What Makes a Commercial Property Instagrammable and Does It Matter?

The commercial real estate market frequently experiences waves of novelty and intrigue. The sector’s viability depends heavily not only on function but also on its ability to attract audiences with stand-out experiences. Readiness for social media is one factor that can help create a unique identity for your property, whether you work with retail spaces, restaurants, or beauty salons.

Accordingly, contemporary real estate in Dallas and beyond can lean toward properties that are inherently Instagrammable. Visitors find these exquisitely lit, carefully orchestrated sites worth sharing with friends and followers over social media. Many spaces prioritize social media-worthy elements so much that they become the highlight of their advertising and other marketing materials.

So, to what extent does being Instagrammable matter for a property’s overall performance? What components can property owners and managers prioritize to achieve this?

The Impact of Being Instagrammable

One may assume that properties that enjoy more social sharing will get greater organic exposure online. This can build a strong visual identity for the property, potentially impacting the outlook and opinions of tenants and visitors. Broadly speaking, this type of favorable exposure can also bring more customers to the property.

The fortunate takeaway for real estate developers is that this connection is not merely an assumption. Current academic research in this field shows that more stakeholders now actively investigate the connection between a property being Instagrammable and being successful.

For example, a 2024 study conducted by the University of Edinburgh assessed whether Instagrammability affects offline consumer behavior. The results, although not publicly available, were shared at the Society for Consumer Psychology Conference the same year. 

Another 2024 study, published in the Journal of Destination Marketing & Management, showed that photos focusing on points of interest received more engagement than those based on hospitality services. In particular, photos posted by tourists and including people get high engagement.

It’s no wonder that several real estate developers now incorporate social media marketing into their larger communication plans. As newer avenues for user-generated content open up, such as AI-based video creators, a property’s shareability appeal is likely to become even more important.

Blending Substance and Style

For real estate developers, the prerogative must be a combination of form and function: buildings that serve their purpose well and look shareworthy while doing it.

Consider Dallas’s award-winning Klyde Warren Park. Over time, buildings in the area have tried to integrate green spaces into promoting their units. 

For example, the Park District offers residents spaces that deliver spectacular views of the park. A biophilic design approach maximizes use of daylight and satisfies people’s need to connect with nature. 

Biophilic connections remain a defining element of designing Instagrammable spaces. While not every property can boast proximity to natural green spaces, one popular contemporary alternative is a commercial planter box. When chosen and placed strategically, these can make a place more inviting and warm.

In a classic blend of style and substance, nature-leaning elements prove both sustainable and aesthetically appealing. So, landscaping that doesn’t work well across seasons can increase a property’s maintenance costs.  But lightweight and durable planters, such as those by PolyMade, can help the plant life around your property thrive season after season.

A similar concept applies to other Instagrammable elements, such as swing sets or curved seating booths, and outdoor lighting. Impact, maintenance, and sustainability must go hand in hand.

Establishing Marketing Boundaries and Ethical Conduct

Banking on social media presence to improve a property’s performance can be a winning move in commercial real estate. However, it is important to maintain ethical conduct and not tread the fine line between social media popularity and infamy.

This is a line retail spaces, such as hotels and restaurants, have had trouble with in the past. The LA Times reported on a deal between Hollywood Thai, a popular restaurant, and a food influencer. When the latter didn’t deliver on the promised deliverables, the incident blew up into online outrage and questioning the entire practice of working with influencers.

“Taking advantage of any business really is not great, but a small, family-owned business? I took a look at his page. I should have looked further into the engagement.” – Grace Lee, Social Media Manager.

As this case demonstrates, judging the impact of a social media post requires careful tracking and measurement. Professional real estate agents prioritize metrics such as viewing duration for a video, share activity, and the quality of comments. These metrics for social media visibility can apply to home listings as well as retail spaces.

Having a clear protocol for these associations and measurements can turn social media worthiness into demonstrable wins for a property.

FAQs

What should property owners consider besides appearance?

Durability and maintenance are particularly important for all aesthetic elements. For instance, a visually impressive landscape that requires excessive watering, frequent replacement, or intensive upkeep may not provide good long-term value. Commercial properties should also consider weather exposure and expected lifespan.

Are commercial planter boxes suitable for Dallas properties?

Yes. For Dallas commercial properties, planters can introduce greenery without major changes to the property’s architecture or landscaping. Select appropriate plants and planter materials according to the property’s exposure, seasonal conditions, irrigation requirements, and maintenance capacity.

How can property owners measure whether an Instagrammable space is working?

Track metrics such as social mentions, shares, saves, tagged posts, engagement rates, website traffic, and campaign-specific inquiries. For commercial properties, consider these digital indicators alongside more conventional measures, such as foot traffic, tenant inquiries, and leasing activity.

Designing Real Estate for the Instagram Era

Focus Area	What Developers Should Consider	Instagrammable Elements
Architecture & Facades	Create distinctive, visually recognizable building exteriors	Statement facades, unique forms, striking entrances
Landscaping	Design greenery as an experience rather than just decoration	Vertical gardens, landscaped pathways, sculptural plants
Amenities	Make common amenities visually appealing and share-worthy	Rooftop lounges, infinity pools, cafés, clubhouses
Lighting	Plan lighting specifically for day and night-time photography	Facade lighting, neon accents, illuminated pathways
Art & Installations	Incorporate memorable visual focal points	Murals, sculptures, large-scale installations
Photo Opportunities	Deliberately create spaces where residents and visitors can take photos	Statement walls, viewing decks, arches, mirrors
Interiors	Balance functionality with strong visual identity	Feature walls, biophilic design, statement furniture
Seasonal & Event Spaces	Allow spaces to evolve and remain visually fresh	Festival décor zones, pop-up installations, event backdrops

Looking Beyond Social Media

In sum, being Instagrammable can work in a commercial property’s favor, particularly in a world where sameness has started to grate on people’s nerves. We seek unique experiences that delight and calm; they may not be groundbreaking, but they are worth sharing with others. 

Real estate professionals should not treat being Instagrammable as an isolated goal for a property. It must operate in close connection with the larger marketing landscape, combining sensory and emotional appeal with functionality and sustainability.