Wood grain steel sparks viral success on TikTok

By Jesse Sanchez. 

A unique steel product captivates homeowners and contractors alike with its wood-like appearance. 

Indiana Metal has struck a chord on TikTok with its innovative wood grain steel product, capturing attention for its remarkable design and versatility. Featured in this episode of MetalCast, host Karen Edwards spoke with Jena Jackson of Indiana Metal about the product’s rapid rise in popularity, drawing interest from all corners of the U.S. and beyond. 

“Pictures, honestly, don’t do it justice,” Jena said, describing how the realistic wood-like appearance has been mistaken for genuine wood at first glance. “You would never know it was steel until you touched it.” Indiana Metal’s product comes in two finishes, barnwood and rough cedar, both aimed at providing the warm aesthetics of wood with the durability and longevity of steel. 

The secret behind the product’s appeal lies in its high-definition printing process, which uses a scan of real wood to replicate its textures and details. The resulting pattern is so meticulously crafted that it only repeats every 32 feet, creating a remarkably authentic look. Indiana Metal is the first in North America to apply this HD print technology to steel, a feature that Jena says is game-changing for homeowners seeking durable and low-maintenance materials without sacrificing style. 

Indiana Metal’s wood grain steel, available primarily in board and batten and screw-down ag panel formats, has been embraced by homeowners across various applications. From exterior siding on cabins to accents for porch roofs, Jena noted that the product’s versatility has made it a hit with contractors and DIY enthusiasts alike. She added that the product’s no-maintenance appeal — beyond an occasional pressure wash — is ideal for homeowners who want a wood aesthetic without the upkeep. 

Interest in Indiana Metal’s wood grain steel has translated into widespread demand, with leads pouring in from as far as Montana and Canada. Jena explained, “Every time we put a TikTok out with it, we get leads from all over the country.” The product’s appeal has even caught the attention of a popular YouTuber who is using it in a historic castle renovation overlooking the Ohio River. 

Read the transcript or Listen to the podcast to learn more about Indiana Metal’s wood grain steel and its potential impact on home design across North America!