Danny Stenhouse of York, U.K.-based Sandhouse Floor Sanding & York Parquet Ltd. is currently zeroing in on 50,000 followers on Instagram alone. He speculates that part of the draw of his videos, many of them detailed wood floor restorations, is his own infectious love for the craft. “People comment that they can tell I love what I do, and I guess a bit of enthusiasm goes a long way,” he says. One of his most successful Reels, a sped-up restoration of a 100-year-old parquet in a village outside of York, drew over 12.7 million views. “It’s funny, when you get the director’s chair out and try too hard, it can go against you, but when you relax and shoot from the hip, those are the Reels that can surprise you,” says Stenhouse, who was inspired to use the platform by wood floor pro and Instagram star Jorge “Tito” Boror, who passed away in 2023. Stenhouse also stressed the importance of not posting videos made on TikTok onto Instagram, as they’ll likely be flagged by Instagram and not reach as many eyes. The strategy has paid off so far. “I branched out onto YouTube and TikTok, and I’ve actually made a little side hustle income off the back of doing this,” he says. “It’s opening new doors, and I’m enjoying the ride!"
All Things Wood Floor, created by Wood Floor Business magazine, talks to interesting wood flooring pros to share knowledge, stories and tips on everything to do with wood flooring, from installation, sanding and finishing to business management.
