TECHNOLOGY
KERIE KERSTETTER | CANONBALL
Instagram 101 : Engaging Residents with Visual Content
When comparing the major social media platforms , there ’ s a few key differentiators . Facebook is more visual , personal , and explanatory — ideal for establishing your property as a helpful resource and engaging with residents . Twitter trends to be more terse and efficient , allowing properties to pass along news-like updates and make connections within a larger community of businesses .
Alas , we arrive at Instagram , a social network that ’ s widely popular among the millennial demographic ( not to mention the upcoming Generation Z ). Instagram mimics Facebook from the standpoint that our focus shifts back to resident engagement . It has a single function ( picturesharing ), which makes it highly visual and a great platform for conveying the personality of your resident community .
THE BASICS
With Instagram , users have several formatting options for editing pictures . Color treatments called “ filters ” can be applied to photos to make them more artistic and visually interesting . Again , users can be individuals or organizations . Similar to Facebook , users can favorite or comment on pictures , as well as tag other users .
Driven by the freedom to format , as well as a quick-scrolling mobile platform , Instagram is among the most interactive social networks . For multifamily properties , it ’ s an excellent tool for branding and resident engagement .
SHARE VISUAL UPDATES
Think visually . When it comes to your everyday resident communications , consider how can you create visual interest . Are you opening the pool this weekend ? Post an inviting picture ! Are you prepping for a resident event ? Show them !
Are there cupcakes in the lobby or amenities your residents aren ’ t taking advantage of ? Make sure you ’ re sharing the imagery .
Before you start , however , you need to ask yourself what tone or personality you want to convey , and which property features you want to highlight .
TAP YOUR RESIDENT COMMUNITY
With as active as millennials are on Instagram , multifamily properties should consider how they can use the platform to create opportunities for engagement . Inviting your residents to participate in an Instagram contest is perhaps the simplest way to do so . Create a call-to-action for your residents to submit pictures : “ Share your poolside pictures this month for a chance to win a gift card !” Offer an incentive for participation . Establish a timeline .
Keep in mind that when participants share pictures of your property on Instagram , those photos also appear on the newsfeed of their followers . A well-planned Instagram contest has great potential generate awareness of your property to relevant audiences . The Instagram platform presents several opportunities for marketing your multifamily property , you ’ ve just got to think visually .
Kerie Kerstetter is the Director of Content Strategy for Canonball , a digital marketing agency in Dallas that specializes in both multifamily and mixed-use development . www . aamdhq . org JULY 2016 • TRENDS | 23