Should AEC firms be on Instagram?

Several clients have been debating whether they should adopt Instagram as part of their digital marketing toolkit. Upon discussing their online marketing goals further, we encountered mixed emotions about investing time in what can seem like a #selfie filled app. How can an app that is commonly viewed for social and personal sharing really deliver value to our clients? Should architects, engineers, construction and commercial real estate companies join the 70 percent of U.S. businesses that use Instragram to promote their brand and tell their story?

 

We started by looking at the facts. According to Hootsuite, approximately 65 percent of Instagram users take some kind of action after viewing an Instagram post. With interesting content, companies in our industry can earn tons of engagement. Additionally, time spent watching videos on Instragram is up by more than 80 percent year over year, according to the platform. Our industry offers some of the most visually appealing work there is! Marketers are observing that posts, stories and live streaming allow brands to create a dialogue and inspire action with their followers.

 

The answer, in most cases, is yes, you should be on Instagram. What should you post? Here are some ideas:

 

Engage clients. Social media allows companies the opportunity to communicate online with customers. Highlight a project that you are partnering on, congratulate a client on their anniversary or share a shot of your team networking with them at a local association event.

 

Showcase the team. You have worked diligently to develop a team of rockstars, so why not recognize them? Post about your team to highlight their efforts and to further introduce them to your clients and partners.

 

Share a project update. Provide a teaser with some photos or videos of a project that you are currently working on or wrapping up. This allows you to communicate your process, feature unique aspects of a project and keep your followers updated.

 

Present your culture. Achieving work-life balance is top-of-mind in today’s society. Post a picture of your team at a company retreat or at an event to showcase how your employees live out company culture. It will also attract new talent who can envision themselves as a perfect fit for your team.

 

Want to build up your Instagram following? Contact our Strategic Marketing team.

 

Read other articles from our latest Giant Life magazine here.