Standing out. It’s what self storage facilities have to do at the local level. Social media platforms like Facebook, Twitter, and Pinterest help local operations differentiate themselves from the competition.
You can officially add Instagram to that list now, too.
Instagram is a popular photo sharing app that enables users to upload and share photos from their mobile devices. It’s a perfect opportunity for self storage facilities to set themselves apart. We’ll tell you how to create a great Instagram feed that will engage customers and build value for your facility.
So far, self storage facilities are slow to pick up on Instagram. Being first in your area yields an obvious advantage. Creating a quality photo stream that gains followers only works to build your facility’s recognition. And it’s easier than you think. Enhancing digital marketing with a killer Instagram feed is quite do-able for a smaller facility. All it takes is simply knowing what works on Instagram paired with a little creativity.
Why Instagram?
In the three years since Facebook bought Instagram, the number of Instagram users has doubled. And the number is expected to grow. Overall, the primary users of Instagram are teens and young adults (If your facility markets to college students, being on Instagram is a must). But there are some interesting usage numbers hidden within.
According to a recent Ask.fm survey, 55% of parents in the U.S. with teens aged 13-18 are also using it. Many millennials, already wide mobile adopters, currently have children or will be starting families soon, putting them squarely in the self storage market.
Another advantage of Instagram is that it’s an excellent vehicle for interaction with customers. Its function is similar to Twitter in that photos foster easy and fast interaction, and interaction lets you begin conversations.
The Secret of Instagram
So what does a great Instagram feed look like? On the surface, it’s comprised of images that show the benefit of your products, services, and brand. Of course, you’ll want to show open units, your sign, and the outside of your facility with quality photos. But that kind of content won’t draw many followers or likes. Here’s where using the secret of Instagram can drive high engagement.
Instagram is about illustrating the benefits of self storage, along with helpful household hints, lifestyle hacks, and seasonal messages. You may think, “How am I going to photograph that?” The answer is: You don’t have to. You can use stock photography and illustration (Just don’t steal someone else’s photos or illustrations without crediting them).
Great Images Lead to Great Content
Stock photography and illustration offers you professional images that can be used in all sorts of ways. It’s also surprisingly affordable. Interior design images let you communicate household and storage tips. Stock photography also helps you illustrate lifestyle hacks, promotional, and seasonal/weekly messages (think “Spring,” major holidays, or “Monday mornings,” etc.). This is the kind of content your audience engages with.
Go to a stock photo site (like Shutterstock or Adobe) and search a few terms like “home,” “coffee,” “inspiration,” and “school,” and see what comes up. Think of good messaging to match the images you like. Adding copy to images can be easily done by using Canva.
Hashtags, Followers, & More
Instagram supports the hashtag function (the # sign in front of a word or group of words; ex. #hashtag). Hashtags work like search terms and enables users to find your content. Unlike Twitter, there’s no character count and Instagram users aren’t put off by a large number of hashtags. Instagram posts with up to eight hashtags receive more likes and interactions than those with four or fewer. Some self storage facilities will use 20 or more per post.
You also must follow others to gain followers. It’s best to start locally. Instagram has recently added a search capability to help find photos and users. Search your city and see what comes up. More businesses and civic entities are utilizing Instagram, too, which means you’ll want to start following local companies, media outlets, and government offices. When you begin an Instagram account, announcing it on your website (create a badge for it, too) and every other social media platform that you use can help new followers find you.
Remember that Instagram is all about connection and interaction. Seek out quality images, and pair it with engaging content. Keep the promotional posts to a minimum and don’t be afraid to let creativity run free.
