Table of Contents
The Role of Social Media in Coworking Growth
Coworking spaces thrive on community. Unlike traditional commercial real estate, where tenants sign a lease and rarely interact with their landlord’s marketing, coworking members are deeply connected to the brand they join. They choose a coworking space not just for a desk and Wi-Fi, but for the culture, the networking opportunities, and the sense of belonging that comes with being part of a shared workspace.
Social media is where that culture becomes visible to potential members. When a freelancer, startup founder, or remote worker is deciding where to plant their laptop, they will scroll through your Instagram, check your Facebook reviews, and look at your LinkedIn presence to get a sense of what it actually feels like to work in your space. Your social media is your showroom, your community board, and your referral engine all at once.
For multi-location coworking operators, social media also helps maintain a consistent brand identity while allowing each location to showcase its unique personality and local community.
Platform Strategy for Coworking Spaces
Instagram: Your Visual Brand Hub
Instagram is the primary social platform for most coworking spaces. The visual nature of coworking — beautiful interiors, community events, members working together — translates perfectly to Instagram’s format. Invest in quality photography of your space and make sure your feed tells a cohesive visual story.
Use Instagram Stories to share daily life at the space: a member giving a lunch-and-learn talk, the coffee station being restocked, a dog-friendly afternoon in the lounge. Stories feel authentic and immediate, which aligns with the transparent, community-first ethos that most coworking brands cultivate.
Reels can showcase space tours, event highlights, and member testimonials in short, engaging video formats that reach beyond your existing followers through Instagram’s discovery algorithm.
LinkedIn: Reaching Remote Professionals and Corporate Teams
LinkedIn is increasingly important for coworking spaces, especially those targeting corporate teams, enterprise clients, and established professionals. Share thought leadership content about the future of work, remote team management, and workspace design. Highlight corporate membership options and flexible office solutions.
LinkedIn is also where many of your members are professionally active, so tagging members in posts and encouraging them to share can significantly expand your reach into professional networks.
Facebook: Local Community and Events
Facebook Groups and Events remain valuable tools for coworking spaces. Create a members-only Facebook Group where current members can connect, ask questions, and share resources. Use Facebook Events to promote open houses, networking mixers, workshops, and community gatherings at your space.
Content That Builds Community and Attracts Members
The best coworking social media content serves both your existing members and potential new ones. Here are content themes that consistently perform well:
- Member spotlights: Interview members about their work, why they chose coworking, and what they value about your space. This content serves as a testimonial while also giving your members valuable exposure for their own businesses.
- Workspace tours: Regularly showcase different areas of your space — private offices, hot desks, meeting rooms, phone booths, kitchen and lounge areas, outdoor spaces. Show the space in use, not just empty rooms.
- Event coverage: Document workshops, networking events, panel discussions, and social gatherings. Even simple events like a Friday afternoon happy hour can make great Stories content.
- Day-in-the-life content: Follow a typical day at your space from morning coffee to evening wind-down. This helps potential members envision themselves as part of your community.
- Amenity highlights: Showcase the details that make your space special — the espresso machine, the podcast recording studio, the rooftop terrace, the bike storage, the nap room.
- Local neighborhood content: Share recommendations for nearby restaurants, coffee shops, and services. Position your space as a gateway to a great neighborhood, not just a building.
Building an Authentic Online Community
Authenticity is non-negotiable in coworking marketing. Your potential members can spot staged, overly polished content from a mile away. The most successful coworking social media accounts balance professional photography with candid, real-life moments.
Encourage your community managers to post in a genuine, conversational tone. Share the small moments — a member’s dog sleeping under a desk, a surprise birthday celebration, a whiteboard covered in brainstorming notes. These human touches communicate culture in a way that staged photos of empty conference rooms never can.
Engage actively with every comment and message. When someone tags your space in a post, repost it. When a member shares an achievement, celebrate them publicly. Social media engagement should feel like an extension of the warm, welcoming experience people have when they walk through your doors.
Using Social Media to Fill Tours and Drive Membership
Tour Booking Campaigns
The most direct path from social media follower to paying member runs through a tour. Make it easy for interested prospects to book a tour directly from your social profiles. Include booking links in your bio, use call-to-action buttons, and regularly post content that invites people to visit in person.
Consider running a monthly open house or community day that is promoted heavily on social media. Lower the barrier to entry by making the first visit social and pressure-free rather than a formal sales tour.
Referral and Word-of-Mouth Amplification
Your happiest members are your best marketers. Create shareable moments within your space that members naturally want to post about — unique wall art, a beautifully designed meeting room, an interesting event setup. The more your members share your space on their own social media, the more organic referrals you generate.
Getting Started with SocialBlaze
Running a coworking space means wearing many hats, and social media management often competes with member relations, facility management, and event planning for your attention. SocialBlaze helps coworking operators streamline their social media by offering multi-platform scheduling, analytics, inbox management, and AI-assisted content creation from a single dashboard.
Schedule your Instagram posts, LinkedIn updates, and Facebook content in advance so your social presence stays active even during your busiest weeks. Use SocialBlaze’s analytics to understand which content drives the most tour bookings and membership inquiries, and manage all your social media messages from one unified inbox.
Try SocialBlaze free today and simplify your coworking space’s social media management.
Measuring What Matters
For coworking spaces, social media success should be measured by metrics that connect to membership growth:
- Tour bookings: Track how many tour requests originate from social media channels.
- Membership sign-ups attributed to social: Ask new members during onboarding how they discovered your space.
- Community engagement: Monitor comments, shares, tags, and user-generated content volume as indicators of community health.
- Event attendance: Track RSVPs and attendance for events promoted on social media.
- Follower quality: Growth is important, but make sure you are attracting followers who match your target member profile — local professionals, freelancers, and small teams in your market.
Frequently Asked Questions
How do coworking spaces handle member privacy on social media?
Always get consent before featuring members in your social media content. Many coworking spaces include a social media clause in their membership agreement, but it is best practice to ask before posting recognizable photos of specific individuals. For general space photos where faces are not clearly visible, consent is typically not required, though policies vary by location.
Should each coworking location have its own social media accounts?
For multi-location operators, having separate Instagram accounts for each location works well because each space has its own community and aesthetic. LinkedIn and Facebook can often be managed as a single brand with location-specific content. The right approach depends on how distinct each location’s community is and your capacity to manage multiple accounts.
What kind of budget should a coworking space allocate to social media?
Start with organic content before investing in paid advertising. A smartphone with a good camera, decent natural lighting in your space, and a consistent posting schedule can achieve strong results without a large budget. As you grow, consider investing in professional photography sessions quarterly and targeted social media advertising during slow membership periods.
How often should a coworking space post on social media?
Most successful coworking accounts post to their main feed three to five times per week and share Instagram Stories daily. Consistency is more important than frequency — it is better to maintain a steady three-post-per-week schedule than to post ten times one week and go silent the next.
Published by the Social Blaze team. Find out more about the company and its social media tools on our About page.
Putting this guide into practice
Use this article as a planning guide. Confirm current platform requirements, pricing and account eligibility with the provider before acting. Adapt examples to your business and measure results in your own accounts.
Frequently Asked Questions
Social Blaze provides a comprehensive suite of features including social media scheduling, analytics, content libraries, team collaboration tools, RSS feed automation, and a browser extension to streamline your social media strategy.
Absolutely! Social Blaze is designed to cater to both small businesses and larger agencies, offering customizable solutions to fit various needs, whether you’re managing a single account or multiple clients.
Our AI assistant takes the hassle out of content creation by creating AI post content for you, think of it as your social media sidekick, saving you time while helping you level up your strategy with smart insights.
Yes! Social Blaze offers various integrations with popular platforms and tools, allowing you to streamline your workflow and enhance your social media management experience seamlessly.
