With so many social media platforms to maintain, putting together a comprehensive social media strategy is, well, exhausting. But tiring as it might seem, being on sites like Facebook and Instagram is crucial to your success as an agent. To tackle the world of social media, follow these 6 social media tips and you’ll stand out on any platform.
1. Post consistently
You’ve almost certainly heard about the nebulous “algorithm” by now. Every major social network uses their own algorithm to “decide” what content you see when you scroll down your newsfeed, and nobody knows exactly what types of behavior the algorithm rewards.
One thing we do know, though, is that all algorithms reward you for posting regularly. Whether you’re posting twice a week or twice a day, maintaining a steady posting cadence is a surefire way to get your content in front of your audience more reliably.
Posting cadence should apply to your ads, too: Facebook in particular will give your ads better placement if you’re running them consistently. You don’t have to run ads every single day, but you should at least be putting a little bit of money into advertising every week so you can optimize your marketing budget. Don’t forget: Facebook machine learning can help optimize your ads, but it needs a good amount of data from extended campaigns to really succeed.
What does that mean for your organic posts? Posting cadences and schedules will be different for every agent, but if you’re just getting started on social media, we’d recommend posting 2-3 times every day. The content doesn’t have to be incredibly in depth, but it should be engaging enough for people to pause while they’re scrolling.
2. Include a CTA in every post and ad
You know how important it is to include a CTA in your ads: Without a compelling call to action, your advertising dollars are going to waste because nobody who sees your ad will have any idea how to engage with it. Put a CTA for a free consultation on an ad, for instance, and it gives people an easy next step to take. CTAs are great to A/B test in ads, too.
Putting a CTA on an ad is a no brainer, but you may not realize just how important it is to include a call to action in your organic posts, too. You may not be selling anything through your organic content, but an actively engaged audience is something the algorithm rewards. There’s a wide variety of ways to curate engagement on your posts, but one of the simplest ways to do it is to ask.
Agents who know how to use Instagram well tailor their captions for engagement, asking things like “What are you excited for this week?” and “What’s on your must-have list for your next home?”
Posing questions to your audience generates interest, and anyone who comments on your post with an answer to said question will help you boost your placement on people’s newsfeeds.
3. Spend time on design
Great photography is key to maintaining your social presence, but sometimes a standard photo isn’t enough. Whether you’re communicating a new message, announcing a new listing, or letting your audience know about an upcoming event, sometimes you need a little extra design pizazz to make your content “pop.”
A little design effort can go a long way with your ads, too: Just be sure that you run any creative through the Text Overlay Tool before running it. If your creative is covered by too much text, Facebook will limit the number of times your ad is shown.
If you have Photoshop and feel comfortable using it, you can create anything you can think of. For example, if you’re posting listing photos, you might Photoshop your logo into each image to really drive brand recognition with your followers. However, for those of you who don’t have the time to learn a whole new software program, Canva is a free service that gives you many of the same capabilities. Check out some of their tutorials and you’ll be a design pro before you know it.
4. Hashtags are your friends
Everyone’s using hashtags these days, but most people are using them for emotional appeals instead of broadening brand visibility Hashtags are valuable — after all, they allow anyone on Earth to find your content — but it’s crucial to use them with a plan in mind if you want to grow your reach, your following, and your pool of potential leads.
There are two secrets to making hashtags work for you:
Know Your Audience: Take some time to research different communities on Instagram, taking note of what other agents are doing — you want that content discovered by a highly qualified audience. You should also browse through location tags around your area — what are people around you talking about? How do they use hashtags? Are there any seasonal or region-specific tags that you could repurpose in your own content? Take note of these, then plan your content in a way that incorporates them naturally.
Keep Your Hashtags Fresh: Hashtags, like any other part of your social media strategy, need to be current to have the largest possible impact. In fact, recycling hashtags too often can even lead to Instagram marking your account as spam. Take some time every few weeks to research and select some new hashtags to replace your old ones.
5. Keep your content evergreen
“Evergreen” content is relevant year-round. While things like news articles, current trends, and timely statistics will go out of style (or worse, become inaccurate) quickly, evergreen content is relevant in perpetuity.
You can tweak your content to fit your personal preferences, but things like lists, tips, tutorials, are some of the most common types of evergreen content to share organically. For evergreen ads, consider putting the spotlight on you and your brand. Listings may come and go, but getting the word out about you and your business is a great way to ensure you’re running at least a few ads with evergreen content.
Once you’ve settled on the evergreen content that works best for your social channels, you’ll be able to re-share content every few months or so in order to make the most out of your time.
6. Experiment with video
Ever since Facebook’s algorithm started rewarding video content with better placement on people’s newsfeeds, brands and everyday people alike have been scrambling to create engaging video content for their audiences.
While you may not be dealing with the same level of exigency as a major brand, video is still a huge opportunity on Facebook. Using free software like Windows Movie Maker or iMovie, even a complete video novice can create lively, shareable content.
If you’re just planning on posting your video to Facebook, we’d recommend keeping it under 3 minutes. If you’re going to share the love and post to both Facebook and Instagram, go for a video that’s under 1 minute to satisfy Instagram’s video length requirements.
Your videos don’t need to be highly produced: You can use video by:
- Filming a short walkthrough of your newest listing
- Recording yourself giving your audience some valuable open house tips
- Showing off how well a listing is staged
And more! Video is personal, so go with the approach that feels true to you and your brand.
Now, you’ve got the tools to turn your social media presence into an integral part of your business. Happy advertising!