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Why every estate agent should be using Instagram Reels18 Mar 2021

Ah Instagram, one of my own personal favourite social platforms. I could talk about it all day. Luckily for you, I’m not going to do that, today’s focus is on Instagram reels.

Before I dive into the world of reels, I’m just going to give a quick run down of all the different ways you can post on Instagram. If you’re not very well-versed in the platform, or you haven’t used it for some time, it’s handy information to know before I talk about reels.

Instagram is a visual platform, and there are multiple ways you can post.

Grid posts: The main grid is made up of square images which are what people will see in their main feed. This is not the place for wheelie bins, weed-riddled patios, or unmade beds. This is the place for fantastic lighting, impressive garden landscaping, and selling a lifestyle to those scrolling through properties. The exception to this is if you have a particularly juicy do-er upper, Instagram loves a renovation project – the community is huge.

Instagram grid example

Stories: Your Instagram stories are only live on your actual story for 24 hours. You can post images, video, text, polls, snippets of music, animated gifs, to these. You may wonder what the point of these is. Well according to Instagram, 500+ million people use stories daily, and one third of the most watched stories daily belong to brands. You could use them to promote tips on how to present a property ready for selling, small hacks for turning a rental property into a home, or any number of things to capture people’s attention.

Here’s an example of one of my personal stories that I’ve added to my Insta highlights, I use it to write mini book reviews:

Highlights: You know we said stories disappear after 24 hours? Well they don’t if you want to keep them. You can create highlights, which are basically different categories you can file your stories into. Keep all of your property presentation tips in one highlight, and decorating hacks for tenants in another and people can access them whenever they like, then. For Northfields Estates, we added highlights with their key information:

JP Gardner & Associates example of highlights for Instagram Stories

IGTV: Instagram TV is for long form video. You can go live, you can record a Zoom session and post it here, it’s a useful tool perhaps if you want to upload a webinar about property investing. People will make a cuppa and watch an hour or so of your content if it’s interesting and useful to them.

And last but not least, we have reels.

What is Instagram reels?

Instagram Reels are great for growing your business proflle

Instagram reels is a new way to create engaging video content. You may have heard of an app popular with the kids called Tik Tok (It’s not only popular with the kids, both me and Jane are hooked on it – but that’s another blog post for another day).

On TikTok, you can post a portrait-oriented video up to 1 minute long, and there are so many people doing incredibly creative things with such a short amount of time. The popularity of TikTok has obviously caught the attention of the Instagram pixies, and reels is their answer to this similar content.

Reels are where instagram users can record, edit and upload a 15-30 second video clip and then share them on the platform to their stories, the explore feed (where users can see new content based on their interests), and the reels tab on their profile.

Why are Reels important?

Whenever any social media app brings out something new, you should be paying attention. In the case of Reels, they’re really trying to push it. The Reels button is front and centre when a user is on the app, and there’s a general consensus among marketers that the algorithm really loves accounts who use them, showing the content from these accounts to a wider audience.

Instagram reels icon

It’s something new, but there’s no need to be scared of it. Why not try making exclusive 15 second teaser clips of properties before you put them on your website? Edit together an area guide, showing brief clips of all the best bits in 30 seconds? The possibilities are endless, and jumping on it now to get ahead of the game and make the most of it while Instagram is favoring it, is a jolly good idea.

Looking for help posting to your Instagram account and growing a following? Get in touch with us and have a chat with one of our social media legends – this stuff might make you want to put your head in your hands and cry, but we live for it.

Katie is a Freelance Copywriter living in rural Dorset with her daft old Labrador. She first started writing content for the property industry back in 2015, and loves nothing more than bringing brand voices to life!

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