Mistakes Interior Designers Make on Social Media (And How to Fix Them!)
Investing valuable time and energy into your social media marketing only for it to fall flat is a common experience and frustration for many interior designers. It can feel overwhelming running a design firm and simultaneously trying to be an expert in marketing, especially in the evolving space that social media has become. I see designers every single day who are falling into patterns with their social media that are hindering their growth. These patterns can be the difference between a standout social media presence that establishes credibility and lands you dream projects and one that fades into the background.
Mistake #1: Inconsistent Posting
When the stress of running an interior design firm gets in the way, social media often falls to the bottom of the “to-do” list. I was guilty of this when I did design, despite my marketing background. I knew the importance of consistent posting, but it felt like I was trying to keep my head above water with everything else going on in my business. Posting irregularly can make it difficult for an audience to recognize and remember a brand. You may feel as though you are annoying your audience by posting often, but remember that they are following you for a reason. The rule of seven is a marketing principle that states that a potential customer or client needs to see a brand’s message at least 7 times before making a decision. When it comes to interior design, this rule is amplified. Interior design is a unique service in the sense that it is such a personal one. You are working with a significant investment! Working with an interior designer is a luxury service, and your social media marketing should reflect this. People work with those who understand their value proposition and demonstrate it, and interior design is no exception.
Mistake #2: Disregarding the Power of Connection
Interior design is highly personal, and potential clients want to connect with their interior designer’s style and approach. Relying solely on polished images can make that account feel impersonal. A common mistake I see from designers is that they are not making an effort for their audience to get to know them. Many social media accounts I see have me searching for a photo of the designer or some information about them, and this information is often buried beneath the surface. It is important to share the behind-the-scenes content, design process snippets, and introductions to add personality and trust. Clients and members of your audience are more likely to engage if they feel a personal connection with the face behind the brand.
Mistake #3: Overuse of Stock Photography
I normally discourage the use of stock photography for interior designers, because I feel that over-reliance on stock photography can make a design firm’s social presence feel inauthentic. If you do not have finished projects to post, I would recommend posting personal content, such as design tips, videos showcasing the designer and their expertise, insight into the design process, project updates, and snapshots from the project journey. Authentic visuals are important for building trust and allowing potential clients to see a designer’s true capabilities and design aesthetic.
Mistake #4: Not Defining a Brand Aesthetic and Message
A scattered or inconsistent brand message and aesthetic is harmful for an interior designer trying to build a recognizable firm. A memorable brand identity builds recognition, and allows followers to immediately recognize a designer and their work. This consistency in visual style, branding colors, and tone sets a designer apart in a crowded space and leaves a lasting impression. A clear brand message serves as a guide for content creation as well. I think AEF Interiors does this very well, as they place an emphasis on education and the client experience as a central point in their social media strategy. Another design firm I noticed does this exceptionally well is Alice Lane Interiors, a luxury interior design firm with personality and strong messaging. Their podcast, Dear Alice, is a wonderful addition to their brand that I feel sets them apart.
I am hoping this blog post inspired you to stay authentic in your marketing and social media! Avoiding these mistakes can elevate your online presence and make a lasting impression. Social media is a powerful tool for growing your business and I believe it is important to make it work for you as much as possible. Embrace social media as an extension of your design work!
