Instagram is often the first stop, where potential clients decide if they love your style—or keep scrolling. It's usually the top of the sales funnel, where clients are first becoming aware of you, they may not even be ready to buy anything from you yet.
Most users follow at least one business account, making Instagram a game-changer for interior designers.
But creating a strong presence isn’t about pretty pictures alone. It’s about strategy. In this guide, we’ll show you how to grow, promote, and convert on Instagram with actionable steps tailored to your business.
Why Instagram Is Essential for Interior Designers
Instagram is a visual platform, and interior design is a visual profession. It’s a perfect match. Clients use Instagram to find inspiration, vet designers, and even reach out for projects. It all starts with your Instagram Bio, first impressions matter right?
With first impressions comes the requirement to be consistent, and ensure any further documents that you may send to clients such as fee proposals, or design presentation templates tie in with your Instagram to boost confidence and trust.
But first things first, get your Instagram Bio optimised.
How to Optimise an Instagram Bio:
Your Instagram bio is your elevator pitch—it’s often the first thing potential clients read, and it has to make an impact fast. A strong bio doesn’t just describe who you are; it speaks directly to your audience, makes them feel something, and compels them to take action. Here's how to optimise it using proven copywriting techniques:
Speak to Their Desires, Not Just Your Skills
Your bio should be about them, not you. Instead of listing credentials, highlight the transformation you offer.
This taps into their emotional desire for comfort, elegance, and personalisation.
Use a Clear Call-to-Action (CTA) That Invites
The best CTAs don’t feel pushy—they feel like opportunities. Make it easy for potential clients to know their next step. Avoid vague CTAs like "Learn more." Instead, invite them with an action that promises value.
Add Proof Points or Personality
A touch of credibility or personality helps you stand out. Use a line that builds trust or creates a connection.
Examples:
"Over 100+ projects designed for modern living."
"Turning Pinterest boards into real homes."
Applying Copywriting Rules to Engage Emotionally
Rule: “Make Them Feel the Problem Before Offering a Solution” Tap into your audience’s frustrations subtly:
"Struggling to make your space feel like home? We can help."
Rule: “Every Sentence Should Earn the Right for the Next” Keep it concise but compelling. Every word should pull them toward your CTA.
Rule: “Sell the Feeling, Not Just the Outcome” Instead of focusing solely on your design process, sell the emotional impact:
"Imagine walking into a space that finally feels like you."
How to Grow Your Following as an Interior Designer
Once you've got your Instagram Bio finalised, growth doesn’t happen by chance. It’s about consistency (using client process templates), connection, and visibility.
Actionable Strategies to Grow:
Post 3–5 times a week with high-quality visuals (be realistic though, start at 3, the increase if you can).
Engage daily—comment on posts from your target audience, reply to DMs, and join conversations.
Collaborate with other designers, brands, or influencers for cross-promotion.
Social media really is all about consistency. But you need a strategy, low-quality posts won't cut it in a noisy world.
How to Promote Yourself on Instagram: Niche Down
Think of your Instagram as your shop window. Every post, story, or reel is an opportunity to show clients what makes you unique. But if you try to speak to everyone, you're going to speak to no-one.
By niching down, you can create content that resonates deeply, positioning yourself as the go-to designer for a particular style, audience, or project type.
Here’s how to refine your Instagram strategy to connect with your ideal clients.
Define Your Niche and Ideal Client
To stand out, you first need to know exactly who you’re speaking to. Consider:
Who are your dream clients? Are they busy professionals looking for a modern, minimalist home? Families wanting practical but stylish living spaces? Entrepreneurs needing standout commercial spaces?
What problems are they facing? Cluttered, uninspiring spaces? Confusion about where to start?
What do they value? Timeless design? Functionality? Eco-friendly solutions?
If you're having trouble identifying your niche, use my free 40-page client guide. You can download it here.
Position Yourself as the Solution
Your content should consistently show that you understand your audience’s needs better than anyone else. Use captions and storytelling to connect emotionally:
"This family needed a space that worked for playdates and dinner parties. Here’s how we made it happen."
"My client’s biggest worry was finding storage without compromising style. We solved it with..."
When you tie your posts back to their struggles and dreams, you create trust and relatability.
Highlight Your Values
Your niche isn’t just about your clients—it’s about what you stand for. If you prioritise sustainability, accessibility, or luxury, let it shine through:
Share behind-the-scenes stories about sourcing eco-friendly materials.
Talk about how you work to understand clients’ needs to deliver truly bespoke results.
This creates a deeper connection with like-minded clients who share your values.
What to Post on Your Interior Design Instagram
Content is king, but consistency is queen. Keep your audience engaged with a variety of posts that showcase your expertise and are directly appropriate to your niche.
Content Ideas:
Stunning photos of completed projects.
Video tours or reels that show details in motion.
Quick design tips and tricks (e.g., “How to style your coffee table”).
Trend highlights that reflect your style.
Personal touches that let followers connect with you.
Starting Your Instagram Journey
If you’re new to Instagram, don’t worry. Starting strong is easier than it seems.
Step-by-Step Guide:
Switch to a Business Account: Unlock analytics and professional tools.
Optimise your Instagram Bio: Use our guide to leave a lasting impression.
Follow and Engage: Start connecting with others in your niche.
Track Results: Adjust based on what gets the most engagement.
Call to Action: Use reward-based call to action to get bookings involved.
Automate your Onboarding: Use Client Onboarding Templates to help followers turn into booked projects.
Converting Followers into Clients
Likes are nice, but projects pay the bills. Just trying to get followers is fueling your ego, not your bank account. Turning followers into clients requires a strategic approach.
Steps to Convert:
Use highlights for FAQs, services, and portfolios.
Include a clear call-to-action in your posts (e.g., “Tap the link in bio to book a consultation.”).
Share case studies or success stories to build trust.
Direct traffic to your Investment Guide to streamline client onboarding.
Taking Action Today
You don’t need to overcomplicate things to make Instagram work for your business. Start small. Refine as you go. And remember: your next client is scrolling Instagram right now—will they find you?
If you're struggling to know where to start, optimise your Instagram Bio, and use my 40-page client guide to help you niche down your practice and start speaking directly to your ideal client.
