6 Content Ideas for Architects on Instagram


Instagram has to be the most popular platform for architects, surely? More often than not, an architecture practice has an Instagram account, and it’s easy to see why. It’s an image-centric platform, something many architects are drawn to. However being so strong on imagery often leads to just professional photographs uploaded to an architect’s account, and I feel that’s doing a disservice to your practice and the industry. So this might leave you wondering, well what should I post then? Well, here are six content ideas for your feed, however I can let you know now, not all of them will draw thousands of likes.

1_ Professional Photos

Despite what I said above, having those professional shots do help your account. It is a great way to show off the riches from all the hard work you put in on that project, and there’s usually quite a range of photos you can post. Whether that’s the hero exterior shot, the drone shots, interiors, details, etc.

For a lot of young practices, it can be quite some time between project completions, which means quite some time between fresh new professional photographs. I side on the caution of sharing too much consistently of one project, as it could give the impression (and maybe even expose the reality) that you only have one project. Now there is nothing wrong with that, architecture is slow and it can take years for a project to go from start to finish. So the following content ideas will help with “filling in the gaps” and providing a bit more bulk and substance to your account and presence.

2_ Project Renders

Renders are a great way to share upcoming projects, and also a great way to showoff your particular style. Are you a photo-real type of practice? Or more of an ‘export straight from SketchUp into Photoshop’? It doesn’t matter what your style is, these type of beautiful imagery can get your followers, and potential followers, excited and a reason to keep following you.

I’ll also include sketches here as well, as those scribbles really help tell the story of what was going through your head at the start.

3_ Construction Site Photos

The process of construction is usually where the most investment is made, both financially and emotionally. It’s also the period of time where you start to see your project come to life, stud by stud, sheet by sheet. Showing this progress of each project is a great way to share the full story of the project, even if it’s a ‘happy snap’ with your phone. Of course having access to a nice camera, maybe even a drone does get you a higher quality image, but really it’s about sharing the project’s story. Speaking of which, keep an eye out for an upcoming hashtag blog post, little preview, I talk about using an unique hashtag for each of your projects to document them.

Just a little “self plug”, we take construction photos with a fancy camera and lens, and we also have a drone! So if you’re after some nice shots of your project under construction, send us an email, anthony@redbrickmedia.com.au

4_ People Photos

People connect with people, there’s a reason why nearly every single movie ever have people as characters and not a building. So don’t be afraid to show your face, the faces of the people you work with, even your clients’ faces. You can always do a #MeetTheTeamTuesday with those lovely headshots, or it could be a bit more of a #BehindTheScenes using more candid shots you’ve taken with your phone. Even simply sharing a photo of the team at lunch does wonders of putting a face to the buildings.

5_ Inspiration Photos

Now this is something where I do errr caution, because if you overdo it, and even more scarily, if you don’t credit clearly enough, you could be misrepresenting your practice. I’ll go into this in more detail in a future post about the Instagram grid, but basically the TLDR is when someone clicks on your profile, if it’s filled with other work, at a glance it could be attributed to you, so just scatter these in. The general idea is to photos of the work done by other architects, whether it’s through a photo you took yourself or using their professional photos. You need to also be aware of the copyright implications of using another architect’s photos, so it might be best to either reach out to the practice or architect first.

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6_ Non-architecture Photos

And finally, don’t be scared to share some non-architectural photos on your practice’s account. Now let me say, this does depend on your brand, whether you’re a small, medium or large practice, etc. For some, these type of photos might not suit your style or brand, or even your grid. For others, this is a great way to share who you are as a person, which may be suited to the smaller practices. So does that mean you start sharing photos of your cat, baby, car, the tree in the backyard, the….. Well, think about what captures you as a person. Do you like to go hiking on the weekends? Share a summit achieving photo! Do you love food? Why not share that awesome dinner you had? Love travelling? Share some photos from your last trip! However, just like 5, ensure you don’t overdo it. Ultimately you want to be seen as an architecture practice, as a business. Again, if someone clicks on your profile, you want them to see that, not question if you’re a food blogger.

And there you have it, 6 content ideas for your practice’s Instagram account. There are more I could share, but I’ll leave that for another blog post. If you liked this post, why not share it on whatever social media platform is your thing, whether that’s Facebook, Twitter, LinkedIn or MySpace. If you want to be notified of future blog posts like this, sign up to the mailing list above and put ‘Blog Only’ as your first name.


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