For heating and air‑conditioning contractors in Newark, Delaware, TikTok offers a powerful yet under‑utilised way to reach new customers. The platform has more than 1 billion active monthly users, 90 % of whom use it daily hookagency.com. Nearly 47 % of TikTok users make purchases based on videos they watch and 43 % discover new brands through ads hookagency.com, while 50 % have visited a local business after seeing it on TikTok hookagency.com. Sponsored posts on TikTok achieve 17.96 % engagement, compared with just 3.22 % on Instagram hookagency.com. Below are specific tactics to help Newark HVAC companies create TikTok and short‑form video content that drives awareness and bookings.
1. Why TikTok Works for HVAC Contractors
- Under‑represented in the trades. Social‑media experts highlight that TikTok is still under‑utilised in trade services marketing servicebusinessmastery.com. Early adopters can capture significant attention by showcasing their work culture and behind‑the‑scenes operations servicebusinessmastery.com.
- Algorithmic advantage. TikTok’s algorithm promotes videos from smaller accounts based on hashtags and user engagement uschamber.com. A local HVAC contractor with few followers can still reach thousands if the content is engaging.
- High video completion rates. TikTok’s videos have a 16 % higher completion rate than those on other social networks hookagency.com. This means viewers are more likely to watch your entire clip, which improves ranking in the algorithm.
2. Content Ideas to Engage Newark Homeowners
Hook viewers quickly
Open with a striking visual: frost‑covered heat‑pump coils (signalling a refrigerant leak), a filthy air filter, or a technician braving the attic. Use an attention‑grabbing question like “Why is your AC blowing warm air?” or “What’s the grossest filter we’ve seen this week?”
Explain common HVAC problems
Create short tutorials that address issues Newark homeowners face:
- Refrigerant leaks: Explain that refrigerant is the “lifeblood” of a heat pump—low levels cause ice on the outdoor unit, warm air and hissing noises bouldenbrothers.com.
- Clogged filters and dirty coils: Show how a dirty filter blocks airflow and stresses the system bouldenbrothers.com.
- Thermostat problems: Discuss signs of a faulty thermostat—short cycling, temperature mismatches or no responsebouldenbrothers.com—and when to call a professional.
- Outdoor obstructions and frozen coils: Film leaves and debris blocking the outdoor unit or ice on the coils and explain why they cause breakdowns bouldenbrothers.com.
End each video with a call to action such as “Experiencing this? Call our Newark office—link in bio.”
Use trending sounds and effects
Pair your clips with popular audio suggested by TikTok’s editing tools uschamber.com. For example, use upbeat music when showing technicians working or humorous sounds when showcasing an overworked unit. Add text overlays to reinforce your message.
Showcase your team and culture
FieldEdge warns that posting random content without value is a common mistake fieldedge.com. Film your technicians arriving at jobs, greeting homeowners, explaining what they’re doing and celebrating successful repairs. Authentic, behind‑the‑scenes videos humanise your brand and build trust.
Create seasonal and educational series
Build a series on “Fall furnace prep” or “Spring cooling tips,” each with quick tasks like changing filters, cleaning coils or checking thermostats. Post one tip per video and compile them into a playlist for easy viewing. Consistency encourages followers to return for more.
3. Run Local Hashtag Challenges and Contests
Launch a hashtag like #NewarkHeatFix and invite homeowners to post videos of their HVAC issues or maintenance successes. Offer a free tune‑up or gift card for the most creative entry. Giveaways increase engagement and loyalty—FieldEdge notes that promotions can boost customer engagement and audience growth fieldedge.com.
4. Combine Organic Posts with Paid Ads
TikTok’s advertising platform is still less crowded than others uschamber.com. Promote your best‑performing organic videos to Newark residents. Target users by location, age and interests (e.g., home improvement). Start with a small budget to test what resonates.
5. Repurpose and Track Content
Turn TikTok clips into Instagram Reels, Facebook stories and YouTube shorts to maximise reach housecallpro.com. Monitor metrics like views, completion rates and engagement through TikTok’s analytics dashboard. FieldEdge recommends regular review of performance metrics to adjust strategy fieldedge.com.
Conclusion
TikTok offers Newark HVAC contractors a unique opportunity to connect with homeowners through engaging, short‑form videos. By addressing common HVAC problems, showcasing authentic behind‑the‑scenes moments and leveraging trending sounds and local hashtags, you can build brand recognition and drive more service calls. Combine organic content with targeted ads, repurpose videos across platforms and track results to refine your strategy and stay ahead of competitors.