Beyond Instagram: Where Else Should I Focus My Social Media Efforts?
Many of us built our careers and our reputations through Instagram. It was the perfect digital portfolio, accessible, visual, and engaging. Lately, however, even the most established interior designers have felt frustrated by endless algorithm changes, crowded feeds, and diminishing visibility. If we're honest, relying solely on Instagram has become increasingly exhausting. It's time to explore alternatives and enrich our marketing strategies by genuinely engaging with our audiences elsewhere.
Two platforms stand out as thoughtful alternatives: newsletters, specifically through Substack, and Pinterest. Both offer opportunities to share your insights, create deeper connections, and position your brand more meaningfully and sustainably.
Why Move Beyond Instagram?
Instagram was revolutionary for interior design, giving us immediate access to potential clients. Yet today, that immediacy often feels superficial. The algorithm seems unpredictable, and engagement can drop overnight, no matter how beautiful your imagery is. Diversifying your presence isn’t merely about being safe; it's about taking control and ensuring your marketing represents your design practice's quality and depth.
Newsletters: Rediscovering the Art of Conversation
Instagram limits how deeply you can communicate your expertise. In contrast, a newsletter offers a space to express nuanced ideas, detail project narratives, and thoughtfully reflect on design concepts.
Ownership and Consistency
Your newsletter subscribers are there because they genuinely value your voice. You can communicate clearly and consistently without worrying about algorithm interference, building deeper trust and familiarity.
In-depth Storytelling
Unlike fleeting social media posts, newsletters allow you to share the detailed stories behind your designs. Consider exploring the sourcing journey of bespoke furniture or the creative process behind a commissioned artwork. Such detailed narratives resonate deeply with clients who appreciate your expertise and investment in quality.
Practical Insights:
Regular but Thoughtful: Publish monthly to maintain a presence without overwhelming busy readers.
Balanced Content: Blend project updates with personal reflections, trends analysis, and thoughtful design tips.
Invite Interaction: Encourage readers to respond, ask questions, or suggest future topics, creating a sense of community and dialogue.
Pinterest: Long-term Impact and Discovery
While Pinterest isn't new, its potential remains surprisingly underused among London’s design community. Its strengths—long-lasting visibility, SEO effectiveness, and visual storytelling, make it an ideal companion platform.
Evergreen Visibility
Instagram posts vanish from view within days, sometimes hours. Pinterest content, however, can drive steady traffic for years. High-quality images pinned today may attract potential clients months later, creating a valuable archive of your work.
Visual Portfolio and Inspiration
Pinterest functions as an extended visual portfolio, showcasing your style in curated mood boards, detailed project case studies, and design inspirations. Potential clients searching for ideas and solutions often find their ideal designers through Pinterest.
Collaborative Opportunities
Creating shared Pinterest boards with clients or favourite suppliers builds authentic relationships. These collaborative boards are more than marketing, they represent a shared vision and mutual respect, enhancing your credibility within the London design scene.
Practical Insights:
Consistent Quality: Always use professional photography that reflects your brand’s standard.
Keyword Precision: Write clear, detailed descriptions with keywords matching potential clients' searches.
Regular Updates: Pin consistently to maintain your profile's visibility and relevance.
Effortless Integration
Managing multiple platforms needn't become overwhelming:
Smart Repurposing: Take successful Instagram stories or highlights and expand them into deeper newsletter articles or detailed Pinterest boards.
Use Scheduling Tools: Platforms like Tailwind simplify Pinterest management, keeping your content consistent without daily manual posting.
Evaluate Regularly: Track newsletter open rates, engagement metrics, Pinterest referral traffic, and subscriber feedback to fine-tune your strategies.
Making it Work for You
Is diversifying beyond Instagram genuinely valuable for you? Unquestionably. For designers like yourself, whose clients demand excellence, nuance, and real design insight, a newsletter deepens relationships by consistently showcasing your thoughtful expertise. Pinterest, meanwhile, offers sustained visibility and reinforces your authority among discerning clients actively seeking inspiration.
Moving beyond Instagram isn't just sensible; it’s creatively rewarding. It allows you to reconnect with what initially drew you into design: meaningful relationships, rich storytelling, and authentic, lasting connections.