It’s mind-blowing to consider how Instagram, once a simple photo-sharing platform, has evolved in the past half-decade. Instagram Reels burst onto the scene on August 5th, 2020, and ever since, they’ve become a force to be reckoned with, finding their groove alongside social media giants like TikTok (which has had its own skyrocketing success since 2020). As we navigate the digital landscape of 2024, the ascent of Instagram Reels has been nothing short of astonishing. By 2022, Reels had become so popular that the social media powerhouse decided to shake up the content game, bidding farewell to features like IGTV and Instagram feed videos.
So, what’s the scoop, and how does this impact homebuilders eyeing Reels as an advertising powerhouse?
REELs Organic Reach: Laying the Groundwork
The use of Instagram Reels opens up a golden opportunity for homebuilders to stretch their organic reach. The platform’s algorithm loves content that’s informative and entertaining, granting businesses access to a broader audience without relying solely on paid promotions. Homebuilders can draw in potential buyers organically by crafting visually captivating Reels that showcase the unique features of homes and communities.
Picture this: A Reel guiding viewers through a virtual tour of a freshly minted home, flaunting its contemporary amenities and architecture. It grabs attention and forges a connection with individuals on the lookout for real estate gems.
Adding Personality and Sharing Expertise
Instagram Reels allows homebuilders to humanize their brand by showcasing behind-the-scenes moments. Whether it’s the construction process, team camaraderie, or the creative decision-making behind designs, these snippets provide a personal touch. People connect with authenticity, and behind-the-scenes Reels help foster a sense of trust and transparency.
Get Shooting: Create a Reel highlighting the craftsmanship that goes into building a home, featuring skilled artisans at work and the meticulous attention to detail that sets your homes apart.
Additionally, homebuyers often seek information before making a decision. Adding Instagram Reels to your marketing strategy provides an opportunity to share bite-sized educational content. Homebuilders can create Reels offering quick tips on home buying, interior design trends, or even insights into the local community. This positions the brand as an authority and adds value to the audience.
Explore: Craft a Reel series titled “Home Buying Hacks” where you share quick tips on navigating the home buying process, choosing the right neighborhood, or understanding mortgage options.
Trend Riding: Staying Relevant and Fun
Instagram Reels offer a hub of trends and challenges. By participating in popular challenges or riding the wave of trending sounds, homebuilders can stay relevant and inject some fun into their content. Doing so boosts visibility and positions the brand as one that stays current with the cultural pulse. However, it is important to remember due to copyright laws, business accounts do not have access to copyrighted music, and instead, must use sounds from the royalty-free Meta Sound Library.
Let’s Film: Try out a trend or challenge that allows you to incorporate elements of your homes or communities into a video.
REELs Analytics: Getting to Know Your Crowd
Fine-tuning your social media strategy is a bit like crafting a delicate recipe, and analytics and metrics are your secret ingredients. The Instagram Reels platform generously serves up insights into your content’s performance, giving you the lowdown on your audience. Dive into metrics like views, likes, comments, and shares to pinpoint trends, and customize your content so that it resonates with your target audience.
Consider This Scenario: A homebuilder that tracks engagement metrics for Reels highlighting different architectural styles notices that sleek contemporary designs score higher engagement rates with audiences. Armed with these insights, the builder can create more of the type of content that is proven to click with audiences.
Expanding Reach through Partnerships
Collaborations with realtors, local businesses, or even other homebuilders can amplify reach and introduce your brand to new audiences. Instagram Reels provides a visually engaging platform for collaborative content, allowing businesses to tap into each other’s followers and create a buzz around shared projects.
Try It Out: Partner with a local interior designer for a Reels series in which they offer quick styling tips for new homeowners. This smart approach showcases both their expertise and your homes.
REELsEngagement: Stirring the Conversation
Engagement is the lifeblood of social media, and Instagram Reels is the bustling marketplace for fostering interactions. Homebuilders can nudge viewers to join the conversation by posing questions, running polls, or even hosting virtual Q&A sessions. Inviting audience participation pumps up engagement levels, and positions a brand as approachable and customer-centric.
Imagine: A Reels video popping up in your feed, urging followers to cast their votes for the most-loved community feature — whether it’s a serene park, a top-notch fitness center, or a space for community events. This sparks engagement and offers a valuable peek into the preferences of potential homebuyers.
In the whirlwind world of social media marketing, Instagram Reels stands tall as a dynamic tool for homebuilders to flaunt their properties and engage with audiences. By honing in on organic reach, making the most of analytics, and fostering engagement, homebuilders can develop a robust online presence, and connect with individuals in pursuit of their dream homes. So, grab your camera, get creative, and dive into the captivating universe of Instagram Reels. Happy Reeling!
Reference: The Pros and Cons of Instagram Reels