We recently held a lunchtime seminar looking at Instagram, which was kindly hosted by Grosvenor Estate. The all female panel was a sell out event with various people from across the property industry keen to hear the latest trends for this social media platform.
First to speak was Chrissy Cullen, Marketing Director of Grosevenor Britain and Ireland, who outlined the twenty year vision for the Estate and the importance Instagram played in placemaking and destination marketing in areas such as Belgravia and Mayfair. With Instagram, due to its visual, story telling ability, being their most important social media tool. They have a much higher engagement on Instagram compared to Twitter, with the platform encouraging people to visit and driving retail sales in specific areas.
Sarah Keeble from Verb Brands, talked about how they had curated the Grosvenor Instagram feed and have increased followers by 28%. Key to their strategy was to create a brand identity for each neighbourhood. For example Mayfair is renowned for its luxury fashion and art and the feed @mayfair_London depicts the ‘Mayfair experience’.
Finally Carine Hawkins, Digital Media Director at Caro Communications, provided an in depth look at how the Instagram algorithm works and how you can utilise this to your advantage. She provided case studies from a range of developers such as Knight Dragon and Londonewcastle and highlighted how to boost engagement with followers and encourage comments. Amongst other tips, she stressed the importance of early engagement with local community groups and influencers with large scale projects.
Overall it was a fascinating insight into this increasingly influential platform.