MARKETING
Instagram 101 :
Engage Your Residents and Increase Your Followers
BY ASHLEY TYNDALL
Much like people , each social media platform has its
own personality , and through it , its own specific use .
Facebook is more visual , personal , and explanatory
— ideal for establishing your property as a helpful resource and engaging with residents . Think of it as your storefront greeter , pleasant and professional , as well as a source of daily news .
Twitter is more terse and efficient , allowing properties to pass along news-like updates and make connections within a larger community of businesses . Think of the classic newsboy , spewing the latest headlines .
Then there ’ s Instagram . Instagram is an oddball in the social media world , if not due to its overly visual style . Widely popular among the millennial and Gen Z demographic , Instagram mimics Facebook from the standpoint that our focus shifts back to resident engagement . It has a single function ( picture-sharing ), which makes it highly visual and a great platform for conveying the personality of your resident community . Instagram is that aunt that shows you photo albums of her cat , but way cooler .
Understanding Instagram Marketing for Apartments
With Instagram , users have several formatting options for editing pictures or even videos . 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 .
Over 1 billion people use Instagram every month , and of those 1 billion people a significant percentage are the target demographic for many apartment communities nationwide .
Here is a quick look at the age-demographic breakdown of Instagram users in the U . S .:
• Ages 18 – 24 : 75 %
• Ages 25 – 29 : 57 %
• Ages 30 – 49 : 47 %
• Ages 50 – 64 : 23 %
• Ages 65 +: 8 %
Remember the original Instagram logo ( 2010-2016 )?
Instagram is a great social media platform for apartment communities because it allows you to showcase the neighborhood , city , and visual elements of your property . From promoting your property amenities and luxury features to posting about community events and local happy hours , Instagram marketing offers plenty of ways to engage and inform your residents .
30 | TRENDS MARCH 2021 www . aamdhq . org