Does TikTok get roofers jobs? The honest numbers

Do homeowners find roofers on TikTok?

Rarely, and the one study that asks roofing buyers directly is blunt about it. Roofing Contractor magazine's 2026 homeowner journey report, run with Owens Corning and myClearInsights, found 74% of homeowners find a roofer through word of mouth.

16%

of searchers rate TikTok as helpful, against 85% for Google

Say you run a two-truck roofing outfit in Garland. Hail came through on a Tuesday in April and by Friday the phone won't stop. Nearly every caller says the same thing: my neighbor gave me your name.

Not one of them says TikTok.

The next channels in that study are a roofer they have used before at 62% and search engines at 50%. Home-services sites and social media each sit around 25%. AI search is at 11%.

So the referral and the Google search bring the lead in. Social is a quarter of the path. TikTok is one slice of that quarter.

Homeowners find a roofer by referral and Google. Social is where they check the name.

It's a place to see what you look like, not a place to decide.

Why does TikTok still matter for a roofer?

The homeowner who already has your name goes looking for you, and video is where a lot of them look. A 2026 Adobe Express study of 807 US consumers found 49% have used TikTok as a search engine, up from 41% in 2024.

Look at the age split. In that study 65% of Gen Z and 49% of millennials search on TikTok, against 12% of Gen X and 5% of boomers. Millennials own homes and pay for roofs now, and half of them search there.

But TikTok isn't where people go for the final answer. The same Adobe Express study ranked Google as helpful for 85% of searchers and TikTok for 16%. It's a place to see what you look like, not a place to decide.

That is a vetting role, and the vetting numbers are real. SociallyIn's 2026 research found 34% of consumers use Instagram and 23% use TikTok to discover and vet neighborhood contractors.

Six sources. That's how many review sources BrightLocal's 2026 Local Consumer Review Survey says consumers check on average before choosing, and the same survey names YouTube, Instagram and TikTok as growing sources for video recommendations. Your TikTok gets opened whether you post there or not.

One more thing, and you can disagree: a dead TikTok page hurts you more than no page at all. Four clips from 2024 tell a homeowner you tried something and quit, and she'll wonder what else you quit on.

What kind of TikTok content gets a roofer calls?

Proof of finished work, and the customer saying it went well. PipelineOn's roofing social data shows before-and-after posts get roughly 3x the engagement of other post types, with video walkthroughs second.

The customer on camera is the strongest form of that proof. A 2026 compilation by Testimonial Star reports 88% of people trust video testimonials as much as a personal recommendation, and that video testimonials get about 12x the shares of text reviews.

Picture the clip. A homeowner in her driveway, phone in hand, saying the crew showed up on time and cleaned up, 40 seconds, a little shaky. That same clip works on Facebook and Instagram, where the older buyer lives: Pew Research puts 71% of US adults on Facebook, and 58% of adults aged 30 to 49 visit daily.

Volume is the hard part. WorkBrag modeled estimate: about 4% of completed jobs return a phone video when the homeowner gets one text link right after the job, or roughly one video for every 5-8 written reviews. For a small shop that's a clip or two a month, which is enough to keep the page from looking abandoned.

We argued about that 4% internally. Some of us think it runs low once the crew starts mentioning the text before they pull out of the driveway, but we haven't measured it, so it stays.

What this means for a roofer

Don't buy TikTok followers or hire a content agency to chase leads there. The lead comes from the referral and the search. Treat TikTok, Instagram and Facebook as the place that lead checks you.

Post the job. Before-and-after shots and a 20-second walkthrough of the finished roof beat any logo animation.

Get the homeowner on camera while the crew is still loading the truck. The ask is easiest the day the job finishes and the same video posts to all three networks. This is the job WorkBrag does for you: one text after the job, the review and the video come back, and the clip is posted for you.

Keep the page current. A profile whose last post is from two summers ago tells a homeowner you may not be in business. Post once a week, Friday afternoon, when the week's roof is done and the truck is loaded.

Methodology

Third-party figures come from Roofing Contractor magazine's 2026 homeowner journey report with Owens Corning and myClearInsights, the 2026 Adobe Express TikTok search study of 807 US consumers, and SociallyIn's 2026 contractor social research.

The rest come from PipelineOn's roofing social data, Pew Research Center, BrightLocal's 2026 Local Consumer Review Survey and a 2026 compilation by Testimonial Star.

The two chart panels come from different surveys. Figures marked as WorkBrag modeled estimates are projections built from those public benchmarks and our own launch assumptions, not measured results. We will replace them with measured data from live accounts and update this page.

Frequently asked questions

Should a roofer be on TikTok in 2026?

Yes, as a proof channel, not a lead channel. About 25% of homeowners find a roofer through social media, but 23% of consumers use TikTok to vet local contractors, so a current page with real job video helps when a homeowner checks your name.

What should a roofer post on TikTok?

Finished work and customers talking about it. Before-and-after posts get about 3x the engagement of other post types, and 88% of people trust a video testimonial as much as a personal recommendation.

How often should a roofing company post on TikTok?

Once a week is enough to look active. WorkBrag modeled estimate: a shop that texts every customer a video link gets a phone video back on about 4% of jobs, which is a clip or two a month for a small shop and more for a busy one.

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