INSTAGRAM MARKETING GUIDE• Blue Ridge Companies wants to increase Instagram followers and
engagement• Instagram has been used for posting, but our accounts have not been
curated nor optimized• We want to target current residents and prospects, particularly in the
millennial age group
Instagram Engagement 2019*• 800 million active monthly users• 60% of adults online use Instagram• 50% of Instagram users follow at least one business; 60% say they
learned about a product/service through Instagram
*Courtesy: hubspot.com/Instagram-marketing
INSTAGRAM MARKETING GUIDEGOALS:
• Create Instagram-specific content in order to• Better showcase our properties in order to increase leads & leases• Increase Followers & Engagement by the end of 2019
Objective Instagram goal Metric(s)
Grow the brand Awareness Increase Followers
Turn customers into advocates Engagement Increase comments,
likes, @mentions
INSTAGRAM MARKETING GUIDEThe Plan:
• Create Instagram-specific content & move away from posting the same content on all social media channels• Use more property photos
• Professional photos we have in-house• Photos taken on property by the team and residents
• Behind-the-scenes photos• Images of the team working
(and having fun in the process)• Showcase/tag businesses/partners
Preserve at Mountain Island Lake Legacy at Berkeley Place
Reserve at Jacksonville Commons
INSTAGRAM MARKETING GUIDEThe Plan:
• Create Instagram-specific content & move away from posting the same content on all social media channels (con’t.)• Short videos – not just Boomerangs
• Instagram can handle videos up to 60 seconds long• Feature amenities, highlight specific features in our apartments,
preview resident events, showcase a nearby businesses/community features
• Continue to push #MotivationMonday• Increase us of the Stories feature
Animated pop up pup
INSTAGRAM MARKETING GUIDEPromoting Events (without flyers or stock photos):Images do not need to be too detailed. Date, time, etc. can all be listed in the information/text box. Pictures need to capture the audience. If they’re interested, they’ll keep reading. You can also create short videos promoting your event.
INSTAGRAM MARKETING GUIDEBoomerang
• Free smartphone app that makes video look like it’s going forward and backwards
• Boomerang needs movement/action • Action should come from the subject of your video, not from
moving your phone (i.e. jumping, opening a box, spinning a wheel, etc.).
• Movements should have a clear beginning and end.• Big movements tend to be more eye-catching• Make sure the Boomerang video makes sense. Consider whether it
might be better as a picture or longer video.
INSTAGRAM MARKETING GUIDEMore Resources/Ideas:
• Visit BlueRidgeOnDemandMarketing.com• Click on Resources on the menu bar
• We have more posting ideas, tips, tricks, even contest ideas.• Need more ideas? Contact marketing – we’re glad to help!