Guide to Instagram Videos for Architects

By Xylia Buros

The argument to use video in social media for architects is strong. Video can showcase the office culture, design iterations, construction process, and the completed projects in a more engaging way than static photography. There are several good reasons to consider incorporating video on Instagram.

  • Visual Storytelling
    Videos can help narrate the design process, from initial sketches to 3D renderings, giving viewers a more immersive experience.

  • Behind-the-scenes Access
    Share glimpses of site visits, team collaborations, and construction progress to build connection with your audience. (People are still mystified by what architects do — video is a great way to bring them along on the journey).

  • Increased engagement
    Videos tend to have higher engagement rates compared to static images, leading to more likes, comments, and shares (and hopefully increased followers).

  • Reach a wider audience
    Use Instagram's Reels to tap into a broader audience beyond your existing followers.

  • Showcase unique design features & solutions to challenges
    Highlight special elements of a project, such as lighting, materials, or spatial flow, through the power of video with narration. And/or tell a compelling story about interesting site details, challenges, and the solutions you expertly used to overcome them.

Courtesy of: Red Barn Architecture

Important Considerations when Making Videos for Instagram

  • Relevant content
    Focus on videos that demonstrate the value of your architectural expertise and resonate with your target audience. What do you think your target clients really want to see? What can you teach them?

  • Compelling visuals
    Use captivating shots, drone footage, and creative transitions to keep viewers engaged.

  • Visual consistency
    Maintain a cohesive aesthetic across your videos by using similar color palettes and editing styles. (You can have more than one “style” in the same account, for example, a Q&A style for interviews with team members and a walk-through construction site style. But keep the aesthetic consistent per style).

  • Sound quality
    Ensure your audio is clear by using a dedicated microphone if possible or speaking close to your phone. (People underestimate this but it’s essential for the sound to be high-quality so people keep watching). 

  • Strategic captions and hashtags
    Provide context and use relevant hashtags to help people discover your videos, especially location or geo-tagging (city only for residential to maintain privacy) so your target audience can find you.

  • Learn from others
    Watch videos from other successful architects on Instagram to gather inspiration and learn best practices.

In-House Videography

If you're an architect with a limited budget and want to create quality Instagram videos without hiring a videographer, focus on using your smartphone's camera, learning basic editing techniques, emphasizing your projects through high-quality photos, incorporating time-lapse sequences, and creating engaging captions that explain your design process and highlight key features of your projects.

Key strategies for in-office videography

  • Leverage your smartphone

    Most modern smartphones have excellent cameras, so use them to capture clear, well-lit footage of your projects, including details like textures, materials, and unique design elements.

  • Use a tripod

    A simple tripod will significantly improve video stability, making your footage look more professional.

  • Shoot in good lighting 

    Find well-lit spaces to film, either outdoors in natural light or set up additional lighting indoors if needed. Also try to film during the “golden hour” of the day, which is after dawn or before and immediately after sunset. (Other times are fine, but avoid the harsh daylight of midday unless you’re going for a strong shadow look).

  • Incorporate time-lapse sequences

    Time-lapse videos can showcase the design process from start to finish, adding visual interest to your content.

  • Use high-quality photos

    Leverage high-resolution project photos as key visuals within your videos, integrating them seamlessly with short clips of your design process or narrative voiceover.

  • Basic editing techniques

    Learn essential editing skills like trimming, transitions, and adding music using readily available editing apps on your phone or computer. 

  • Focus on storytelling

    Narrate your videos by explaining your design decisions, the challenges you faced, and the unique aspects of the project. 

  • Engage with your audience

    Ask questions in your captions, respond to comments, and encourage interaction with your followers.

Content Ideas for IG Videos

  • Videos of a just-finished project

    A good time to take these is during the official photoshoot since a team member may already be on site with the photographer and clients.

  • Videos during post-occupancy (for commercial, hospitality or retail projects)

    For example, a theater, coffee shop, or wine bar during active hours would show how vibrant the design is for the end users. 

  • Project walkthroughs

    Record a virtual tour of your completed projects, highlighting key design features.

  • Construction site walkthroughs

    Record a virtual tour of your projects that are under construction, highlighting the site’s features, unique challenges, and/or how great the build team is.

  • Behind-the-scenes glimpses

    Share short clips of your design process, like sketching, 3D modeling, or client meetings.

  • Educational content

    Create short explainer videos about architectural concepts or design trends.

  • Before and after reveals

    For renovations, showcase how your design transformed a space with "before" and "after" comparisons.

  • Client testimonials

    Share short video clips of satisfied clients talking about their experience working with you.

  • Team culture posts

    Introduce new or existing team members (try Q&A style), take footage of your office culture (team members interacting with each other or collaborating on a project), and record team retreats or special events, such as office open houses. 

  • Use Instagram Stories for more candid footage

    Stories are meant to be less formal and less polished, so on the fly videos and photos taken in the moment work well here. Also, IG Stories are a great place for images or video that doesn’t fit the look of your instagram page grid.

Courtesy of: 34-TEN Architecture

Examples of Architecture Firm IG videos

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