Bringing Metal Roofing to the Digital Generation

By Anna Lockhart.  

Companies like Indiana Metal are finding creative ways to reach their target audience and the next generation of roofers through social media platforms.  

As society shifts to a more fast-paced, digital way of consuming information and communicating with others, businesses have to get creative. This is why Indiana Metal, a company specializing in metal roofing materials and installation training, is bringing their products and knowledge to social media.  

In 2023, as of the date this article was written, over 37% of Americans use TikTok, and 47% of young people under the age of 25 in the United States, attributing to that statistic, are the most active users of the platform. TikTok has seen an increase in popularity for its easily interactive algorithm and layout. From cooking and baking tutorials to knitting or fishing guides, the app is a rich source for easy-to-access videos detailing the basic steps and tricks to starting a new trade or skill. So, if users can log on and learn about new hobbies and skills, why not learn about metal roof installation or the ins and outs of owning a business in the construction industry?  

Indiana Metal utilizes their TikTok profile to showcase their team’s skills and day-to-day routines, bringing a relatable and simple approach to reaching their target audience in a way that appeals to the average consumer in 2023. From sharing short tutorials on how to measure for a metal roof to a quick joke about the woes of business, Indiana Metal is bringing their business straight to this new generation’s preferred method of consuming information.  

Gen Z, in particular, which groups together young Americans ages 9-25, are a unique group in which most traditional marketing tactics don’t quite appeal to in the same way they have for other generations. Businesses have had to get creative to appeal to this generation, and utilizing social media platforms has been a great tactic to breakthrough into their market segment.  

Through personable and relatable content like that found on TikTok, companies can increase their chances of reaching this hard-to-reach demographic. With a following of over 16,000 TikTok users and 56,000 likes, it looks like the approach is working!  

Check out the Indiana Metal TikTok page to see more of their interactive content.