Clear social media strategies for your coworking space are essential to building a thriving business. Social media, when used strategically, can be a valuable tool to position your space, differentiate from the competition, showcase your community, and demonstrate your vision, values, and vibe.
When done poorly, and without any strategy in place, however, social media can be a waste of time. You spend resources and energy creating content that doesn’t reach your target audience and doesn’t move the needle on your coworking business.
As coworking continues to grow, it is increasingly important to have a social media strategy that supports your business goals and resonates with your target market.
Because in a world where your digital presence drives people to your coworking space, operators and teams must do more than open your doors—you need to own your online story.
Whether you’re filling desks in a bustling downtown workspace or launching a cozy coworking space in a small town, mastering social media for your space can unlock brand visibility, help build your community, and convert casual followers into members.
This guide dives deep into proven, professional, and actionable social media strategies for coworking spaces. Let’s turn your space into a scroll-stopping, story-worthy destination.
✅ 1. Know Your Audience Inside and Out
Define Your Ideal Member
Are you catering to remote workers, tech teams, solopreneurs, non-profits, creatives, entrepreneurs, or startups? Knowing this influences everything from your tone of voice to the types of content and platforms you prioritize.
Pro Tip: Create member personas that reflect your perfect-fit members. Include:
- Age, profession, and work style
- Pain points (e.g., loneliness, lack of meeting space)
- Goals (e.g., networking, focus time, flexible work)
Pro, Pro Tip: Talk to your members about what they’re working on and who they are in their work and in their lives. You’ll learn more from talking to members than any persona exercise will teach you.
Conduct Market Research
Use surveys, polls, Instagram question stickers, and Google Forms to gather data. Dive into:
- What platforms they use
- Their preferred content format (videos, blog posts, text posts, infographics, carousels)
- What inspires them to follow and engage with a brand on social media?
Use Analytics to Refine Your Messaging
Tools like Meta Business Suite, Google Analytics, and even LinkedIn and Instagram analytics allow you to:
- Track where your audience is coming from
- Analyze engagement patterns
- Segment your audience based on behavior, interests, and demographics
✅ 2. Visual Storytelling That Sells the Experience
Coworking is experiential. People want to feel what it’s like to be in your space. So your visuals are everything.
Invest in High-Quality Photography
Prioritize professional images of:
- Communal areas and workstations
- Private offices and meeting rooms
- Kitchen, coffee bar, and social spots
- People working in the space
- Events in the space
- Members connecting and collaborating
- Events and workshops
Bonus: Capture seasonal decor and natural lighting to keep content fresh throughout the year.
Visual Tip: Instagram’s visual-centric platform is ideal for showcasing the aesthetics of coworking spaces. High-quality images and video significantly boost engagement and brand perception.
Create Short-Form Videos
Use Instagram Reels, TikTok, and YouTube Shorts to:
- Tour the space (with personality!)
- Highlight daily life in the community
- Showcase member events or testimonials
- Promote offers or celebrate milestones
Share Virtual Tours
Add 360-degree tours to Facebook, YouTube, and your website to help remote prospects envision your coworking space before they visit. These can be professionally done, but don’t overlook the power of a phone walkthrough to give potential members a sense of things before they come in.
Optimize Captions with Wayfinding Info
Include directions, parking tips, hours, and local dining suggestions in your captions or Instagram Stories to help visitors plan their visit with ease.
Get the marketing support and guidance you need in The Lab community for indie coworking brands.
✅ 3. Content Creation: Inform, Inspire, and Convert
Educational Content
Position your brand as a thought leader and local hub by sharing:
- Remote work tips
- Productivity hacks
- Tools for collaboration
- Business development advice
Member Spotlights
Show off your diverse, talented community by:
- Featuring interviews or mini-documentaries
- Posting client success stories
- Highlighting businesses that operate from your space
Human Impact Insight: 89% of coworkers report feeling happier and 83% feel less lonely after joining a coworking space. 82% also say they’ve expanded their professional network. Share these stories to reflect the real value of community.
Behind-the-Scenes Content
Humanize your brand with:
- Staff intros
- New furniture or renovations
- “A day in the life” series
Event Highlights
Promote community events by posting:
- Pre-event promotions (countdowns, registration links, guest profiles)
- Real-time coverage (live Stories/Reels)
- Post-event recaps with member quotes and takeaways
✅ 4. Platform-Specific Strategies
Instagram: Your Visual Anchor
Use Reels to showcase space, culture, and events
Post carousels with member tips and workspace features
Use Stories for polls, Q&As, and behind-the-scenes updates
Create Highlights for FAQs, tours, offers, and events
TikTok: Reach a Younger, Creative Audience
Jump on trends with a coworking twist.
Showcase transformations (before/after setups).
Add humor, relatability, and community energy.
Facebook: Build and Nurture Community
Create a private Facebook Group for members (Yes, Facebook is still a thing for some of your members.)
Use Live sessions for Q&As, announcements, and tours.
Post consistent updates about offers, new features, or testimonials.
LinkedIn: Attract Professionals and Enterprise Clients
Share thought leadership blogs, market trends, and coworking insights.
Post member business spotlights and industry news.
Encourage employee advocacy by tagging and resharing team content.
✅ 5. Promotion and Paid Strategies
Collaborate with Micro-Influencers
Partner with local creators or business influencers who align with your coworking space’s brand, values and mission. Consider doing exchanges such as free day passes, meeting room credits, open coworking membership, event rental, or a dedicated desk in exchange for exposure.
Run Targeted Ads
Use geo-targeting and interest targeting on:
- Facebook and Instagram: for general visibility and lead gen
- LinkedIn: for B2B partnerships and remote team rentals
Ad Ideas:
- First day free offer
- Event promotions
- “Work near home” campaigns
Market Insight: The global coworking market is booming—valued at $22.01 billion in 2024 and projected to hit $82.12 billion by 2034. Effective advertising positions your space to capitalize on this growth.
Boost High-Performing Content
Identify organic posts with high engagement and boost them to reach more of your target audience. Include clear CTAs like “Book a Tour” or “See More.”
✅ 6. Optimize for Discovery and Search
Local SEO
Claim and update your Google Business Profile.
Add location-specific hashtags (#CoworkingBrooklyn).
Embed maps and NAP (Name, Address, Phone) on your site.
Note: I’m amazed at how many coworking spaces don’t have their location listed on their website, not to mention their social media bios. Don’t assume people know where you are. A lot don’t. Plus, having clear location information is a boost for SEO, discoverability, and convenience.
Blog Content
Publish optimized articles that answer search queries like:
- “Best coworking spaces in [city]”
- “Remote work hubs for startups”
- “What to look for in a flexible workspace”
Listing Platforms
Ensure you’re visible on:
- Workspace Aggregators (There are a lot. Experiment to find the ones that work for you.)
- Google Maps
- Yelp
✅ 7. Communicate Clearly and Consistently
List Amenities and Pricing Online
Make it easy for prospects to understand what’s included and how much it costs. Transparency = trust.
Enable Instant Booking
Allow for online tour bookings, day pass purchases, and event RSVP options directly on your website and social platforms. E-commerce in coworking is a hot topic right now, and for good reason. People expect smooth, easy, quick transactions (including booking a meeting room or buying a day pass) that can be done from anywhere.
Automate Follow-Ups
Use chatbots or email automations to follow up with leads from social media inquiries or ad clicks.
✅ 8. Brand Positioning: Show What Makes You Special
Emphasize Differentiators
Highlight:
- Your community culture (niche industries, diversity, events)
- Design aesthetics in your space
- Specialized amenities (podcast booths, dog-friendly policies)
Tell Your Story
Share:
- Why you started your coworking space
- Your vision, values, and vibe
- Behind-the-scenes moments from your journey
Member Testimonials
Use member video clips and profiles to let your community do the selling for you.
Use quote graphics to provide at-a-glance social proof
✅ 9. Measure, Adjust, Repeat
Track KPIs Weekly or Monthly
Measure:
- Engagement rate
- Click-through rate (CTR)
- Conversion rate from social to website
- Follower growth and reach
Tools to Use:
- Later, Buffer, or Hootsuite for scheduling
- Canva for visuals
- Google Analytics for traffic insights
- Meta Ads Manager and TikTok Ads for paid performance
✅ 10. Experiment with Neighborhood Marketing
Your coworking community should extend beyond the walls of your space. And so should your marketing! Get out into your neighborhood to capture favorite coffee shops, must-see locations, neighboring stores and restaurants, local hotspots, your favorite bench to sit and thing, etc.
The more you establish your space as a hub for the entire community, the stronger your coworking brand (and business) will be.
Final Thought: Make Your Space Worth Talking About
Social media isn’t just a megaphone to broadcast one-way messages to the masses. It’s a relationship-building tool. When you lead with authenticity, aesthetics, and relevance, your coworking space can become more than a place to work. It becomes a community that people want to be part of … and talk about.
Start small, stay consistent, and keep testing. Your next long-term member might just be one Instagram Story—or LinkedIn post—away.
📈 Want more marketing help for your coworking space?
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