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The Ultimate Roofer’s Guide to Instagram

Estimated Read Time: 30 min.
A blog graphic titled "The Ultimate Roofer's Guide to Instagram" with stylized Instagram posts featuring roofing imagery on a purple background.

Roofing is a profession built on trust and craftsmanship, where every shingle laid and every roof repaired tells a story of reliability and skill. In today’s world, these stories of hard work and precision need a new kind of platform to be shared – one where digital meets the hands-on nature of roofing. Enter Instagram, a visual landscape that’s not just transforming the way roofers showcase their work, but also revolutionizing client engagement and business growth.

Did you know that 71% of Instagram users are likely to purchase products or services they’ve seen on the platform? This significant percentage represents a vast pool of potential clients for roofers who are stepping into the digital marketing arena. From captivating project galleries to client testimonials, Instagram opens up a world of opportunities for roofing professionals to expand their reach and build their brand.

This roofer’s Guide is your go-to resource for mastering Instagram in the roofing business. It’s packed with straightforward, effective strategies just for roofers like you. We’ll show you how to create a great Instagram profile, make content that your audience will love, and use Instagram’s best features to grow your business.

Why Choose Instagram for Marketing Your Roofing Business

An imaginative building designed to look like an Instagram logo with workers on the roof against an autumnal treeline backdrop.

In the dynamic world of social media, roofing companies have a golden opportunity to branch out and make their mark on Instagram. This platform stands out for its unique ability to broadcast vibrant photos and engaging videos that showcase your projects, your team, and the day-to-day life of your business. While Instagram’s approach to marketing may differ from Facebook or YouTube, its impact is equally, if not more, compelling for a visual-centric industry like roofing.

Here’s a simple breakdown of what makes Instagram a go-to for roofers:

  • Mobile-Friendly: Unlike other platforms, Instagram is made primarily for phones. This is great because more and more people are using their smartphones to browse and find services.
  • Visual Appeal: Instagram is all about showing rather than telling. Here, it’s all about the images and videos. For a roofer, this means you can really show off the quality and beauty of your work in a way that catches the eye.
  • Focused Content: Instagram doesn’t allow clickable links in regular posts, only in bios. This might seem like a downside, but it actually means people focus more on your photos and stories, not on clicking away to other sites.

Instagram’s design, which suits smartphone users perfectly, along with its emphasis on visuals, makes it a prime spot for roofers. You get to showcase your craftsmanship and connect with potential customers in a space where they’re already scrolling and engaging.

As we explore the vast potential of Instagram to transform how roofers connect with their audience and showcase their work, it’s crucial to understand the broader picture of marketing in the roofing industry. For those curious about the tangible benefits of marketing and how it translates into earnings, especially for roofers who traditionally haven’t relied on advertising, we recommend checking out the video from Roofing Insights, where they dive into how much roofers who don’t advertise can make. This insightful resource delves into the real-world impact of strategic marketing efforts and how they can significantly enhance a roofing company’s profitability. It’s a must-watch for anyone looking to deepen their understanding of marketing’s value in the roofing sector.

But, keeping your Instagram fresh and engaging can be a lot of work, especially when you’ve got roofs to fix and install. If you find it tough to keep up, think about getting some help with our Instagram Management Services. This way, you can keep showing off your awesome roofing work on Instagram without it taking up too much of your time.

Setting Up Your Professional Roofing Instagram Account

Hand holding a smartphone displaying the Instagram login screen with fields for username and password.

Before diving into the world of likes and stories, setting up your Instagram account the right way is crucial. Here’s how to lay the groundwork for a professional roofing Instagram profile:

  • Choose the Right Username: Your username should be recognizable and closely tied to your business name. Keep it simple, professional, and easy to search.
  • Professional Profile Picture: Your profile picture is often the first impression potential clients will have of your roofing business on Instagram, so it’s crucial to make it impactful. Using your company logo is a great choice as it promotes brand recognition. If you don’t have a logo yet or are thinking of redesigning your current one, consider visiting freelancer platforms. Websites like Upwork or Fiverr offer a wide range of talented graphic designers who can create a unique and professional logo for your business.
  • Craft a Compelling Bio: Your bio is a snapshot of your business. Include what you specialize in, your location, and a bit about your company’s ethos. Remember, you only have 150 characters, so make each one count.
  • Contact Information: Ensure your contact details are easily accessible. Include your phone number, email, or a link to your website to make getting in touch as easy as a tap.
  • Switch to a Business Account: A business account on Instagram unlocks valuable features like insights, the ability to promote posts, and more. It’s a simple switch in settings and a must for any professional presence.

Creating an Instagram Profile

Your Instagram profile is like your business’s digital storefront, and first impressions matter. Here’s how to ensure your profile captures attention and reflects the quality of your work:

  • Consistent Aesthetic: Choose a color scheme or style that reflects your brand. Consistency in your posts creates a cohesive and professional look.
  • Quality Photos: High-resolution images are key. Whether it’s showcasing a finished roofing project or the process behind it, clarity and quality speak volumes.
  • Highlights for Quick Information: Use Instagram Highlights to categorize and archive your stories. You can have highlights for different types of projects, testimonials, or FAQs.
  • Regular Updates: Keep your feed fresh with regular posts. This shows potential customers that you’re active and engaged in your work.
  • Engaging Captions: While visuals are crucial, don’t underestimate the power of words. Use captions to tell the story behind the photo, share roofing tips, or explain the project process.

Content Strategies for Roofing Companies

A construction worker in a blue shirt and orange helmet carrying a blue ladder at a construction site with wooden roof frames in the background.

Showcasing the Work Process

Let your followers see what goes into a roofing project. Share photos or videos from when you start a project, showing the initial roof state. Update them as the work progresses, and don’t forget to post a satisfying final reveal. This way, you give them a full picture of the hard work and skill your team brings to each job. 

Leveraging Customer Reviews

Happy customers are gold for your business. Instead of just posting written reviews, why not make them come alive? Record a short video of a client sharing their experience, or turn their words into an attractive graphic. This makes their feedback more relatable and powerful, showing potential clients why they should choose you.

Elevating Your Content

Drones can take your Instagram content to new heights – literally. Use them to take photos or videos from above, showing off the full scope and quality of your roofing projects. This isn’t something you see every day, so it’s a great way to stand out and showcase your modern approach to roofing.

These strategies are more than just ways to show off your work; they’re opportunities to tell your business’s story in a relatable and engaging way. They help you build a connection with your audience, making your Instagram account a lively and interesting place that reflects the pride and professionalism of your roofing company.

Instagram Stories & Live

Instagram Stories and Live are great for showing what you do in your roofing business. You can share live updates straight from the job, giving people a cool, real-time look at how you work. Plus, Stories are perfect for quick tips or fun roof facts – they’re easy and quick to watch. How about doing a live Q&A?  Sharing stuff like meeting your team or what a typical day looks like can also help people feel more connected to your business.

If you’re looking to give your Stories an extra boost, consider boosting Instagram story views. Getting more views can help more people see your content, making your business more visible on Instagram. 

Educational Roofing Content

On Instagram, sharing what you know about roofing is just as important as showing off the projects you’ve completed. Think about posting tips on roof maintenance. This kind of advice is invaluable to homeowners, helping them look after their roofs better. It also subtly highlights when it’s time to call in a professional like yourself. When you talk about different roofing materials, you’re not just giving out information; you’re guiding your followers to make informed decisions, showing them the pros and cons of each option.

Stay ahead of the curve by discussing the latest trends and technologies in roofing. And why not make it interactive? Put together simple, easy-to-follow guides or video tutorials. For instance, you could demonstrate the correct way to lay a roof tile or share some starter tips for anyone looking to get into the roofing business. This kind of content is not just educational; it cements your status as a knowledgeable authority in the world of roofing.

This approach turns your Instagram presence into something more than a showcase of your work; it becomes a platform where you connect with and educate your community,

Roofing Captions for Instagram

Aerial view of a residential neighborhood with rows of colorful houses and lush greenery.

Captions are your voice on Instagram, turning images into stories. For roofing companies, this means combining professionalism with a personal touch. Start by thinking about what your photo or video shows and what you want your audience to take away from it. Is it the quality of your work? The reliability of your service? Or the satisfaction of your customers? Your caption should be clear, to the point, and reflect the essence of your brand. Humor, industry insights, and a call to action (like asking followers to share their thoughts or visit your website) can also make your captions more engaging.

Playful Captions 

  • “We’ve got you covered – literally! 🏠🔨”
  • “When life gives you rain, we give you a sturdy roof! 🌧️➡️🛠️”
  • “Elevating homes to art, one roof at a time. 🎨✨”
  • “Rain or shine, we’ve got your roof in line. Because no one likes a surprise indoor pool!”
  • “A roof so good, birds are taking notes for their nests! 🐦👷

Professional Captions

  • “Integrity and precision in every project. Our commitment to excellence defines us.”
  • “Crafting roofs that endure. Quality isn’t just a goal; it’s our standard.”
  • “Expertise in every layer. Our roofs embody strength and reliability.”
  • “Elevating standards in roofing. Where exceptional quality meets lasting durability.”

Informative Captions

  • “Did you know? A well-installed roof can reduce heating and cooling costs. It’s not just about keeping you dry; it’s about keeping your home efficient too!”
  • “Roofing tip of the day: Regular inspections can extend the life of your roof. Don’t wait for leaks to tell you it’s time for a check-up!”
  • “The secret behind long-lasting roofs isn’t just quality materials; it’s skilled craftsmanship. Every nail, shingle, and gutter counts!”
  • “Understanding your roofing materials: Today, let’s talk about the benefits of metal roofing – durability, energy efficiency, and sleek design!”
  • “A little roofing history: Did you know that clay tiles have been used for roofing since ancient times due to their durability and ability to withstand harsh weather?”

The Best Roofing Hashtags

A large cardboard hashtag symbol standing in the center of a metal shipping container.

Hashtags are how new customers find you on Instagram. They’re like signposts guiding users to your content. For roofing companies, it’s important to use hashtags that are relevant to your business and your audience. Start with general roofing hashtags, then mix in more specific ones related to your particular post, your location, and what makes your business unique. Here are some trending roofing hashtags to consider:

  • #Roofing
  • #Roof
  • #Construction
  • #RoofingContractor
  • #Roofer
  • #RoofingTips
  • #RoofingLife
  • #RoofRepair
  • #EcoFriendlyRoofing
  • #ModernRoofing

These hashtags cover a range of topics, from general roofing life to specific areas like eco-friendly practices and roofing problems. Mixing popular and niche hashtags can help your posts reach both broad and targeted audiences.

When selecting hashtags, think about your post content and audience. Are you showing a completed project? Sharing a tip? Responding to a common roofing issue? Choose hashtags that align with your message to maximize impact.

How To Find The Right Influencers for Your Roofing Brand

Close-up of a gray tiled roof showing the texture and pattern of the tiles in sunlight.

When looking for influencers to collaborate with, it’s essential to find those who align with your roofing brand’s values and audience. Search for influencers who already discuss home improvement, DIY projects, or construction. Their followers are likely to be interested in roofing services. Evaluate their engagement rates, content quality, and audience demographics to ensure they match your brand’s target market.

Collaborating with Influencers

Once you’ve identified suitable influencers, the next step is to build a partnership based on authentic engagement. One approach is to invite them to document a roofing project, giving their followers an in-depth look at your work. This not only showcases your services but also leverages the influencer’s credibility. Another strategy could involve co-creating content, like Q&A sessions about roofing maintenance or tips on choosing the right materials, combining your expertise with their reach.

Engaging with Your Followers

Engagement is key to creating a community around your roofing brand on Instagram. Respond to comments, messages, and mentions to show your audience that you value their input and are approachable. Share user-generated content, such as photos from satisfied customers, to foster a sense of community and show real-life examples of your work. Connecting with your audience on Instagram is just like building a strong, reliable roof – it’s all about laying the right foundation and then expanding piece by piece. Every time you respond to a comment, share a customer’s story, or answer questions live, you’re adding another ‘shingle’ to your community. Now, imagine giving that roof a wider reach. Increasing your follower base is like extending your roof’s span – it covers more ground and shelters a larger community. With a service dedicated to growing Instagram followers, your roofing brand can extend its protective ‘coverage’ far and wide, offering shelter and expertise to an ever-growing community. 

Analyzing and Adapting

To ensure your Instagram strategy remains effective, regularly analyze your performance. Tools like Instagram Insights provide valuable data on post engagement, follower growth, and content reach. Pay attention to which types of posts receive the most engagement and at what times your audience is most active. Use this data to refine your content strategy, posting schedule, and engagement tactics. Don’t be afraid to experiment with new content types or strategies to see what resonates best with your audience. Regular analysis and adaptation are essential for staying relevant and maintaining a strong presence on the platform.

Successful Roofing Pages on Instagram

In this section, we dive into real-world examples of roofers that have mastered the art of Instagram marketing. By analyzing these successful pages, we can extract valuable lessons and strategies. Influencers and micro-influencers on Instagram can really help your roofing business shine. Here are five awesome folks in the roofing world you should know about. Each one brings something special to the table:

Château de Montautre (@chateaudemontautre): Château de Montautre’s Instagram is a captivating showcase of roofing mastery on historic castles and medieval buildings. With 16.1K followers, they specialize in preserving the grandeur of France’s architectural heritage through their roofing expertise. Their feed is a stunning visual journey through time, featuring detailed work on some of the most iconic structures. Each post, from the intricate repair work to the transformation of ancient roofs, tells a story of dedication and skill.

Shane Stevens (@thethatchingguy): Shane, with a massive following of 647K, is a specialist in thatched roofing. His account is not just a showcase of exceptional craftsmanship but also a glimpse into the unique world of thatching. Through his posts, you’ll see the intricacy and artistry that goes into each project. He often shares the process behind his work, offering a fascinating look at a less common roofing technique.

Leadwork Southwest (@leadwork.sw): This account, followed by 125K people, focuses on the specialized field of lead roofing. It’s an excellent resource for anyone interested in the technical aspects of leadwork in roofing. The posts often detail the process, challenges, and solutions associated with lead roofing, along with showcasing stunning finished projects.

The Roofer’s Helper (@roofershelper): With 181K followers, this account is a treasure trove of roofing know-how. It provides a broad range of content, from practical roofing tips and tricks to the latest industry trends. This is the go-to account for daily roofing wisdom, whether it’s learning new techniques or understanding the business side of roofing.

The Roofer Girl (@the.roofer.girl): Standing out with 19.5K followers, she brings a fresh perspective to the roofing industry. Her account is not just about roofing techniques and projects, but also about breaking stereotypes in the industry. She offers a mix of educational content, personal experiences, and motivational posts, making her account both informative and inspiring.

Learning From The Best

After diving into the world of influential Instagrammers in roofing, it’s clear that their success isn’t just by chance. There are specific elements and strategies these pros use that make their pages more than just a collection of roofing photos. Understanding what sets these influencers apart can offer valuable insights for your own Instagram journey. In this section, we’re going to break down the key factors that contribute to their standout presence on the platform. We’ll explore how they mix content, their consistency, visual quality, and the ways they engage with their audience.

But it’s not just about understanding what these influencers do; it’s about drawing inspiration from them. As we look at what makes these pages successful, think about how you can adapt these strategies to fit your unique style and audience. Your roofing business has its own story and charm, and that’s what your Instagram page should reflect: 

  • Breaking Down the Success Factors
    Examine the key elements that make these pages stand out. This can include their content mix (before-and-after photos, work-in-progress shots, team features), the consistency of their posting schedule, the quality of their visuals, and their engagement strategies (how they interact with followers, run contests, or share customer testimonials).

  • Drawing Inspiration: Implementing Successful Strategies
    Discuss how roofers can draw inspiration from these pages. Emphasize the importance of not just copying but adapting these ideas to fit their unique brand voice and audience. For example, if a successful page uses a lot of behind-the-scenes content to engage its audience, suggest how roofers can incorporate similar content in a way that aligns with their brand.

  • Innovative Content Ideas
    Present innovative content ideas inspired by these successful pages. This might include creative ways to showcase roofing projects, tips on using Instagram Stories or Reels, and strategies for highlighting customer testimonials or team stories.


Alright, roofers, we’ve successfully navigated the vast landscape of Instagram marketing together with this roofer’s Guide! We’ve tackled everything from creating an impressive profile to mastering the art of engaging content and smart hashtag use. Remember, every post is more than a snapshot; it’s a chance to share the story of your skill and commitment.

We’ve plunged into the realm of influencer collaborations and the art of building a community – it’s all about forging real connections. And we can’t overlook the valuable insights we gained from those top-notch roofing pages on Instagram – they’re the blueprint you need for success.

Here’s the bottom line: Instagram isn’t just another marketing tool; it’s a digital stage for your brand. Armed with the strategies from this Roofer’s Guide, you’re all set to craft an online image that truly resonates with clients both near and far. Now’s the time to apply these insights and transform your Instagram page into a dynamic hub for your roofing business. Let’s illuminate your work for the online world to see!