Gutter work has a built-in narrative arc that most trades would envy: a visible problem, a physical fix, and an unmistakable payoff when water runs clear. That arc is why gutter and drain-clearing videos routinely travel on TikTok under satisfying-cleaning hashtags, and why the format needs almost no production skill — the job itself is the edit. The companies winning this niche simply film what the crew is already doing and let the transformation carry it.

Short vertical video dominates, but the platform split matters. TikTok and Instagram Reels generate reach: a clogged-gutter clip can pull viewers from three continents, which sounds useless for a local firm until you understand that engagement anywhere teaches the platform to show your next post to homeowners nearby. Facebook is where that attention becomes revenue — local groups, recommendation threads, storm-week panic posts and your review score all live there, and the firm that answers a “anyone know a gutter guy?” thread with a two-year-old video of the exact street wins the job.

Seasonality is the other force to respect. Demand spikes when leaves drop and when spring storms expose winter’s neglect, and it spikes hardest the day it rains. We’d run a steady baseline all year, double the cadence for the month before each peak, and keep two or three evergreen posts permanently scheduled so a sudden storm never finds your page silent.

The before-and-after clear is your franchise. Open on the worst of the clog — the fuller and greener the better — show the scoop, vacuum or flush, and end on water moving freely through the downpipe. Thirty to forty-five seconds, no music required beyond the trend of the week, and the caption writes itself: what was in there, how long since the last clean, what it would have cost the fascia if left. Gutter-vacuum footage deserves special mention; the hose-and-muck visual is hypnotic and several firms have built whole accounts on it.

Second, the consequence story. Film what clogged gutters actually cause: stained siding, rotten fascia boards, flooded flowerbeds, foundation pooling. These posts convert better than pretty cleans because they attach a fear to the neglect, and they’re the clips homeowners forward to spouses as evidence the job can’t wait another season.

Third, education and transparency. Explain why twice-a-year is the standard advice, what gutter guards genuinely do and don’t do, how downpipe blockages differ from gutter blockages, and what your process looks like start to finish — firms that document the whole job build trust before the quote. Round the mix out with crew content, drone or ladder-POV shots for variety, honest answers to “how much does it cost” in ranges, and a storm-day reminder post you can fire the moment the forecast turns.

A gutter company’s social numbers split into two buckets: reach metrics that feed the algorithm and intent metrics that feed the business. Views, likes and out-of-area comments belong to the first bucket — pleasant, worth glancing at, never worth optimizing for on their own. The second bucket is what we’d review monthly: profile visits, website or booking-link clicks, saves, direct messages, and comments that name a suburb. A save on a “signs your gutters are failing” post is a homeowner filing you away for the next rain; a “do you cover [town]?” comment is a lead with its hand up.

Close the loop at the point of booking. Add one question — “how did you find us?” — to every phone call and web form, and tally the answers weekly. It takes thirty seconds per job and replaces guesswork with a number you can defend. Pair it with a monthly look at which content categories drove the inquiries: in our experience the consequence posts and before-and-afters pull bookings while pure satisfying-content pulls followers, and you need both running.

Finally, measure seasonally, not weekly. Compare this October to last October, not to July. And watch response time as a metric in its own right — during a storm week, the firm that answers messages within the hour takes the street, so your dashboard should surface unanswered comments and DMs before it surfaces anything else.

Gutter content falls into a natural weekly rhythm: transformation videos when feeds are busiest, education midweek, and booking pushes before the weekend, when homeowners look up at their fascia and finally act. Film across Monday and Tuesday’s jobs and schedule everything in one sitting.

Week 1: Rig the capture system

Make filming effortless before you worry about posting. Put a phone clamp and a cheap tripod in each truck, tape a three-shot checklist to the dash — clog, clear, flow — and brief the crew that every job gets forty seconds of footage, no exceptions and no artistry required. Rewrite your bio around the transformation you deliver, add a booking link, and connect TikTok, Instagram and Facebook to a scheduling tool. Then stockpile: a normal week of jobs should hand you ten to fifteen usable clips. Sort them into folders — transformations, consequences, process — and write down the eight questions customers ask most, which becomes next month’s explainer scripts. Post twice this week just to break the seal, but the real goal is a camera roll that makes week two easy.

Week 2: Start the engine

Launch the full weekly rhythm and anchor it with three before-and-after clears. Caption each with what you found, how long since the last clean, and one consequence it was heading toward. Introduce the business on camera once — who you are, what you clear, where you work — because a face on the account measurably lifts how quote requests convert. Cross-post every video to Facebook and join the three most active local community groups as the business page; don’t promote yet, just exist and answer. Spend ten minutes daily on comments, prioritizing anything that names a suburb. End the week with a review: which transformation pulled the most saves and profile visits, and what did it have — worse clog, better flow shot, sharper caption — that the others didn’t?

Week 3: Storm-proof and socially proof

Build your weather playbook. Draft two evergreen posts — an “overflowing gutters? here’s what’s happening” explainer and a “book a post-storm check” push — and keep them scheduled to fire the next time the forecast turns, because rain is the only day homeowners feel this problem. Publish two proof posts this week: a doorstep testimonial clip and a review screenshot paired with the job’s footage. Run a story poll — “when were your gutters last cleaned?” — and turn the inevitable ‘no idea’ majority into a follow-up post. Pitch one partnership: a roofer, a pressure washer or a landscaper who sees clogged gutters weekly and doesn’t want the work. A referral collab post in both feeds costs nothing and borrows a warm audience.

Week 4: Count what converted

Spend one evening on a ruthless review. Pull every post’s saves, shares, profile visits and link clicks, rank the categories, and compare against the booking question you’ve been asking all month — how many jobs mentioned a post, a video or Facebook? Put revenue against hours spent; even a handful of cleanings makes the case. Then lock in the system: keep the two strongest categories as your weekly spine, cut the weakest, promote whatever drove actual inquiries into a permanent slot, and batch-schedule the next fortnight in one sitting. Decide your seasonal doubling dates now — the month before leaf-fall and the month before spring storms — and put them in the calendar. The finish line isn’t a viral clip; it’s a posting machine that runs itself while your crews are on ladders.