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Thought Leadership

A place to keep up-to-date with the latest marketing trends

Content Marketing, Strategy

What is it?

Recently, Instagram rolled out their newest feature called ‘Guides.’ It allows users to create more scrollable content by collecting and curating posts, making it easier than ever to share information in an easy-to-digest format.

 

You can choose three different formats for your Guides:

 

  • Places

  • Products

  • Posts

 

Guides can be found on your profile between the feed and IGTV icons. They can be displayed on your profile, in your feed, on the Guides page and in the Explore page, which means they have a high visibility rate.

 

Should you be using Instagram Guides for your project or property business?

It’s recommended that you have a diverse and multi-platform social media presence. However, if your team is lacking the budget, time or resources to commit to integrating guides into your Instagram strategy in a meaningful and consistent way, don’t feel like you need to jump on the guides bandwagon just because it’s new and shiny. It may be something you come back to in a few months.

 

How to get started

If you’ve decided that Instagram guides fits within your strategy and capabilities, the best way to get started is by repurposing and re-sharing content that you’ve already posted to Instagram, to create comprehensive and step-by-step ‘how-to’ guides.

 

For example, if you’ve published multiple posts about finance options for FHB, compile these into one Instagram guide titled ‘5 finance tips for FHB’ (or something to that effect). The same can be done for posts about your project, the local area, benefits of building a brand-new home and so on.

 

For a break-down of all of Instagram’s best practices, read this handbook from our content specialist brand, Content Republic.

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Content Marketing, Strategy

What is it?

Instagram’s newest feature, reels, allows users record, edit, and share 15-second multi-clip videos with audio, effects and new, in-app creative tools.

 

How property businesses can use reels

Since videos are such an effective content type, incorporating reels into your Instagram strategy can enhance your social media activity, offering a new way to entertain and educate your community. Some ways you can use reels to engage your audience include:

 

  • Display home walk-throughs

  • Working from home clips

  • Showcase amenities within the community

  • Client testimonials

  • Fun meet and greets with sales representatives and important figures in your community

  • Development and community updates

  • Behind-the-scenes footage from events

  • Ask homeowners to showcase their home in their Reels and tag your brand

 

Also consider how you can repurpose and reimagine your current assets. If you’ve got a suite of videos you’ve been using for social posts and stories, why not use these existing assets to create new reels? Or, if you currently post 5 Instagram stories a week, why not try posting 3 stories and 2 reels each week?

 

If you’re still unsure if using reels is right for your property business and need some advice, this blog might help you decide.

 

How to create your reels

Reels can be recorded one at a time, simultaneously, or through video uploads from a phone’s gallery. Users have the option to save the reel as a draft, change its cover image, add a caption and hashtags, and tag friends. 

 

Reels can be found at the bottom of Instagram camera. There are available tools on the left side of the screen to create the reel, including:

 

  • Audio: Search for a song from the Instagram music library. You can also use your own original audio by simply recording a reel with it.

  • AR Effects: Select one of the many effects in the effect gallery, created both by Instagram and creators all over the world, to record multiple clips with different effects. 

  • Timer and Countdown: Set the timer to record any of your clips hands-free.

  • Align: Line up objects from your previous clip before recording your next to help create seamless transitions.

  • Speed: Speed up or slow down part of the video or audio you selected.

 

How to share your Reels

If you have a Public Account, you can share your reel to a dedicated space in Explore, where it has the chance to be seen and discovered by the wider Instagram community. You can also share your reel with your followers by posting it to your Feed. When you share reels featuring certain songs, hashtags, or effects, your reel may also appear on dedicated pages when someone clicks on that song, hashtag, or effect. 

 

Instagram Reels vs TikTok

Reels can be likened to Instagram’s very own version of TikTok. Only time will tell if TikTok will meet the same fate as Snapchat when Instagram copied its iconic Stories features. 

 

For more information on using TikTok in property, check out our Marketing Clinic Webinar: Engaging with Millennial Platforms.

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Content Marketing, Strategy

It’s safe to say that Instagram has social media users reeling to jump on board with their newest feature! (See what we did there?)

 

Reels enables Instagram users to record, edit, and share 15-second multi-clip videos. Integrated within the Instagram app, this feature allows users to customise videos with in-app creative tools to add audio and effects.

While it’s no secret that the Property Republic loves an engaging video and a multi-platform social media plan, we’re also big believers in developing effective strategies.

And so with the emergence of a new, creative and visual means for property businesses to engage with their audience on Instagram, we think it’s important to highlight to key things:

 

  1. If you can effectively integrate reels into your existing Instagram strategy, do it. Property Republic has worked with a range of developers and builders who consider video an important part of their social media activity, and have access to the resources and experts required to successfully integrate new video trends into their existing strategy. If you’re currently dominating video content and looking for fresh ways to engage, then adding reels into the mix is a great idea. You have nothing to lose by enhancing your current Instagram activity and entertaining your community by harnessing this new feature.

  1. If reels doesn’t fit into your existing Instagram strategy, don’t include it for the sake of it. When establishing your content and social media strategy it’s generally a good idea to pick one or two channels and master them first before expanding your online presence. Perhaps you’re still finding the rhythm of your social media schedule, or maybe you’re questioning if Instagram is a relevant platform for your audience. If integrating reels into your strategy won’t help you reach your social media marketing goals, then don’t feel obliged to use it. Reels might be something you explore later down the track, or something your team agrees isn’t aligned with your brand and its objectives. Don’t feel like you need to jump on the reels bandwagon just because everyone else is.

 

If you’d like to learn more about how Reels works and how you can use it for your property business, read our blog.

 

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Content Marketing, Strategy

August – the final month of the Australian winter, where mornings get crisper and days become longer. For Melburnian property marketers in 2020, August is a month of uncertainty as COVID restrictions toughen and market conditions remain challenging.

 

Because it’s more essential than ever that you’re engaging with your community online, we’ve got some fun and creative content ideas to help you drive engagement this August:

 

International Cat Day – August 8th

Today’s the purr-fect day to celebrate our furry friends and purr-ecious WFH pals. If you’re feline creative, here are some claw-some ways you can engage with your audience today:

 

Blog idea: Write a blog with tips on how homeowners can ‘cat-proof’ their new home so their pristine carpets, architraves and curtains can remain scratch-free.

Community idea: Engage your community by asking them to post a photo of their feline family members to socials and tag your brand’s handle in the caption. You could also add incentive by turning this initiative into a competition and offer a prize for the best post.

Brand idea: Ask your cat parent workmates to share photos or short videos of their purr-fect pet as they work from home. Share these images with your community to add personality to your brand’s online presence.

 

Book Lovers Day – August 9th

A day to curl up with your favourite read.

 

Blog idea: Write a blog about must-read books for your customers. It could be about interior design, garden maintenance, mindfulness, finance for FHB or a whole range of topics. People love listicles, so don’t be afraid to curate a list of useful books with the appropriate hyperlinks!

Spotify idea: In the days before Book Lovers Day, ask your social media community to share their favourite mindful music – tunes that can be played in the background while studying or reading. Add these songs to a Spotify playlist and share it with your community.

Community idea: Ask your community to share a photo their favourite book (audio, digital or hardback), with a caption that explains why to your Facebook page. Turn this activity into a competition by picking a winner and offering a prize worthy of a bookworm.

 

Left Handers Day – August 13th

A day to celebrate the uniqueness and differences of left handers.

 

Infographic ideas: X fun facts about left handers.

Brand idea: share photos of your left-handed team mates on your socials. It’s always nice to publicly acknowledge your team members for their uniqueness! It’ll also add personality to your brand.

Blog idea: X hacks for left handers.

 

Cupcake Day – August 17th

A day to sit back, relax and cake it easy.

 

Blog idea: X easy cupcake recipes.

Video idea: Film a video where you make a cupcake recipe in your display home’s kitchen. Throughout the video, also highlight the key features of the display home’s kitchen – the island bench that features plenty of space to prepare, the soft-close drawers to store your utensils, the butler’s pantry to wash up when you have guests, the high-quality appliances. This video idea not only provides a fun, entertaining video for your followers, it also showcases the beauty of the display home. Just make sure the kitchen is thoroughly cleaned when you’re finished!

Competition idea: Ask the cupcake lovers in your Facebook community to bake their favourite cupcake recipe and post a photo of it, tagging your brand. Choose the best or most creative as the winner, and offer a prize fit for a cupcake queen (or king!).

 

Senior Citizens Day – August 21st

A day to honour and respect our elders.

 

Spotify idea: In the days/weeks leading up to Senior Citizens Day, ask your community to share their favourite songs from 50s, 60s and 70s. Compile these songs into a Spotify playlist and share it on your social channels.

Video or live webinar idea: To encourage wellness and movement within the older generations of your community, ask a local fitness instructor to film a low impact class that’s suitable for seniors. It could be streamed live, or pre-recorded and shared across your socials.

Blog idea: X funny baby boomer phrases.

 

International Dog Day – August 26th

A day to celebrate man’s fur-nomenal best friend.

 

Video idea: DIY dog treats – film a video where you make a dog treat recipe in your display home’s kitchen. Throughout the video, also highlight the key features of the kitchen.

Infographic idea: X health benefits of having a pet dog.

Community idea: Engage your community by asking them to post a photo of their canine family members to socials and tag your brand’s handle in the caption. You could also add incentive by turning this initiative into a competition and offer a prize for the best post.

 

We hope you’re filled with a ton of inspiration to make August a fun, innovative and captivating month for content!

 

If you’d like discover how Property Republic can help you deliver consistently valuable content, get in touch. We have a range of content marketing offers available to help you enhance your content marketing activities without breaking the budget.

 

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Lead Generation, Lead Nurture, Strategy
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Content Marketing, Strategy
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Strategy
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Lead Nurture
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