The argument
Roofers post to be seen, not to be answered
By Roberto Cerda, Founder, Digital Vibes Design ·
46% of the 194 Instagram reels we measured from US roofing companies got zero comments, and the median comment rate was 0.01%, the lowest of any industry in this index.
Most roofing reels show the work and stop there. The median roofing reel reached 801 plays, and 69% of them ended with no call to action at all.
The reels that did ask (27 with "call us" or "book a free inspection") reached a median of 0.03% against 0.01% for reels that asked for nothing. A small lift, but the direction is clear.
Several of the strongest reels explain the job: how a company estimates a commercial roof, what changes when a business is operating below the crew, and what happens after the contract is signed. A finished roof earns a nod. An explanation gives the viewer something to ask about.
The case against
The counter-argument: roofing is urgent and local. People call when there is a leak or a storm, not because of a reel, so comment rate is the wrong measure.
Partly true, which is why the best roofing post in the comments we read was the one where a viewer wrote "I'm in desperate need of an inspection." Content does not create the storm. It decides whose name the homeowner remembers when it comes, and whether they have a way to reach you from the post.
Does it hold on TikTok?
The one pattern that held on both platforms is the call to action. On TikTok, the 31 roofing videos that asked viewers to call or book an inspection reached a median of 0.15%, against 0.04% for the 122 that asked for nothing. TikTok also brought more homeowners into the comments: 4 of the 48 we read asked about price, services or an appointment, and the top video was a roofer introducing himself and his city on camera.
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