In today’s digital age, residential HVAC contractors face a new imperative: mastering social media. Cody Shook, Director of Social Media for SMACNA National, shared insightful strategies at the 2025 SMACNA Annual Convention in Maui to help HVAC businesses harness this powerful tool.
“Social media isn’t just a trend. It’s a catalyst for real business growth,” Shook says. “When done right, it builds brand trust, generates leads and keeps your company top of mind in clients’ communities.” Shook offered these seven tips for social media success.
- Know Your Starting Point. Shook outlined three typical social media stages for HVAC companies: those without any presence, those struggling to launch effectively and those already seeing success who want to maintain momentum. “It’s critical to identify where your company falls, so you can tailor your approach,” he advises.
- Prioritize the Right Platforms. For residential HVAC contractors, Shook highlighted the importance of focusing on priority platforms like TikTok, Instagram and LinkedIn. “Each platform has a unique audience and vibe,” he says. “TikTok is great for short, engaging videos that show your work and personality. Instagram helps showcase visuals and stories. LinkedIn is ideal for professional partnerships and building authority.”
- Consistency Is Key. When asked about posting frequency, Shook shared data-backed best times and recommended cadence. “Aim for nine to 18 posts a week distributed across platforms,” he says. “Post when your audience is most active. For example, Instagram followers peak on weekends from 10 a.m. to noon.”
Use Smart Tools. To manage content efficiently, Shook recommends tools like Hootsuite for scheduling and analytics, CapCut for captioned videos and Canva to create eye-catching graphics. “You don’t have to do everything manually,” he explains. “Automating posts and tracking results makes a huge difference for busy contractors.”- Content That Connects. Residential HVAC customers relate to authentic stories and helpful information. Shook encourages showing behind-the-scenes work, spotlighting team members, promoting safety practices and celebrating milestones. For instance, sharing a quick video of an apprentice mastering a welding station not only humanizes your brand but also celebrates your commitment to craftsmanship.
Engage Positively, Always. “How you react publicly to posts can define your company’s reputation,” Shook explains. Use upbeat, community-focused comments when engaging with partners or clients. Avoid negative interactions, even when tempted. Turning customer feedback into a positive story is a win-win.- Own Your Story Beyond the Post. Shook reminds contractors that “your story doesn’t end when you hit ‘post.’” Follow up on engagement, reshare collaborator content and leverage SMACNA’s PR resources for larger media pushes. “Social media success is about sustained conversation and genuine connection,” he stresses.
Citing studies, Shook shared compelling reasons to invest in digital presence. “Over 70% of consumers who experience a brand positively on social media are likely to recommend it,” he says. “Nearly two-thirds of homeowners search online before hiring a contractor, and many trust online reviews as much as personal referrals.”
And when it comes to your time and resources, Shook sums it up, plainly. “Don’t think you’re too busy for social media. People spend almost five hours a day on their phones; your next customer could be just a post away.”
For residential HVAC contractors ready to grow their businesses, leveraging smart social media strategies is essential. As Shook explains, taking the first step with authentic content, consistent engagement and smart tools lays the foundation for long-term success in an increasingly digital marketplace.
