How a Commercial Fencing Director Built an Audience of 42,000

The numbers, October 2026

Pulled 14 October 2026 from public profile data. Play counts are reported by each platform and move daily.

Here is where the audience actually sits, channel by channel.

One channel carries it. The rest are repost lanes that cost almost nothing to keep running, and occasionally one of them catches, like that 2.0M TikTok.

Why a fencing director has an audience at all

Commercial fencing is not a consumer category. Nobody follows a security fencing contractor for the fences. Most firms in the space post finished jobs to a company page and collect likes from their own staff.

Adam does the opposite. The company account still exists, but the audience sits with him. His bio reads “Growing @ahfencing from $0 to $100M.” His origin story is specific enough to remember: January 2018, him and co-founder Matt Carroll, $3,000 in the bank, a credit card, “a shit old ute” and a free website they built themselves.

That is what humanising a brand actually looks like. A head contractor’s project manager, a school’s facilities team and the estimator he wants to hire next do not relate to an ABN. They relate to a bloke who lost $200,000 in his first year, had the ATO empty his bank account, and will tell you about both on camera.

He says as much himself: “Most of what I share isn’t really about fencing. It’s not even really about construction. It’s about the gap between where you are and where you’re trying to go.”

What he posts: every format, sorted

We grouped the videos on both accounts by format and how produced they look. The mix matters more than any single style.

Embedded from Adam Hall’s and AH Fencing’s public YouTube channels.

The split between the two accounts is deliberate. Adam’s account carries opinion and story. The company account carries the crew, the jobs and the in-jokes. People follow the person; the business account proves there is a real operation behind him.

What actually performs

We sorted all 102 Reels on Adam’s account by what the caption is about.

@the_adamhall, 7 May to 12 October 2026, grouped by caption topic. Small groups swing on a single video.

• Reach comes from the news. His reaction to ATO penalty notices did 124,256 plays and a post on a government change did 358,150. That is the format most likely to travel beyond people who already follow him.
• Hiring is the volume. He talks about people more than anything else: pay rates, letting someone go, why the 75% right hire never works. Those posts rarely spike. They are still the reason 1,400 people applied to one ad.
• A few videos carry the totals. Five Reels above 100,000 plays account for 59% of all plays. You cannot predict which ones, which is why the volume matters.
• Short, mostly. The median Reel runs 45 seconds and 77% are under a minute.

What it does for the business

• Recruitment. “We got 1400 applications on that ad. People call us every single day.” His hiring Reel sends people straight to the careers page and tells the wrong ones to keep scrolling.
• Trust before the tender. We cannot see AH Fencing’s pipeline, so we will not guess at revenue. But commercial construction is a small world. A project manager who has watched a director talk through margins, cash flow and site standards for a year is not meeting a stranger at the pricing stage.
• Culture and training. The company account films crew problem-solving a tricky blade fence install, walks through specs, and celebrates the new guy’s first job. A new starter has seen how the place runs before day one.
• A second line of business. Adam says he gets messages every day from operators stuck at $2 million who want to talk, and now coaches other trade owners. The audience made that possible.
• It keeps running without him. On 28 July he announced eight weeks offline for paternity leave. The account still published 26 Reels in August. That only happens with a bank of filmed content behind it.

Why this suits trades and construction

Commercial work has no face. Builders, councils and schools buy from contractors they cannot picture. A director on camera fixes that faster than any capability statement.

People are the real bottleneck. Almost every trade owner says they cannot find good staff. Video lets the right people choose you, and the wrong people rule themselves out, before anyone reads a resume.

The audience is wider than the trade. Adam has said people outside construction follow him. Stories about cash flow, hiring and standards travel to anyone running a business, which is how a fencing contractor ends up with 42,000 followers.

You own it. AH Fencing’s Facebook page is not running any ads. The reach comes from an audience that has chosen to follow, not from a budget that stops the day you stop paying.

How to copy it in your own trade business

1. Put the person first. Run two accounts: yours for opinion and story, the company’s for crew, jobs and culture.
2. Pick three topics you could talk about for a year. For Adam it is money, people and building the business. Everything he posts fits one of them.
3. Film in batches, post often. He averages about five Reels a week. A half-day shoot every fortnight can cover that.
4. Have a view. The posts that travel take a side on something the industry is arguing about that week.
5. Mix the polish. Clean, lit talking heads for the big ideas. Phone clips from the ute for the moment. Both look like you.
6. Caption everything and keep it short. Most people watch with the sound off. See our hooks library for openers that work.
7. Repost everywhere, judge on one channel. TikTok, YouTube and Facebook are cheap extra chances. Measure on the one where your audience is.
8. Get on other people’s shows. Podcasts and industry accounts lend you their audience for an hour of your time.

What it takes to keep it going

The hard part is not the first ten videos. It is the next two hundred. Five Reels a week means someone has to plan topics, film regularly, edit, caption, post and watch what lands, every week, while the owner runs the business.

That is the job a content department does. We plan the topics with you, film in batches at your sites or in our studio, and cut a steady run of videos for your personal account and your company account, so the camera time stays small and the output does not.