Instagram Organic Reach Strategy for Real Estate

Instagram has become a favorite platform for real estate agents and mortgage brokers. While ads have proven essential for lead generation, it’s also important to acknowledge the power of organic reach, which comes free of cost. However, given the immense volume of content generated daily by numerous businesses, achieving substantial organic reach can be challenging. Fortunately, there are always best practices to be adopted for improving organic reach. In this blog post, we’ll delve into the most effective Instagram content types that can help boost your organic reach, foster engagement, and trigger lead generation.

Instagram’s Mission

Adam Mosseri, Instagram’s Head, recently stated that the platform’s primary focus for 2023 is

“Bring people together over the things that they love.”

What is Organic Reach?

Organic reach in social media refers to the count of users who see your content without any paid promotion, that is, without allocating funds to target a specific audience. This measure is a unique account count and may include users who saw your post in their News Feed, engaged with a Story, or visited your account.

According to socialstatus.io

The average organic reach rate on Instagram last month was: 12.21%

Unlike paid content like Facebook ads, organic posts aren’t typically served to designated target audiences. Each social media platform employs its unique algorithm that governs the distribution of organic content on its network, effectively deciding who gets to view your posts.

Boosting Organic Reach on Instagram

Here are a few best practices to boost your organic reach on Instagram in 2023:

Collaborative Posts

If your audience is relatively small or your reach is typically low, use Instagram’s Collaboration tool to extend your content to more users. This tool lets you join another brand or creator to produce content. Your collaborative post will automatically appear on both accounts, enhancing your reach. Keep in mind that this tool is for genuine, unpaid collaborations. If there’s a financial exchange involved, ensure the use of the Branded Content tool to add a Paid Partnership tag.

When you collaborate with another account:

• Both names will appear on the header.
• Share to both sets of followers.
• Live on both profile grids.
• Share views, likes, and comments

Captions

Including relevant keywords in posts and reels, captions can assist Instagram in delivering your content to your target audience. This increases the chances of your content appearing in a relevant Instagram search. In addition to captions, you can enhance searchability and reach by adding on-screen text and reel captions.

Carousel Posts

It used to be said that Instagram prioritizes video. However, Instagram has shifted its focus to balance photo and video content. Carousel posts can enhance engagement as each item in the carousel can appear in the feed, creating multiple chances for your audience to react or comment. Use carousels to feature listings, tips, and other topics to entertain and educate your audience.

User-Generated Content

User-generated content (UGC) can often outperform even the best-branded content. Regularly share UGC to add authenticity to your Instagram account. Is someone raving about you? Repurpose and reshare it on your channels and showcase real people sharing genuine and glowing content about you. Or maybe you are collecting reviews? Put those to use! Either communicate them in the copy of the post or, more effectively, create an image or video.

Interactive Instagram Stories

Instagram Stories are ideal for building deeper connections with followers. Use them to ask questions, solicit feedback, and increase engagement.

Instagram Notes

Another method to encourage DMs is Instagram’s Notes feature. Followers can engage with your note by sending a DM reply. This new feature allows users to post status-like notes which can encourage your audience to reply and start a conversation.

Follow Hashtags

Use Instagram’s in-app search to find hashtags that relate to your industry. Browse the posts and look for content quality and engagement. If you find hashtags that attract high-quality content, tap the Follow button. When you spot hashtagged content in your feed, identify what makes it work so well and repurpose those elements in your posts.

Check Suggested Content and Create the Same

The posts and reels Instagram recommends will have passed the platform’s reach and engagement tests with flying colors. If you see them in your feed, they’ve probably already tallied tens of thousands of likes and comments. Please pay close attention to what makes these Instagram posts stand out and brainstorm ways to replicate their elements in a way that makes sense for your brand.

Monitor Competitors

Competitors can also be an excellent source of inspiration for your content, even if you ideally want to outperform them. I recommend adding top competitors and creators in your niche to your Favorites feed in the Instagram app. Not only will you see their best content more often, but you can also opt to view your favorite feed only so you can do competitive research more efficiently.