BUSINESS MANAGEMENT
www.mrca.org  —  Midwest Roofer
6
A
t first glance, roofing might 
not seem like the kind of 
content that would trend. But 
scroll through TikTok, Instagram, 
Facebook, even Linkedin in and 
you’ll find roofers like Brunno Batista, 
Austin Blomquist, or TJ McCormick 
with hundreds of thousands of clicks and likes. 
Why? Because roofing content hits a sweet spot: 
it’s visual, it’s real, and it’s oddly satisfying.
Some roofers focus on educational content—
showing the Do’s and Don’ts of installation, 
explaining insurance claims, or breaking down 
product differences. Others lean into storytelling: 
nightmare customer experiences, epic save-the-
day repairs, OSHA no-no’s or just the pure drama 
of working at dizzying heights in unpredictable 
weather.
It’s not just what they post—it’s how they post it.
Roofing influencers who blow up online tend to 
mix authenticity with a strong personal brand. 
Take Brunno Batista, for example. With his 
camera-ready confidence and consistent post, 
he’s become a familiar face in both the roofing 
world and social media circles. His content isn’t 
just about roofs—it’s about lifestyle, hustle, and 
pride in the trade. He speaks directly to young 
contractors who see him as proof that you can 
own your craft and your narrative.
Then there’s TJ McCormick, who goes by the bold 
moniker “The World’s Greatest Roofer.”. TJ is equal 
parts educator and entertainer. His videos often 
feature quick takes on roofing myths, tech tips, 
new products, or just plain unfiltered truth about 
the job. He’s built a loyal following through a mix 
of humor, swagger, and a no-nonsense approach 
that keeps viewers coming back. TJ states “No 
matter the platform I try to always follow my written 
rule of “Be an Influencer! Not an Infomercial.””
Finally, Austin Blomquist who is using his online 
profile to leverage real-world benefits. Austin 
states “the best thing about being able to share a 
content on social media, is ultimately to tell your 
story and create a resume for all your work. There 
are a lot of roofers with 20+ years of experience, 
but they have very little or nothing to show…I have 
FROM SHINGLES 
TO SHARES:
ROOFING MEETS SOCIAL MEDIA
By: Kellie Paasch, Independant Roofing Company

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