Since its launch in 2010, Instagram has become one of the most popular social media platforms highly based on visual content. Now the question is, how useful can Instagram be for architects and those working in the architecture, designing and construction industry? I’ll tell you, it’s extremely useful.
Unfortunately the majority of small and medium architecture practices still don’t see online marketing as an important investment for the growth of their business.
Social media is an important element of your marketing strategy. It focuses on attracting clients by establishing a presence online through which you can educate, build communities and establish leadership in your field.
Assuming you already have a website, Instagram is the perfect place to be to start a solid social media marketing strategy for your architecture firm.
Want to learn the Instagram strategies, tools and best practices to grow and market your business in 2021?
Why Instagram for architects?
Why would an architect choose to use Instagram for marketing purposes? Firstly, the architect’s medium is all visual. As an architect your job is to convey a three-dimensional concept into a bi-dimensional drawing. As such there’s a huge affinity with photography. Of course, viewers can’t touch your creations or walk through the spaces, but with stunning photography ( and short videos too), they can get a sense of what the space you envisioned and designed is like.
Due to its visual nature, Instagram is the perfect platform for sharing stunning visuals of architectural projects.
An Instagram account managed in a strategic way serves 3 primary functions:
- Awareness. Show your brand identity and showcase what sets you apart from your competitors.
- Brand loyalty. Drive traffic to your website. People are on social media everyday, they are not on your website everyday.
- Community. Reach potential new clients. Every update you post on social media is an opportunity to convert new leads into paying projects.
Not having an online presence – especially on Instagram – can be the difference between increasing your client base or staying stagnant.
Growing a social media following is a must these days, but unless you are an established architect, it’s going to take a lot of work.
Instagram is a visual platform
Most of the success of your account will come from choosing the best photos from your past and current projects and posting them as often as possible.
I’m sure you already have professional photos of your projects sitting in your hard-drive so you can easily start using them for growth and to grab the attention of potential new clients without having to create anything new at the beginning.
Remember that Instagram is an opportunity for you to use all of your best images but even those detailed shots such as the staircases, the beautiful shadow game in a space, a skylight and so on.
However don’t rush to post them all at once. Just take your time and spread them out over the next few months and mix them in with other types of content.
What content to post on the feed?
The most common issue architecture firms have with being consistent on Instagram is a lack of regular content posting.
It’s an obvious problem. Architectural projects take some time to get completed and photographed. Moreover small firms might only have a few projects finished each year.
So here are some ideas on what to post:
- Professional photos of completed projects (exteriors, interiors, details)
- Aerial images that show the context
- Media coverage (magazines, online, Instagram features)
- Users generated content
Keep in mind that like good branding, a clean Instagram feed creates a positive first impression and makes a promise about the quality of the account and ultimately of your firm.
Accounts that present themselves in a consistent and attractive way will convert a higher percentage of visitors into followers.
What to keep for Instagram stories?
Instagram stories are aimed directly at your existing following, the interested, the people who check-in regularly to find out what your firm is about on a daily basis.
Here is the kind of content that you should consider for your Instagram stories:
- Building site visits
- Content as blog posts or newsletters
- Events, conferences, talks
- People you meet: collaborators, mentors, clients
- Office culture: space, team, daily routine
- Inspiration: travel, books, podcasts
That being said, here are some of the major mistakes that most architects make on Instagram: they post semi-regularly, are daunted by post timing, they don’t know how hashtags work, not much variety in the content they post.
As they don’t properly use Instagram as a marketing tool they don’t get any new business from it or see any worthwhile growth or reach.
If you’re in that situation and you want it to change feel free to get in touch with me to discuss about my Instagram management services.