We all know that social media platforms are constantly evolving. As we move into 2023, homebuilders must stay up-to-date with the latest social media trends and algorithms, especially on Instagram. The platform has over 1 billion monthly active users, making it a powerful tool for homebuilders to connect with potential buyers and showcase their work! Here are a few tips on how homebuilders can adapt their content to the updated Instagram algorithm:
Utilizing Instagram Reels
The primary way Instagram is trying to keep up with consumer demand is by promoting Instagram Reels.
When Reels were first introduced in 2019, they could only last 15 seconds and used a ratio of 9:16, the same as TikTok. For a while, it seemed the only reels being uploaded were recycled TikToks, however, this feature has become increasingly popular (especially since TikTok’s ban in India) as Instagram began to add incentives.
The platform offers music and closed caption generators within the app’s editing UI, and can now be up to a minute long and have their own dedicated page on a user’s or brand’s profile. They are also heavily featured on users’ Explore pages, more so than still photos or videos that aren’t in the Reel format.
So what makes a good reel in the eyes of the algorithm? First and most importantly, don’t upload recycled TikToks. Instagram has acknowledged that content featuring watermarks from other social media platforms will be suppressed. Next, it’s important to remember that Reels should be visually appealing! Consider using the text, stickers, music, and filters available to you in the Instagram app. Finally, homebuilders can use Reels to give their followers a behind-the-scenes look at their projects, showcase completed homes, or even share tips and tricks for home customization.
Focus on Engagement
Engagement in posts and Stories is becoming increasingly important if a brand wants to increase visibility. Instagram’s new algorithm prioritizes posts that receive a high level of engagement, such as likes and comments. Homebuilders should create content that encourages their followers to interact with their posts! This can be as simple as making your call to action (CTA) an engaging question. CTAs are consistently the biggest driver of engagement and are easy to implement, and stories are also great for increasing engagement by using polls, quizzes, and question forms already built into the app. Homebuilders can use them to share daily project updates, hold Q&A sessions, or give a sneak peek into upcoming projects. (For more on engagement across social media, check out our blog here!)
Build Your Brand’s Unique Aesthetic
Instagram is a visual platform, so homebuilders need to have a consistent and cohesive brand aesthetic. This includes using similar filters and color schemes in your photos and videos, and using a consistent font and logo to establish a coherent aesthetic to increase brand recognition. When you have a cohesive feel to the content you are posting, audiences are more likely to remember you even out of the context of your profile (like if your post shows up on their Explore Page.). Additionally, following a design aesthetic can make your profile very visually appealing when users visit your page.
Consider Influencer Marketing
Influencer marketing has seen massive growth in recent years, proving to be a formidable form of advertisement! Instagram communities are becoming more and more specific, meaning influencers can focus on particular types of content, and smaller influencers have the highest engagement rate. In addition, homebuilders can use influencers to reach new audiences, like younger consumers that may need to learn the benefits of a new construction home. They can collaborate with influencers in their niche, such as interior designers or lifestyle bloggers, to showcase their homes and reach a larger audience.
Finally, influencers can offer an ongoing partnership with homebuilders rather than single branded ads. This increases the likelihood of consumers remembering your brand when they see their favorite influencer talking about it consistently. (Have more questions? We have a whole blog on the benefits of influencer marketing here.)
The evolution of Instagram won’t be slowing down anytime soon. Whether you’re in the home building industry or something entirely different, it’s important ALWAYS to be staying on top of the latest trends and updates. By utilizing features such as Reels, focusing on engagement, and creating a cohesive brand aesthetic, homebuilders can effectively market their business on Instagram in 2023 and beyond!