How to grow your social media following and create a feed that will make people go #yesss
If you’re running your own interior design business, social media is a big piece of the marketing puzzle. It allows you to connect with clients, promote your work and humanise your brand. But it’s not all rainbows and sunshine. In a crowded digital space, it can be hard to stand out and build a community. So I wanted to share with you a few hints and tips I’ve learnt along the way.
What do you love about social media?
I think because I’m just a *tinsy bit* competitive and also a smidge impatient, I like the somewhat instantaneous success social media can bring. But don’t be fooled, “over night success” is a unicorn, behind every single successful campaign Ive worked on there has been a really well thought through, thorough social media strategy. A well-considered Facebook advertising campaign can result in an epic return on investment for our clients in 7 to 10 days. And an incredible influencer marketing campaign can get seemingly instantaneous results through increased exposure, brand awareness, new followers and sales conversions. I really do enjoy that instant hit that comes off the back insightful social media strategies and success measures.
Starting at the basics, what platforms should interior designers be using to promote their businesses?
Definitely Instagram. Launch on Instagram and have a really sophisticated engagement strategy to help you gain traction.
How can you build a social media following when you’re starting out? Is there a magic formula we don’t know about?
Truly? There’s no magic formula. In your early days, it comes down to quality content, engaging social media captions and a solid engagement strategy. You also need a collaborative mindset because collaborating with key social media folk will elevate your profile. And then? Just be good at what you do and show up on a consistent basis doing just that.
What are the key things we should be thinking about when creating content for our social media channels?
In the interior design space? Aesthetic, aesthetic, aesthetic. But also? Don’t be afraid to humanise your content. We want to see you and know who we might be engaging the services of. Generally, I’d stick to an 80/20 rule – 80% of the time showcase your work, 20% of the time show a little more of you.
How often should we post? And can we duplicate content across channels?
I’d recommend posting daily to Instagram and 2 to 3 times per week to Facebook. Of course if you find yourself posting content for content’s sake, reduce it so you’re sticking to high quality posts. As for the duplication of content, try to avoid a direct repost, at the very least remove the hashtags, it just looks so wrong on Facebook. Ideally I’d say ‘repurpose’ your content, but a sneaky share from Instagram to Facebook now and then – I can live with that!
Why is it important to have a social media strategy?
Ad-hoc’ing it simply doesn’t work. If you’re a business owner, you absolutely need to know what you’re doing – who you’re talking to, why you’re talking to them and how you’re talking to them. And then you need to go even further with a sophisticated content marketing plan, organic strategy, paid advertising strategy and influencer strategy if relevant. Some of the weakest social activity I see? Zilch strategy. Some of the strongest? Strategy plus plus plus. Your other option is to #bemoreShapelle – get released from a Bali prison and walk out to hundreds and thousands of followers.
Should we be scheduling content ahead of time?
Yes! In the design space, aesthetic is everything, so I’d recommend scheduling programs like Preview or Planoly, where you can drop content into Instagram, see how it looks and move it around accordingly. That’ll ensure you’re pulling together a beautiful feed which is almost an extension of your love of design. If you think about it, people are looking to you as someone with an eye for beautiful design, so our first judgement will be how you put your socials together. No pressure!
Anything we should absolutely not do?
Firstly, don’t post and run. Once you’ve scheduled all of your activity, you need to dip into the platform to reply to your followers and seek out engagement. Not responding goes against what social media is about, being social.
Any other advice?
Don’t be afraid to be yourself. It’s so cliched, but honestly? Some of the most memorable accounts, that drive the most conversions are the businesses who decided to be themselves, be different, take a few risks and not be like every other person within their industry online. Lastly, have fun!
Keen to get in touch? We’re always open to chat through your social media and discuss different ways we can help.