Digital Glow-Up for Lighting Pros Building Influence Online

By Emily Lai, LC

When I started in this business 20 years ago, no one talked about “personal brands” or “followers.” You built your reputation one project at a time, your credibility came from your specs and your word-of-mouth, and if your name was known beyond your firm, it was because you’d been grinding it out for years in the trenches.

But somewhere along the way, the industry changed — and so did the way people connect with you, learn from you, and decide whether to work with you. Today, your next client, collaborator, or even your dream job might not come from a handshake at a tradeshow, but from someone scrolling through your Instagram, watching you explain controls on LinkedIn, or listening to you on a podcast.

I’ve lived through that shift myself — moving from a designer’s desk to a manufacturer’s sales role — and I’ve watched the lighting world evolve into a place where your digital voice is almost as important as your design voice. This isn’t about becoming a social media celebrity. It’s about making sure that your expertise, your ideas, and your work shine just as bright online as they do in real life.

So here’s what I’ve learned about how the lighting industry is experiencing its “digital glow-up,” why standing out online matters more than ever, and how you can embrace this shift without losing yourself in the process.

Why the Industry Is Having a Digital Moment

For most of my career, the lighting business was deeply personal and local. You got work through relationships, and you learned from colleagues, mentors, or at in-person seminars. But over the past few years — and especially since COVID — the way we share and consume information has transformed.

Now, there’s a whole ecosystem of lighting podcasts, YouTube channels, online magazines, and industry LinkedIn groups. I’ve lost count of how many times I’ve learned about a new designer, project, or idea not at a tradeshow, but because it popped up on my feed.

This shift is partly generational — younger designers and engineers are digital natives, and they expect to see you online before they meet you. But it’s also practical: clients, contractors, and specifiers are busier than ever. They want quick, digestible content that shows them who you are and what you’re about.

For better or worse, the lighting industry now has a digital audience — and we all have to meet them where they are.

What Does a Digital Glow-Up Look Like?

When I talk about a “digital glow-up,” I’m not talking about filters and hashtags. I’m talking about elevating your professional presence online to reflect the quality of your work, your perspective, and your personality.

I’ve seen engineers use LinkedIn to share clear, helpful explanations of tricky energy codes and controls sequences — and rack up thousands of views from people outside their immediate circle. I’ve seen designers turn their Instagram feeds into beautiful case studies of their projects, showing not just the final result but also the messy, fascinating process behind it. And I’ve watched colleagues post time-lapse videos of installations, interviews from job sites, or thoughtful posts about the lessons they learned on a project.

That’s what a digital glow-up looks like — letting people see your work and your thinking in a way that’s accessible and engaging.

It also works. A strong digital presence can help you:

● Attract clients and collaborators you might never have met otherwise.

● Position yourself as a thought leader in your niche — even early in your career.

● Build trust and credibility with a wider audience.

● Open doors to speaking engagements, panels, or even teaching opportunities.

Why Standing Out Matters More Than Ever

When I started, it felt like there was always enough room to just let your work speak for itself. But the reality today is that competition is everywhere — more designers, more products, more people vying for attention in the same markets.

On top of that, clients and partners often do their homework before they even reach out. If they can’t find anything about you online — or if what they do find is outdated or uninspiring — you’re already at a disadvantage.

A thoughtful online presence helps you differentiate yourself beyond your firm’s reputation. It gives people a sense of what it’s like to work with you and why you care about what you do.

Another thing to add — is that aging professionals who resist building a digital presence often find it harder to land new opportunities.

Whether you’re looking for a new role, trying to win over a client, or aiming for a speaking slot, people will almost always look you up online first. If they can’t find you, or if your online footprint looks outdated, it can give the impression that you’re disconnected from where the industry is today. A thoughtful, current digital presence not only keeps you visible but also shows that you’re engaged, adaptable, and still passionate about the work — qualities that matter at every stage of your career.

How to Build Your Digital Influence Responsibly

Here’s the good news: you don’t need to become an influencer to benefit from being online. You just need to show up consistently and authentically.

To build your digital influence responsibly, focus on showing up authentically and consistently on one or two platforms, like LinkedIn or Instagram, rather than trying to be everywhere. Share meaningful content — behind-the-scenes photos, lessons learned, or helpful tips — that reflects your expertise and personality, not just polished project photos or corporate announcements. Be professional by respecting confidentiality, crediting collaborators, and avoiding negativity or oversharing. You don’t need to post daily; a few thoughtful, quality posts each month are enough to build trust and visibility without feeling overwhelming.

And a few common mistakes to avoid, like oversharing personal details, criticizing competitors or clients publicly, or posting only self-promotional content without adding value.

The Future Is Bright — and Digital

The lighting industry is glowing online — and the professionals who embrace this shift are already seeing the benefits.

This isn’t about chasing likes or building a massive following. It’s about making sure that your expertise, your ideas, and your passion for this craft are visible to the people who matter — wherever they are.

You don’t have to be loud or flashy to stand out. You just have to show up, share what you know, and let people see the person behind the projects.

These days, your next client, collaborator, or opportunity might already be watching how you show up online. Make sure what they see reflects the expertise, professionalism, and perspective you bring to your work — on the job and online.

About the Author

Emily Lai, LC, is Commercial Regional Sales Manager at ETC

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