Creating a Social Media Plan for Your Solar Company

Solar buying cycles take months, and with many prospects wary of a bad experience or of not realizing the promised return, they look for proof long before they sign a contract. Social media keeps your pipeline warm through that long wait by showing real customer builds, active installations, and the actual crew doing the work.

First, let’s look at how people are using social media today to better understand how and where your solar company can reach them.

According to the Pew Research Center’s 2025 survey, Facebook usage peaks among adults aged 30 to 49 (80%) and remains strong among those aged 50 to 64 (74%). That’s the exact demographic most likely to own a home and be ready to invest in it. YouTube reaches even further within that same buying group: 92% of 30- to 49-year-olds use it, and usage holds steady at 64% among adults 65 and older, making it one of the most dependable channels for longer content like installation walkthroughs and homeowner education videos. Instagram has grown too, now used by half of all U.S. adults, though it still skews younger, with 80% of 18- to 29-year-olds on the platform compared to 19% of adults 65 and older.

What Does This Data Tell Us?

Understanding who uses which platform (and how) helps you connect your Ideal Customer Profiles and Audience Personas to your social media activity. Because social media is time-consuming, this improves both the efficiency and effectiveness of your work. Content that speaks to what you know about your audience and that inspires them to engage creates a critical trust signal that gives prospects permission to consider you. As you create content, try different formats and subjects to see what gets engagement, then make adjustments. Use this platform not just to talk, but to listen. This will help you gain a deeper understanding you can use across all your marketing channels.

So let’s dive into how we design a plan:

Start by Creating A Calendar

One of the most helpful tools, this provides daily direction that keeps your social media both consistent and focused in the right direction If you’re just starting out, you can use a simple spreadsheet. The important part is planning ahead.

Start by reviewing each audience and creating content tracks (or subject areas) tailored to them. For example, if you are targeting suburban families looking to reduce their energy costs, subjects could include: energy-saving tips for your home, customer/installation features, green products, local events, or meet our local team. The idea is to tell your story in the context of what matters to them, building a persona connection around your shared interest.

From there, you can schedule posts in advance using a tool like Meta Business Suite, Buffer or Hootsuite, many of which now include AI-assisted caption and scheduling suggestions, or post directly to your chosen platform when the date arrives.

Don’t Just Create Content. Make Personal Connections.

We know the best prospects often come from referrals. Social media is a place to fan that flame by engaging your happy customers, not just focusing on prospects and selling. This starts with testimonials and customer success stories, but it grows when you get your customers to engage with you (and then your prospects) on these platforms. Regularly connect with other team members who engage with clients. Learn what drives their satisfaction, who your most loyal customers and active advocates are, and use that insight to create content they’ll engage with. Continued research drives content ideas that improve engagement.

Your Employees Are Untapped Influencers

Research shows employee-generated content (EGC) generates more engagement, on average, than the same content published through a company page. According to Sprout Social, 40% of all consumers (and 62% of Gen Z) discover new products through employee-generated content at least once a month.
On average, an employee’s network is 10x larger than the brand’s own follower base, driving significantly higher reach when staff shares updates. So not only do people like buying from people, but engaging your team on social through behind-the-scenes culture stories, expert insights, and new hires can also help you connect with new prospects who aren’t following you.

How to Make Social Media A Team Effort

Since we know employee engagement expands your reach and that staying consistent with content is important to success, here are a few ways to get your team involved:

• Humanize the Technical “Behind-the-Scenes”: Solar sales and installations rely heavily on trust. Encourage installers, project managers, and designers to post unpolished, day-in-the-life photos—such as complex roof layouts, site assessments, or system completions—which build local credibility far better than generic stock images or polished corporate ads.
• Empower Sales Reps to Share “Lessons Learned” Over Pitches: Many solar companies face high consumer skepticism around utility bills, tax credits, and equipment ROI. Having sales representatives post quick breakdown posts that explain complex financing or debunk common solar myths positions them as helpful advisors rather than aggressive, pushy reps.
• Highlight Community & Environmental Impact: Solar buying decisions are deeply local. Showcasing employee participation in regional sustainability events, community solar initiatives, or local school installations leverages the authentic connection employees have with their local footprint.
• Use Short-Video Micro-Demos: Instead of long whitepapers, encourage engineers or field techs to shoot 30-to-60-second video clips explaining how a specific microinverter works or showing a battery backup installation. Short video content shared by actual workers drives high organic engagement across platforms like LinkedIn and Instagram.
• Focus on Workplace Culture to Win the Talent War: Small to mid-sized solar companies face fierce competition for skilled labor (such as certified electricians and project managers). Giving employees a platform to share work anniversaries, safety milestones, and team culture creates a high-converting recruitment channel for attracting top industry talent.

Success on social media is a long game that requires a strategy and a process to maintain consistent, effective execution. If you have additional questions, sign up for our monthly Solar Q&A here and submit your questions ahead of time, and we’ll add them to our next discussion.