Which platform does what, and a weekly rhythm you can keep

Posting the same thing everywhere at the same time is why most contractor accounts feel like a chore and produce nothing. Each platform does a different job.

The roles

TikTok and Reels: reach. People who have never heard of your company. Short, fast, visual, no context required.

Instagram: proof and community. People deciding whether you are any good. Build progress, finished work, the crew.

Facebook: your actual buyers, especially in the older and higher budget end of this market. Longer captions work here. Local groups matter. This is usually where the phone calls come from.

YouTube: the long tail. People searching for answers, months before they buy.

Google Business Profile: not social, but post there monthly anyway, because it feeds the results homeowners actually see.

A weekly rhythm that survives a busy season

Two posts a week is enough. Three is good. Daily is a fantasy during install season.

Monday: something useful. One question answered. Wednesday: work in progress from a current job. Friday: a finish. Before and after, or water running.

Batch it. Sit down once a week, or once a month, and schedule the lot.

The part that does more than the posting

Reply to every comment, fast. Within the hour if you can. Engagement early in a post's life is what decides how far it travels, and a reply costs ten seconds.

Answer every message the same day. A message that sits for two days is a job lost to whoever answered.

What to stop doing

Posting because it has been a while. Reposting other people's pond photos. Motivational quotes. Anything with stock imagery. Nothing is better than filler, because filler teaches the algorithm and your audience that your posts are skippable.