Social media can be used in a number of ways by HVAC companies. You can advertise your services, share customer reviews and testimonials, connect with members of your target audience, establish yourself as an HVAC industry thought leader, and more. In this blog, we’ll provide the inside scoop on everything you need to know about HVAC social media and how to make it an integral and beneficial part of your overall HVAC digital marketing strategy.
HVAC Social Media
HVAC social media is the process of using social media channels/platforms to share relevant and compelling content that engages your target audience, increases brand awareness, and converts HVAC prospects and potential customers into paying clients.
Before we review examples and tips for a successful HVAC social media strategy, let’s answer two commonly asked questions.
What Social Media Channels Should You Be On?
One of the first things that you’ll need to work through when getting started with HVAC social media marketing is determining which social media channels/social media platforms you should use.
Reference your customer personas in this step and ask the following questions:
Where do our customer personas spend most of their time when on social media?
Which channels/platforms are they most engaged on?
Due to their popularity today, you may uncover that your personas spend most of their social media time on Facebook, YouTube, and Instagram. You might also decide that you want to test out new channels — like TikTok — alongside your other social media channels. Here are some guardrails to follow when deciding on what channels to use.
Facebook: With its large and diverse user base, Facebook is ideal for targeting homeowners. It allows for detailed demographic targeting, paid advertising, and community engagement through local groups.
Instagram: This visually driven platform works well for showcasing before-and-after photos of installations, maintenance work, and satisfied customers. Stories and reels provide a great way to share quick, engaging content.
LinkedIn: More suitable for commercial HVAC services, LinkedIn can be used for networking, sharing industry insights, and building relationships with business owners and property managers.
YouTube: Creating educational content on HVAC maintenance, troubleshooting, and energy-saving tips can help position your brand as an authority and attract customers searching for solutions online.
TikTok: While it may not seem like an obvious choice, TikTok has a growing DIY and home improvement community. Short, engaging videos on HVAC tips and behind-the-scenes service clips can capture attention and drive brand awareness.
Ready to simplify the process? Scorpion's Social Management tool brings all of your social media channels and related data together in a single place, simplifying the process and saving you valuable time.
What Kind of Posts Should You Do?
Once you know which channels you’ll be using, create profiles on any new social platform that you plan on posting to.
Then, think about the types of HVAC social posts you want to create and share. Creating a well-balanced social media presence means including engaging and informative posts rather than overly promotional. The key is to provide value to your audience while subtly promoting your services. Here are some examples:
Educational content: Share maintenance tips, energy efficiency advice, and troubleshooting guides. Example: “5 Signs Your AC Needs Repair Before Summer Hits.”
Behind-the-scenes content: Give your audience a look at your team in action. Show the installation process, highlight a day in the life of a technician, or introduce new team members.
Customer testimonials and success stories: Featuring positive experiences from satisfied customers builds trust and encourages word-of-mouth referrals
Seasonal promotions and special offers: Announce discounts on tune-ups before peak seasons, and promote referral programs to incentivize current customers
Engaging polls and Q&A sessions: Use Facebook and Instagram Stories to ask followers HVAC-related questions or conduct live Q&A sessions to answer common concerns
You might also review your competitors’ social media presence — what types of posts are they sharing across channels, and which are doing best among your shared audience?
In addition to thinking through the types of posts you’ll share in regard to their content, you may also consider whether you want to invest in paid social media advertising (also known as click advertising or HVAC PPC) — for example, HVAC Facebook Ads, Google Ads, or Google Local Service Ads. To make for a well-rounded HVAC marketing strategy that improves your online presence, your social media marketing strategy should include a mix of paid ads and organic social posts (which are free).
The benefit of paid ads in social media marketing is that they ensure your HVAC social media content is shown to members of your target audience — including current customers and potential clients — when they’re active on a platform. The social channels have criteria that you can select from so your HVAC social media ads are displayed to the correct audience.
Whether you’re working to share unique paid or organic HVAC social media posts, get the external expertise you need from Scorpion. Through the platform, you can work with social media experts who are ready to help you create eye-catching social media content that social media users will want to engage with.
HVAC Social Media Examples
Need some inspiration for your HVAC social media posts? Here are some examples.
1. HVAC Social Media Example: Facebook
This Facebook post offers insight into what the HVAC company explains are the different ways to set up your HVAC system. They are educating individuals who are looking for a DIY project, establishing themselves as thought leaders in the space, and increasing their chances of engagement (since they’re linking to an article that visitors can click through to read).
2. HVAC Social Media Example: YouTube
Here are two examples of paid advertisements on YouTube. The two local HVAC companies that appear on YouTube when someone types in “HVAC Boston” pay to have their information shown to visitors to increase clickthrough to their website.
HVAC Social Media Strategy
An HVAC social media strategy is how you put all aspects of your HVAC business’ social media plan together. It also ties your social media posts and efforts to your overall HVAC marketing plan.
Once you have your channels chosen and set up, and some ideas for types of posts, you’re ready to build a strategy.
Set HVAC goals and metrics
Before jumping into social media marketing, define what success looks like for your HVAC business. Setting clear, measurable goals ensures that every post, ad, and engagement effort ties back to your overall business objectives.
Start by asking: What do you want to achieve on social media, and how does it align with your company’s broader goals?
Define SMART Goals
A SMART goal is Specific, Measurable, Achievable, Relevant, and Time-bound. For example:
Bad goal: “We want to get more engagement on social media.”
SMART goal: “We will post four HVAC tips per week on Facebook and Instagram for the next 60 days to increase page engagement by 15%.”
Common HVAC Social Media Goals:
Increase brand awareness – Grow your following, reach more potential customers, and establish your business as a trusted expert.
Generate more leads – Drive users to your website or contact form by running targeted ad campaigns and posting compelling offers.
Improve customer engagement – Foster interaction by responding to comments, answering questions, and sharing customer success stories.
Increase seasonal sales – Promote pre-season tune-ups, service specials, and financing options during peak demand periods.
Tracking Key Metrics
To measure success, track the right social media metrics:
Engagement rate: Likes, shares, comments, and clicks on your posts
Follower growth: The increase in followers over time
Website traffic: How many visitors come to your site from social media platforms
Lead conversions: The number of appointments, calls, or service bookings generated from social media campaigns
Example Social Media Campaign
If your goal is to increase quality leads next month, structure a campaign like this:
Goal: “We will launch a four-week social media campaign posting four times per week on Facebook, featuring customer testimonials and educational content, to increase conversions by 2%.”
Tracking Metrics: Monitor link clicks, call inquiries, and booked appointments.
By setting clear goals and tracking the right metrics, HVAC businesses can ensure their social media efforts deliver real results.
Optimize your content for search engines
Search engine optimization (or HVAC SEO) is how your HVAC business’ content appears in search engine results when your target audience — including new customers and current clients — is searching for relevant business information. Local SEO is the process of doing that so customers in your particular geographic area see your information and website.
This is important because SEO and social media go hand in hand. If your HVAC social content is driving a lot of traffic, that builds credibility and authority around your brand — meaning search engines like Google will rank your HVAC business higher on the search engine results page. Likewise, the greater your online presence and brand awareness, the better your HVAC social content will do.
Here are a couple of ways that you can optimize your website design and social media content to stand out from others in the HVAC industry.
Create a Google Business Profile (or Google My Business) that features your business information, including contact details, hours, and location on a map, as well as customer service reviews/Google Reviews.
Use a search engine ranking tool and marketing service like Scorpion which provides access to experts and artificial intelligence that help your HVAC brand move up in search engine ranking.
Create compelling and memorable social media content
To drive engagement on social media, increase your social media follower count, improve brand awareness, and drive conversions, you need to create attention-grabbing and unique content. With so many HVAC businesses on social media, this is one way your brand can stand out as a thought leader and top HVAC brand. By focusing on quality content creation, you’ll maximize the impact of your social media content across the platforms you’re using.
Types of Content That Perform Well
Before-and-after visuals – Showcasing the transformation of an HVAC system before and after a service call can capture attention and build credibility
Educational videos – Teach customers how to maintain their HVAC systems or explain the benefits of regular tune-ups
Customer testimonials – Sharing positive feedback from satisfied customers builds trust and social proof
Infographics and quick tips – Eye-catching graphics with HVAC maintenance tips or energy-saving advice
Live Q&A sessions – Go live on Facebook or Instagram to answer customer questions in real-time
Best Practices for Creating Engaging Content
Keep it visual – Posts with images or videos receive significantly higher engagement than text-only posts.
Be authentic – Showcase your team, customer interactions, and day-to-day business operations to humanize your brand.
Use storytelling – Create content that tells a story, whether it’s a customer’s experience, a challenging repair job, or the journey of your HVAC business.
Encourage interaction – Ask your audience questions, invite them to share their own HVAC experiences, and create polls or quizzes to engage them.
Post consistently – Develop a content calendar to ensure regular posting, keeping your brand top-of-mind for potential customers.
If creativity isn’t your strong suit, get the support you need from Scorpion’s content experts—they’ll help you produce the high-quality, engaging content your audience craves. The best part? You can repurpose this content—use it on social media, embed it on landing pages, include it in email campaigns, and more to maximize its impact.
Plan to engage with customers
Don’t forget to engage with your audience, it’s what keeps them interested and encourages them to choose your business when they need HVAC services. Here are some key techniques to build engagement:
Respond to comments and messages promptly: Quick responses show professionalism and customer care. Whether it’s a simple thank-you or answering a question about a service, engaging with your audience builds credibility.
Encourage user-generated content: Ask customers to share photos of their newly installed HVAC systems and tag your business. Feature these posts to create a sense of community and trust.
Go live for Q&A sessions: Hosting live streams where customers can ask HVAC-related questions in real time helps establish authority and build rapport.
Run contests and giveaways: Offering free tune-ups or discounted services in exchange for engagement (likes, shares, or referrals) can expand your reach and attract new customers.
Create interactive polls and surveys: Engage your audience by asking fun and useful questions, such as “How often do you change your air filter?” or “What’s the biggest HVAC issue you’ve faced?”
Review your success and iterate
Always remember to track your goals and metrics. This will help your HVAC business measure success and iterate moving forward based on what you learn is working well and where there are areas for improvement.
Ask questions like:
Did we achieve our SMART goals? Why or why not?
Which aspects of our HVAC social media strategy were most successful, and which didn’t work well?
How can we make adjustments moving forward to continue testing and learning from our decisions around our HVAC social media strategy?
To help your HVAC company achieve its marketing and business goals, invest time and resources into an effective social media strategy. Your team will then be able to use social media as a means to engage existing customers and new prospects who are interested in learning more about your HVAC expertise and need your support in resolving their HVAC challenges.
By leveraging a social media management tool like Scorpion, you’ll be able to track all aspects of your HVAC social media strategy across channels in a single location. The platform makes it easy to collect insights and see what’s working, get notifications, and understand what your followers are saying about you on social.
Lean on the Experts for Your HVAC Marketing
Want to learn how Scorpion can enhance your HVAC company’s social media strategy? Check us out here. Or reach out to us today for more information on how we can help you achieve success with your HVAC marketing.
