Social Media Marketing for Interior Architects
Turning Inspiration into Inquiries

You post your beautiful projects on Instagram, get a few likes… and crickets. No DMs. No bookings. What gives?

You’re not alone. A lot of interior architects pour their heart into their work, snap stunning shots, post them on social, and then… nothing. It’s not that your work isn’t good (it is!). But pretty pictures alone don’t always convert into paying clients. That’s because social media isn’t just a gallery — it’s a tool. One that, when used right, can actually fill your inbox with inquiries.

So, let’s talk about how to move from “likes” to leads.

“I Post My Projects… But No One’s Biting”

You post that stunning bathroom transformation on Instagram. The lighting’s perfect, the tiles are giving luxury spa vibes, and the caption is on point. You get a few likes from other designers… and that’s it. No DMs. No inquiries. Nada.

So what gives?

If you’re an interior architect trying to turn your online presence into actual client work, this one’s for you. Let’s talk about how to use social media not just for show — but to grow.

Why Social Media Works for Interior Architects

Good news: you’re in one of the most social-media-friendly industries out there.

• Interior architecture is visual by nature. That makes it perfect for Instagram, Pinterest, and even TikTok.
• Clients lurk before they hire: A 2023 study showed that 89% of consumers browse online before making decisions on design services. They’re scrolling through dream interiors and mood boards at 11 p.m., fantasizing about their next project. If you’re not showing up, you’re missing out.
• You’re not just selling a space. You’re selling taste, trust, and the promise that this could be your life, too.

Social media lets you build that trust before anyone even books a call.

Platform Breakdown: Where Should You Show Up?

Where Should You Show Up? (Platform Breakdown)

Here’s where you should be spending your energy — and why.

Instagram = Your Portfolio + Personality

• Use your feed for finished projects
• Use Stories to share behind-the-scenes and day-in-the-life
• Use Reels for short, engaging videos (like a 30-second room makeover or time-lapse)

Pro Tip: Carousel posts get 2x more engagement on average — use them to tell a mini-story of your project.

Pinterest = Your Digital Mood Board (With Traffic Perks)

• Great for driving traffic to your website or blog
• Pin your own work, but also create themed boards (e.g. “Modern Loft Inspiration” or “Colour Palettes for 2025”)
• According to Pinterest, 83% of weekly users have made a purchase based on content they saw on the platform

LinkedIn = B2B Projects & Developer Leads

• Share thought pieces or office design case studies
• Post about your design process for commercial spaces
• Engage with developers, real estate pros, and suppliers

TikTok = The Wildcard That Works (Sometimes)

• Try before-you-buy: test quick videos showing space makeovers or day-in-the-life content
• Keep it light and authentic — it’s not about being polished, it’s about being real

Want local reach? Experiment with Dutch/Belgian Facebook Groups for homeowners, renovators, or small business owners — often overlooked but can be hyper effective.

From Swipe to Story: Why Your Content Needs a Plot

Ever noticed how every great movie kinda feels the same… in a good way? That’s because they all follow a classic structure — the 3-act story arc.

• Act 1: We meet the hero (normal life, but something’s off)
• Act 2: There’s a challenge, tension rises, stuff gets complicated
• Act 3: The hero overcomes it, and we get that satisfying ending

Now swap out The Matrix for a mid-century villa makeover.
Your client is the hero. Their “before” is the dull rental they’ve been stuck in.
You? You’re the guide, the creative problem-solver.
The challenge? Turning a small, dark space into an open, light-filled home.
The transformation? That’s the payoff.

Boom — that’s a story. And people love stories.

Social Media is Like Netflix for the Attention Span-Impaired

On social, you don’t have 90 minutes. You’ve got 9 seconds (if you’re lucky). So we need short-form storytelling formulas that fit the platform but still hit emotionally.

Here are a few we swear by:

1. Before → Problem → Process → Reveal

Example:
“This bedroom felt cold and cluttered (BEFORE).
Our client couldn’t sleep well and hated the lighting (PROBLEM).
We played with warm tones, layered textiles, and custom lighting (PROCESS).
Here’s the final result (REVEAL).”

Works great for: Carousel posts, Reels, blog summaries, TikToks
Bonus points: End with a “Would you sleep here?” question to boost comments.

2. Pain Point → Tip → Visual Proof

Example:
“Most open-plan kitchens echo like a cave.
Pro tip: acoustic panels don’t have to be ugly.
Swipe to see how we integrated them into the design.”

Use for: Quick-hit tips, educational posts that build authority

3. Client Journey Mini-Doc

Tell the story from the client’s POV — especially if they’re on camera.

Example structure:

• “We just bought this old farmhouse”
• “We didn’t know where to start”
• “Then we met [Your Name]”
• “They helped us…”
• “Here’s our new home. We’re obsessed.”
  (Think Apple ad meets HGTV)

Best for: Testimonials, case study reels, trust-building

4. “Day in the Life” = Behind the Scenes Gold

This isn’t just about coffee runs and site visits — it’s about showing how much thinking and problem-solving goes into every square meter.
Frame it like:

• Problem spotted on site
• Sketching a solution
• Presenting it to the client
• “Here’s how it turned out”

Why it works: People love feeling like insiders. You’re not just showing the ‘what’, you’re showing the why behind it.

5. Design Myth-Busting

Think of this like the plot twist in your movie.
Challenge a belief your audience holds, then flip it.

Example:
“White walls make rooms feel bigger, right?
Not always. In this north-facing room, white made it feel colder.”

Wrap it up with: “Here’s what we did instead.” → show the fix.

Final Tip: You’re Not Posting Content — You’re Telling Micro-Stories

Each piece of content should answer one of these:
✨ What problem did you solve?
💬 What emotion did the client feel?
🧠 What did they learn or discover through the process?

People don’t hire an interior architect for just pretty photos.
They hire someone who understands their story — and knows how to guide them to a happy ending.

So yes, share the reveal.
But make sure we feel the journey that got us there.

Hashtags, Captions & Posting Frequency

Hashtags, Captions & Posting Frequency

We made this chapter because, let’s be honest — you probably Googled this before clicking the article.
And yes, you want to know the best hashtags, how often to post, what to write in captions…

But here’s the deal: It doesn’t matter nearly as much as you think.
That’s why we placed this after the storytelling part.
If you only remember one thing from this entire article, let it be this:
People connect with stories. Not strategies.

That being said — tactics do help you get your stories seen. So here’s the lowdown:

Hashtags: Think Like a Client, Not a Trend Chaser

Use hashtags your potential clients would actually search.
That means:

• #AntwerpRenovation, not #InteriorArchitectLife
• #LisbonApartmentMakeover, not #DesignInspo

Location + service = visibility in the right markets.

💡 Pro tip: Posts with location-specific hashtags like #BrusselsInteriorDesign see up to 79% more engagement. Local visibility = higher chance of DMs from real leads.

Captions: Blend Beauty with Brains

You don’t need to be a poet. Just explain the why behind the work.

Formula to try:
“What we started with + the challenge + the transformation.”
Example:
“This kitchen was dark, dated and disconnected from the living area. We opened it up, added natural oak cabinets and doubled the light. Total cost: €28,000. Timeline: 6 weeks.”

Don’t forget to end with a soft CTA:

• “Would you cook here?”
• “Which version do you prefer, before or after?”
• “Want something like this in your home? Let’s talk.”

The goal? Start conversations. Not just collect likes.

Frequency: Be Consistent, Not Constant

3x a week is perfect.
If you can only manage once a week? That’s fine too.
Just make it consistent. Show up when you say you will.

Batching content helps. Spend one morning a month creating 8-12 posts.
You can schedule them in advance and then stop thinking about it.
No stress. No panic-posting from your car outside a site visit.

Bottom Line

If you’re telling engaging stories that make potential clients think
“Damn, I want them to do my house” — you’re already winning.

All the hashtags, captions, and frequency tips in the world won’t save boring, soulless content. But if you start with storytelling, these tactics just help you get found faster.

So yes — use smart hashtags, write clear captions, post regularly.
But never at the cost of skipping the story.

How to Turn Likes Into Leads

• Add a clear call-to-action in your posts: “DM me to book a consult” or “Want a budget like this? Link in bio.”
• Use Linktree (or even better: a page on your own website) to guide people to your services
• Offer a freebie to collect emails: something useful like an “Interior Budget Planning Guide”

Email list = your insurance policy when algorithms change. It’s old-school but gold.

Common Mistakes Interior Architects Make

1. Only posting finished photos — your process is part of the story
2. Never showing your face — people buy from people, not logos
3. Not asking for engagement or telling people what to do next
4. Overthinking the aesthetic and never actually posting

Bonus: Paid Ads & Local Influencers — Worth It?

Yes — with the right strategy.

• Paid ads can help you reach homeowners in your region. Geo-targeted campaigns on Instagram or Facebook work especially well if you offer mid-to-high-end residential services.
• Local micro-influencers (think: 5k–20k followers in your town or city) can introduce your work to a warm audience. Partner with someone who aligns with your style — like a real estate agent, home decor blogger, or renovation vlogger.

Sources & References

1. Consumer Behavior Insight“89% of consumers browse online before making decisions on design services.”
   Source: WebFX – Social Media for Architects
2. Pinterest Statistic“83% of weekly Pinterest users have made a purchase based on content they saw on the platform.”
   Source: Pinterest Business Insights – Pinterest Statistics for Businesses
3. Carousel Engagement Stat“Carousel posts get 2x more engagement on average.”
   Source: Socialinsider – Instagram Carousel Performance Study
4. Local Hashtag Engagement“Posts with location-specific hashtags see 79% more engagement in local markets.”
   Source: Later – How to Use Local Hashtags
5. Platform Guidance for Architects
   Sources used for broader guidance, platform suggestions and strategic content ideas:
   • Archmark – Best Social Media Platforms for Architects
   • WebFX – Social Media for Architecture Firms
   • Business of Architecture – Social Media for Architects
   • Market Your Architecture – Social Media Marketing for Architects

Final Thoughts: You’re Sitting on a Content Goldmine

You already have what you need: photos, ideas, mood boards, opinions. Social media isn’t about being flashy — it’s about showing up, explaining why you make certain designchoices and making it easy for potential clients to trust you.

Need help turning your content into clients? We do social that sells. Book a free consult with House of Brands Media