Social media can feel like another full-time job for busy interior designers. Social media strategist Cassie Brantley reveals the biggest mistake designers make with their marketing: posting without strategy. Learn why Instagram is where clients discover you, email is where they remember you, and which types of reels actually bring in inquiries versus just racking up views. Discover how to define your buyer persona, track metrics that matter, leverage Pinterest as an evergreen traffic driver, and know when to DIY versus delegate your social media management.
Cassie Brantley works with interior designers to turn their social media from a time drain into a client magnet. Here's what most designers get wrong, and how to fix it.
The biggest mistake interior designers make with social media? Posting without a plan.
Many designers post sporadically—whenever they have time between projects. But posting beautiful work without strategy is like throwing a dinner party without inviting anyone. It might look impressive, but it won't fill your client roster.
The fix: Get clear on your business goals, ideal client, and what makes your work different. Strategy is what turns posting into purposeful marketing.
Having followers who love your work is great. Having followers who hire you is better.
The key is highly specific, storytelling content. Identify exactly who your ideal client is—not "homeowners in general," but the specific person who has the budget, timeline, and taste for what you do. Then build messaging that speaks directly to them.
Many designers post sporadically without a plan, simply when they have time, because designers are busy and social media can easily feel like another full-time job.
Cassie BrantleyFounder & Digital Marketing Manager
Not all reels are created equal. Some rack up views but bring zero clients. Here's what actually converts:
Before and afters clearly demonstrate value and show the transformation you create.
Show your face. People want to know who they'll be working with. Seeing you builds connection and trust.
Quick walkthroughs or storytelling clips from projects showcase both your process and personality—two things clients care about deeply.
Don't just chase viral moments. Create content that converts.
Social media is borrowed space. Algorithms change. Accounts get hacked. With email, you own your audience.
Email provides direct contact with people most interested in your work and keeps your name top of mind. Even one email a month can strengthen relationships and convert leads when timing is right.
Think of it this way: Instagram is where they discover you. Email is where they remember you.
Strategy is the foundation of everything, and it is what turns posting into purposeful marketing.
Cassie BrantleyFounder & Digital Marketing Manager
Follower count feels good, but it doesn't pay the bills. Focus on:
The goal isn't vanity metrics. It's knowing whether your marketing is actually working.
Pinterest works like a visual search engine and is one of the strongest evergreen traffic drivers for designers. Unlike Instagram, where content has a 24-hour shelf life, pins can gain traction months or years after posting.
A strong strategy includes pinning 3 to 5 times daily, showcasing portfolio work, and using intentional keywords so your content is discoverable by the right audience.
Social media is a borrowed space, and algorithms can change at any time. With email, you own your audience.
Cassie BrantleyFounder & Digital Marketing Manager
Define your buyer persona.
When you know exactly who you're talking to, your content becomes more focused, easier to create, and more effective.
Think about your favorite past client. What did they care about? What language did they use? What problems were they trying to solve? Build your content around that person.
Once you have 4 to 5 professionally photographed projects, you have enough portfolio depth to market consistently and attract higher-value clients. That's when it makes sense to consider handing off social media management.
Earlier in business? Start with strategy and build from there. The key is knowing when marketing stops being a growth tool and starts becoming a bottleneck.
When you know exactly who you are talking to, your content becomes more focused, easier to create, and more effective.
Cassie BrantleyFounder & Digital Marketing Manager
Social media doesn't have to feel like another full-time job, but it does require intention.
Stop posting randomly. Start with strategy. Know who you're talking to. Create content that converts, not just content that looks pretty.
Because followers are great, but clients are better.