With almost 1 billion users, Instagram has quickly become one of the most active social media platforms over the last four years. Unlike most social media platforms, however, Instagram drives significant engagement from its users.
According to Hootsuite:
- 60% of users find a product or service on Instagram
- Instagram has a 2.2% engagement rate compared to Facebook’s .22%
- 75% of users engage with brands by visiting a website after they find them on Instagram
- All income levels use Instagram
Instagram is the perfect social media channel for apartment and multifamily complexes because it allows you to really showcase the visual elements of your complex, neighborhood and city. Remember, at the end of the day you aren’t just selling a place to live. You are selling the new version of a white picket fence.
Instagram, however, isn’t just posting a pretty picture. You have to know how to be effective or you will have a bunch of photos with no tangible revenue.
Using these Instagram marketing strategies for apartments will help you gain followers, attract the right kind of engagement and fill your apartment with quality tenants.
Instagram Strategy: Understand What Instagram (and Users) Want
Unlike Facebook, Twitter and other social media platforms, Instagram has been focused on making sure that users don’t leave their app. This is why they don’t allow links in their posts to outside content, otherwise known as your website, without paying an advertisement fee.
In a world that has gone crazy with link spam, many have said that Instagram has been a breath of fresh air for their social media viewing pleasure.
Of course, that doesn’t make your marketing efforts any easier.
That’s ok though because there are ways to get links to your content on Instagram. You just have to get a little creative when you create your post.
Here are the easiest ways to get clickable links on your Instagram account.
Edit Your Profile and Include a Link
When it comes to an Instagram marketing strategy, it doesn’t get any more basic than this.
The easiest (and free) way to put a clickable link into your Instagram presence is to edit your profile within the app with that link to your website. Simple enough right?
If you have a particular campaign or special, make sure you go back into your profile and change out the link copy and the link itself, so you are driving traffic to where it matters most. Do not set a link and then forget to change it! Stale links give the wrong impression about your multifamily complex, especially if you used a promo that is no longer available.
Use a Third-Party Service
There are a few third-party services that will allow you to create a clickable link. Some of them include:
Set up Paid Ads on Instagram
If you’re trying to promote your website or link somewhere through your apartment’s Instagram, the best way (though not the cheapest) is to pay for advertisements. You can boost a post for as little as $1, though you will be unlikely to get your desired results if you are stingy.
While you may feel icky about buying an advertisement on a social media platform, the reality is it is the fastest (and most effective) way of ensuring that your Instagram posts generate quality interest.
Sometimes it pays off to pay to play.
Have a Strategy for Instagram Stories
Instagram Stories is Instagram’s competitive answer for Snapchat, though they operate a little differently.
Stories came out in 2016 and are currently reaching hundreds of millions of users a day. The audience that uses Stories is also extremely engaged, with 25-year-olds and under spending 32 minutes a day on average on the platform.
At its core, Instagram Stories is a way for advertisers and users alike to string together multiple videos and images into one larger post that is erased after 24 hours.
Stories are one of those features that can be really helpful for an apartment complex, but you have to have the right strategy in place. The last thing you want to do is spend a lot of time building the content and having no results for your work.
Here are some marketing strategies you can use for Instagram Stories to enhance your apartment marketing:
- A story documenting improvements/renovation to your units or buildings
- A story showing how your tenants get the most out of the amenities at your multifamily facility
- Footage of what an open house or event looks like at your property
- Holiday celebrations at your property
- Footage of the surrounding neighborhood to sell the lifestyle of the location
If you get enough followers on Instagram, you can also get verified on Stories, allowing you to add links in the more details section of Stories. In order to get verified, you need to have over 10,000 followers, which will be difficult, but certainly worth it.
Growing your channel by creating awesome content should be your ultimate goal.
Add Links on Instagram
If you’re not sure how to add a link, follow these steps:
- Take a photo with your phone’s camera or upload one to your Instagram Story, and then click the link icon at the top right.
- Click “+ URL” to add a link to the webpage you want. Make sure that the link is relevant to whatever content you are posting. One of the worst things that you can do to erode trust with your audience is spam links that aren’t relevant to the content you are posting.
If you wanted to link your Story to your IGTV video, you can choose that option at this time.
- Type or paste the URL into the text box. When you’re finished, click “Done” in the top right corner
- Finally, click the “+ Story” button at the bottom right of your Story to publish. Now your story is published with a swipe up link.
Optimize Your Hashtags
Like most social media networks, you can use hashtags to expand your digital footprint on Instagram. Unlike Twitter, when people want to look for content on a certain topic on Instagram, they have to search by hashtag instead of just basic keywords.
You will want to optimize your hashtag usage to focus on popular topics that make sense for your apartment complex so new people can discover you. Don’t just go for flash in the pan hashtags: focus on ones that help you attract the right type of prospective renters.
You will also want to make sure you are tying your hashtags into the kind of lifestyle you want to sell a potential tenant. If you have a location by a sports team’s stadium, use that hashtag on game day. If you are by great local restaurants, see if you can find a partnership of cross-promoting each other on Instagram.
We recommend using at least three hashtags on each of your posts for maximum impact. Make sure that the hashtags are relevant to whatever you are posting.
Post Specific Photos of Units
One of the best things that you can do to attract new tenants is post pictures of specific units you are trying to fill. This makes it easy to understand what you are offering at any given time and allows consumers to find that exact unit on your website.
Next, build a specific landing page on your site about the units in question that is easy to navigate to on your website to encourage people to look at specific offerings. Mention in your post that the unit is available and that they can find out more details by clicking the link in your bio and viewing your website.
“Regramming” Your Tenants
When developing an Instagram strategy for your apartment complex, don’t just focus on taking pictures of your property and events. Regramming photos your tenants take helps you gain exposure to their audience and shows that you are an active participant in their enjoyment of your complex.
This is called user-generated content or UGC.
Please note, it is usually industry best practice to make sure you credit the source of any photos your account regrams. You should always ask for permission from the creator before sharing it.
If you are just getting started with UGC, ask tenants to post pictures of their events that they host in the common area or out by the pool (if your property has one) and tag your apartment complex in the photo.
You can offer little incentives or even have an apartment wide contest with prizes. Instagram contests are a great way to engage your tenants and see what they most enjoy about living at your property. It can also show you what you may be missing from improving their renting experience.
Start Instagramming Today
Now that you know the strategies for promoting your multifamily property on Instagram, it’s time to go out there and build your digital footprint! We hope you enjoyed these strategies and leverage them to build your brand, build audience engagement and continue to test new ways to grow your business.
If you are interested in learning more, check out our specific webinars for multifamily facilities:
3 Best Practices for Optimizing Your Social Media Management Strategy
How to Make Multifamily Property Listings & Reviews Work for You
How to Build Your Property’s Digital Curb Appeal
About the Author
Content Marketing Specialist