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The TikTok & Instagram Reels Effect: Short-Form Video in Home Services

  • James Drake
  • Aug 4, 2025
  • 3 min read

Introduction: Video Isn’t Optional Anymore



If you’re a home service business owner, you might think TikTok and Instagram Reels are just for teenagers dancing. But in 2025, short-form video is one of the most powerful marketing tools you can use to build trust and generate leads.


Why? Because homeowners now use these platforms to research and evaluate service providers—just like they use Google. They want to see your work, your team, and how you solve problems. A polished ad isn’t enough; they want proof.


HubSpot’s 2025 State of Video Marketing Report found that short-form video has the highest ROI of any marketing format, with 73% of consumers saying they prefer learning about a business through a brief video rather than a blog post or static image.


instagram reels and tik tok videos on phone

Why Short-Form Video Converts



Short-form videos—typically 15 to 60 seconds long—build trust faster than any other medium because they show, rather than tell. Here’s why they work so well:


  1. Authenticity: Viewers see your team and real jobs, not stock photos.

  2. Attention: People scroll quickly, and bite-sized content fits modern attention spans.

  3. Algorithm Boost: TikTok and Instagram reward accounts that post consistently with more reach—even for small businesses.

  4. Searchability: TikTok is now the second most used search engine for Gen Z and Millennials after Google (Google internal data, 2024).






What Homeowners Want to See



Forget dancing trends. Your audience wants practical, helpful content:


  • Before-and-after transformations: Show a clogged drain cleared or a new HVAC system installed.

  • Quick tips: “3 things to check before calling a plumber.”

  • Problem-solution videos: Show how you fix a common issue step-by-step.

  • Behind-the-scenes: A day in the life of your crew builds connection.



Pro Tip: Keep videos vertical (9:16 format) and always use captions—70% of people watch with sound off.





How to Get Started (Even If You Hate Being on Camera)



You don’t need fancy equipment. Your smartphone is enough. Here’s a simple process:


  1. Plan content ideas: Start with FAQs customers ask you daily.

  2. Batch shoot: Film 4–5 short videos in one afternoon.

  3. Use natural light: Stand near a window or shoot outdoors when possible.

  4. Edit quickly: Use TikTok or Instagram’s built-in editing tools to trim clips and add captions.



If you really don’t want to be on camera, film your team, your work, or use voiceover with text on screen.





Examples of Successful Home Service Videos



  • A roofing contractor in Texas filmed a 30-second clip explaining how hail damage looks from ground level. It got 85,000 views and generated 12 inspection requests.

  • A Colorado HVAC company shared a time-lapse of a full system installation. It reached 50,000 viewers and directly booked 6 new installs.



The common denominator? They weren’t “viral.” They were helpful.





Posting and Repurposing Strategy



  • Frequency: Start with 2–3 videos per week. Consistency matters more than perfection.

  • Cross-post: Post the same video to TikTok, Instagram Reels, Facebook Reels, and YouTube Shorts.

  • Engage: Reply to comments and DMs. These platforms reward accounts that interact with their audience.

  • Repurpose: Turn your best-performing videos into ads or embed them on your website.






Mistakes to Avoid



  1. Overproducing: Highly polished videos can feel inauthentic.

  2. Selling too hard: Focus on educating, not pitching.

  3. Inconsistent posting: Posting once a month won’t move the needle.

  4. Ignoring analytics: Watch which topics perform well and make more of those.






Case Study: A Plumbing Company That Doubled Leads



A mid-sized plumbing company in Arizona started posting simple Reels twice per week. Most were 20-second tips shot on a phone. Within six months:


  • Their Instagram followers grew from 350 to 4,200.

  • TikTok videos consistently reached 5,000–15,000 local viewers.

  • They booked twice as many leads from social media as the previous year.



The owner said, “We don’t have to ask for referrals anymore. People DM us because they see us fixing the same issues they’re dealing with.”





How to Measure ROI



Track:


  • Profile views and followers: Are more people finding you?

  • DMs and website clicks: Are viewers reaching out after watching?

  • Lead volume: Add a “How did you hear about us?” field on your forms and ask callers.



Remember, it’s about building trust. A homeowner might watch three or four videos before they call you.





The Bottom Line



Short-form video isn’t a fad. It’s where your customers are spending their time and attention. You don’t need to be a video expert—just show up consistently, be helpful, and showcase the quality of your work.


In 2025, contractors who embrace TikTok and Instagram Reels will have a huge advantage over those who ignore them.





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