The roofing posts worth making are photos and short clips of jobs your crews finished, put on your business pages and on your own personal Facebook page. A roofing owner on r/Roofing told newer roofers to “post some stuff on your personal social media from time to time showing off a recent project you’re proud of,” and said many early referrals came from friends and family reminded that way.
Posting a lot does little on its own, by one sales rep’s account. Asked in July 2026 whether posting brings jobs, a rep on r/RoofingSales answered, “It works for some, but from what I can tell the majority of people don’t really get much out of it.” The rep added that a coworker who posts a lot gets little reaction. Start with the people who already know you, and see Does Social Media Bring Roofing Jobs? for what other owners report.
Ten posts you can shoot on any roofing job
- Before and after from the same spot. Stand where you stood for the before shot, so the roof is the only thing that changed.
- What was under the old shingles. Soft decking or a second layer of shingles, with one line on what you did about it.
- Tear-off to dry-in in one clip. Shoot a few seconds from the same angle every hour and cut them together.
- A drone pass over the finished roof. Keep a short cut for your Google profile.
- Cleanup. Film the magnet sweep in the driveway and the yard after the dumpster leaves.
- A question from the kitchen table. Pick one you heard this week, such as how long a tear-off takes or what happens if it rains mid-job, and answer it on camera in under a minute.
- A customer’s review beside a photo of their roof, posted with their permission.
- Storm week. After hail, post what a homeowner can look for from the ground and how to book an inspection.
- The person who answers your phone. A short clip lets callers put a face to the voice.
- Delivery morning. The shingle pallets in the driveway, shot from the street with the house number out of frame.
Video Marketing for Roofers: What to Film and Where It Brings Calls covers the clips in more depth.
Name the town and the job in every caption
A homeowner should be able to tell from the caption alone that you roof houses like theirs nearby. Copy these and fill in the brackets.
Before and after:
Full replacement in [neighborhood], [town]. [Shingle line and color] over new underlayment, done in [number] days. If yours went on around the same time, book an inspection: [link].
What was under the shingles:
Here’s what was under the shingles on a [year] house in [town]: [what you found]. We replaced [number] sheets of decking before the new roof went on. You can’t see this from the ground.
Kitchen-table question:
Asked this week in [town]: “[question]” Short answer: [answer]. The clip has the rest.
Review:
[First name] in [town] let us share this: “[review text]” Thank you, [first name], and thanks to [crew lead]‘s crew.
Storm week:
Hail came through [area] on [date]. From the ground, look for [what to look for]. Book an inspection at [link].
Personal page:
Finished this one in [town] today, and I’m proud of how the crew left it. If anyone you know needs their roof looked at, send them my way.
Most U.S. adults use Facebook, but one roofing account drew more views on TikTok
In Pew Research Center’s 2025 survey, 84% of U.S. adults say they ever use YouTube and 71% use Facebook, while about a third use TikTok.
Older adults stay on the first two. Among adults in their fifties and early sixties, 85% use YouTube and 74% use Facebook.
One roofing company’s accounts went the other way. The person running them reported Facebook and Instagram posts reaching 60 people at best, while TikTok posts got 700 to 1,500 views. Put each clip on every account you have, and ask every caller where they saw you.
Google sets its own limits on profile posts and videos
As of October 2026, a Google Business Profile takes three kinds of post: Updates, Offers and Events. Google archives posts older than six months unless the post has a date range set, so add each finished job as it comes.
Leave phone numbers out of the post text. Google can reject a post when it cannot verify that the number belongs to your business.
Profile videos can run up to 30 seconds and 75 MB, at 720p or higher, so cut the drone pass down before you upload it. Photos must be JPG or PNG, in focus and well lit, without heavy filters.
Post as often as you finish a job worth showing
An in-house marketer at a roofing company doing more than $10M a year described its routine on r/RoofingSales: Google and Facebook ads, Google profile updates, TikToks and Nextdoor posts. “All social media posts are twice a day as well.” That pace comes from a marketer on staff. An owner running jobs himself can post each time he finishes one worth showing, on a week like this:
- Monday: last week’s best before and after, on your personal page and the business pages.
- Wednesday: a clip from a job in progress.
- Friday: a review, or a kitchen-table question answered.
- Any storm day: what to look for from the ground and how to book.
- Each week on the Google profile: an Update with a finished job.
A crew photo without fall protection puts a likely violation online
A post of your crew on a pitched roof with no harness or guardrail in sight shows what looks like an OSHA violation, with your company name on it. In the U.S., OSHA’s rule for residential construction calls for guardrails, safety nets or a personal fall arrest system once workers are 6 feet or more above a lower level. Fall protection was OSHA’s most frequently cited standard in fiscal year 2025.
Low-slope roofs have their own list of options in 29 CFR 1926.501(b)(10). Before a crew photo goes up, check that everyone on the roof is protected, and leave out any shot where someone is not.
Review posts and employee posts fall under FTC rules
If an employee posts your jobs from a personal account, the FTC says they should disclose that they work for you. Listing your company on their profile page is not enough.
Ask every customer for a review. The FTC calls it misleading to ask only the customers you expect to be happy if that substantially skews how favorable your reviews are.
If a customer got the roof free or at a substantial discount, such as a giveaway roof or a discount in exchange for a video, say so wherever you use their testimonial. The FTC holds the business responsible for what others do on its behalf.
The FTC’s final rule on fake reviews and testimonials, announced August 14, 2024, bans fake or AI-generated testimonials and incentives that require a review to say something positive or negative. It also bans undisclosed reviews by your officers, managers or employees, along with buying fake followers or views. The FTC can seek civil penalties against anyone who breaks it knowingly. How Roofers Get More Google Reviews (and Deal With Fake Ones) covers asking for reviews inside these rules.
Check these before each post
- Before and after shot from the same spot.
- Town and job named in the caption.
- Finished jobs on your personal page as well as the business pages.
- No phone number in Google post text.
- Videos for the Google profile cut to 30 seconds or less.
- Fall protection on everyone in a crew photo.
- Employees who post your jobs say they work for you.
- Any free or discounted roof disclosed beside the testimonial.
- Every caller asked where they saw you.
Your Google posts live on the same profile homeowners find on Google Maps. To see where that profile ranks, run the free Google Maps heatmap: pick your Google profile and a search, and in a few minutes you’ll see your rank at 49 points around your office.