Instagram How to guide: We help your business fly higher, faster, and further - Propel KWUK
←
→
Page content transcription
If your browser does not render page correctly, please read the page content below
How to guide: Instagram We help your business fly higher, faster, and further.
contents
account setup 3
understanding your audience 3
posting engaging, quality content 4
post optimisation 8
interface help 9
concluding tips 11
useful tools and tips 11
2 How to guide: Instagram
account setup
1. Download and launch the app
2. Enter your email address
3. Create a username
4. Ensure you set up a business account,
find settings, select ‘account’, scroll down
to ‘switch to professional account’. This
will allow you to add relevant business
information, such as opening hours, a
business address or a phone number.
understanding
5. If you have a business
your audience
account on Facebook, Ensure you understand who you are targeting
you will have the on the platform
option to add this.
1. Local homeowners looking to sell
6. Build your bio - make
it personable but 2. Out of town buyers moving into
professional. You can your community
do this by pressing 3. Out of town agents looking for referral
on ‘edit profile’ agents in your community
7. To upload a profile 4. Past clients who can refer you to others
photo, click on the
5. New clients who discover your real estate
+ on the top left
Instagram profile
corner on the profile
picture template 6. Referral clients who were tagged on
Instagram by a mutual connection
8. Read through this
document, then 7. Local residents who aren’t in the market
develop a strategy to buy or sell (yet)
How to guide: Instagram 3
posting engaging,
high quality content
GRID CONTENT (2160 x2160 px)
Your grid is where you will post your
images, and sometimes videos.
TIP #1 Choose a theme
• Choose a colour palette, font and TIP #4 Make use of Instagram’s additional
camera filter and use it consistently tools such as Hyperlapse
• Make sure all posts are on-brand • This app allows you to create high
TIP #2 Make your business stand out with quality time lapse videos, whilst using
strong creative content Instagram’s stablisation
• Use your logo to make it distinct • This tool can look as effective as using a
camera and tripod, without the time
• Tell a story that supports your or cost
business goal
• It allows you to personalise your feed
• Upload an on-brand, friendly photo of and keep it relevant to your area. Record
your face - viewers won’t feel a personal a timelapse of a pretty village in your
connection to a listing photo or business area or the bustling streets in your city.
logo, and personal connections are key
when marketing on social media. • Add information in the caption regarding
Post a current, stylish, friendly, high the features of the area (i.e. schools,
quality photo. parks, shops, train stations) - this allows
you to show of your local knowledge and
TIP #3 Use high quality photos and videos demonstrate that you are the local expert
• Where possible, use images taken by
TIP #5 Share testimonials
a photographer
• 91% of people read customer reviews
• If you are taking images yourself, ensure
before making a purchase decision
there is bright lighting
• In the caption, direct them to more
• If you have a panoramic image, crop it
testimonials on your website (i.e. “read
into multiple photos and use Instagram’s
more testimonials on my website via the
‘carousel’ option. Make sure the
link in bio”)
first image is strong and enticing to
encourage them to scroll through • Handpick the right type of content for
your audience, choose the testimonials
• When posting an image of a listing,
that really highlight your USP
always use multiple images using the
carousel tool. By giving the viewer more • Incorporate design elements that
insight into the listing, the more likely enhance the visual appeal of your page,
they are to envision themselves living in it whilst staying on brand
4 How to guide: Instagram
TIP #6 Post quotes
• Quotes are hugely popular on instagram
and there are many underpinning the
ethos of KW that can be used to tell
your story
• Ensure these are designed in a visually
appealing way and are on-brand
TIP #7 Ask a question in your caption
• Posting content with a question in the
caption encourages your audience to
engage with your content
TIP #8 Create content that inspires feelings
• You want the viewer to look at the image
and feel inspired to live in a house like
that, or to simply admire the image as it
aesthetically pleasing
TIP #9 Create useful and informative content
• This will encourage users to save your
post, which ultimately increases
your reach
• An example could be top tips when
buying/selling a house or property
viewing turn offs
How to guide: Instagram 5
STORIES (1080 x 1920 px)
Stories provide users with a sense of
‘FOMO’ (fear or missing out), which
encourages them to view stories.
Instagram stories are a great source of
increased visibility for your brand. Stories
perform best when you upload a few at
once. Create a mass amount of content
in advance, and post them strategically
over a period of time. To add a story,
simply go to the Instagram homepage
and click on the + on your profile picture
(top left). From here you can add images
and videos from your photo album, or you
can film/photograph something in real
time. For more information, refer to the
Interface help section below.
TIP #1 Share behind the scenes exclusive
videos through stories
• Post behind the scenes of how to stage • Use ‘question stickers’ - ask for viewers
a home, the process of setting up for an input or set up a Q&A
open house, buyers getting keys to their • Get to know KW better - Ask us anything
dream homes about KWUK
• There’s a reason there are so many real • What are your must haves when buying
estate shows on TV! a house?
• Post behind the scenes of your listings • Go ‘live’ when you have something
- this gives people a sneak peek in exciting to share. Followers who are
anticipation of listings to come. Take currently using the app, will receive a
a photo/video of the photographers notification alerting them you are live. So
shooting, or the drone taking aerial shots try and go live at peak times
TIP #2 Share testimonials • Use the ‘countdown sticker’ when you
are looking to build hype around an
• It’s useful to share reviews on your
event or release
stories too, as stories are more likely to
be seen in the early stages when you • For example, countdown until an open
may not have high engagement house event
• By sharing testimonials on your story TIP #4 Use hashtags and geo-tags
allows you to save them to your
highlights, providing users with • Stories get their own dedicated space at
easy access the top of the screen, on each hashtag
search, so using hashtags to increase
TIP #3 Use Instagram’s engagement organic reach is key
boosting features
• Adding a location can help you increase
• Use ‘poll stickers’ - polls are a fantastic views, because as people search for
way to drive more audience interactions, locations, they’ll be able to scroll through
and often the most simple ones the stories attached to that location too
work best
• To optimize your story hashtags,
• For example, ask users whether they consider the subject matter of your story,
prefer city living or country lifestyle, or what your target audience is likely to
ask whether they prefer new builds or search for, and the volume of posts for
more traditional homes each hashtag
6 How to guide: Instagram
HIGHLIGHTS
Instagram Stories Highlights live
permanently on your profile, allowing
users to gain quick access to useful
content. These are essentially portals for
your story content. To use this feature,
upload content to your story, view the
story, and click ‘highlight’ in the bottom
right corner, you will then be able to
choose which highlight you want to store
this content in. For more information,
please see the ‘interface help’
section below.
TIP #1 Set up archived stories
• Archiving all your stories will enable you
TIP #4 Create custom highlights covers to
to add story highlights at any time, rather
match the aesthetic of your profile
than solely live stories
• Use logos to represent the highlight
• To do this, go to ‘settings’, tap ‘privacy’,
then ‘story’, finally, turn ‘save story to • Ensure these are consistent with your
archive’ on. theme and are on-brand
TIP #2 Set up your highlight albums • To create a highlight cover, click onto
the highlight, tap ‘more’, select ‘edit
• To create a highlight album from your highlight’, finally select ‘edit cover’.
profile, tap on the + sign in the Story
Highlights section
• When you add a new highlight, the
archive list of your Instagram stories
appears. Select the posts you want to
add to that highlight album
TIP #3 Be wary of the chronological order of
your highlights
• When creating new highlight albums,
the first (or oldest) album will be the
rightmost album in the banner
• Have a strategy for the topics you plan
to create in highlights and ensure the
most important topics aren’t pushed out
of view. If you plan to have five or more
highlights, create the less-significant
ones first, and the most relevant or
important ones last
• The chronological upload of stories to a
highlight is also relevant to your content
strategy. Your most recently uploaded
story in a highlight will be the first post
viewers see. Therefore, the first post you
ever added to a highlight will be the last
post viewed in that highlight album.
If you include tips or tutorials that should
be watched in chronological order,
upload them in reverse order to
the highlight
How to guide: Instagram 7post optimisation
TIP #1 Post at peak times TIP #4 Use profile tags
• The lifetime of an Instagram post is • Always make sure to tag relevant
relatively short, therefore the time you profiles, such as businesses, locations
post is important and people that are in the post
• Use the analytics provided through • For example, if a house recently had a
Instagram to understand when your new kitchen installed, tag the company
followers are most active on the platform that designed it - this will help your
TIP #2 Use hashtags profile be discovered
• Use hashtags - these are the way a TIP #5 Encourage engagement
business can be found by people looking • In order to organically grow your reach,
for something online engagement is key
• You can use up to 25 tags so make useof • The best form of engagement is when a
of all of these follower ‘saves’ your post
• Create a document that has a range • The more a user engages with your post
hashtags, so you can mix and match (likes, comments, saves, shares), the
• Include the popular real estate hashtags more you will appear on their feed
that people are already searching for • You can encourage engagement
• Here are some of the top hashtags to get
discovered by local residents:
• #London, #LondonRealEstate,
#LondonRealtor, #LondonOpenHouse
(change ‘London’ to the relevant city,
county or town)
• Using uppercase/lowercase letters will
not impact the effectiveness, choose
which you prefer and be consistent.
• Add the hashtags below your caption,
either directly below or use spacing to
lower the hashtags further - this looks
less commercialised (see image). You
can do this by adding dots, each on a
separate line, then add the hashtags
below (do this on notes/word and copy
and paste to instagram)
TIP #3 Use geo-tags
• Always add the location of your listing
using the geo-tag tool. Tagging a
location can increase engagement by
up to 79%! Instagram isn’t just a social
media platform, it’s a search engine too.
• Tag the location of your listing by
selecting ‘add location’ when you are
uploading the image.
8 How to guide: Instagraminterface help
• Buttons along the bottom Explore page
• Homepage/feed 1. You can search for people, hashtags,
• Search page - also known as explore page accounts and places in the search bar
• Upload content to your grid 2. This page will show you content from
accounts you do not necessarily follow, but
• Activity page where you can see who types of content that Instagram thinks you
is engaging with your content, who has will like based on your activity
followed you etc.
3. The tabs along the top allow you to search
• Profile page trending content
Homepage
1. By tapping these buttons you can add
content to your story
2. These are stories 1
3. This is where you direct messages 3
are stored
2
4. This is how you save an image
5. If you tap this button you can send the post
to someone you follow as a direct message
3
2
5 4
Upload content to your grid
Instagram has a built in photo editor tool,
1 allowing to make adjustments to your images
and add filters
How to guide: Instagram 9Activity page Profile page
This page allows you to see who is engaging 1. Click ‘edit profile’ to edit your bio, profile
with your content, who has followed you and picture and personal details
who has tagged you in other people’s content
2. Click here for your settings
3. By pressing this + you can add highlights
4. Here you can switch between your business
account and your personal (if applicable)
5. This button takes you to your tagged photos
6. The + in the top left allows you to add new
content (grid post, story etc.)
6 4 2
1
3
5
10 How to guide: Instagramconcluding tips
TIP #1 Develop a strategy
• Having read this how-to guide, develop a
strategy moving forward to outline what
you want to post, when, and how
TIP #2 Engage with people who like
your posts
• If someone has tagged a friend/family
member in the comments, send them a
quick message introducing yourself
TIP #3 Measure your analytics
• Finally, ensure you are measuring your
analytics to maximise your reach and
engagement. For more information,
please see the Analytics Guide.
useful tools and tips
• Canva - easy-to-use graphic design
platform with thousands of stock photos,
illustrations and high
quality templates
• Hootsuite - great for social
media insights and instagram
post scheduling
• You can edit a post once it’s uploaded by
simply tapping the three dots on the top
right corner, and clicking ‘edit’
How to guide: Instagram 11e propel@kwuk.com a Dakota Weybridge, 11 De Havilland Dr, Weybridge, KT13 0YP image credits, unsplash: Alex Bracken Charles Deluvio Claudio Schwarz Erik Mclean Free stocks Georgia De Lotz Social Cut Skyler Smith Zeb Johnson
You can also read
