You should be on Instagram (Most Spaces Aren’t)
Earlier I wrote that most spaces are on Instagram, but after inspecting the most popular spaces in New York City, I found that a lot of them do not have any Instagram presence whatsoever, not even an active account. Most spaces aren’t on Instagram, not if you rule out the people who have ghost accounts (accounts where there’s very little activity) or are completely underutilizing the platform.
This is a huge opportunity.
By far the most successful coworking space on Instagram in NYC is Alley (@youralley). At least if you count followers as an indication; they have 21.5K of them. I decided against WeWork (at 44K+ followers) because they aren’t representative of a single geographic region, but are global.
Why is this an opportunity?
When we launched Impact Hub Salt Lake, coworking was relatively new to our city. We needed a way to connect with new members, press, influencers, and the movers and shakers in our community. What’s more we needed to do it in a way that would draw them in, instead of coming off spammy.
Instagram was this medium. By going to, participating in, and eventually hosting our own events, we were able to create a presence on Instagram that allowed the community to connect with our brand in an authentic and meaningful way. These days, @hubsaltlake has over 15K followers in Salt Lake City, UT! That’s a lot.
We owe much of our early event attendance to that Instagram profile and Salt Lake City owes much of the conversation about coworking in the community to that profile as well.
The point here is that you need to be using Instagram and you need to be using it correctly. Tomorrow’s article will focus on the the top 9 mistakes I see people making on Instagram for coworking spaces and how to fix them.
Here’s a preview of one of them:
#5 Not geo tagging.
Your tags should be as geographically specific as makes sense. For example, if you’re tagging #sanfrancisco, it might make more sense to tag #soma, which is a specific neighborhood, if that’s where your coworking space exists. I like to think of what the commuter base looks like here. What’s the largest geographic region that could or would be willing to commute to my coworking space?
On the other hand, being too specific means nobody will find your post with said tag. As mentioned before, research your tags. Make sure there’s an audience of at least a few hundred, if not a few thousand, diverse users.
So few spaces geo tag it’s crazy.