How this works: One post a day for 30 days. Each row tells you what to shoot, gives you a caption to start from, and names the platform where that kind of post fits best. Swap in your own town, company name, and jobs. If you miss a day, skip it and keep going. You can post the same video to more than one platform. The platform listed is just the best place to start.
Before you start
- Set up business accounts on Facebook and Instagram. Add TikTok, YouTube, and Nextdoor if you will use them.
- Put your town, phone number, license number if your state requires it on ads, and a link to your website or inspection form in every profile bio.
- Pick one person on each crew to grab photos and short clips during the day: before, during, and after.
- Get the homeowner's okay before you post their house. Keep house numbers, street signs, and license plates out of the shot.
- Every crew photo and video should show proper fall protection. If it doesn't, don't post it.
The 30-day calendar
| Day | What to film or photograph | Sample caption | Best platform |
|---|---|---|---|
| 1 | Photo of you and your crew by the truck. Simple intro. | "Hi, I'm [name], owner of [company] in [town]. We do [re-roofs / storm repairs / flat roofs / leak repairs] across [area]. Follow along to see what we're working on this month." | |
| 2 | Before and after of a finished re-roof, same angle, from the street. | "Same house, new roof. Tear-off, new underlayment, new drip edge, and [shingle color] shingles. Thanks to the homeowners in [town] for trusting us." | |
| 3 | 10-second tear-off clip, crew tied off, old shingles coming up. | "Day one: the old roof comes off. This is where we find out what's really under there." | TikTok |
| 4 | Close-up of soft or rotten decking you found, and the new sheet going down. | "This is why we check every sheet of decking. Bad wood under good shingles is still a bad roof." | |
| 5 | Short talking video: "How old is your roof?" with signs of wear (curling, granule loss). | "Most people don't know how old their roof is. Here are three things to look for from the ground." | YouTube Shorts |
| 6 | Ice and water shield going into a valley. | "Valleys carry the most water on a roof. This is the layer that protects them." | |
| 7 | Hail damage close-up with a chalk circle and a coin for scale. | "This is what hail damage can look like up close. Most of it can't be seen from the ground. If you had hail in [area], a free inspection can tell you where you stand." | |
| 8 | Magnet sweep in the yard at the end of the day. | "Last job of the day, every day: sweep the yard for nails." | TikTok |
| 9 | Neighborhood post: a finished roof photo with a thank-you to the street. | "Thanks to the neighbors on [neighborhood] for putting up with the noise this week. The roof is done and the yard is clean." | Nextdoor |
| 10 | Flashing detail: new step flashing or a chimney flashing job. | "Most leaks aren't the shingles. They're the flashing. Here's what a proper chimney flashing looks like." | |
| 11 | Leak repair: water stain inside (with permission), then the fix on the roof. | "Stain on the ceiling, cracked pipe boot on the roof. Small fix, big difference." | |
| 12 | Time-lapse of a full install day from the ground. | "A full day on the roof in 20 seconds." | TikTok |
| 13 | Commercial job: TPO or EPDM seams, or a coating going down. | "Flat roofs need different work. Property managers and building owners in [area], we do TPO, EPDM, and coatings." | |
| 14 | Review ask: photo of a recent finished roof. | "If we've worked on your roof, would you leave us an honest Google review? It helps other folks in [town] find a local roofer. Link in our bio." | |
| 15 | Shingle color samples side by side on the tailgate. | "Picking a color is the fun part. Which one would you pick for a [brick / white / gray] house?" | |
| 16 | Short talking video: "What happens after a hail storm?" (inspection, photos, the adjuster visit). | "Here's what to expect after a storm, step by step. We can document the damage and be there when the adjuster comes." | YouTube Shorts |
| 17 | Ridge vent going on, with a quick line about attic ventilation. | "A roof has to breathe. Ridge vent lets hot, wet air out of the attic." | TikTok |
| 18 | Meet the crew: one crew member, their name and years on roofs (with permission). | "Meet [first name]. [He / She] has been roofing for [X] years. Say hi if you see [him / her] on your street." | |
| 19 | Gutter cleaning or gutter replacement before and after. | "Clogged gutters send water where it doesn't belong. Here's a before and after from this week." | |
| 20 | Photo of a page from your inspection photo report (address blurred). | "Every inspection comes with photos and a written report. You see what we see." | |
| 21 | Seasonal hook: fall leaves, winter ice dams, or spring storms, depending on the month. | "[Season] is coming. Now is a good time to get your roof looked at before [storms / ice / leaves] hit. Book an inspection at [link]." | Nextdoor |
| 22 | Drone shot of a finished roof (only if you or your pilot hold an FAA Part 107 certificate). | "The view from up top. New roof in [town]." | |
| 23 | Short talking video: "Repair or replace?" with two or three honest signs for each. | "Not every roof needs replacing. Here's how we tell the difference." | YouTube Shorts |
| 24 | Emergency tarp going on after a storm. | "Storm last night. Tarp this morning. Keeping the water out until the repair." | |
| 25 | Share a customer review (screenshot, with permission) next to a photo of their roof. | "Kind words from [first name]. Thank you! We work hard to leave every yard cleaner than we found it." | |
| 26 | Metal roof or specialty job detail, or a church or school roof (with permission). | "Proud to work on [building type] here in [town]." | |
| 27 | Cleanup video: tarps coming off the bushes, dumpster leaving, yard swept. | "The roof isn't done until the yard is clean." | TikTok |
| 28 | Realtor or property manager tip: what a roof condition letter shows. | "Realtors and property managers: need a roof looked at before closing? We send photos and a written condition letter." | |
| 29 | Collage of four finished roofs from the month. | "A few of this month's roofs across [area]. Thank you to every homeowner who called us." | |
| 30 | Month recap video: fast clips of the month's jobs. | "That's a wrap on [month]. Thanks to our crews and our customers. Need a roof looked at? Message us." | YouTube Shorts |
After day 30, start over with new jobs. Keep the pattern: before and after, tear-off, detail work, storm help, crew, cleanup, review ask, and a seasonal hook. For more ideas, see C2 and C3.
How to shoot a good roof video on your phone
- Safety first. Nobody films while working unsafely. Every person on the roof in the shot is tied off or protected the way your safety plan requires. If the shot shows a shortcut, delete it.
- Hold it vertical. TikTok, Instagram Reels, YouTube Shorts, and Facebook Reels are all made for tall video.
- Film from the ground when you can. Street-level before and afters are safer and are what a homeowner sees.
- Same spot, same angle. For before and after, stand in the same place both times. Mark it with a cone.
- Get close on details. Flashing, valleys, drip edge, and bad decking tell the story of good work.
- Mind the sun. Shoot with the sun behind you. Early morning and late afternoon look best.
- Keep it short. 7 to 20 seconds is plenty for most posts. Start with the most interesting moment.
- Check the background. Look for house numbers, street signs, license plates, and neighbors' faces. Leave them out or blur them.
- Drones need a license. Flying a drone for business needs an FAA Part 107 certificate.
Hashtags and tagging local groups
Hashtags
| Kind | Examples (swap in your own) |
|---|---|
| What you do | #roofing #roofreplacement #roofrepair #newroof #hailrepair #flatroof #tporoofing |
| Where you are | #[yourtown] #[yourtown]roofing #[yourtown]homes #[yourstate]smallbusiness |
| Who it is for | #homeowners #realestate #propertymanagement #shoplocal #smallbusiness |
- Instagram and TikTok: use a handful of relevant hashtags at the end of the caption.
- Facebook and Nextdoor: one or two hashtags is plenty. Focus on the words in the caption.
- YouTube Shorts: put a clear title on the video that says what it is, such as "Hail damage on a shingle roof."
Tagging and local groups
- Tag your town, not the customer's street or address.
- Tag suppliers and partners only with their permission.
- Join local Facebook groups: your town's community group, neighborhood groups, and local small business groups. Read each group's rules first. Many only allow business posts on certain days.
- Be a neighbor first. Answer roof questions honestly, even when it isn't a job for you.
- After a storm, help first. Share how to spot damage safely from the ground. Don't post fear or pressure.
Local group post template
Hi neighbors! I'm [name] and I run [company], a local roofing company here in [town]. Here's a roof we just finished a few streets over. If you ever have a leak, a storm question, or want your roof looked at, send me a message or visit [website]. Thanks for letting me share!
Permission text to send a customer
Hi [name], your new roof looks great! Would it be okay if we posted a photo of it on our business page? We'll keep your house number and street name out of it. Either way is fine, just let me know.
Mistakes to avoid
Don't post a customer's house, face, or name until they say yes. Keep their reply in your phone.
Don't show a house number or address without the homeowner's okay.
Don't post crew photos or videos without proper fall protection.
Only show a shingle maker's badge or certification if you actually hold it, and get permission before using any logo.
Don't promise that insurance will pay for a roof. Say what you do: inspect, document, and meet the adjuster.
Don't post a customer's house, face, or name until they say yes. Keep their reply in your phone.
Don't show a house number or address without the homeowner's okay.
Don't post crew photos or videos without proper fall protection.
Only show a shingle maker's badge or certification if you actually hold it, and get permission before using any logo.
Don't promise that insurance will pay for a roof. Say what you do: inspect, document, and meet the adjuster.
Want Annie's to do this for you? Annie's can take the photos and clips your crews send in, write the captions, and schedule the posts on your pages so you can stay on the roof.