Social Media Marketing Tips for Your Coworking Space

In the contemporary digital landscape, social platforms play a crucial role in any digital business model and marketing strategy. Maximizing the benefits of your social media approach can enhance the visibility of your coworking space.

Has anyone told you that you ‘have to be where your people are’? We hear this same age-old advice from friends, colleagues, consultants, and everyone else we encounter — and it holds for good reason. You need to position yourself where you’re wanted and needed, and where you can make a meaningful impact as a service provider.

But what if you can create an audience just by being somewhere unexpected? Current statistics by Propquest state that the average age group of people using coworking spaces is 30-39 years old. This does not sound like an audience who’d be anywhere outside of LinkedIn and the occasional Facebook and Instagram posts. But here’s the thing: when we’re talking about the age of women using coworking spaces, most of them are between 25 and 30—what we call Zillennials or digital natives, folks who grew up on the internet. According to a workplace trend report by Glassdoor, around 15 million GenZ are entering the workforce soon. Given how this young generation prefers remote and flexible work environments, the question is: how can you reach a younger audience? Be where your (potential) audience is.

How can you leverage the use of social media to capture an audience?

TikTok: Trends are born here

TikTok isn’t just for dance challenges and lip-syncs anymore. In fact, it hasn’t been for the past few years. It’s a vibrant community where creativity and business intersect, making it a perfect spot for coworking spaces to showcase their unique vibe and culture. TikTok continuously showcases its focus on small businesses and becoming a hub for entrepreneurs to grow their hobbies into thriving careers. So, here’s how to make the most of it:

Showcase Your Space: Create short, engaging tours of your space. Highlight the unique aspects, be it the ultra-modern meeting rooms, the cozy coffee corners, or the lively communal areas.
Share Day-to-Day Activities: People, particularly younger generations, love seeing ‘a day in the life’ content. It’s a way to consume and explore different options in a bitesize form, and it works. Feel free to share snippets of daily activities, events, and profiles of cool things your members are working on.
Engage with Trends: This could be as simple as showcasing a day’s work in a trending format. Hopping on a TikTok trend may sound harder than it is. A TikTok trend can be anything from uploading 2 of the same photo, one in B&W and one in color to show the duality of a single moment, to an elaborate dance. There is space for even the least social person you know to do something great with minimal time.
Educational Content: Share tips on productivity, entrepreneurship, or balancing work and life – all from the comfort of your coworking space. Most people love advice, they love the “cheat codes” on how to master something without having to go through the grueling years of figuring it out, start with what you know, and see your community pool in.

Instagram: Trends come to live here

Instagram is more than just a photo-sharing app; it’s a powerful tool to build your brand’s visual story.

Stories and Reels: Utilize Instagram stories and reels for more dynamic content. Share quick updates, behind-the-scenes glimpses, and interactive polls or Q&As.
Collaborations: Partner with local businesses, influencers, or other coworking members to widen your reach. Shared posts and stories can introduce your space to new audiences.
Testimonials and Reviews: Feature testimonials from your members. Positive reviews and stories about their experiences can be very persuasive.
Educational and Inspirational Posts: Mix in content that educates or inspires your audience. This can range from entrepreneurial advice to wellness tips for professionals.

Integrating Strategy Across Platforms

To maximize your impact:

Cross-Promote Content: Share your TikTok videos on Instagram and vice versa. This helps in reaching different segments of your audience on each platform.
Analytics are Key: Regularly monitor your analytics to understand what type of content resonates with your audience. Make sure to adapt your strategy based on these insights.
Engage Actively: Respond to comments and messages, and engage with your followers’ content. Building a community is about two-way communication.

Facebook: Building Community and Engagement

Facebook is excellent for building and nurturing a community around your coworking space. Here’s how you can leverage it:

Create a Vibrant Community Group: Establish a Facebook group for your coworking space members. Use this space for announcements, networking, sharing industry news, and fostering discussions.
Regular Updates and Posts: Share updates about your space, events, and any new offerings. Use high-quality images and videos to showcase your space’s atmosphere and amenities.
Live Sessions and Webinars: Host live Q&A sessions, virtual tours of your coworking space, or webinars on topics relevant to your members, like entrepreneurship and productivity.
Member Spotlights and Testimonials: Regularly feature your members, their businesses, and their testimonials. This not only promotes members but also shows the vibrant community within your space.
Facebook Ads: Utilize Facebook’s targeted advertising to reach potential members in your geographic area or those interested in coworking spaces.

LinkedIn: Professional Networking and B2B Marketing

LinkedIn is ideal for connecting with professionals and businesses, making it a powerful tool for B2B marketing for your coworking space.

Professional Content and Articles: Share articles, blog posts, and thought leadership content that resonates with the professional community that already exists within your members but also the network you are trying to reach.
Keep an Updated Company Page: Maintain an active page with regular updates about your space, and the things happening within your community. You can create Showcase Pages for different aspects of your service, like event spaces, dedicated offices, and meeting rooms.
Employee Advocacy: Encourage your staff to share and engage with your content. Their networks can significantly expand your reach.

By strategically using social media platforms like Instagram, TikTok, LinkedIn, and Facebook, you can build a diverse community around your coworking space, attract a wider audience, and establish your space as a hub for professionals and businesses. You don’t have to be everywhere at the same time, but you can sprinkle a little bit of content across platforms to establish a strong presence in places where you may be needed. Remember, the key is to understand the unique strengths of each platform and use them to complement your overall marketing strategy. Social Media should not be your only strategy, but it is an incredible tool to share what you’re already good at, building a thriving community.

Looking for more marketing info? Check out our Marketing Resources section to learn about branding, marketing strategies, and spreading the word to your community about virtual offices and mailbox offerings.

About PilotoMail

PilotoMail is a mail management platform that creates recurring revenue streams for mailrooms through postal mail handling automation, and virtual mailboxes for the remote workforce. Property managers, coworking spaces, mail centers & registered agents can handle large volumes of mail efficiently, comply with all postal regulations, and increase revenue from their existing footprint effortlessly.