. With its recent update to integrate a social-media-style short content feed with its long-form newsletters and an ecosystem of professionals and writers, the platform is gaining massive popularity among English-speaking, educated, working 25-44 year olds. A defining feature of Substack is to import and grow a subscriber mailing list that can read your content on the platform or directly in their inboxes.

What this means for the building material industry

Substack is emerging as a powerful alternative to mainstream networks. For building material industry professionals, it offers three opportunities:

• Connect with existing retailers, contractor networks, and the wider audience via direct email and educational content.
• Reach a wider audience through the social feed feature.
• Connect with professional writers for content collaboration.

TikTok Helps Business Grow with Local Feed

TikTok has launched a Local Feed feature dedicated to exploring local content. This feature recommends content posted recently near the user’s location. This feature is currently only available to 18+ users in the US.

What it means for the building material industry

TikTok has always been a powerful tool for local reach. The Local Feed feature has the potential to give businesses more regional exposure beyond targeted ads and the For You algorithm. While this feature is currently limited to selected regions, it again shows TikTok’s emphasis on small business and community-based content.

STEP GUARD Distributor Support

At STEP GUARD SPC Floors & Walls, we believe that empowering our partners with all-around offline and digital support is the key to achieving consistent, mutual growth. We provide our distributor network with exclusive marketing insights, 1-on-1 marketing training, and actionable commercial strategies specifically for the building material industry and your local market.

To discover more trends and strategies, explore STEP GUARD Building Material & Renovation Industry Insights.

If you are an active STEP GUARD distributor partner, contact your sales representative today to book your personalized marketing training session.

To learn more about exclusive benefit to the STEP GUARD distributor network, check STEP GUARD Distributor Support or contact:

 

STEP GUARD: I’m here for you, from floors to walls!

Email: info@stepguardfloors.com

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