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In today's fast-paced digital world, our attention spans have shrunk a bit. Remember the days when we'd patiently sit through a 10-minute video? Now, you probably find yourself scrolling through 15-second TikTok or Instagram Reels while waiting for your morning coffee. It's incredible how much can be conveyed in such a short span. This shift in content consumption has opened up a goldmine for marketers, especially in the multifamily industry. Let's dive into the world of short-form video and explore how it can be a game-changer for property promotion.
I’m sure we can all admit we were skeptical about platforms like TikTok. "Just another fad," right? But oh, how wrong we were! Platforms like TikTok, Instagram Reels, and YouTube Shorts have not only gained immense popularity but have also transformed the way we consume content. Did you know that TikTok alone boasts over a billion users worldwide? It's not just about dance challenges or lip-syncing anymore. These platforms have become powerful tools for businesses to showcase their offerings in bite-sized, engaging clips.
Picture this: You're scrolling through your feed, and a stunning 15-second clip of a sunlit apartment with panoramic city views pops up. By the end of those 15 seconds, you're already imagining hosting dinner parties in that space. That's the magic of short-form video. It's visual, it's quick, and it tells a story.
For properties, this format is a dream come true. It allows you to showcase the best features of your property, from the rooftop pool to the state-of-the-art gym, all in a time frame that aligns with today's rapid content consumption habits.
Think back to the last property video that caught your attention. What content made it stand out? Knowing what resonates with your target audience is half the battle. Regularly gather feedback from current residents or potential renters about what they like to see. Use platform-specific analytics to gauge which of your past videos or social posts had the highest engagement. By keeping an eye on trending topics or formats in the real estate and multifamily sectors, you can gain insights into what potential renters might be interested in.
Every property has a unique charm; you don't need a high-end camera to capture it. Using your smartphone, take steady, slow pans of the best features. Natural lighting can be your best friend, so try filming during the "golden hours" of dawn or dusk for a warm, flattering light. Free or inexpensive apps can help with basic editing and adding text. Remember, authenticity can resonate just as powerfully as professional footage. Adding a personal touch, like a brief narration or text overlay describing the feature, can make your video even more engaging.
Music has a way of embedding content into our memories. There are many sources out there for finding the perfect royalty-free track that aligns with the mood of your video. But it's not just about the music. A well-scripted voiceover can guide the viewer, adding depth and context. And remember, even a basic external microphone can make a world of difference in voiceover quality.
User-generated content offers an unparalleled authenticity that professionally produced videos might only sometimes capture. Encouraging residents to share snippets of their daily lives can provide potential renters with a genuine glimpse into life at your property. While letting residents express themselves freely is essential, providing some basic guidelines can ensure the content remains aligned with your property's branding. Engaging with such content through likes, comments, or shares not only values the resident's effort but also fosters a sense of community.
In today's mobile-dominated world, a clip that's visually stunning on desktop but pixelated on mobile is indeed a missed opportunity. Before hitting that publish button, take a moment to view your video on different devices. Platforms like TikTok or Instagram Reels come with their format requirements, ensuring optimal viewing. Given the prevalence of mobile viewing, vertical videos, in particular, offer a superior user experience on platforms like Instagram and TikTok.
Once you've crafted a compelling short-form video, the next step is to ensure it reaches the right audience to maximize its potential. Here's how:
Embedding your video on your property's website can enhance the user experience. Place it prominently on the homepage or dedicated landing pages to capture visitors' attention immediately. A well-placed video can reduce bounce rates and increase the time visitors spend on your site.
Organically sharing your video across platforms like Instagram, TikTok, and Facebook can help you tap into your existing audience. But don't just post and forget. Engage with comments, reshare user-generated content that features your video, and encourage discussions around it.
While platforms like Facebook, Instagram, and YouTube are staples in paid advertising to amplify your video's reach, TikTok stands out as a natural fit for short-form content. This powerhouse offers multifamily properties a distinctive avenue to captivate vast audiences. Through features like In-Feed Ads, which seamlessly integrate with user content, and interactive Hashtag Challenges, properties can effectively engage viewers. And with precise targeting based on user interests, even those with a modest budget can resonate deeply with the younger demographic that predominantly populates TikTok.
Including videos in newsletters or promotional emails can significantly boost engagement rates. An enticing thumbnail or GIF preview can prompt recipients to click through and watch the full video. Ensure you have a compelling call-to-action alongside directing viewers to explore more about your property.
By strategically integrating your short-form video across various channels and leveraging both organic and paid methods, you can ensure that your content reaches the broadest and most relevant audience possible.
Short-form videos are more than just a trend. They're a testament to the evolving ways in which we consume content and make decisions. For multifamily marketers, they offer an unparalleled opportunity to showcase properties in a fresh, engaging manner. So, the next time you're sipping your morning coffee, scrolling through short clips, think about how you can harness this power for your property.
September, 14 2023
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