A 30-day content plan for EV installers with no time

Most installers think content is a marketing problem. It is not. It is a discipline problem. The skills are not the issue. You know more about EV charging in your local area than 99% of YouTubers covering the topic. The challenge is finding the time to publish what you already know, in a way that does not require a videographer or a copywriter sitting next to you.

This piece walks through a 30-day plan that I have used with installers running 50-job-a-month operations who genuinely do not have a spare 30 minutes in their week. The plan assumes a phone camera, ten minutes a day, and zero existing content. By day 30 you will have 30 to 40 pieces of content live and a system you can run on autopilot.

01Why content for EV installers is different

Most "content marketing" advice is written for SaaS companies and B2B consultants. It does not translate to a trade business. Three things make installer content different:

• You already do filmable work every day. Software companies have to invent things to film. You do an install on Tuesday morning that is more interesting than 90% of the videos competing for attention.
• Your audience is hyper-local. Most of your buyers live within 30 miles of you. That changes what you should make and where you should post it.
• Trust is the conversion lever, not entertainment. An install homeowner does not want viral. They want "this person knows what they are doing and will not mess up my electrics".

Forget anything you have read about TikTok dances and viral hooks. Your content's only job is to make a future customer feel like they already know you before they call.

02The five content types that actually work

1. The install reveal. Before and after of the day's job. 30 to 60 seconds. Good lighting, voice-over of what you did and why.
2. The customer reaction. Phone camera, 60 seconds, the customer at the wall after you have finished. "How was the experience? Anything you wish you knew before you booked?"
3. The "common question" answer. Pick a single question customers ask you (e.g. "do I need a smart meter for an EV charger?"). Answer it in 60 seconds, plain English.
4. The behind the scenes. Five seconds of the van being loaded. Ten seconds of the supply test. Twenty seconds of you laughing at a tricky cable run. Stitched into a 60-second clip.
5. The educational explainer. One concept in plain English. "What is RCD protection and why does your installer keep mentioning it?" Long-form (90 to 180 seconds), with a script you write once and re-use.

Five types. Across four channels (Instagram Reels, TikTok, YouTube Shorts, LinkedIn). One filming session per week. That is the whole machine.

03The 30-day plan, week by week

Week 1: Capture

Goal: get into the rhythm of pressing record. Quality is irrelevant in week one.

• Day 1. Set up a "content" album on your phone. Every clip you film goes in there.
• Day 2. On the next install, film three clips: the existing supply, the install in progress, the finished result. 10 to 15 seconds each.
• Day 3. Ask one customer "would you mind if I filmed you talking about the install for 30 seconds?" 80% will say yes. Film them.
• Day 4. Pick one question a customer asked you this week. Answer it on camera in your van after the job. One take.
• Day 5. Film a "before / after" walkaround on your last install of the week. 60 seconds, narrated.
• Day 6 / 7. Rest, but watch back what you have. You will be cringing. That is normal. Everyone hates the first week of footage.

Week 2: Edit and post

Goal: turn raw footage into posted content using free tools.

• Day 8. Download CapCut on your phone. It is free, it is the industry standard, and it has templates that turn raw footage into a polished clip in 5 minutes.
• Day 9. Pick your best install reveal from week 1. Edit to 30 seconds. Add captions. Post on Instagram and LinkedIn.
• Day 10. Pick your customer testimonial. Add a name, location and a one-line caption. Post.
• Day 11. Edit the question answer. Caption with the actual question. Post.
• Day 12. Behind-the-scenes montage. Post.
• Day 13. Repurpose Monday's post for TikTok and YouTube Shorts. Same video. Different captions to suit each platform.
• Day 14. Look at engagement. Note which post got the most attention. That is your template for week three.

Week 3: Cadence

Goal: post every working day, building a rhythm.

• Film one new install reveal per install (5 to 10 a week).
• Post one piece of content every working day.
• Mix the five content types so it does not feel repetitive.
• Spend 15 minutes a day replying to comments. This compounds your reach more than any single post.

Week 4: System

Goal: turn the chaos of weeks 1 to 3 into something repeatable.

• Day 22. Build a content batch day. One half-day per week where you script, film and edit five pieces of content. Saves you from daily decision fatigue.
• Day 23. Buy a basic mic clip-on and a phone tripod. Total cost £30. Quality goes up dramatically.
• Day 24. Set up a simple posting schedule (Buffer or Later, free tier) so all your content is queued for the week.
• Day 25. Identify your top 3 performing pieces from the month. Make a follow-up to each.
• Day 26 to 30. Stay on the cadence. Adjust topics based on what is getting traction.

04The captions matter more than the videos

This is the bit most installers get wrong. They post a great clip with no caption, or a generic caption like "another happy customer". The caption is where the SEO lives, and where the trust is built.

A good caption has three things:

1. A specific opening line. "Installed a 22kW commercial unit in Reading this morning" beats "another job done".
2. A practical detail. "Supply was 100A, no upgrade needed. Total time on site: 4 hours." This is what other installers and curious homeowners actually want to know.
3. A clear next step. "If you are in the area and looking at a similar install, drop a comment or a DM. Free quote, no pressure." That is your call to action.

Three sentences. Two minutes to write. Massive difference in reach and conversion.

05The 80/20 of platforms

Pick two platforms to live on. Cross-post to others if you have time. Do not try to master four at once.

For most EV installers in the UK, the order is:

1. Instagram Reels. Best mix of local discovery and showroom feel. Existing customers refer through it.
2. LinkedIn. Surprising number of B2B leads (commercial installs, EV fleet partnerships) come from LinkedIn for installers who post consistently.
3. YouTube Shorts. Slow burn, but the searches for "how to install EV charger" build cumulative traffic forever.
4. TikTok. Higher reach, but more entertainment-driven and less local intent. Useful but not essential.
5. Facebook. Good for older homeowners and community groups. Worth posting to but not your primary.

Pick the top two. Get good at them. Add the others when you have a system that runs without you.

06Common excuses (and the answer to each)

• "I do not have time." If you have time to drive to and from an install, you have 60 seconds to film the start, the finish, and a 20-second customer chat. The barrier is habit, not time.
• "I am not good on camera." Nobody is, week one. You will be by week four. The bar is "intelligible". Not "polished". Polished is week 26.
• "My customers will not want to be on camera." Around 4 out of 5 will say yes if you ask politely after a successful install. You only need a few a week.
• "It will not bring leads." It will, but slowly at first. Most installers see their first attributable lead in week 4 or 5. By month 3 it is regular. By month 6 it is one of your top channels.

07What good looks like at month 3

By the end of month 3, an installer running this plan typically has:

• 40 to 60 pieces of content posted across two platforms.
• 1,000 to 5,000 local followers, depending on starting point and area.
• 10 to 30 inbound DMs about installs, of which 3 to 8 convert.
• A library of footage that can be repurposed for ads, the website, and email campaigns.

None of that is dramatic. It is steady. The compounding kicks in around month 6 to 9, when older posts keep being found by people in your area searching for "EV charger installer [town]" and your face shows up across multiple platforms.

08Your day-1 checklist

1. Set up a "content" album on your phone.
2. Pick the two platforms you will post on.
3. Write down the three most common questions customers ask you. These are your first three educational posts.
4. On your next install, press record three times. That is it.

If you can do those four things in the next 24 hours, you have already beaten 90% of your competitors. The other 10% will be the ones who keep going past day 14, when it stops being novel and starts being a system.