9:18
Why organic content still matters for solar installers
We don’t sell organic content or social media management.
So you’re safe from a pitch tonight.
You’ll get one tomorrow — don’t worry.
This video is about why organic content still matters for solar installers, especially when you’re already running paid campaigns.
I walk through what’s happened since I started posting daily, the “stacking” effect most people don’t anticipate, and why organic content quietly supports paid media, sales conversations, and long-term brand trust.
This isn’t about becoming an influencer.
It’s about building assets that compound.
Simple, authentic content — recorded on site — often does more work than polished edits ever will.
For context, this video was originally recorded on 8 January 2025, views & strategies may have changed since.
Featuring
Video transcript
Good evening. We’re going to talk about organic content today.
We don’t actually sell any organic content or organic social media marketing services, so you are 100% safe from a pitch tonight. You’ll get one tomorrow though — don’t worry.
Organic content is incredibly important, and we always recommend it to clients when they’re running paid media campaigns. We don’t personally think it should be your top priority, especially as a newer installer. If you’ve got a more established base, then it makes sense to really invest in organic content.
I’ve seen Spirit Energy do some absolutely fantastic organic content. Kimble Tech do great content as well. If you’re at that stage, that’s brilliant. If you’re a newer installer, you should probably focus on paid ads first and then use organic content to supplement them.
I want to take you through a real example from our side of how things have gone since I started really focusing on putting content out. I’ve done a video every day for over a month now.
This is my average LinkedIn followers charted out over the course of 90 days. You can very clearly see when the content started. What I didn’t quite anticipate is what looks like a stacking effect. I post one video here, then another, then another — and the earlier videos are still getting traction, engagement, and impressions.
As a result, the amount of reach I’m getting and the audience I’m building is growing over time. Hello, by the way, to everyone who’s new.
Followers are obviously a vanity metric — who cares, right? But the importance of this can’t be overlooked. These followers aren’t just numbers. They’re real people. I’ve gone through the followers and connected with quite a few of them, and around 90% are decision-makers in businesses we’d love to work with.
Those people aren’t seeing my content every single day because of how the algorithm works, but they are periodically being shown it again and again. Gradually, I hope, that builds a positive association with me, the content, and the value I try to provide.
This stacking effect actually makes sense. It builds over time as people get used to the value you’re putting out.
If you zoom into the last 30 days, you can see I’ve gained about 10 followers per day on average — roughly 300 followers per month at the current rate. If you look at just the past week or so, it’s gone a bit crazy. Some of that will be because everyone was off over December — apart from us, because we’re absolutely nuts — and some of it will be the stacking effect.
Why does this matter to you as a solar installer?
When you’re running paid media campaigns, you’re going to get people who follow your social media account. Every new organic post is essentially a free ad or free piece of content about your business that you don’t need to pay Meta or Google for.
You can do this very simply. You’re at an installation, you talk through the install, you post it. No editing required. We’re huge fans of authentic content.
Yes, we do edit ads sometimes — speeding them up slightly, adding captions or icons — but the priority is making the message clear. With organic content especially, if you post it raw and authentic, it often feels much nicer to the audience.
If you’re a small installer and you try to look really big by paying some Fiverr editor to add fancy effects, it usually comes across as cheap. The editor probably isn’t that good, and it ends up looking worse than if you’d just left it alone.
The other big piece is that when you create these assets — recording yourself at installations, recording your team — you’re building a bank of sales assets.
With organic content, you can easily link to it. You can copy the link to a Facebook post, an Instagram post, or a LinkedIn post. During sales conversations, you can use those assets to move the conversation forward.
If you’re always recording videos during installations, you gradually build a library of different property types, different hardware setups, different system configurations — maybe even retrofit systems. If you explain them well, then when a lead comes through that matches a certain profile, you can send them a very specific, highly relevant video.
That’s something we’re working on ourselves as well. We’re building out a large Airtable asset library. This will allow us to tag and categorise videos so clients can easily search their asset database instead of digging through Google Drive folders.
For example: three-bed house, specific solar panels, Tesla Powerwall 3. Every asset tagged with those categories comes up immediately. Those assets are ready to send to a customer, ready to use in an ad, ready to put on the website, or ready to post.
That’s a great idea — one I’ve just come up with myself.
Another thing you can do with organic posting is test creatives you may later want to use as ads. If something performs well organically — good engagement, comments, people finding it useful — there’s a very high likelihood it will also perform well as an ad.
This fits perfectly with our strategy, where we steer away from heavy offers and pricing and instead focus on you as the installer, your attributes, and your USPs.
Another thing that’s just popped into my head is authority. Followers give you authority. When you start paid campaigns on Meta, some people will even advise running follower campaigns so your profile looks established. A few hundred followers or up to a thousand looks good.
If you build that following organically, it’s even better — because those people actually care and chose to follow you. It’s not something you just bought cheaply through ads.
The final piece is that with organic content, you can hit someone over and over again without paying for retargeting. You can stay top of mind without burning advertising budget.
So that’s a bit of a roundup on organic content. Again, we don’t offer organic content services and probably never will — Joe would have a heart attack if I sold that.
But it is something you should be doing, at the very least as a tick-box exercise. Even one post a week makes a difference.
That’s all for now. I’ll catch you in the next one.
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