YouTube? Instagram? How can I decide what social channels to focus on for my real estate brand?

Based on our analysis of real estate investors, we can see trends in the social media platforms used by different real estate investors. These trends can be categorized by the number of followers, by archetype, or by other distinguishing characteristics. Here's a breakdown:

Trends by Number of Followers*

1. High Follower Count (100k+): Influencers with a high follower count often utilize Instagram, Facebook, and YouTube. These platforms are conducive to wide reach and visual content, which is essential for influencers with a large audience.

2. Medium Follower Count (10k - 100k): This group tends to use a combination of Instagram and Facebook, with some presence on YouTube or LinkedIn. The choice of platforms suggests a balanced approach between visual content and professional networking.

3. Lower Follower Count (below 10k): These influencers might focus more on niche platforms or have a more significant presence on LinkedIn, indicating a targeted or professional audience. They may also be more active in specific online communities or forums related to real estate.

*Followers on Instagram

Trends by Archetype

1. The Educator: Frequently uses YouTube for educational content and Facebook groups for community building. LinkedIn is also common for professional credibility.

2. The Influencer-Entrepreneur: Predominantly active on Instagram and TikTok for broader reach and personal branding. Facebook and YouTube are also used for more in-depth content.

3. The Niche Expert: Often found on LinkedIn for professional networking within their niche and Instagram for showcasing specific projects or properties.

4. The Community Builder: Utilizes Facebook groups extensively to engage and build their community. Instagram and YouTube can also be platforms for community interaction and content sharing.

5. The Diversified Investor: Likely to have a presence across multiple platforms, including LinkedIn for professional networking and Instagram or Facebook for showcasing diverse investment portfolios.

Other Discoveries & Observations

• Platform-Specific Influencers: Some influencers might specialize in a single platform (e.g., Instagram influencers or YouTube content creators), tailoring their content specifically for that platform's audience and strengths.

• Audience & Platform: Newer or less traditional platforms like TikTok may be increasingly used by influencers looking to reach a younger or more diverse audience.

• Content Type & Platform: The choice of platform often aligns with the type of content shared. For instance, visually appealing property showcases are common on Instagram, while in-depth investment strategies might be discussed on YouTube or in Facebook groups.

• Geography & Influence: The choice of social media platforms can also be influenced by the geographical location and target audience of the influencer. For example, platforms popular in a specific region may be preferred by influencers targeting that area.

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In summary, the digital strategy of real estate influencers is not a one-size-fits-all scenario. It's a carefully curated choice influenced by several factors, including follower count, content type, and target audience. This guide has navigated through the diverse social media landscape, highlighting how different platforms cater to varying needs and goals of real estate professionals.

From the visually driven Instagram to the community-focused Facebook groups, and the professional network of LinkedIn, each platform serves a unique purpose in the toolkit of a real estate influencer. By aligning their platform choice with their strategic objectives, real estate influencers can effectively engage their audience, showcase their expertise, and drive their business forward in the ever-evolving digital world.