With 3.5 billion people owning a social media account, it's safe to say that you can reach a variety of audiences with ease these days. Within those audiences are renters looking for an opportunity to move into a snazzy Build-to-Rent community like yours – they just don't know it yet. Or maybe they do!
Either way, having an active presence on social media networks is necessary for you to strike a chord with crucial renting demographics. But which channels do you focus your energy on? In this guide, we're looking at the primary social media platforms and how they can help highlight your Build-to-Rent communities.
The joys of social media
We won't explain why you need to use social media, as it has become such a fundamental channel for businesses. Plus, we've seen the great work our Build-to-Rent partners already do across their social media. This guide is more about refining and focusing on key channels to bring success.
Without a doubt, Instagram is the visual social media platform, and it's a great option for any company in the business of providing homes. What better way to promote your homes than by using visual media to showcase their quality?
Instagram is all about aspiration and the lifestyle, which fits in perfectly with the ethos of Build-to-Rent. If you're looking for inspiration for how to nail Instagram, check out Essential Living's page, and why not have a gander at our IG account – not that we're tooting our own horn.
One billion people use Instagram every month, and they spend an average of 39 minutes per day flicking through the photos and videos. It's also super easy to set up and really allows you to highlight everything to do with your Build-to-Rent community, from the homes to the social spaces.
The OG of social media accounts unless you include MySpace (no one's including MySpace), Facebook has become a juggernaut over the last 15 years. It's still the most-used platform for advertising, even if the kids tell you it's only for old folks.
The reality is that Facebook still holds plenty of weight with millennials, who are a prime renting demographic. While not as flashy as Instagram, it's worth having a presence on the social network, especially if you're doing PPC campaigns and targeting specific audience personas.
Twitter can be an odd one sometimes, and it's definitely not as visual-led as its counterparts – although it has increased its use of images and videos over the years. People mostly interact with Twitter to keep up to date with the latest news, but it's still a great social media platform to connect with audiences.
If you've got witty people running your account, Twitter can be a great place to keep conversations going, engaging and building up a base of renters with fun content.
TikTok exploded over the last 12 months, and businesses are taking note. Primarily popular with Generation Z and younger demographics, TikTok involves making short 60-second videos that often take a lighter tone.
Like Twitter, it's a great platform to show off your light-hearted side. Plus, you can also use it for quick video walkthroughs and add a few nifty touches to give them even more oomph. If you're not exploring TikTok already, it's time to jump on the bandwagon.
Another channel that's proven its popularity with younger demographics, Snapchat still impresses even if TikTok has overtaken it. Over the last two years, the video-led platform has really upped its advertising game, and lots of brands use it for PPC purposes.
Generation Z is becoming an increasingly important demographic, and they'll soon make up a significant portion of renters. Using Snapchat, you can appeal to them with short, snappy videos showcasing your Build-to-Rent communities.
Social media has proven itself as a necessary component when it comes to building a reputation. And by focusing on the right social media channel, you can increase your following, increase brand recognition and, most importantly, use it as an avenue to acquire more renters for your Build-to-Rent communities.