When it comes to marketing, it’s important to be where your audience is. And these days, it’s very likely that the folks you’re trying to target are hanging out on social media, particularly visual-based platforms Instagram and Snapchat.
As of the end of 2016, Instagram had more than 600 million registered users, with more than half of them logging into the app daily, while Snapchat was seeing 150 million active users every day. Clearly these platforms are popular, but are they worthwhile channels for your brand story?
If our latest #AptChat is any indication, they are. But your strategy definitely dictates your success. To see what we mean, check out these highlights. (Click on the links to jump straight to a specific question.)
- Q1: Is your company/property on Instagram, Snapchat or both? If so, how often are you posting to these networks?
- Q2: Stats show that social users are most engaged on IG and Snap. Do you plan to increase your usage of these sites this year?
- Q3: Who is creating your content for IG/Snap? The leasing staff? Corporate mktg? Have you tried getting residents/locals involved?
- Q4: What are some ways/ideas to get your residents involved? How can you get them shared pics and videos at your property?
Is your company/property on Instagram, Snapchat or both? If so, how often are you posting to these networks?
A1: We’re on IG, have semi-looked at Snap. Currently I aim for at least 1x/wk posting due to the season. #aptchat
— Khara House (@kharahouse) June 13, 2017
We’re posting res events, contests, local events, tips, etc. Try to keep it fun and locally engaged/engaging. #aptchat
— Khara House (@kharahouse) June 13, 2017
A1: We are on Instagram, but not Snapchat. We probably post on Insta once a day or so, but not all are of listings. #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
We post listings, job advertisements, relevant infographics, vendor appreciation, pictures of employees, etc. #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
Nice diversity of content! #aptchat
— Jonathan Saar (@JonathanSaar) June 13, 2017
Thank you! Diversifying what we put out is helpful in keeping people engaged 🙂 #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
We are only on Twitter, but we see a lot of our members on assorted networks #aptchat
— CFAA (@CFAA_FCAPI) June 13, 2017
A1: @RealyncApp is on Insta but not Snap. We aim for 3-4 posts/month. #aptchat
— Jordan Easley (@Uncle_Doodah) June 13, 2017
Interesting infographic on video for social here (not multifamily specific): https://t.co/wFyW1lRn8K #aptchat
— Jordan Easley (@Uncle_Doodah) June 13, 2017
It’s so interesting to see how infographics and short videos have taken over social media! Useful to tap into. #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
Is anyone using Snapchat, or heard of it being used? I’d be curious to see how it’s being utilized, and to what effect. #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
Will be interesting to see if these college students will continue to engage with Snap after graduation #aptchat
— Jordan Easley (@Uncle_Doodah) June 13, 2017
I like what Snap is doing with their content. It’s becoming cable TV for your phone, and all your friends have their own channels. #AptChat
— Mike Whaling (@mwhaling) June 13, 2017
As a frequent user of Snapchat, I know many others who use it; it’s a matter of using it properly! #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
In #multifamily, how useful is Snapchat for lead gen? Is it mostly for engaging residents? #aptchat
— Jordan Easley (@Uncle_Doodah) June 13, 2017
This is where the Geo filters could help create some brand/property awareness #aptchat
— Kristi Fickert (@Marketing_Mommy) June 13, 2017
Just purchased the #NAAEdu17 geofilter for the conference space & the Thursday night party. It was easy and affordable to purchase. #aptchat https://t.co/0uezL93oWT
— BG MULTIFAMILY (@bgmultifamily) June 13, 2017
A while ago there were some communities using filters to create localized Snapchat frames. #aptchat
— Khara House (@kharahouse) June 13, 2017
(cont)The issue can be the short lifespan of a snap. #aptchat
— Khara House (@kharahouse) June 13, 2017
I can see that. You’d have to have someone diligently posting to keep the message going out there. #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
My company is not on either, sadly. Missed opportunity!
— Jake Zachariah, ARM® (@jake_zachariah) June 13, 2017
I’m seeing apartment communities really engage their residents with Snap! #aptchat https://t.co/oweB3Owglr
— BG MULTIFAMILY (@bgmultifamily) June 13, 2017
Stats show that social users are most engaged on IG and Snap. Do you plan to increase your usage of these sites this year?
A2: We’re working to find more meaningful ways of engaging on IG. Getting out into the community more helps. #aptchat
— Khara House (@kharahouse) June 13, 2017
Are you talking organic or paid?
— Respage (@Respage) June 13, 2017
Organic. Paid content, oftentimes, generates an audience but not always a relevant one. #aptchat
— Khara House (@kharahouse) June 13, 2017
Have to (strongly) disagree. Paid insta ads can target ideal audience to a T. How are you filtering/segmenting? #aptchat
— Respage (@Respage) June 13, 2017
We don’t use paid IG ads. But across the board when we’ve used paid, it’s a matter of locally adjusting the segmentation … #aptchat
— Khara House (@kharahouse) June 13, 2017
(cont) … that the provider creates. Thus the switch to localized curation. Not that paid CAN’T work: it just hasn’t yet for us. #aptchat
— Khara House (@kharahouse) June 13, 2017
A2: Snap may get more credit than it deserves. Okay for organic marketing but it’s paid ads just can’t target like Instagram. #aptchat
— Respage (@Respage) June 13, 2017
I don’t think it makes sense for multifamily props to consider Snap ads at this point. Geofilters maybe, for the right audience. #AptChat
— Mike Whaling (@mwhaling) June 13, 2017
That’s a big point, too: The right audience. We’ve got to be sure we’re generating the RIGHT traffic, not just “Traffic.” #aptchat
— Khara House (@kharahouse) June 13, 2017
I believe that IG would be a boon for our marketing, but Snap is not our demog. I hope that they plan to migrate into IG.
— Jake Zachariah, ARM® (@jake_zachariah) June 13, 2017
Corporate decision. We have limited resources to focus on anything but Facebook right now, but 🤞fingers crossed for more soon!
— Jake Zachariah, ARM® (@jake_zachariah) June 13, 2017
Our candidates are using Snap, so we have to dive-in. #aptchat https://t.co/VgYMccZTHE
— BG MULTIFAMILY (@bgmultifamily) June 13, 2017
Who is creating your content for IG/Snap? The leasing staff? Corporate mktg? Have you tried getting residents/locals involved?
A3: Marketing comes up with the content, and we only have 1 IG account. As far as I know, residents/locals aren’t involved. #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
Can you share your IG acct username? I would love to check it out! #aptchat
— Jonathan Saar (@JonathanSaar) June 13, 2017
Sure! Our corporate account on Instagram is “tmgnorthwest”. #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
A3: Res engagement has to be really well planned/catered. We’ve had some success cross-chatting w/ local entities. #aptchat
— Khara House (@kharahouse) June 13, 2017
What are some ways/ideas to get your residents involved? How can you get them shared pics and videos at your property?
A4: Know big events, get involved, & encourage them to show you they’re involved, too. Get local, tell the story of the community! #aptchat
— Khara House (@kharahouse) June 13, 2017
How often do you all host events? How do you market them? #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
We have 3 monthly, plus focused local activities. We haven’t really started marketing them on IG, but hope to! #aptchat
— Khara House (@kharahouse) June 13, 2017
Wow, 3 a month? That’s awesome! #AptChat
— Apartment Chat (@AptChat) June 13, 2017
Wow, that’s a lot! How big is your property? #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
264 units in 13 buildings. Very closely knit and a wide range of lifestyles to cater to. It’s an every day adventureland! #aptchat
— Khara House (@kharahouse) June 13, 2017
… and I think I just inadvertently came up with my 3rd season marketing campaign. #EveryDayAdventure #aptchat
— Khara House (@kharahouse) June 13, 2017
Hah, I love it! It sure sounds like it, it must be a great community 🙂 #aptchat
— Emily McFaul (@emmcfaul) June 13, 2017
“Doggo the month” club or “Caturday at our Community” contests for pet friendly; designate a hashtag, collect entries and post a winner.
— Jake Zachariah, ARM® (@jake_zachariah) June 13, 2017
Find out what events your residents are going to in local area. Snap selfies with them to show engagement in the community.
— Jake Zachariah, ARM® (@jake_zachariah) June 13, 2017
Contest for “#BestPartOfMyHome” where your residents submit entries of their favorite parts of the community, videos or pics.
— Jake Zachariah, ARM® (@jake_zachariah) June 13, 2017
Some awesome ideas here! Thanks, Jake! #AptChat
— Apartment Chat (@AptChat) June 13, 2017
Do a photo scavenger hunt around the community. Or remind them around the community of your hashtags.
— Danielle C. Noel (@daniellecnoel) June 13, 2017
We’re taking next week off and heading to the NAA Education Conference and Expo! Check out the recap of our #AptChat about the conference’s marking-related sessions. And be sure to sign up for updates to get recaps and more delivered straight to your inbox!