Don’t slam the ‘gram – it’s good for business

Don’t slam the ‘gram – it’s good for business

5 mins

Whether you think Instagram is one of the major evils of modern life or a wonderful way to engage with the world, there’s no getting away from the fact that ‘doing it for the gram’ has become a lifestyle choice for many. Your name doesn’t have to start with ‘K’ for you to want to been seen looking good in good-looking places, and enhance your following.

In the restaurant world, several famous chefs, including Michel Roux, have banned customers from posting photos of their food, but other restaurateurs have cottoned on to its value. This trend is examined in a recent article in Property Week, where Camilla Topham, co-founder of retail and leisure consultancy Distrkt, shows how some restaurants and bars are capitalising on Instagram’s influence by creating photogenic interiors and backgrounds for customers to pose against, and post.

Sometimes it’s the décor, sometimes the view, in and many cases, eye-catching objects are places specifically to attract the Instagram crowd. These features soon become one of the main reasons to visit, which might be rather demoralising for the chef, but hopefully the food lives up to the interior.

Camilla Topham says that restaurants who deliver a ‘unique and visually captivating experience’ have the advantage. Certainly the restaurants she cites have a substantial number of followers and hashtags. Surely it has to be good for business.

Transferable skills?

This is something new homes developers could exploit as well.  The obvious showcase would be the sales and marketing suite or show home.

A quirky background, artwork, piece of furniture, flower wall, water feature…. there are endless Instagrammable possibilities, with of course, the opportunity for subtle or not-so-subtle branding included. In a development with lots of outdoor space, investing in some spectacular landscaping, floral displays, or sculpture could pay dividends. If there’s a great view lurking in the background, so much the better. Hoardings could also be designed to allow visitors to ‘place’ themselves in the picture and live the brand and spread the message as ambassadors.

The show home too, is a natural theatre for aspirational, look-at-us posts. Furnishings could be chosen specifically to invite visitors to touch, sit on, lie on, creating a more experiential viewing than is the norm. If a few vases get broken, or the odd ornament goes missing, perhaps that’s a risk worth taking for the free and widespread hashtag publicity.

Developers already use Instagram to show off the product or publicise and report on a promotional event. Surely it’s just a short but logical step to entice customers to put themselves into the pictures?

I noted a similar approach in The Glades Shopping Centre the other day, whereby the hoarding around a shop that was coming soon was turned into a engaging space that overtly promoted social interaction. To notice the brand was coming soon was one thing, but to be invited to interact and share the brand experience was taking the purpose of the hoarding back to first principles and an innovative way of speaking to the audience.

If you'd like to speak to us about the power of social media or how you too could explore a more interactive sales environment, speak to the team at Key Property Marketing today.

Instagram backgrounds used in marketing
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Matthew Clark
Matt Clark
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