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.