Words: Kira Blume, showroom manager at Krantz Design

In today’s digital-first world, social media has become one of the most powerful tools for business growth. Platforms such as Instagram allow us to reach far beyond our local area, connect directly with our audience, and showcase not just what we design, but how and why we do it.

At Krantz Designs, we work on truly bespoke projects across the UK – and occasionally internationally – and social media has played a key role in supporting that growth. It has allowed us to elevate our brand, communicate our values, and build meaningful relationships with both clients and industry peers. Below, we share our top tips for using Instagram strategically to grow your business and take your content to the next level.

Invest in high-quality photography – Strong visuals are non-negotiable. Your work deserves to be seen at its best, and investing in professional photography and videography pays dividends. We’ve worked closely with the same photographer and videographer for over seven years, building a shared understanding of how to capture not just our furniture, but the lifestyle and emotion behind it. Still imagery sets the tone, while video allows you to tell a deeper story, offering insight into the design process and bringing your work to life.

Show a whole lifestyle – People don’t just buy kitchens, boot-rooms, or dressing rooms – they buy a way of living. Content that shows how a space is used, enjoyed, and lived in will always resonate more than standalone product shots. Think about moments: morning coffee, family gatherings, quiet evenings. These are the stories that stop people scrolling.

Keep your brand voice consistent – Whether your tone is refined, playful, or understated, consistency is key. Keeping our marketing in-house has been an important part of our strategy, allowing our designers’ voices to come through authentically. This direct connection helps build trust, makes the brand feel personal, and supports the way we take leads through Instagram.

Plan, but stay flexible – Having a content plan takes the pressure off and helps ensure variety. We recommend mapping out posts weekly or monthly, balancing finished projects, behind-the-scenes moments, design advice, and storytelling. That said, don’t be afraid to adapt – some of the most engaging content is often spontaneous. We also love sharing team moments and events, giving followers a glimpse of the faces behind the name.

Instagram is a gateway, not the destination – Instagram is a powerful introduction, but your website is where the depth of your brand truly lives. Use social media to guide followers towards your website – whether that’s directing them to project pages, blog posts, or deeper insight into your design process. Thoughtful captions, clear calls to action, and well-placed links help turn inspiration into a genuine enquiry, allowing clients to fully understand your approach, expertise, and attention to detail before they ever pick up the phone.

Use reels to inspire – Reels are one of the most powerful tools on Instagram right now. They allow you to educate your audience – whether that’s explaining our process, highlighting bespoke internals, or walking through a finished space. Short-form video is ideal for showcasing personality, expertise, and the level of detail that goes into each project.

Share the process – Bespoke design is a journey, and clients love seeing what happens behind the scenes. From design-vs-reality visuals, to workshop visits and installation progress, process-led content builds credibility and helps clients understand the value behind your work – and your pricing.

Engage, don’t just post –Instagram has become one of our main sources of enquiries and meeting new clients, so social media should always be a two-way conversation. Respond to comments, reply to messages, engage with other accounts in your industry, and support your peers. Engagement builds visibility – and relationships.

Analyse what works – Instagram insights are invaluable. Take time to review what performs well and why. Is it video over imagery? Educational posts over project reveals? Let the data guide your content decisions rather than guessing.

Be patient – Growth doesn’t happen overnight. The most successful accounts are those that stay consistent, authentic, and true to their brand. Focus on quality over quantity and trust that the right audience will find you. Social media, when used thoughtfully, is far more than a marketing tool – it’s a way to tell your story, showcase your expertise, and connect with clients long before they ever step into a showroom. For us at Krantz Designs, it has been instrumental in supporting our growth, and when approached strategically, it can be for you too.