In-depth analysis of successful Instagram posting for architects: who is doing it well, and how?
This article highlights the importance of visual storytelling: the use of Instagram to showcase architectural work, inspiration and branding
Why Instagram?
Launched in 2010, it is one of the most successful social media platforms in the world. The photo and video sharing app (acquired by Meta Platforms in 2012) has over two billion monthly active users as of January 2023, making it a great gateway to new connections and opportunities for business.
Instagram features include a profile page where posts are chronologically arranged. The post feature allows you to post photos, videos (‘reels’), or both. Like many social media platforms, Instagram has a feed that algorithmically updates itself with recent posts from a user’s following. Above this feed, there is a ‘story’ feature which acts as a more temporal posting feature. This allows a lot of room for visual content as a form of communication; however, it may be a daunting process to begin with.
This article will highlight some useful examples of architecture firm pages as well as explore who is making their mark on the platform in the England, Wales and Ireland. Examples will reflect the importance of visual storytelling on the visual-dominated platform, Instagram.
Grimshaw Architects is recognised for their innovative and sustainable designs across a range of project categories, as well as its focus on environmentally responsible architecture. Their Instagram reflects this by using birds-eye view images of some of their large-scale projects, as well as directing the readers eye to new information by breaking these images up with graphic text posts and eye-level images of projects, award announcements and news announcements. Using the highlight feature for each city which the practise operates from, giving short snippets into the firm’s research as well as their celebrations.
Stallan-Brand practise aims to, ‘go beyond architecture,’ and this is spoken through the boundary-pushing variety of their posts. They take on a personal journal approach to Instagram, sharing work from other architects, designers, and artists that they find inspiration from as well as their own recent scrapbook and sketchbook entries. With a consistent voice, expressed through the post captions, Stallan-Brand captivate their following by balancing this personal approach to design and their professional commitment to the industry by continually posting practise updates, such as awards rewarded for their projects.
Hyde Architects Instagram posts expand on breath-taking natural views and high-resolution photography of projects which resonate with their belief that ‘aesthetical and functional beauty is born from a close relationship with nature’. Their page highlights unique design elements in juxtaposed with nature, also focusing on intricate details. The use of the reel feature is used to present the process of projects from sketches to results, as well as drone videos and picture slideshows.
Ryan W Kennihan Architects page includes bright, high-resolution photography showcasing both interiors and exteriors of their projects. They post a few times a year, as of recently, to highlight completed projects as well as those soon to be finished. Their updates include announcements about features, awards, and the publication of their first monograph in the form of images and graphic overlays or posters.
Studio MK27 boldly presents introductory information to their Instagram audience through posts pinned at the top of their page. These posts, with bold graphic text overlays reading the words: why, who, and where, provide crucial details about the practise’s values, leaders, and location. This format establishes a solid foundation for users visiting or returning to their page. They use a consistent font for this text-graphic overlay, using the words to also announce won awards and features.
Bradley Van der Straeten reflects their playful and vibrant residential projects through bright images of interiors, often incorporating a pop of joyful colour. Their photography showcases all generations, enhancing the theme of the home and living space. Their highlights are filled with testimonials, team representation and insights into various projects.
Amos Goldreich Architecture adopts a personal approach to Instagram posting, inviting the audience into the architect’s real-time life. The content varies from videos where Amos himself shares updates to ongoing construction work on projects. By taking their following on journeys of progress through pictures and descriptions, the account creates an immersive experience. Amos engages directly with the audience by posing questions that encourage conversation and interaction. He also actively responds to comments, fostering a strong rapport with his followers. This interactive approach not only enhanced engagement but also strengthens the relationship between Amos Goldreich Architecture and its’ audience.
Ross Hartland, a designer at Initiate Architecture, effectively combines graphic text posts with sketches as cover images for their Instagram reels. Short-form videos, known for higher engagement, are strategically placed in the main feed and the dedicated Reels tab on Instagram. The page maintains a cohesive visual identity with beige backgrounds, black text, and occasional vibrant orange accents, creating a visually appealing and consistent aesthetic.
Studio Elle reflects a sophisticated and elegant architectural theme in both its designs and interiors, showcased through a collection of vibrant and visually pleasing images. Daylight photography captures projects and intricate tablescape details, strategically distributed across the page. The presentation also includes clear and bright architectural plans alongside close-up shots highlighting materials. Engaging captions not only inform but also prompt the audience with intriguing details and questions. This meticulous consistency in both quality and style results in a visually stunning Instagram portfolio that serves as a brochure showcasing the studio’s work, ideas, and client testimonials.
Udex Architecture employs an innovative approach by integrating infographics seamlessly into their content, serving as valuable information resources for a diverse range of audiences. These visual elements, whether presented on their own or strategically layered onto images, play a crucial role in spotlighting the firm’s expertise and extensive experience. By utilizing graphics, Udex Architecture not only communicates effectively but also enhances the overall presentation of their products and services. This strategic blend of visual elements contributes to a dynamic and engaging online presence, allowing audiences to grasp the firm’s capabilities and track record with ease.
The Power of Visual Storytelling in Architecture Brands
Brand storytelling for your firm involves making micro-stories that tie into the firm’s values, mission, and purpose. The practises mentioned above utilise their page in many different ways that are personal to their brand image. Find your way of telling a story and engaging your online following by experimenting with the following range of content…
Interesting History – Sharing the founding stories, how the team came together and the evolution of your firm can always be a good introducing post if you’re worried about where to start.
User-Generated Content – Reposting inspiring content from other architectural pages, useful information on industry subjects, trending topics in the field demonstrates engagement within the architectural community and your expertise can be shared as either story posts or real posts.
Employees Representation – As well as on your website, Instagram is a place where the team can be given recognition and play a part in the overall trustworthy essence of your brand.
Behind the Scenes – Content such as offering glimpses of your creative process, from sketchbook entries to brainstorms of a concept or idea fosters transparency in an authentic way, allowing your audience to appreciate the craftsmanship behind your work.
Connecting to audience and clients – Utilising features such as poll questions on story posts, or asking conversation-provoking questions in your captions invites a new surface of audience sensibility to your practise and invites your following to keep in touch.
News Updates – Updating your audience with news and tapping into potential clients by consistently giving information positions your firm as knowledgeable and up-to-date. Consistent updates built both credibility and engagement.
Projects in Action – Realistic representation of buildings or products in real-world n is always an interesting part of showing your process. It helps potential clients to visualise your work in practical scenarios and reinforces reliability.
Material or Shape Focus – Exploring the niche’s of your firm or specific projects by homing in on the details and highlighting specific architectural details demonstrates your attention to craftsmanship. Showcasing the quality and uniqueness of your projects will set you apart in the competitive landscape.
Inspiring Quotes – Tying your firm values and purpose with inspiring words. Including a quote as a post is useful in breaking up an account that feels too crowded with images. It also connects your brand with the audience on a philosophical level and reinforces your identity.
Headshots and People – Personifying your practise with a introducing the faces behind the work or a friendly moment between the team creates a personal connection that goes beyond just business and showcases passion.
Video Storytelling – The video reel function should be useful in creating variety and engaging your followers with a refreshing movement. (Tip: You can create engaging video content using still images.)
Remember that consistency and authenticity is key on social media. Incorporating these elements into your Instagram strategy can create a compelling visual narrative that acts as a proud extension of your practise and that has the ability to resonate with your audience and foster trust, elevating your architecture firm’s online presence.
By Sophia Alaoui Chahid. Sophia is a graduate in Media & Communications at Goldsmith’s University, with a specialism in contemporary media and journalism. Sophia’s role for Beedier and Woodburn Park Communications includes events and awards research, social media management and video production.
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