If a mouse skitters across my bedroom floor in the dead of night—waking me because, contrary to popular belief, even mice are not “quiet as a mouse”—who am I gonna call? Ghostbusters! No, and though I want to, I won’t call 911 either. I will do some quick, decisive, competitive research, weigh my high-level findings, and make an intuitive decision.
For the last decade-plus, Google has dominated search—I mean, it’s a literal monopoly—but we’re in the midst of a generational shift in how we gather information online. Historically, the majority of users would turn straight to Google, and while it still reigns supreme as a search platform, its piece of the digital pie is shrinking. In 2024, 24% of adults report primarily using social media to search online. Quick company research now extends far beyond the confines of Google—in a flurry of swipes, taps, and scrolls, users look at your Google Business Profile, your average ratings and reviews, the homepage of your website, your social media profiles, your recent customer interactions, and sometimes even your “About” page.
The first impression you leave on users comes from a spectrum of digital sources, and active social media accounts are climbing the ranks in importance. Pest control companies that want to thrive in the ever-evolving service industry—especially with Millennials and Gen Z—need to meet their future customers where they are: online and scrolling. Social media is the new search engine.
Why Is Social Media Marketing Important For Pest Pros?
No website, no business. That much is a given—unless you’re a legacy brand, an online presence is necessary simply to affirm your business actually exists. But “online presence” is vague. To some business owners, getting online means setting up a Facebook page. To others, it means acquiring listings in digital directories or a polished website. Regardless of interpretation, the stats don’t lie: staying active and engaging on social media is crucial for your digital marketing strategy. And according to young Americans, social activity is playing an increasingly significant role in shaping your reputation:
- 95% of Gen Z and Millennial consumers expect businesses to be active on at least one social platform.
- 74% of Gen Z and Millennial consumers say that lack of recent social media activity damages the perceived credibility of a business.
- 24% of consumers use social media as their primary source of information, but the number climbs to 46% for Gen Z.
- 57% of consumers use YouTube to search for information as often as they use Google.
A Pestified Social Platform Primer
Our smartphones and smartwatches and pads and tablets (and now rings??) are extensions of our brains and bodies, so it makes sense that we’re collectively turning to digital apps for information. And for digital natives, the rising class of consumers, several social platforms outpace Google in search: Gen Z prefer YouTube (77%), Instagram (77%), and TikTok (73%); Millennials prefer YouTube (84%) and Facebook (76%). Here’s a breakdown of today’s top social sites:
Facebook is arguably the most local-centric platform, prioritizing neighborhood-focused content, community groups, and localized interactions. It’s ideal for sharing relevant pest tips and seasonal updates, and directly engaging with the community you serve. While organic reach varies, paid campaigns can boost visibility and local impact.
- Audience
- Silent Gen
- Baby Boomers
- Gen X
- Millennials
- Engagement
- Responding to comments
- Participating in local groups
- Answering questions
- Sharing industry news and updates
- Running local ads
- Content
- Informational blog promotions
- Seasonal pest updates
- Customer success stories or reviews
- Timely news and local pest alerts
- Local partnerships or participatory events
- Service promotions or limited-time offers
Instagram started as the #foodstagram app, then became the #selfie app, and finally evolved into the epicenter of personal and professional branding we know today. Unlike Facebook, Instagram is a visual-first platform, a format that fosters creativity, helps you define your brand’s voice, and offers both local and global visibility. Plus, Meta links Instagram and Facebook ads, streamlining your work and expanding your campaign reach.
- Audience
- Gen X
- Millennials
- Gen Z
- Engagement
- Posting original content (images, collections, videos) to feed, stories, and reels.
- Answering pest questions and sharing quick tips in comments
- Sharing customer stories and photos (with credit)
- Partnering with influencers (DIYers, real estate agents) for pest content
- Running targeted ads
- Content
- Educational blog promotions
- Seasonal pest updates
- Memes and shareables that align with your brand’s tone
- Behind-the-scenes (showing your team in action)
- Infographics with helpful tips
- “Day in the life” videos or ride-along content
- Customer success stories
- Timely news and local pest alerts
- Service promotions or limited-time offers
YouTube
If you’re searching online for instructions like “how to change a tire” or “tree stump removal steps,” would you more likely pull up a written guide or a video guide? Visuals are exponentially more engaging than text, particularly video content which, according to 66% of consumers is the most engaging type of content. YouTube is more than a content powerhouse—with over 2.5 billion logged-in users each month, it’s also the second-largest search engine and only growing.
- Audience
- Gen X
- Millennials
- Gen Z
- Engagement
- Posting long- and short-form video content optimized for search
- Responding to comments and engaging in discussions
- Encouraging likes, shares, and subscriptions to build community
- Using the “Community” tab to ask questions and run polls
- Content
- Short-form content (YouTube Shorts) Informational guides like “Identifying pests” or “Preventing rodent infestations”
- Medium-form content (videos 2 to 5 minutes in length)
- Explainer videos on pest control methods or seasonal tips
- Q&A sessions answering viewer questions
- Series on pest-proofing, eco-friendly options, or debunked pest myths
- Collaborative posts with real estate agents, property managers, and other businesses
TikTok
Here to stay or on its way out? Well, we have as much control over that as we do the weather—what we can do is connect with TikTok audiences and build brand awareness while it’s still here. Like Instagram (x1000 due to its wild algorithm and pioneering format), TikTok offers both local and global visibility for short-form (and recently mid-length) video content. And, like YouTube, the platform is quickly becoming a search engine of choice for Millennials and Gen Z.
- Audience
- Millennials and Gen Z (75% of users are under 44 years old)
- About a quarter of users are 45+
- Homeowners, renters, and first-time buyers searching for DIY tips
- Engagement
- Going live to answer pest questions or share tips
- Commenting on related, trending posts related to pests, lawn care, home protection, DIYs, etc.
- Reposting and reacting to viral stories with expert pest advice
- Engaging with related businesses (real estate, gardening) by duetting or stitching
- Content
- Pest removal before-and-afters
- Sped-up work videos with or without voiceovers
- Viral trend participation with pest-related twists
- Day-in-the-life or BTS clips of your team in action
- Educational tips
- Relatable pest skits or homeowner bloopers
The land of professionals. LinkedIn is best for B2B marketing and digital networking, but it also offers yet another avenue to boost brand awareness and organic visibility. If you want to grow your commercial customer base or connect with other local businesses, start with LinkedIn. You can build relationships with community members, peers, and potential business partners, while positioning your brand as a trusted industry leader.
- Audience
- Millennials and up represent over 65% of active users
- 24% of users ar young adults early in their careers
- Experienced professionals (more than half of active users are deemed “high income”)
- Engagement
- Sharing timely pest control industry insights through LinkedIn articles
- Posting to both your business and personal pages (personal posts tend to perform better)
- Leaving comments on posts and joining conversations in relevant groups focused on real estate, property management, or home services
- Celebrating local partnerships or highlighting recent commercial projects
- Asking industry-related questions or polls for fellow businesses
- Content
- Infographics, images, and videos with educational and informational content
- Quick video tips from experts
- B2B insights on pest control for businesses and property managers
- Share seasonal updates and reports for commercial properties
- Share thought leadership on trends, sustainability, and service best practices
- Highlight successful commercial partnerships as proof of credibility
Top Tips: Social Media Marketing For Pest Professionals
- Consistency: Pick 1 or 2 platforms to focus on and keep them active. A complete and regularly updated Facebook page is better than a dormant account on every platform.
- Just do it: Organic reach on Facebook and Instagram can be tough, but showing you’re engaged and active will help you stand out. People love personal, real-time interactions, so don’t let perfection hold you back.
- Develop a voice: Keep your brand’s tone, voice, and aesthetics aligned across all platforms. Brand cohesion helps customers quickly understand your identity while researching local services.
- Invest in visuals: Posting does not require professional images and photos, but your assets should be clear, appealing, and adhere to visual design fundamentals. Even iPhone photos can look great with a little attention to detail (no pixelation or weird cropping!).
- Diversify: Use paid posts to promote your services, ephemeral stories to be personal and informal, and feed posts to educate, entertain, and inform. In everything you share, consider the value it provides the customer—proof of life is important, but real engagement comes from prioritizing your audience’s needs.
TLDR: Your Future Customers Are Googling You… On Instagram. Social Media Is the New Search Engine—Get Online or Get Left Behind.
Ready to wrangle your rep and get social? We can help you create and manage professional accounts that prove your business is credible, engaged, and ready for action. Let’s talk!
Hannah Bollman is Nifty’s talented and dynamic Content & Brand Manager. She develops compelling content across blogs, newsletters, social media, and ad campaigns, ensuring alignment with Nifty’s voice and mission. With a background in SEO, content marketing, and stand-up, Hannah brings a unique mix of creativity, strategy, and humor to everything she does. When she’s not shaping Nifty’s brand or growing visibility for our clients, she’s on a run, on her bike, or enjoying a delicious falafel sandwich.
