Edutainment is here to stay! How to incorporate IG Reels, TikTok and YouTube Shorts into your 2022 plan

Katie Lance

Have you noticed a big trend in social media these days? American illustrator Peter Catalanotto coined the term “edutainment” in the 1990s while teaching students about writing and illustration, but I also think it’s so relevant today for Realtors in this day and age.

It’s hard to ignore the rise of TikTok, Instagram Reels and even the new YouTube Shorts.

When it comes to social media and real estate, I’m often asked, “What is the best type of content to create and post?”

As I’ve always said, I think it’s important that agents and brokers create content not just for the sake of content, but there is a tremendous value in building a content library that goes with you wherever you go. Social media is rented ground.

So, how can Realtors and real estate brokers employ the use of edutainment when it comes to building their brand, generating business and promoting their listings?

First, I think it’s important to understand why TikTok and Instagram are so addicting for many consumers. This past year-and-a-half there has been a tremendous amount of angst and noise in our news, and to be honest, I think it’s refreshing to a lot of us to watch short-form entertaining videos.

But that doesn’t mean that you can’t also create these types of videos for your business.

What do all these videos have in common? They’re all short-form — under one minute in length. In fact, the faster the better.

Here are three edutainment ideas:

One: You don’t always have to be on camera

Good news, right?! The next time you have a new listing, take out your phone and record five to 10 2-to-3-second clips on your phone. This might be a short clip of the kitchen, the backyard, opening the front door, walking to the home, etc. Your voice does not need to be on camera, and you don’t need to be on camera. Now, on your phone you have a handful of clips of that house.

Open up TikTok or Instagram Reels, add some trending music and a little bit of text, and voila — you have now created a quick and simple piece of content, informative but fun and playful.

As a bonus tip, you might even add your brand colors or logo.

Two: Tell a story of a milestone

I love using my 1 Second Everyday app to capture a 1-second clip throughout the course of a year. You can use this to create a quick video highlighting the progress of a year, but for real estate you might use this tool to create a quick video showcasing a local community, or a home being built, or the process of getting a home on the market.

I love using this app in conjunction with the Videoshop app to speed up the video, and with using 1 Second Everyday, even add pictures or videos to create something fun and engaging, as the music through Instagram reels or TikTok, and again you’ve created something fun and creative.

Three: Share a quick tip

What are questions you get asked all the time that you could answer in less than 30 seconds? Brainstorm a list of 10 to 15 quick tips that you could give when it comes to your community, relocation, moving, listing a home, buying a home, etc.

When you go to record each video, instead of recording it all the way through, record a few clips separately. You may record a quick introduction, then two or three points, and then a separate clip for the ending. Then, open up Instagram Reels or TikTok, upload each one of those clips, add a little bit of text and voila — there you go!

Now you’ve created a great piece of content that’s quick but also extremely helpful and can help establish yourself as an authority in your local area.

The key to incorporating edutainment into your content in 2021 and 2022 is getting a plan together for planning, creating and editing and then distributing your content.

Don’t forget that Instagram reels and TikTok can be shared outside the platforms. I love sharing our content to our e-mail database, as well as sharing them on other platforms like LinkedIn, Twitter, even Pinterest. I would love to hear from you. Are you creating edutainment? Let’s connect over Instagram @katielance, and let me know!

Katie Lance is the author of #GetSocialSmart and founder and CEO of Katie Lance Consulting, a social media strategy firm and founder of the #GetSocialSmart Academy.

Coldwell Banker survey gauges importance of homeownership among Americans

As the economy recovers from COVID and the housing market gains traction, homeownership is top of mind for Americans, according to the latest survey from Coldwell Banker Real Estate LLC.

Conducted online by The Harris Poll, the survey of over 2,000 adults revealed what’s on home buyers’ and sellers’ minds as 2021 comes to a close.

When tasked with choosing marriage or a mortgage, 82% of unmarried Americans said they would rather invest in a home than pay for an expensive wedding. The majority (85%) of respondents were female. 

The survey revealed that over three-quarters of respondents (77%) would rather invest in a home than spend money on an expensive vacation. In addition, college graduates are more likely to prioritize homeownership (41%) over paying off student debt (17%).

Who else has real estate on their mind going into 2022?

Younger Americans: Respondents ages 18-44 are more likely to say owning a home is an important financial goal for them (45%) compared to those 55 and older (30%).

Renters: 47% of renters say owning a home is an important financial goal for them.

Hispanics: 42% of Americans surveyed who self-identified as Hispanic say owning a home is an important financial goal.

“The 2021 housing market has been marked by low inventory and competition as Americans continue to keep homeownership top of mind,” said M. Ryan Gorman, president and CEO of Coldwell Banker Real Estate LLC. “Our latest survey suggests that, with generations of all ages and backgrounds prioritizing homeownership over other financial goals, this sellers’ market may continue into 2022. Our network of approximately 100,000 agents is ready to help home sellers take the next step.”