Why Instagram has become a vital tool for interior designers

Perfecting your photo feed is paramount to design success

Instagram is more than a social media platform to interior designers when it comes to promoting their brand (Alamy)

It’s not surprising that interior designers love Instagram. In many ways, the social media platform shares the same ingredients – it’s aesthetically driven and can offer immediate creative inspiration. As the app has grown, the opportunity to build a professional following has rocketed.

It’s the perfect marketing tool: influencers are able to bring their followers into their personal sphere (read, their beautiful homes we all drool over) and in doing so, build an authentic relationship with their audience – while also promoting their products. When this is done well, it can happen without their followers even noticing.

Users are so used to the perfect, clean-cut world that Instagram brings – that a beautiful feed full of interiors is bound to attract an audience. The app also reflects the very nature of design itself, that inspiration can come from anywhere – creatives, artists, designers and homeowners alike can all curate their own collection of images to pull inspiration from.

But, it’s not just the safety in follower numbers that designers want. Gaining the right attention on Instagram attracts a pool of clients that they perhaps would have not encountered otherwise. It can put a new designer on the map in a competitive industry at an unprecedented pace, gaining likes and hitting the popular explore page can, quite literally, find you your next big client.

Since Instagram tweaked their promotional tools, it has become even easier to make a photo advertising your products less obtrusive to your followers. A simple sponsored icon appears, which helps promoters to avoid those clunky, advert heavy captions that we all roll our eyes at. If the balance is right between promotional and personal content, designers can harness the hub of clients that are waiting at their fingertips. With this new world of advertising content on social media, flaunting products has never been easier. Interior designers are lapping up the chance to get a slice of the promotional pie.

Shutterfly recently researched the world of interior design on Instagram, by splitting accounts into two categories. The mainstream accounts who have more followers from the general Instagram sphere than within the interior design industry, and the insider account that has more industry followers than general.

They found that famous brands, such as Prada, have a large following from within the interior design space, alongside a significant number of mainstream followers. Other mainstream accounts include the likes of Victoria Beckham, Louis Vuitton and Gigi Hadid. Brands such as Dwell Magazine and Vogue Living fall within the insider category as they have a greater proportion of in-network followers.

They also curated a list of Instagram’s top ten insiders within the interior design space. Feast your eyes on the top contenders in the design world on social media right now:

1. @markhamroberts – Markham Roberts, interior designer and architect

 

Reception at Tortuga Bay – where I first had their delicious lime-ade – the Island’s version of lemonade. After being picked up at the airport and whisked here, I thought Hell Yes! Let the luxurious relaxation begin.! And then I remembered I was there to get stuff done : ) And even though I was working,, it was always a huge treat getting to stay. I always came away feeling refreshed and better!

A post shared by Markham Roberts Inc (@markhamroberts) on Feb 19, 2018 at 6:29pm PST

2. @harbingerla – Joe Lucas, interior designer based in California​

 

Huge congratulations to our friend @hillarythomas on her gorgeous home and feature in @archdigest especially this room featuring our very own Gould Cocktail Table and Gambrel Chainlink Mirror. Photography by @thefacinator. Check out the whole story online! #gouldcocktailtable #gambrelmirror #harbingerbyhand

A post shared by Joe Lucas. Harbinger. (@harbingerla) on Jan 9, 2018 at 2:44pm PST

3. @matthewpatricksmyth – Matthew Patrick Smyth, interior designer

 

#massmoca #factoryspace #green #berkshires #northadams #massachusetts. Touch of green ....Subconscious reminder that spring is coming !

A post shared by Matthew Patrick Smyth (@matthewpatricksmyth) on Mar 16, 2018 at 12:09pm PDT

 

4. @peterdunhamdesign – Peter Dunham, interior designer based in LA

 

Finding new uses for old treasures for my new apartment. Loving these stools made from an antique Moroccan carpet I bought from @gibbs1815. Sofa fabric @peterdunhamtextiles @hollywoodathome

A post shared by Peter Dunham (@peterdunhamdesign) on Mar 13, 2018 at 8:31am PDT

5. @sararuffincostello – Sara Costello, designer, decorator and writer

 

The green room is especially reserved for banjo players but welcomes all #churchofpaulandsara

A post shared by Sara Costello (@sararuffincostello) on Mar 21, 2018 at 2:36pm PDT

6. @joeyluke – Joe Lucas, interior designer and owner of LucasStudio and Harbinger Showroom in LA

 

This fantastic 6500sf 6BR 8BA Manhattan Beach Hill section home designed by @lucasstudioinc and developed and built by @mattmorrisdevelopment is going on the market FULLY FURNISHED!! Brokers Open 12-2 tomorrow. For more images go to www.LucasStudioInc.com and go to “Hill Section Coastal” project • #lucasstudioinc #mattmorrisdevelopment #manhattanbeach #realestate #southbay Photos by @karynmillet

A post shared by J O E L U C A S (@joeyluke) on Mar 22, 2018 at 7:02pm PDT

 

7. @amandanisbet – Amanda Nisbet, mum and designer, Charleston, Richmond, New York

 

AND loves chartreuse!!! Our Happy Hall #springgreen

A post shared by amandanisbet (@amandanisbet) on Feb 27, 2018 at 1:47pm PST

8. @davidnettosays – David Netto, interior designer and writer

 

New work by #ethancook for a favorite house in my favorite place

A post shared by David Netto (@davidnettosays) on Mar 30, 2018 at 9:56am PDT

9. @tomscheerer – Tom Scheerer, interior and architectural designer

 

My office...... Styled beyond recognition. Regram @vendomepress @francescolagnese

A post shared by @ tomscheerer on Feb 26, 2017 at 8:32am PST

10. @robertpassal – Robert Passal, interior designer, retailer, product and fabric designer

 

 

I like to think of powder rooms as an escape from the outside world...#livestylishly

A post shared by Robert Passal Interiors (@robertpassal) on Feb 19, 2018 at 11:14pm PST