I get this question constantly: “Jonas, what should I actually post on social media?”
People know they should be doing it. They see the results I’m getting. But they have no clue what to actually create.
Here’s the truth: I’ve made thousands of videos and I’m still not running out of content. I have my next two to three months of shoots already planned out.
Let me show you exactly what to post and why you’ll never run out of ideas.
Short Form vs. Long Form: What Works Best
There’s a lot to unpack on all that because shorts is obviously going to cast the widest net, right? It’s going to get the most views and that pulls people in.
And then your long form is what keeps people engaged and entertained longer. And you get to give more value to those people who are going to want to buy.
Casting the shorts obviously builds the community and then the long form holds them there. And that’s where you start teaching them what to do and how to take care of the problems that they’re having.
Short Form Is How You Grow Fast
I’m really heavy on short form. Every platform is different too.
Obviously you can’t put photos and text on TikTok. You can’t really do that there. So if you’re doing TikTok, it’s going to be more short form.
Instagram, probably more short form too, or carousels work really good. Right now they’re working really good on Instagram.
Facebook is kind of all the above. You can kind of do whatever. The reels do really, really well on there. The posts do really, really well on there.
So everyone’s a little bit different, but shorts is just how you grow a really fast following. It gets people engaged.
And again, most of my content is all showing people how to take care of the problems and educating the consumer.
What Should You Actually Post About?
A lot of pest control owners actually do know at this point, I should be doing social media. This is important. I can get in front of my customers. But what should they post?
Answer the Questions You Already Get
You probably know the commonly asked questions.
How much does pest control cost? What does the day in the life of pest control look like? What does the technician do when he gets there? How long does the service last?
Go through, use ChatGPT if you want or whatever. But you know all the questions that come in the office that your customers are asking you.
Just go answer those questions. Pull your phone out and start walking around and shoot content.
Should You Post the Same Thing Across All Platforms?
I like to make it a little bit different. But when you first start out though, you should just start there.
When you’re first starting out, you can just use the same video or message across all platforms. Nothing wrong with it. It’s just how you get started.
As you grow and you get a team underneath you, it gets a little easier where you can start posting different content to each platform.
Let’s just say, you and I talked about this today, let’s say I post on Facebook and then you go to my LinkedIn and you see the same post. You’re like, “Well, I don’t need to read that because I’ve already seen that.”
So there’s no reason for them to connect with you on every single social media. That’s why at this point we try to mix it up a little bit.
Should You Be in the Video?
At first, it was me, right? So I was the main person on the channel.
But I didn’t want to, and I feel like TikTok obviously has facial recognition. So it knows my face. It’s going to boost my stuff a little further because I’m well known on that platform. Same with YouTube.
But what I didn’t want to do is just build the whole platform and just surround me because I’m going to have to keep producing content with me in it all the time.
So then I had my technicians start getting on video. I started recording my technicians. So it’s not just me. It’s my entire team.
And some of our best videos are actually our technicians now.
Show Them Actually Doing the Service
Are they just answering the question or are they showing the service?
Exactly. Showing them how to do a service. Maybe they’re specific. Maybe we’re talking about bed bugs. We’re doing a bed bug video. We’re talking about cockroach, doing a cockroach video or bat removal or mosquitoes or whatever that may be.
We’re just showing them what we’re doing, how to take care of it.
Probably the content’s probably three to five minutes long, make it into short form. And that’s where it gets into the cuts and editing and hooks and all this stuff we’ll get into later on.
But this is just what you do. It’s not hard to pick up your phone and go record content.
You guys are already out there in the field, especially the owner operators that are having a few technicians but still in the field. You see problems every single day.
Let’s say you’re doing a bad inspection up in the attic. It’s not hard, but it’s just something you have to remember to get good at. Pull your phone out and start shooting it while you’re doing it.
You’re doing an inspection anyway. You have your phone with you in your pocket. Take it out and start shooting.
How to Never Run Out of Content Ideas
A big question I get is how do I continue to come up with content ideas? How can you not run out of content? How can you make a thousand videos?
Like I said, I’ve already made thousands of videos. I’m still not running out of content. I have my next two to three months of shoots coming out.
So if I’m not running out of content, you guys aren’t running out of content.
Just Copy My Videos
Literally just copy my videos because they’re working. It’s not that hard.
It’s funny and there’s nothing wrong with it because I literally tell everyone just to go do it. But all my friends, your pages are blowing up. They literally copy everything that I did and that’s okay.
That’s what it’s for. I already paved the path for this company. Why reinvent the wheel? You don’t need to. Just copy what I’m doing.
Incentivize Your Technicians
Now I just, we have fun with it too, so we’ll do competitions with our technicians. Whoever gets the best content of the week, we’ll give them whatever, maybe some swag that we have or maybe it’s a cash bonus or whatever.
So we get the content from those guys. And then we can use that content as B-roll or whatever. So it’s incentivizing your technicians to do it too.
And they don’t have to be talking, they can just be recording what they’re doing or having, you know, whatever.
Each Job Is Different Content
That’s something I’ve seen work really well, just kind of documenting what’s going on in real time.
Even though you’ve done a million ant removals or whatever, termite removals, each one’s a little bit different. The house might be a little bit bigger. It’s going to be a different person. Maybe there’s a ton of termites versus a little bit of termites.
Each situation is still different.
You guys are out doing so much content. You’re doing inspections all day long. You’re doing jobs, mosquito jobs. You have so much content. So it never gets old.
Do You Need a Dedicated Video Person?
Should you have a dedicated video person? Or can it be you doing a selfie video?
The majority of everything that I shot early on was just me in front of my phone with a selfie stick, my phone in my hand.
Or if it’s a technician or a sales guy following me around for 10 minutes.
I’d call a friend, “Hey, what are you doing? Can you help me with this tomorrow?” And they just stop by, shoot a quick video. Have them hold the phone. I’ve done it with tripods too.
But yeah, it all works. You don’t need a big team just to get started.
Does It Have to Be Professional?
Should you be doing the service in the video? Because I feel like that makes it more engaging, but it’s also tougher. People are skeptical of filming in someone’s house or something like that.
Can you just be sitting in your room filming a selfie video, or does it have to be a little bit more professional? You’re in someone’s house.
I like to be moving around a little bit. It’s more engaging that way. It catches people’s eyes. But it depends what you’re talking about.
Long form, you can be sitting down.
But I’d say if it’s short form, I’d probably be moving around a little bit.
After a really good hook, you got three seconds to get people to watch. You’ve got to be moving around, showing something interesting.
Maybe you have that bug as a thumbnail if you’re working on that day. Just think about, you have to think through your content too. You can’t just post.
But when you’re just starting out, just take out your camera and start filming.
Get Comfortable Being Uncomfortable
I get it, it’s uncomfortable at first. But like anything else, everything’s always uncomfortable.
Just get comfortable being uncomfortable and you’ll grow that way too.
The more time you spend with me, I’m constantly getting content everywhere I go. That’s just what I do at this point. It’s fun.
The Bottom Line on What to Post for Pest Control
Answer the commonly asked questions. Show your technicians doing the actual work. Document every job because each one is different.
Start by posting the same content across all platforms. As you grow, mix it up.
Get your technicians involved. Incentivize them to shoot content. Use their best stuff.
And if you’re stuck on ideas, just copy what I’m doing. I’ve already paved the path. Why reinvent the wheel?
You have enough content for years. You’re already doing the work every single day. Just pull out your phone and start recording.
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Pull out your phone. Start shooting. Get comfortable being uncomfortable.
