Using Instagram For Your Business

February 11, 2021
5:54 pm
Our Guest: Jenn Herman

Learn about using Instagram to help your real estate business from Instagram guru, Jenn Herman!

Aired Wednesday, Feb. 17 @ 1:30 Central Time.



0:00:00.2 Speaker 1: That’s it. Jenn, so glad to have you today.

0:00:04.7 Jenn: Me, too. And hopefully, fingers crossed, electricity, Internet and everything plays nice for the next half an hour.

0:00:10.4 Speaker 1: Yeah, ’cause you’re down in Austin, correct?

0:00:14.3 Jenn: No, I’m down in San Diego, so I’m…

0:00:15.5 S1: Oh, San Diego.

0:00:17.3 Jenn: I’m safe from all of the bad weather. I have gorgeous, sunny skies above, it’s 65 degrees today so…

0:00:20.2 S1: Oh, okay, okay, yes. So, on my account, well I just got off the phone with somebody from Austin, that’s why I had it in my head. They’re like, “Half of the city’s without power down there,” so things are crazy across the country, but we’ll just keep plugging along here and embrace the change here. Maybe just tell us real quick how did you become an Instagram expert, guru, speaker, blogger, all that kind of stuff. I’d love to hear about it.

0:00:46.3 Jenn: It all started eight years ago, I started a blog. It was a hobby blog about social media in general. And in the process I decided to embrace this little app at the time called Instagram, fell in love with it, fell in love with it for business, and started blogging about it regularly. And then next thing, I was number one on Google rankings and things like that for all these Instagram questions, and was able to build my brand under the world of Instagram.

0:01:13.0 S1: Okay, so the World Wide Web and our viewing audience here has told us that they could only hear us on split screen, but we’ve updated that, we fixed the problem here. They did hear some of that, and thank you for the recap. Let’s get into things. We’re not talking about ads today, who did you recommend if somebody wanted to do ads?

0:01:34.4 Jenn: Yeah, if you’re interested in ads for Instagram, you wanna check out Amanda Robinson, she’s @TheDigitalGal, everywhere… Not girl, gal, everywhere on Instagram, Facebook, all that sort of stuff, and she specializes in Facebook and Instagram advertising. We’ll talk more organic strategies today, all the things you should be doing in feed and stories for your everyday content, but Amanda is your go-to for all things ads.

0:02:00.0 S1: Okay, alright, we’re cooking with gas now, this is great. We’re not talking about ads, but also maybe just as sort of a preview for part two when you come back, hopefully, what are we talking about today versus what we’re gonna be talking about here in a few weeks?

0:02:19.5 Jenn: Yeah, today’s gonna be more… We’re gonna talk more about the things you should be doing in terms of content: What you should be posting, what that should look like, those sorts of things. And then when we come back for part two, for that one we’re gonna talk more about some of the technical stuff that maybe isn’t so fun, but that you really need to do, and that’s gonna be how to set up your profile, things, how to use that “Link in Bio” strategy, things like captions to drive those calls to actions and some things like that that will help you take advantage of all the things we talk about in today’s content ideas.

0:02:51.7 S1: Okay, for posting today, I’m an agent, I never use my Instagram, I’m actually not an agent, but I’m pretending to be an agent.

0:03:00.4 Jenn: Yeah.

0:03:00.5 S1: I never use my Instagram account, or if I do, it’s just here and there. What should I be looking for, for content? What should I be posting?

0:03:09.2 Jenn: Great question. I’m gonna do a screen share, if you’re cool with that.

0:03:12.8 S1: Alright. Yeah, go for it.

0:03:14.7 Jenn: Let me throw this up here. I’ve got a couple of visuals to help us through the process, if my computer wants to play nice ’cause…

0:03:23.0 S1: Yeah.

0:03:24.9 Jenn: Technology at its finest. Here, hold on. It was… It’s in slideshow, resume slideshow. I wonder if… Because Skype is up on that screen, it doesn’t want to…

0:03:39.2 S1: It may be the case.

0:03:42.0 Jenn: Let me do this, let me… Oops. And now I just…

0:03:46.9 S1: In the meantime… Yeah, no…

0:03:48.7 Jenn: It’s literally just moving itself through its own pace over here, it’s just doing its own thing. Let me, one more time, let me just quickly try to pull it up. I wanted to pull up just a couple of screenshots for you guys to explain. So the idea behind this though is we really wanna make sure that we have images that are, we’re gonna call them, we want Instagram-y images. So we want the images that are going to look good on Instagram. One of the big fails, let’s call it, that a lot of people have when they go on Instagram is they try to put up the PDF flyers with a lot of text and a lot of… Like the red background and a lot of white text. Or we use those traditional front of the house sales images, it’s the traditional thing that you put on the flyers or those sorts of things. We don’t want that. That’s not going to help when you’re actually trying to convey with people especially on Instagram. I got screen share up, let me know if that’s popping up for you now.

0:04:50.0 S1: Let’s see here. I am, yep, here we go, I got you.

0:04:56.9 Jenn: Perfect!

0:04:58.0 S1: Make it Instagram-y.

0:05:00.3 Jenn: Make it Instagram-y. This is one of… I love this example from Carol, she’s based here in San Diego, but this is about a property listing, but this is not that traditional front of the house image, there’s no text on here with all the details and information about where that open house is gonna be, or where the property is available, or anything. It’s a beautiful image in and of itself for Instagram. Find ways to do this, focus on the features of the house. Maybe it’s an amazing chef’s kitchen, maybe it’s a dream master closet, amazing bathrooms or a stunning front entrance. And even in this image you can see that wasn’t taken standing down beside the pool in the backyard. It may be from an upstairs balcony or out an upstairs window to get that perspective where you see the pool and the yard and the trees and the sunset and the lights. It’s a different way of looking at what we traditionally look at.

0:05:53.5 Jenn: Sometimes I tell people, when it comes to playing with angles, if there’s a beautiful hardwood floor, take your camera, put your phone literally right down on the floor so you get the long lines of the floor rather than just standing up and being like, “Hmm, snapped a photo.”

0:06:10.4 S1: Right.

0:06:10.7 Jenn: Get down really low. Do the same thing with the really long countertops. Put your camera right against the edge of the countertops, you get those long linear lines that make it a more visually-appealing way to highlight those individual components of that property. And you don’t have to put up every aspect of the property, pick one or two of the best. Like for example, if I see this image, I’m like, “I’m showing up to that house. I literally have no idea what that house looks like, but I want that view, and I’m willing to make the time on my weekend, assuming that’s what it is, but to be able to go and check out that property.” You don’t have to oversell the house. You can pick those one or two really amazing images of the property, do that, make it colorful, play with the filters on Instagram to kinda boost the color saturation or the contrast. And add a filter, it’s Instagram, we’re meant to do that. It’s false advertising in some extent, but that’s Instagram, right? So get people’s attention.

0:07:06.6 S1: Right, right, right. In a sense you’re… Instead of just putting up an ad for your property… And I mean an ad, I don’t mean a paid ad, but in a sense when maybe you’ve listed a property, you’re putting up all the specs and all that kind of stuff, that’s not Instagram. Instagram is like a story, right?

0:07:26.8 Jenn: Yeah.

0:07:27.7 S1: You’re trying to enter into a moment with somebody that they’re experiencing, whether it’s at the coffee shop or with their pet or with their kid or something like that. If we… Am I on to the right thing by saying that?

0:07:42.9 Jenn: Yeah, exactly.

0:07:43.1 S1: Okay, I don’t…

0:07:43.3 Jenn: That’s the thing. We wanna connect emotionally.

0:07:46.0 S1: Right.

0:07:46.2 Jenn: We wanna connect with those more personal moments. And one of the things I always tell people as well is to really focus on captions that tell a story. Don’t just be like, “Beautiful home at end of cul-de-sac. Three bedroom, two bathrooms.”

0:08:02.0 S1: Right.

0:08:03.0 Jenn: Instead be like, “On a beautiful cul-de-sac in the such and such neighborhood, lies this amazingly warm and inviting home.” Tell a story, connect with people, and if you’re not good at writing it, see if your assistant is or your spouse or your kid. Have people help you through this process when creating this content, so you are… Like in this case on the screen, Carol literally just has “California dreaming” in the palm tree, and then, “PS, this could be yours.”

0:08:31.5 S1: Right.

0:08:31.6 Jenn: It’s not… This isn’t an overly dramatic caption with a ton of information or all these details. It’s literally just like the epitome of California dreaming.

0:08:42.0 S1: Right. Right.

0:08:42.1 Jenn: That’s what it is. It can be simple as long as you’re conveying it in that right kind of message.

0:08:47.0 S1: So I… Go ahead. Go ahead. I was gonna say, I don’t wanna move on too fast. I was just gonna keep asking more questions, but I’ll jump back to the…

0:08:54.4 Jenn: Yeah, I just wanna do a couple more of these kind of examples for you guys…

0:08:57.1 S1: Go for it.

0:08:57.7 Jenn: ‘Cause that was kind of a house property. Other things you wanna look at doing is things that are not just about the property in and of itself, or any properties you have available. Yes we want you to sell properties, yes we wanna have that content up there, but this is an example of decor tips or staging advice or any of these sorts of things that people can use in their own home. In this example with Meredith, she has this beautiful photo of a kitchen and then she goes, “According to Country Living mag, 2020 will be all about the unique-looking mermaid tile.” She’s giving you a tip of something that’s to come.

0:09:37.1 S1: Right.

0:09:38.1 Jenn: Something that’s trending, and this is what a lot of your audience actually wants. You have to keep in mind that most people in that buying and selling cycle are only in that cycle for a very, very small period of time.

0:09:50.9 S1: Sure.

0:09:51.5 Jenn: And that we wanna keep them engaged all the time. Things that people who, even if they’re renting now and will eventually buy, they’re looking for these home decor tips, or how does… Like redo your living room for the holidays, or here’s how to redo your planters for the spring weather, or those sorts of things. People want this and it will really help build that resource. And then the other thing I wanted to just point out from these two examples is, similarly, helpful tips or recommending local companies. When you set yourself up as the resource for your audience they’re gonna continue to interact with your content, they’re gonna share your content, they’re gonna save your content to come back and reference it. This example from Michelle in the middle of the screen here, she’s actually… You don’t see the name of the person she’s recommending but down at the very bottom of this caption she goes, “And by the way, my recommendation for someone to help you organize is @ so and so,” and she actually recommends the company.

0:10:49.1 S1: Cool.

0:10:50.3 Jenn: And then the example on the right, she’s giving the same thing. She’s giving you examples of how to spruce up your patio. These are types of things that you can do that, again, aren’t about selling a property but that will appeal to that target audience at any stage and point, and this is what makes you valuable. This is what keeps people coming back more and more for your content.

0:11:12.2 S1: Very good. And so when I’m thinking about that value, if somebody just needed a realtor, they can call a thousand people. There’s realtors everywhere.

0:11:26.7 Jenn: They can Google. [chuckle]

0:11:26.9 S1: They can Google “realtor.” And so you’re providing value by actually showing that you are a resource for all things real estate, not just a realtor, which builds that sort of trust factor.

0:11:42.2 Jenn: Exactly. I always use an example. When I was looking to rent the condo that I’m in now I had toured about four or five other units in this area, and so of course you know all these realtors lists, right? And so there’s one realtor, and to this day, two and a half years later, she’s still the only one allowed in my inbox, and it’s because every month she sends me an email recap of all of the events coming up in San Diego.

0:12:07.0 S1: Oh, that’s awesome.

0:12:07.6 Jenn: Right? It’s a resource to me, and I literally wait for the first of the month when she sends this email out because now I know what’s going on, where I can take my daughter, whether it’s… Now in COVID she does a lot more of the virtual events, but whether it’s like a farmers’ market or a parade or any of those things, and so if you can do that same thing with your Instagram content where you’re creating that high-quality resource that people want, they will not un-follow you, they will follow you. They will stay active with your content. And then whether it’s six months from now, two years from now, when they’re ready to buy or sell, you’re the realtor that has been in their feed consistently and providing value, you are the only person they are gonna think to call.

0:12:47.4 S1: That’s awesome. I watched a video recently from… It was… I do a lot with videography, and so they were talking about the difference between a creator and a curator, and how some filmmakers are more curators in the sense that they borrow from other stories and then they just kinda mash it together for their own story, and you watch it and you go, “I’ve seen that. It’s the same song, second verse.” And then there’s people that are original creators. They just come up with something that just totally blows your mind, they’re so different than anything that you’ve ever seen, and it’s just from their imagination. Pixar would be a great example of something like that.

0:13:28.3 Jenn: Yeah.

0:13:30.3 S1: But when it comes to your social media feed, what I’m hearing and what I hear a lot from experts and your opinion, is curate, curate, curate. Find things, not that you wouldn’t be creative, but find things that are already out there, like the things coming up in San Diego or trends or articles that are being posted by… We have a company that we love to use here, Houseopedia, there’s just tons of stuff on there that you can take advantage. Am I on the right track with that? The curator, creator thing?

0:14:02.0 Jenn: Yeah, and you do wanna… Whatever you’re curating, you’re adding your own context. Those examples that I showed from Michelle with the home organization and redoing your patio, that’s her take, it’s her tips, it’s her recommendation, but this is nothing brand new. Everybody in this space knows…

0:14:21.4 S1: Right.

0:14:21.5 Jenn: People want to learn how to organize their homes. There was a whole Marie Kondo thing. Everything in these capacities is in some… It’s not necessarily gonna be revolutionary or groundbreaking or massively new, but it’s allowing you to, like you said, curate the things that are most relevant to your audience, put them together in a singular place where your audience can make the most of what’s out there.

0:14:43.6 S1: Right, and that isn’t to say that curators aren’t… People go to museums. They didn’t paint the art, but you’ll go there because you know they’re a great resource for that, and it seems like if you can be that as a real estate agent, unless you just happen to be really good at staging yourself or doing…

0:15:01.7 Jenn: Right, and which is, “Go for it.” [chuckle]

0:15:03.7 S1: Right, right. So as far as, and backtrack if we need to on this, but as far as the amount of content, how much am I… Where is the line where it’s like, “This is the optimum amount,” versus spammy by just constantly dumping stuff on there or being crickets?

0:15:24.0 Jenn: I always say do as much as you can without driving yourself crazy and providing value to your customer, which is the most vague answer I could possibly give you as a definitive answer. [chuckle] But the idea behind that being you have a full-time job. You are a realtor, you have a job. There’s something you’re doing every day, plus you have other social media, plus you have a family, plus you have a life, you actually have to sleep, you have to deal with clients. There’s a million things in your life. You don’t need to spend 12 hours a day on your Instagram or any social media strategy. But the most you can put in while creating high-quality content is what you ideally want to be able to do. For some people, that may be posting once a week, that’s okay. Some people, it may be once a day, that’s okay. What you most wanna look at is the quality of the content, in the sense that is it high quality representing your brand? And is it high quality resonating with your audience? We’re not just checking the box that, “I posted to Instagram today,” that is not a strategy. That will make you fall flat on your butt, that’s not gonna help.

0:16:24.4 S1: Gotcha.

0:16:25.4 Jenn: What we want is something where we get good engagement, where we get those shares and those saves that people tell us by doing those activities that this was a valuable content for them. We wanna create the content that they’re replying to, they’re leaving comments, or shooting you a direct message or an email as a result of it. We want that high quality content. For most realtors, they wanna do too much. [chuckle] Once a day, seven days a week, pretty much my top of the line, don’t go above that. If you’re posting more than once a day it’s way too much, it’s not that high-quality content, and you do not have that much to say, as much as you think you do. And your audience doesn’t want that much content, it will actually hurt you algorithmically to create too much content on Instagram. So once a day max. Aim for maybe three or four days a week as a kind of normal average.

0:17:17.3 S1: Yeah.

0:17:17.9 Jenn: Meredith, an example I showed you, she posts six days a week, and it works really well for her. Other realtors that I’ve worked with do twice a week, and that works really well for them.

0:17:30.6 S1: Gotcha.

0:17:30.9 Jenn: You get to figure out what works for you with your content strategy, how much time you have, and what your audience is responding to.

0:17:35.9 S1: When we had Julie on a few weeks back, who does a lot of social media with us here at Fathom and has done a lot for other companies as well, she recommended doing a calendar or having some sort of rhythm like that. Any advice on that? Do you recommend saying, “Hey, just make Tuesday and Thursday, is your social media morning, from 8:00 to 10:00,” kind of thing? Or what would you say would be some good ideas?

0:18:03.7 Jenn: Yeah, you definitely wanna have a general content schedule and/or calendar, meaning you know that you’re gonna have three posts a week. Know in advance what those three posts are gonna be, so that you’re not left scrambling Tuesday at 9 o’clock AM going, “Oh, crap! I have to get a post up today and I don’t know what… ”

0:18:20.7 S1: Okay, sure, yeah. [chuckle]

0:18:22.0 Jenn: When you don’t do that, it’s not the high-quality content, right?

0:18:24.7 S1: Yeah.

0:18:25.2 Jenn: We wanna make sure that we’re planning out in advance to some extent, but always leave room for flexibility as well because obviously, take for example, if you’re in the real estate space in Texas right now or in Oregon or even anywhere, I’ve got friends up in Kansas and they’re going through all the same issues. You’re not gonna post some happy-go-lucky post on Instagram or any social media today when people don’t have power or have busted pipes. You wanna have some flexibility in that calendar, but generally kinda know what you have in advance. I don’t recommend doing the exact same time and day every day of the week, meaning if you’re only posting twice a day, don’t always post on Tuesday and Thursday. Because what happens if your audience is typically online on the weekends? They’re less likely to see that content ’cause there’s so much other content since they’ve last logged in.

0:19:14.4 S1: Gotcha.

0:19:16.0 Jenn: Maybe this week, you do Monday, Thursday. Next week you do Tuesday, Saturday. The next week you do a Tuesday, Friday. Mix it up a little bit so that it’s not always the exact same battle rhythm, and that’ll help the algorithm a little bit, and it will help make sure that you’re meeting your audience needs.

0:19:33.8 S1: Awesome, thank you for that. Well, somebody just asked, it’s funny, we’ve always talked about giving away the segue award, we don’t know what that is yet, but somebody asked, “Do certain times of day work better than others?” But you’re saying kinda keep it scattered, but is there kind of a time of day if I was to post that matters…

0:19:51.5 Jenn: On Instagram?

0:19:52.8 S1: Yeah.

0:19:52.9 Jenn: I say no. It’s more important to focus on day of the week than it is time of day.

0:19:58.2 S1: Okay.

0:19:58.6 Jenn: The way the Instagram algorithm works is a one-to-one relationship, meaning how you interact with my content determines where my content ranks in your feed. It’s not the same as Facebook, meaning Facebook is a popularity contest. The more people interact with your content on Facebook, the more people Facebook shows it to. Instagram does not do the same thing.

0:20:15.7 S1: Okay.

0:20:15.8 Jenn: If I posted at 8:00 AM or 4:00 PM and you logged on at 5:00 PM, you would see the content in the same place in your feed, regardless of when that day I posted it.

0:20:25.6 S1: Gotcha.

0:20:26.0 Jenn: But if I posted on Monday and you didn’t log in till Thursday, now there’s three, four days worth of content to mix in with mine, so mine may not rank as high amongst all the other content from the last number of days. Day of week is more important than time of day.

0:20:41.5 S1: Than time of day. Okay. Well, thank you for that. And just maybe I’ll kinda mash these two together here since we’ve sort of extended the show unintentionally. What in the end am I hoping from kind of an end-to-end business strategy with Instagram? What am I hoping to accomplish with just posting stuff? And then, do you have any people that you’ve had the chance to work with that they’ve taken these steps and then they’ve seen their business increase from that?

0:21:13.2 Jenn: Yeah, absolutely. The goal, obviously, is up to you. If your goal is to get more leads for buyers and sellers, that’s your goal. Your goal may be that you’re starting out new as a realtor, you’re just trying to get your name out there in the space. Whatever that goal is, that’s what your content strategy should support. If you’re trying to get the leads, if you’re trying to actually get the closings, if you’re trying to get people showing up to your open houses, any of that sort of thing, you can create the content to meet those goals. And yes, absolutely I’ve seen people do this. I often use an example of a woman, she’s back East, not a personal client of mine but somebody I know in the real estate space, and she really embraced Instagram a number of years ago. And she started, at the suggestion of other professionals like me, started showing more of the personal side, and she started sharing on Instagram when she would run a marathon. And she literally sold a multi-million dollar home purely because somebody saw that she ran a marathon, and that person was a marathon runner and was like, “Boom, that’s my realtor.”

0:22:15.0 S1: No kidding?

0:22:15.1 Jenn: And sold a multi-million dollar home, simply because she said, “I finished a marathon today.” It absolutely is possible. And I’ve worked with a number of clients who, yeah, same thing, they’re building their audiences, they’re building that trust factor. And again, you have to just have patience with the Instagram process where those overnight transactions are not likely to happen. You’re not gonna just change up your Instagram strategy and all of the sudden tomorrow have three new leads come to the door.

0:22:40.5 S1: Right, right, right.

0:22:43.2 Jenn: But it starts to build that relationship, it starts to build those opportunities. And I’ve had multiple clients that had been like, “Oh my gosh, I got this new lead and they said they saw my Instagram post.” And I’m like, “Yes, it’s working.”

0:22:54.9 S1: That’s awesome. Yeah, yeah.

0:22:55.7 Jenn: I get all excited for them.

0:22:57.9 S1: Yeah. It’s a long term… It’s hashtag marketing, that’s what it is. You’re spreading out your brand and putting it in front of people all the time. Maybe real quick, if you don’t mind, talk about the difference between just a regular post on Instagram and stories. And I know there’s stories on Facebook, and I know the majority of agents, at least according to NAR Research, the National Association of Realtors, they… Large majority of agents use Facebook over Instagram primarily, or to the exclusion of Instagram. What are stories for on Instagram, and how could they help in a business context?

0:23:40.6 Jenn: The feed post are the ones that… The examples I showed. It’s when you go to the home screen on Instagram, it’s the rolling feed. You see a photo or a video and then a caption below. Stories are, just like you would see on Facebook, they’re those bubbles at the top of the screen when you go to your home page on Instagram, there’s bubbles across the top. And if there’s a colored ring, a kind of red and orange-colored ring around someone’s profile photo, it means they have a new story. Story are short-form content. It lives for 24 hours and then it disappears. Your feed stays there forever unless you archive it or delete it. Stories are short-form content, they’re meant to be more raw, a little more, let’s say, unfiltered, even though there’s filters ’cause it’s Instagram, but it doesn’t have to be as polished, it doesn’t have to be as maybe professional-level. Typically, we see more of the behind-the-scenes type things on Stories, so a bit more of your personal life, what your friends are doing, your family, how you’re celebrating holidays, what your weekend looks like, the messy hair don’t care type posts. It’s a bit more… Things on there.

0:24:51.4 Jenn: I would also point out, for most people, not all, but for most people, they get better results in Stories, the way the content is created has a higher recall value, meaning the way someone watches and listens to a story, whether it’s a photo or a video post, they actually get… They retain the information better than from scrolling through the feed. We actually see typically better results, better conversions. Most people will say that they get way more ROI out of their stories, meaning, they’re getting more website clicks, they’re getting more direct message communications, they’re getting more relationship building, getting new followers by using Stories versus using the feed. So it’s definitely something worth trying out.

0:25:34.5 S1: Does Stories give me a little bit more permission to post more often, in a sense? If it’s there only 24 hours, you’re gonna want that to be…

0:25:43.1 Jenn: Yeah. If you could post a story every day, that is probably ideal because it lasts for 24 hours.

0:25:49.6 S1: Gotcha.

0:25:49.9 Jenn: And then once it’s gone you have nothing fresh. If you can do something within every 24-hour period, a story can be a singular post, it can be a stitch of posts, three or four in length, it can be something that you do three posts all at once, it could be things that you upload throughout the day. Stories are great for when you’re doing open houses, previews of new listings, any of those sorts of things to kinda take people through that property, show them around, give them a sneak peak of that upcoming open house on the weekend, something like that. Yes, you can definitely do more content in your Stories.

0:26:25.0 S1: Maybe just to kinda wrap up here, and by the way, again, if you have questions for Jenn, please, please ask them here before we’re done, because this is your chance. Wonderful content, by the way. Really, really good advice.

0:26:41.1 Jenn: Thank you.

0:26:42.8 S1: But as somebody who is a primarily Facebook user, which most agents are, what do they need to do to make the leap over to Instagram? How do they need to think differently about their content? And I know we talked a little bit about this, but maybe just anything else you have to offer on that I think would be helpful.

0:27:00.5 Jenn: I’m gonna do a shameless plug for my Instagram course at this point.

0:27:03.4 S1: Okay. Go for it.

0:27:04.0 Jenn: Because it’s honestly probably the best solution. Instagram is very different from Facebook. Within the course, it’s a video course, and I do have a whole module just on content for the feed, another module just on content for Stories, but it explains how the algorithm works and why Instagram does what it does, so you can create content that works in that mentality.

0:27:27.5 Jenn: The biggest thing to remember is that they are different… Or bright contrast type images and that sort of thing, almost like the PDF style imagery, that does perform well on Facebook. It will fall flat on Instagram. Again, the algorithms are different, so how people interact with your content and how things rank is very different than Facebook. You do really wanna get comfortable with Instagram as an Instagram user. Go on there, look at what other people are doing. Look at what celebrities are doing, look at what other brands are doing, look at what your friends and family are doing. Start to get comfortable with it as a user before you just show up and start trying to market yourself on the platform, because it’s not gonna work the way Facebook does and if you try to come over there and just recreate Facebook on Instagram, I guarantee you I’ll all hear from your…

0:28:24.2 S1: They’re gonna be like, “You’re not from here. You’re not from here, are you?” Yeah, yeah, well very good. So just start being part of the ecosystem over there and then you’ll learn yourself some stuff.

0:28:39.9 Jenn: Don’t be that quick.

0:28:41.5 S1: Very good. Well, we keep cutting in and out here on my mic, and I think we have packed this 30 minutes or so full of content. You’re gonna come back for part two. I will encourage our viewing audience, write down your questions, take the course, get yourself educated, and use this kind of interlude, and I think we’re shooting for sometime early mid-April at this point, if we can. Use this interlude to make yourself an Instagram expert in your own right, and then come back and get real expert advice from Jenn, even more so beyond her course, when we come back here in a few weeks. Jenn, thank you so much. Check her out on, and what’s your Instagram? Well, I have it right here. I’m gonna bring it right up.

0:29:27.2 Jenn: It’s jenns, J-E-N-N-S, underscore, trends.

0:29:30.6 S1: There it is. There it is. Take a screenshot. Go over to Instagram and thank you so much for joining us on the show today. For those of you who are still watching, thank you. And if you’re not a Fathom agent, head over to and you’re gonna see a company that is really different than perhaps a lot of other companies in the real estate market. It’s a company, instead of you working for them as a brokerage, they work for you and they provide the tools and the commission structure for your success. Check us out at Thank you again. Amidst all of the crazy technical stuff today, I appreciate you hanging on. We’ll see you next time.

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