The State of the Art of Architectural Photography: Using Social Media to Market Your Work

May 16th, 2016 by Judy Davis

In the last post, we discussed a growing number of smartphone camera apps that give you more creative control over the photos you take with your smartphone.  Now that you have great photos of your work, it’s time to share them with the world!  Today’s social media platforms can go far beyond informing everyone what you ate for lunch or where you went on vacation. Marketing your content on Twitter, Instagram, Facebook, and other platforms can help you gain exposure with the architecture community and reach potential clients.  

Here are three ways you can integrate your photos into your marketing strategy via social media:

1. Pick the best social media platforms that work for your brand

Your kids are talking about Snapchat. Your mother, your grandmother, and your whole extended family are on Facebook.  Your colleagues are raving about Instagram.  Everyone has some insight into the latest and greatest social media app these days, so how do you choose the best social media for you?  A good place to start is to consider your content.  If you take a lot of images of your work (which we hope you do), using a photo heavy platform like Instagram might be the best marketing outlet to start with. Many creative camera apps like Photoshop Express, VSCO, and SKRWT are designed to post directly to Instagram, Twitter and Facebook, making it easier to work social media marketing into your daily to-do list.   There are many resources out there that can help you determine which social media platforms are best for your work.  Here’s a resource we found on Hubspot, an online marketing company that focuses on marketing trends.


2. Use Hashtags

Hashtags make it easy for people to find your work and thus using them will help you gain more followers and more exposure.  Studies have shown that using just 2 to 3 hashtags can increase engagement up to 40%.  I find hashtags especially helpful on Instagram.  Whenever I’m looking for inspiration I simply search a few hashtags (e.g. #DCarchitecture, #archilovers, #interiors) on Instagram or Twitter.  A hashtag can also be a great way to catalog your own work.  Create a hashtag for your company and make sure it accompanies every image you post.  If your business specializes in something, create a hashtag for it.  Below is an example of how architecture firm Wingate Hughes uses hashtags to show their projects.  




3. Make your professional community your social media community

Think of your social media account as a modern day rolodex.  You should be connected with every existing client and every potential client on social media.   The more regularly you are posting content, the more likely that potential clients (and a larger audience) will be exposed to your work.  Some best practices include placing your Instagram and Twitter handles on your business card and your website.  


A final note on sharing your images on social media: all apps and social media websites have different photo sizing requirements so be sure to format them accordingly. Different pixel sizes will help your images load quickly on their servers and be shown at the best resolution and quality.  We’ll go over more helpful sizing guidelines for social media in our seminar at the upcoming AIA convention in Philadelphia.  More information about our workshop can be viewed here.

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