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Many interior designers find themselves understandably confused by conflicting advice when it comes to which social media platforms they should be on. Should they ‘be everywhere, all the time’, to try to capture all the potential clients’ attention, or should they stick to only the ‘best’ platform? Which one is ‘best’ to be on?
Many believe that it’s necessary to ‘be everywhere’. The prospect of being everywhere gives most interior designers a chill of mild panic. The hours they’ll have to spend coming up with ideas, taking photos of God knows what, and coming up with some half decent words to go with it…But thankfully, this is simply not necessary. Louisa Wheeler, Owner, and Founder of online marketing agency Ilona Design, is here to explain why.
Which platform should I be on?
This is a question I get asked often. Interior designers will tell me they are on X platform, and ask if they should be on Y and Z platforms too. The majority of the time, I’ll respond with another question:
Where is your audience?
In order to determine which platform an interior design business needs to be on, first we need to understand who their target market is. Put simply, if the customers you want to attract aren’t using a social media platform, then you don’t need to post on there.
For example, a company targeting retirement home residents might not get great success on Instagram, because the demographic of most Instagram users is 25-34 years old. Similarly, a company targeting stay-at-home mums would be unlikely to find them on LinkedIn, because LinkedIn is used mostly by professionals.
That’s not to say there aren’t some users on those platforms who are outside of the most common demographics. It just means your time will be better spent elsewhere.
Let’s break down the demographics of each platform, so you can decide where your interior design business should spend its time, starting with Instagram.
- Age: 25-34 (30%)
- Gender: 48% female and 52% male
- Daily usage: 29 minutes
- Instagram is a visuals-led platform, so the best types of content to post include videos and images. Reels (videos and images edited together with captions and audio) are growing in popularity.
- Age: 25-34 (31.5%)
- Gender: 43% female, 57% male
- Daily usage: 33 minutes
- Facebook is the most used platform with 2.91 billion monthly active users. The range of content you can post is vast, but video is generally considered to be leading the way.
- Age: 25-34 (58%)
- Gender: 48% female, 52% male
- Monthly usage: 17 minutes
- LinkedIn is a top platform for lead generation. If your interior design company is B2B, use the platform to connect with professionals working in the industries and companies you most want to work with.
- Age: 50-64 (38%)
- Gender: 78% female, 22% male
- Daily usage: 14.2 minutes
- Pinterest is mostly overlooked by most interior designers I speak to, but an absolute goldmine. If you are targeting older females with £100k+ per annum income, then Pinterest is a must.
- Age: 18-29 (42%)
- Gender: 38.4% female, 61.6% male
- Daily usage: 31 minutes
- Twitter is a great place if your business is fast-paced and ever changing, as it’s designed for discussions. Text-led rather than image-led, (although images are popular on Twitter now), this is not the platform I would recommend for most interior design businesses.
- Age: 10-19 (25%)
- Gender: 61% female, 39% male
- Daily usage: 89 minutes
- While TikTok is clearly a much younger demographic, its audience is maturing. So while I might not recommend making it a priority right now, I wouldn’t discount it for the future.
- Age: 15-35
- Gender: 46% female, 54% male
- Daily usage: 30 minutes
- Given how popular video content is now, YouTube is a great place for interior designers to establish a base for educational (and a bit of promotional) videos, which can then be shared on Facebook, in email campaigns and on your website.
So there you have it. A round-up of the demographics of the most popular social media platforms, and some guidance on which ones to choose. On the whole, I would say most interior designers would do well spending their time on Instagram and Pinterest – the latter being a surprisingly untapped source of traffic for the industry.
Of course, if you’d still rather talk through your options and get the advice of an expert, we are more than happy to help, here at Ilona Design.
Louisa Wheeler, Founder and Owner of Ilona Design, is an online marketing and branding expert with over 10 years’ experience, helping interior designers up-level their business and achieve organic, sustainable growth.
Credit and data sources: SproutSocial
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