Instagram Only Wants Reels? Here's What REALTORS® Should Do
This post originally aired as a podcast!
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Have you noticed a drop in your engagement on Instagram? If so, you're not alone! It can be incredibly frustrating to create and share content that doesn't get the reach you were looking for. Last fall, many users started to see their numbers drop and felt that the platform was quickly changing.
Then, Instagram came out and said they were no longer just a photo-sharing platform. And now, Instagram is clearly stating that they want users to be creating Reels. So, let's talk about Instagram's recent announcement and what you should do to keep up and continue to market effectively on Instagram.
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If you've been on Instagram (and even Facebook) lately, you might have noticed that you're seeing more and more Reels. This is no coincidence, as the platform is heavily promoting Reels, showing Reels over other content, and using its algorithm to suggest more Reels for you.
Is this because users want an experience more like TikTok or that Instagram wants to create a platform more like TikTok?
I believe that at the end of the day, Instagram is part of Facebook - Meta world. It's in the business to make money. The decisions they make aren't for altruistic reasons, and we should always keep that in mind. So, when Kim and Kylie Kardashian both shared an Instagram Story that said, "Make Instagram Instagram Again (stop trying to be TikTok. I just want to see cute photos of my friends.) Sincerely, everyone." the conversation around the current state of Instagram was making some serious headlines.
I'm all for creating content that engages your audience, introduces you to new people, and allows you to show off who you are. That's a good thing when it comes to marketing! And let's be real, Instagram Reels does let you engage people in a whole new way! And I think a lot of people feel that way. They don't necessarily hate Reels, but they don't want to see what we love about Instagram completely change as well.
The head of Instagram created a Reel, of course, to address people's concerns and stated that...
"I want to be clear: We're going to continue to support photos. It's part of our heritage. That said, I need to be honest. I do believe that more and more of Instagram is going to become video over time. We see this even if we change nothing."
He also goes on to say that they "want to do our best by creators" but also that they're "going to need to evolve because the world is changing quickly."
If you look at the comments under his post, it's not pretty. Celebrities and everyday people were complaining that they were forced to create Reels. So, there has been a lot of drama around this whole topic. I don't want the whole episode to turn into that because Adam, from Instagram, then had to share another statement on Instagram claiming that they were listening to people. He also took to Twitter to address people's concern that they were no longer seeing posts from their friends in their feed. He said that "I'd love for there to be friend content in the feed, but all the growth in photos and videos from friends has been in Stories and DMs." Interesting...
So, is Instagram doing what the people want? Is their data even accurate as people are evolving to work around the new algorithm? Is much of what they say just for PR?
{Click here to download your free Instagram bio template for Realtors}
Here's what I can tell you - Instagram is still an opportunity for your marketing, and I don't see Reels going away any time soon. Video has been popular for a long time now, and short-form content has exploded. But if you're getting frustrated with the platform, I completely understand. However, I encourage you to still look at it as a tool to reach new people and foster relationships. You just might have to adjust what you're doing, and I'll continue to monitor what's happening and share best practices with you.
For now, let's be as proactive as possible and leverage what we know is working to grow your business. No matter how you feel personally, take a step back, and let's be smart about how we can use Instagram (and Facebook too - changes are happening over there as well!) for your business.
As a real estate agent, team, or brokerage in today's Instagram world, here are three tops to make Instagram work for you:
Tip 1: Lean into Reels and Be Smarter about Content Creation
Yes, you need to share Reels. We can't get around it, but Reels don't have to be complicated. In fact, you can check out some past episodes I've shared about creating Reels, including:
When it comes to content creation, I'd recommend you batch your Reels and film several at one time. This will save you a lot of time, but always consider your overall marketing strategy. I don't recommend you do any marketing just for the sake of doing it. I don't want you to say to yourself, "I need to be doing Reels." Instead, I want you to think to yourself, "how can I leverage Reels to further my goals." So, create content that will attract your ideal type of customer and that builds your brand as an agent. Don't create Reels just to create Reels, because even if you get thousands of views, it doesn't mean you'll get customers.
Another idea to be smarter with your time and energy is to use ready-to-share Reels. In The Marketing Suite, we give members Reels to share throughout the month, and each Reel serves a specific purpose in their content strategy. I'd recommend that you think about Reels the same way.
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the exclusive Marketing Membership for Realtors to get done -for-you Reels & so much more:
Tip 2: Share More Strategic, Quality Posts
You can absolutely still share photo posts (or graphics) and carousels! However, you need to be even more critical of what you share. Create and share posts where you have eye-catching visuals, solid captions, and posts that are intended to get engagement from the right people.
Also, consider the goal of each post. Some posts that you share on Instagram might be designed to engage your sphere, while others might be meant for homebuyers or sellers. I want you to be as strategic as possible with your posts and follow that up with consistency.
Now more than ever, it's essential that your posts are really good. I wouldn't recommend sharing posts just to get your name out there. Take pride in what you create and share, and if it sounds overwhelming or too time-consuming, then call in help! Become a member of The Marketing Suite to share posts like those featured above, work with a talented marketer, or get an accountability buddy to help you stay on track.
Don't ever forget that we're doing this for your business and to help you reach your goals. So, consider what makes sense for you and how you can use Instagram to reach your goals.
Tip 3: Leverage Personal Conversations
Lastly, don't forget that Instagram is not just about you sharing content. It's a place where you can go and have genuine conversations with people - and as I always say, "conversations lead to closings."
So, before you get frustrated about Reels, take a minute to review your own interactions on Instagram. Have you taken the time to write comments on other people's posts? Have you reached out to your sphere through a thoughtful DM? Have you used the search feature to use Instagram for prospecting? In Episode 27, I share "How to find & engage your next customer on Instagram."
We're so used to social media at this point that we often forget its original purpose and true value. Marketers back in the day would have fallen over themselves to be able to "talk" to real potential customers instead of just advertising to them and hoping for the best.
Conversations are a free strategy that you can do right now. So, head over to Instagram and take 5 to 10 minutes to ask questions, follow up with people you haven't chatted with in a while, and be proactive on the platform! And while you're over there, send me a DM to say hello @IdeasforRealEstate.
Moving Forward on Instagram for Realtors
I'm a big fan of Instagram. Do I get frustrated sometimes, sure. I'm human!
However, above anything else I like to view social media from a business perspective. How can we leverage a tool to help you reach more customers, and if we have to evolve to reach our goals, so be it. You have the power to say to the world, "This is who I am, how I'm different, and how I can help you." So, don't stop!
Social media marketing will continue to be a strategy that works, and no matter how much Instagram changes, that fact alone isn't changing any time soon!
Looking for more? Don't miss these top related episodes:
Plus, here are some featured resources you might enjoy!
The Marketing Suite Training: ‘How to Schedule a Month of Social Media Content’
Monthly Social Media Calendar + Content in The Marketing Suite
Done-for-you Social Posts (including Reels & captions!) in The Marketing Suite
Customizable Canva Templates for Social Posts in The Marketing Suite
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