HVAC social media: audit and content calendar
- Price
- Free plan: 100 credits, no card. One analysis uses about 65 credits.
- What you get
- A category table with posts, share of posts, median engagement and Reel views; posts far above your typical post flagged; a count of posts that ask people to book, call or schedule; a side-by-side with another HVAC company on the same categories, with the categories and formats that get the best typical response at each; five changes and a content calendar for the next 4 to 8 weeks; and every post listed with its category so your team can correct it.
- Coverage
- Any public HVAC, plumbing or home services company Instagram account, in any country. Use your own categories or the nine on this page. Private accounts, Stories, Facebook, TikTok, Google reviews and Instagram Insights (reach, saves, shares, profile visits) are not covered.
- Time to report
- Usually 8 minutes.
- Account
- Sign-in with Google required to run it. You can read the example and fill in the form without an account.
How do you audit an HVAC company's social media?
Place each recent post in a content category, compare the share of posts and the response per category with what the account is for, then plan the next weeks from what you find. In a run on November 9, 2026, offers took 14 of an HVAC company's 48 posts over 18 weeks at a median of 0.295%, against 0.464% for the account, and the six-week calendar cut them to 3 of 18 posts.
Enter your HVAC company's Instagram account. Nolyn sorts your 48 most recent posts into the categories home service marketers plan with, such as seasonal tune-up reminders, installs and repairs, technicians and team, reviews and offers, shows how much of your feed each one takes up and what response it gets, and counts how often you ask people to book. Add a competitor or a company you look to and see which kinds of posts get the best response on both feeds over the same dates. Then it lays out the next 4 to 8 weeks of posts.
- Posts, Jul 6–Nov 6
- 48 vs 77
- Median engagement
- 0.464% vs 0.237%
- Posts that ask people to book
- 13 of 48 vs 0 of 77
- Six-week calendar
- 18 posts
Key findings
- Offers are the biggest category and one of the quietest
- Team posts and tune-up reminders get the best response
The report includes
- Your content mix by category
- Response per category
- A booking-ask count
- A competitor on the same categories
- A 4–8 week content calendar
- A post list you can correct
What you get
Your content mix by category
Response per category
A booking-ask count
A competitor on the same categories
A 4–8 week content calendar
A post list you can correct
Sample: two US HVAC companies, side by side
A real run on two public US heating, cooling and plumbing companies, using the nine categories on this page and the goal of bringing in service calls and maintenance plan sign-ups. We have anonymized them as Company A, a multi-state company with about 4,700 followers, and Company B, a regional company with about 17,100, and rounded their follower counts; the method and the other figures are unchanged. Both are shown over the same 18 weeks, and the run ended with a six-week calendar for Company A. This describes what they posted and the public response, not the quality of their work.
Posts, Jul 6–Nov 6
48 vs 77
Company A vs Company B, pinned posts and other accounts’ collabs left out
Median engagement
0.464% vs 0.237%
(likes + comments) ÷ followers; about 4,700 and 17,100 followers; 19 hidden-like posts left out at Company B
Posts that ask people to book
13 of 48 vs 0 of 77
Every Company A ask points to the link in its bio
Six-week calendar
18 posts
Nov 16–Dec 25, 7 booking asks, offers down to 3
| Category | Company A posts | Company A median engagement | Company B posts | Company B median engagement |
|---|---|---|---|---|
| Offers, financing and calls to book | 14 (29.2%) | 0.295% | 1 (1.3%) | 1.042% |
| Community and giving | 9 (18.8%) | 0.548% | 24 (31.2%) | 0.307% |
| Technicians and team | 8 (16.7%) | 0.580% | 11 (14.3%) | 0.240% |
| Holidays and fun | 4 (8.3%) | 0.474% | 14 (18.2%) | 0.205% |
| Homeowner tips and education | 3 (6.3%) | 0.190% | 3 (3.9%) | 0.310% |
| Hiring and careers | 3 (6.3%) | 0.358% | 0 | — |
| Installs, repairs and before and after | 3 (6.3%) | 0.380% | 17 (22.1%) | 0.182% |
| Seasonal maintenance and tune-up reminders | 2 (4.2%) | 0.601% | 6 (7.8%) | 0.234% |
| Customer reviews and stories | 1 (2.1%) | 0.633% | 0 | — |
| Other | 1 (2.1%) | 0.654% | 1 (1.3%) | — |
Jul 6–Nov 6, 2026, pinned posts and posts owned by other accounts left out. Categories as the run filed them from captions, with 9 of 125 posts filed or moved by us. Engagement = (likes + comments) ÷ followers, median per post; 19 Company B posts with hidden likes count as posts but are left out of its rates. Figures as Instagram returned them on November 9, 2026.
Offers are the biggest category and one of the quietest
Team posts and tune-up reminders get the best response
One company asks for the booking, the other never does
Reels carry Company B; carousels lead at Company A
Two Reels are flagged, and 19 posts hide their likes
The calendar keeps the rate and moves the mix
Every figure was recomputed from the responses saved from this run. We kept the run's categories and checked each against its caption: we moved 2 posts, a team post the run filed as community and a team photo it filed as a review, and filed 7 Company B posts its list left out. The report's headline was wrong. It said Company A's profile has no link, because the profile lookup returned no website field, but the profile lists two links. We left that finding out, and the brief now tells the run to say when it cannot see a link instead of saying there is none. The report also counted 7 hidden-like posts at Company B where the data show 19, and said 3 calendar rows come from Company B where its table marks 4. Likes and views are not service calls: nothing here shows how many people booked.
How it works
Enter your account
Add your company's @handle. Keep the nine categories or list the ones your team plans with, and say what the account is for.
Add a competitor if you want one
Pick a public account of a company you compete with or look to. Nolyn compares it with yours over the same dates.
Nolyn reads and sorts your posts
It reads your 48 most recent posts, places each in one category from its caption and works out the response per category and format.
Correct the categories, then plan
Check the post list, tell Nolyn what to move, and take the 4–8 week calendar into your next planning meeting. Ask for changes to the calendar in the same chat.
Who uses an HVAC social media audit
Marketing managers at HVAC and home service companies
Owners and general managers
Office teams who run the account part time
What it cannot do
Nolyn reads the public numbers on each post: likes, comments and, for Reels, views. It cannot see reach, saves, shares, profile visits, Stories, follower details or which posts were promoted, and it cannot tell you whether a post brought in a call. Categories come from captions, not from the image or the video, so some posts will need moving. The profile lookup may not show every link in your bio, so check that part yourself. Forty-eight posts can cover weeks or months depending on how often a company posts, and a summer or holiday push can dominate a short window. Engagement by followers falls as accounts grow, so compare categories within your own account first and use a competitor for the mix rather than the rate. The calendar is a plan built from public posts: check every price, date and offer before you schedule it. It does not judge the quality of your work.
Questions
Decide what the account is for, usually service calls and maintenance plan sign-ups, then plan a short list of content categories that serve it and check the mix every quarter. In the sample, offers were the biggest category at one company and drew one of the lowest responses, while team posts and tune-up reminders did better.
Most HVAC social media post ideas fall into nine groups: seasonal tune-up reminders, homeowner tips, installs and repairs, technicians and team, customer reviews, offers and financing, community, hiring and holidays. A list of ideas does not tell you which of them your customers respond to, so check your own feed and a competitor's before you plan.
We have no benchmark, and two accounts do not make one. In the sample, one company posted 2.7 times a week and the other 4.4 times over the same 18 weeks. The calendar keeps the rate you have kept up, because a plan you cannot sustain will not run.
Yes, as part of the audit. After the category table and five changes, Nolyn lays out the next 4 to 8 weeks: a date, category, format and one-line idea for each post, at about the rate your account already posts, with booking asks spaced through it and heating or cooling topics matched to the season. Prices, rebates and deadlines are left as placeholders unless you have posted them. It does not write captions or design posts unless you ask in the chat.
We have no benchmark across HVAC companies. In the sample the medians were 0.464% for Company A, with about 4,700 followers, and 0.237% for Company B, with about 17,100, over 18 weeks. Rates fall as accounts grow, so compare your own categories and formats with each other first.
Yes, if its account is public. Both are read over the same dates and placed in the same categories, and the report names the categories and formats with the best typical response at each. A larger company may run paid promotion, so take its mix and formats, not its rate, as the lesson.
Yes. The categories fit most home service contractors, and you can replace them with your own. For a general contractor or builder, the construction social media audit plans with project, safety and hiring categories instead.
No. It is a report, not an agency. It does not post, reply or run ads. It shows what your feed is doing so your team, or the agency you already use, can plan from real numbers.
No. Nolyn reads public posts only, so you never connect your account or share a password. That also means Instagram Insights such as reach and saves are not included.
This audit covers Instagram only, so posts on other platforms and your Google reviews are not counted. Nolyn has separate TikTok tools, but they do not use the categories on this page.
Reading this page and the sample is free. Running an audit needs a free Nolyn account: sign in with Google and you get 100 free credits. The sample run, with a second company, used 65 credits and about 8 minutes, so a run like it fits in the free credits. That is one run, so yours may cost more or less, and follow-up questions use more.
To run it, yes: sign in with Google. It is free and asks for no card. You can read the example and fill in the form before signing in.
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