The Magic is in the DMs
There is a whole world happening behind the scenes on Instagram, and it’s all going down in the DMs.
According to this thunderclap post, “Users share reels through DMs almost 1 billion times a day.”
I have to admit, I felt so validated when I first heard this stat at the most recent Social Media Marketing World conference in San Diego. Yes, this stat is specifically about sharing Instagram Reels. But time and time again, my clients have shared with me that people will respond to Instagram content (especially Instagram Reels and Instagram Stories) via direct message. Rather than engaging with a post publicly (liking or commenting), people are going right to the source and having more private conversations.
I know that my own Instagram habits 100% reflect this. Most of the DMs I share with friends result from either me sending them a post or a Reel (something they might find funny, useful, interesting, etc.) or me responding to an Instagram Story they have posted (and vis versa).
As I was doing some research, I also came across this interesting stat: “According to Meta, businesses that use Instagram’s direct messaging to connect with local customers have a 70% conversion rate.” (“35 Instagram Statistics That Matter to Marketers in 2023” via Hootsuite)
While this does not specifically pertain to real estate (I highly, highly doubt real estate agents are going to have a 70% conversion rate in their inboxes!), it just goes to show that a more direct, personal touch goes a long way. And if you’re not taking advantage of DMs on Instagram, you are seriously missing out.
So how do you take advantage of direct messaging on Instagram? Here are a few ideas:
Post on your Instagram Story. Posting a Story gives people an opportunity to have something to respond to in private. Be sure to add text to pictures you share, or get on camera and talk to add context to what you’re showing, as well as that personal touch. Even better, ask a question in your Story to give people another opportunity to engage with you. (But these can’t be gimmicky questions you think of to try to get people to respond. You need to ask a real question about something you actually want input on.)
When someone responds to your Instagram Story, you MUST respond to their DM. This is when the magic starts happening—through conversation and real connection.
Consistently check out IG Stories from your friends and respond by sending a message. As always on social media, you gotta give to get. Remember, it is called “social” media for a reason!
DM relatable content to your people! My Instagram friends and I are constantly DMing each other. ~Typically~ I’m sending a ridiculous/funny IG Reel to a friend, but anytime a post reminds me of someone and I think they’d appreciate seeing it, you bet I am DMing it to them.
Have some fun with it, be intentional about how you’re spending your time on Instagram, and see where it goes! Oh! And connect with me on Instagram so we can DM each other. ;-)
