For companies working in the built environment, Instagram is unlikely to be an obvious priority. Often, greater emphasis is put onto b2b communication, with Instagram viewed as more of a consumer tool. However, this ever-growing social media platform, which has over one billion users, is a great way to communicate your message to partners, investors, current and future clients. To build a brand on Instagram successfully, showcasing ongoing progress, impressive achievements and the talent behind your developments is a must.
At Rumpus, we are specialists in managing media relations and digital platforms for businesses operating in the built environment. With this wealth of experience, we wanted to share our top tips on getting the best out of an Instagram account.
Tip 1: Having a consistent feed that rivals the UK’s best bloggers may look great, but it can lack the personal touches that make a brand stand out. Using Instagram Stories is a fantastic way to showcase your individual expertise to a wider audience, with over 500 million accounts using stories daily. Embrace this feature when you’re on location – tagging yourself at important events, on construction sites and in show flats will help position your brand as a leading sector specialist.
Tip 2: Without question, consumers love a before-and-after shot so playing up to this is one way to increase following. #TransformationTuesday is a popular hashtag within the built environment sector, currently used more than 13 million times, and it can help to create that all-important engagement. Take advantage of hashtags like this to display your company’s ability to transform a space. For example, if you’ve engineered the restoration of derelict brownfield sites into high-specification mixed-use schemes that transform city centres, get some snaps to prove it!
Tip 3: Social media is the easiest way to follow and engage with your peers within the industry and isn’t limited to LinkedIn – the traditional professional network. Chances are your project team has Instagram too, so tag, talk and praise your supply chain, while also showing off your impressive portfolio. Also, don’t be afraid to use Instagram to start a new conversation or two – reply to stories that catch you eye, comment on impressive schemes and see what new connections can be made.
Tip 4: Creating a dynamic personality is one of the best things a brand can do regardless of what industry it operates in. This is your USP and will set you apart from competitors, making you more favourable to the audience. To achieve this on Instagram, focus on the people behind the brand – think #FridayFeels, #ThrowbackThursdays and #TeamGoals to give your followers an insight into your highly skilled teams.
Tip 5: Instagram is your chance to make the company’s achievements known in the sector. Creative infographics and videos are a fantastic, visual representation of achievements. In short, make sure your social media celebrates the best you can do – you never know who’s scrolling.
If you think your business could benefit from our award-winning PR and digital services, get in touch today.