Easy Content for Architects’ Social Networks
Wrriten by: Rosalba Rojas | August 8, 2018
In the last post in the series “Marketing for Architects” we talked about the importance of content marketing for the promotion of the work of architects. Now we’re going to talk about simple kinds of special content that can be circulated on the different social networks used specifically by architecture studios.
The growth of social networks and digital media is no longer futuristic and we’ve all seen how their expansive presence will continue to grow. We change (users and platforms) to adapt to this. An excellent example is that today we receive more news via social networks than via traditional news media, and we treat them as true (despite the tendency towards ‘fake news’).
The written word demands more time and is less eye-catching, but it isn’t going to disappear. It has always been the most effective way of documenting knowledge and passing it on between generations, although some argue it will be replaced by video. Currently, people probably still have greater confidence that a piece of research is serious if it is written and printed, than published online. However, not everyone likes to read!
That is why on social networks there are many more eye-catching options for content that uses less text (though carefully thought-out) or even no text at all. Remember that 75% of content on social networks includes a visual element of some kind. The message is quick to absorb, and its rapid effect on the recipient is what gives the name of snackable content a:
- Infographics, (for example this).
- Videos (short, long and gifs). This is the most successful, though it is still the most difficult content to produce due to the need for the correct synthesis and editing
As a new introduction to the architectural field, social networks are generally exploited by architecture studios for positioning and engagement, rather than to generate direct customers or e-commerce, as would be the case for brands or goods. They can help win customers, but they are not treated as the direct platform.
For architects, there is content of interest in every studio that arises as part of their day-to-day work and is easy to generate. It can be distributed as follows:
Content on projects:
- In design phase
- Under construction
Content on processes:
- Design processes (graphics, diagrams, etc.)
- Conceptual explorations
Content on the study of architecture:
- Interesting re-posts
It is worth noting that social networks that are more visually-oriented and have the largest communities are the ones most often used by architects, with Instagram and Facebook the most popular among the profession. We analyzed the most recent 100 posts by the architecture-related accounts with most followers in Instagram worldwide, and it is interesting to note the great diversity of content they present, according to their interests and profiles.
The next post in the series will deal more deeply with the specific objective of each social network (in my view) from an architect’s viewpoint.