08/28/2026
Donât make a personal decision for your business.
You might be a 52-year-old HVAC owner who has absolutely no interest in TikTok.
Your existing customerâs 28-year-old homeowner, aka your future customer, might behave differently.
That doesnât mean everybody searches social media for local businesses.
And it certainly doesnât mean you abandon everything else that already works.
Google
Reviews
Website
Word of mouth
Social media
All of this should be a component of your overall marketing playbook.
The question isnât whether you personally use every channel.
The better question is:
How are the people I want to remain relevant to discovering, researching and validating businesses like mine?
Your business needs to remain discoverable to them.
Your social media presence may also contribute to your business valuation later when you retire and exit your business.
- Locally Viral, local business marketing, social media for local businesses, small business owner, contractor marketing, HVAC marketing, home service marketing, customer behavior, local business visibility, reputation distribution -