" />We invited over 50 heating installers and plumbers to help us with in-depth research into everything from their buying habits to their preferred media. We compared this to similar research undertaken just 18 months prior, and the differences were startling.
Where do heating installers and plumbers get their industry news from?
We asked heating engineers and plumbers where they mainly get their trade news from. We asked them to name just one source – their main source – while appreciating they consume multiple communication channels.
By naming one main source, this allows us to understand how best to effectively direct any advertising spend presented to us by our clients. We respect client budgets carefully. Therefore, we have to know that every penny is being spent to achieve the call to action required, whether this is eyes on brand, clicks through to training or an alternative aim.
Just 18 months ago we saw several key trade titles mentioned by the installers. This time around there were just a couple of names that reoccurred when we quizzed the tradespeople. This year more than ever, all eyes are on social media.
The top four answers (in order)?
- Print trade magazines
- Online trade magazines
Why do installers get their news from social media?
With many spending time on social media generating content themselves, it’s perhaps inevitable that while on there, they consume news that is shared from brands, media outlets and fellow tradespeople.
This makes it critical for brands to be communicating out effectively. It is essential that brands lead with clear calls to action married with clear messaging which can be consumed in a matter of seconds as Instagram is scrolled through.
The fact that Instagram came out on top was music to our ears; delivering cost effective advertising on the platform is something we’ve really honed in the past few years, meaning brands can really get value for money and we can demonstrate return on investment – a win-win. We can benchmark what ‘good’ looks like and also know when tweaks are required if a campaign isn’t reaching the targets required.
While slightly slower, LinkedIn is kicking up the heels of Instagram as a way to communicate with plumbers and installers. Here, we are seeing debates with 20+ comments underneath them on posts on this platform (particularly around heat pumps…and MCS!). While advertising remains significantly more expensive than Instagram, engagement is high for brands wishing to join debates around hot industry issues (please excuse the pun). For LinkedIn debates follow Damon Blakemore, Nick Irlam and Mars Moldzinski.
It’s also worth noting that the march to digital-first communications was led by Lyrical Communications during Covid, when the company took Installer magazine online only. I remember this move really causing waves. Thanks to an amazing sales team working alongside a strong editorial team, they have made this a huge success. It’s allowed the company to post effectively across its social media channels, enabling high engagement rates on its content, making it the go-to paid for media outlet for many. It will be interesting to watch competitor moves as the year progresses.
The most preferred social media channels for work-related content
We also asked installers which social media channels they prefer to use for work-related content. Once again, Instagram was the clear favourite, second was Facebook and third, LinkedIn.
Facebook is widely used for local promotion, and with its Meta links to Instagram making both posting and advertising relatively easy, and very cost-effective, it remains a channel which shouldn’t be ignored. Brands we work with are seeing good engagement rates on Facebook.
We’ve been asked by several brands over the past year about TikTok, and although we interviewed 15 people under the age of 30, only one person our of everyone we spoke to told us they primarily use this channel for work-related content. Perhaps the pressure to deliver video-first content can relent a little for hard-working marcoms teams? Or, is it a clear opportunity to coin the future market? For now, in 2026, it’s an Instagram-first world with content posted with ease by brands and installers alike.
How often do plumbers and heating installers want to hear from manufacturers and brands?
The answer was clear – when there’s a new product or offer. Otherwise, keep it monthly please! Likewise, email will get the most eyes on the news, followed by social media in second place.
Email can also be used effectively with platforms such as Mailchimp providing cost-effective and relatively easy-to-use resources. Installers can build effective email marketing campaigns for their local customers using Mailchimp, while brands can segment their audiences and measure engagement. Another win-win.
Brands wishing to look at communicating with plumbers and heating engineers via more than traditional PR routes can contact Refresh for advice and more details about the implementation of these campaigns here.
In the next blog, which we’ll share later this month, we will examine what installers value the most from brands, the key messages that land the best and the possibilities around brand swapping. Stay tuned!
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