While social media is a powerful tool for any business, it’s particularly important for home decor and design businesses. From Instagram reels that showcase jaw dropping before-and-after transformations to Pinterest boards that inspire home improvements, design businesses are using a number of digital platforms to attract new audiences and convert followers into loyal customers.
Here are important lessons from five home decor and design businesses who leverage social media to their advantage.
Reach out to influencers
After seeing success with Meta shopping campaigns, Love vs. Design, which sells wallpaper and murals launched similar campaigns on Pinterest. “Pinterest has made several platform changes over the years to increase their profitability but their shopping ads have still proven successful and now serve as another consistent traffic source for us,” explained Eric Mortensen, Co-founder of Love vs. Design.
After about a year of running ads, the company wanted to grow its Instagram following. They started a micro-influencer outreach program, offering free products to creators in the home space in exchange for a post showcasing their DIY project using the brand’s wallpaper. Thanks to those efforts, Love vs. Design has been able to scale steadily and are now at over 160K Instagram followers.
“The most exciting part is that not only have we grown through social media—but how it now drives over 30% of our website traffic. That has helped reduce our dependence on search engines at a time when AI continues to impact organic search,” added Mortensen.
Tell meaningful stories
Bedfellows helps people elevate their standard of living through personalized retail and design services. Social media plays a vital role in bringing the brand’s story to life.
“Each week, we post curated content (aiming for at least 3 posts per week) that informs, inspires and connects with our audience. Whether we’re highlighting new linens, sharing design tips, or showcasing seasonal gift ideas, we ensure our storytelling reflects our brand while educating and engaging with our audience and potential customers,” said Gina Proctor, Owner of Bedfellows.
This strategy allows the company to visually showcase the timeless craftsmanship and home décor it offers and, ideally, translate that to in-person visits, where employees can continue providing the personalized service the company is known for.
We use platforms like Instagram to tell the story of a project from start to finish. We make sure to capture those high-quality, professional photos and videos that show off our signature blend of modern style and timeless character.Troy Rivington, Chief Creative Officer of Rivington Marx Interiors
Be authentic
Jamie Young Company, a retailer offering globally inspired home furnishings, uses social media as a tool to tell its stories and share how the brand’s products fully come to life.
“It’s been the best way to show the process behind what we create and give a proper face to our brand. Social media allows us to document everything from a storytelling perspective that's more personal than just a product catalog, whether that’s traveling to Indonesia to watch artisans craft mother-of-pearl inlays or selecting woven patterns in India,” explained Jamie Young, Founder of Jamie Young Company.
Having a platform to reach as many people as the brand does via social media has been invaluable for sharing its background and connecting with followers in a personal, authentic way.
“It’s given us so much freedom to experiment, try new ideas, and connect more meaningfully with our audience. By focusing on authentic content, and engaging with our network, social media becomes a powerful tool for growing the business while staying true to our brand and community,” added Young.
Educate your audience
Rivington Marx Interiors, a luxury interior design firm in Denver, focuses on authentic and inspiring social media content. “We use platforms like Instagram to tell the story of a project from start to finish. We make sure to capture those high-quality, professional photos and videos that show off our signature blend of modern style and timeless character,” said Troy Rivington, the company’s Chief Creative Officer.
The firm tags every single piece of furniture or decor item, so that if someone loves that custom sofa, they can go right to the link and buy it, or at least see the style and scale. This whole process shortens the path from "I love that room" to "I want to hire you."
“We also use our feed to teach our clients. We'll drop quick Reels with ‘Design Tip’ headlines—like how to style a bookshelf or pick the right rug size. That education piece is crucial because it builds instant trust and positions us as the experts,” said Rivington.
At the end of the day, people trust the businesses that teach them, and once they trust Rivington Marx Interiors with a pillow recommendation, they’re much more likely to trust the firm with a full home renovation.
“It’s all about creating that personal connection and showing off our high-end, curated look consistently,” explained Rivington.
Position yourself as a thought leader
Vergara Homes, a luxury design building firm in New York City, leverages social media for awareness, thought leadership, and community building.
“We’re aiming to become well-known enough to be a household name with either a show or design line. To drive thought leadership and community building, I often share my knowledge on different renovation questions and concerns. These questions range from what tile is best for your home to what goes into making a pocket door,” explained Elizabeth Vergara, CEO of Vergara Homes.
By answering these questions, the firm highlights its expertise as well as its receptiveness to questions and education. “To drive awareness, we are transparent about every step that goes into a home renovation, from the materials and challenges to the inspiration and results. This approach has helped us turn followers into clients and business partners who value both our work and our perspective,” added Vergara.
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