Four big mistakes designers make on Instagram
In this post I break down four of the biggest mistakes I see designers making on Instagram and how to fix them.
If you’re struggling to grow your account or get engagement, chances are you’re making at least one of these mistakes.
Mistake #1: Inconsistent storytelling
One of the biggest issues I see is designers telling a completely different story every time they post. There is no clear, consistent message or theme that ties their page together.
Here’s what I mean:
Imagine you’re scrolling through Instagram and land on a designer’s page.
One post is a before-and-after of a recent project
The next is a mood board for a totally different style
Then there’s a random client testimonial screenshot with no context
Followed by a progress shot that hasn’t been introduced properly
Individually these posts might be OK, but together they feel disjointed and there’s no clear story tying them all together.
As a potential follower or client, you’d have no idea what this designer actually specialises in. And if you don’t understand what they do, you’re unlikely to follow them - let alone hire them.
You have about five seconds to make an impression when someone lands on your Instagram page. If your content is visually inconsistent, potential clients won’t take the time to figure it out and they’ll just move on.
How to fix this:
Get clear on your niche. What’s your design style? What kind of work do you want to be known for? Who do you work for? Even if you don’t have clients yet, curate images that reflect the type of projects you want to attract.
Maintain a consistent aesthetic. This means using similar editing styles, colours and compositions in your images. Your feed should feel cohesive.
Tell the same story in different ways. Every post should reinforce what you do, who you help and the kind of work you specialise in.
The goal is for someone to glance at your profile and immediately understand what you’re all about.
Mistake #2: Lack of consistency
I see so many designers who get excited about Instagram, post every day for a few weeks and then completely drop off. They disappear for days, sometimes weeks and then wonder why their account isn’t growing.
But Instagram rewards consistency over a long period of time (think years, not months).
If you’re not posting regularly, Instagram’s algorithm won’t prioritise your content. The platform is a business and their goal is to keep people engaged so they can sell ads. If you’re not helping them do that (by producing content that people engage with) they won’t help you by pushing your content to more people.
How to fix this:
Post every day. Ideally, when you’re just starting out, aim for two to three posts per day. I know that sounds like a lot, but here’s why it works:
Your audience isn’t going to see every single post. Instagram won’t flood their feed with your content unless they’re highly engaged with you
The more you post, the more you will understand what resonates and “works” on Instagram (i.e. you’ll get better at your craft the more you do it)
The more you post, the more opportunities you have to be seen
Consistency signals to Instagram that you’re a serious creator and (as long as your content is good) will start pushing your content to more people
Batch your content. If posting daily feels overwhelming, create content in batches. Set aside time once a week to prepare your posts so you’re not scrambling every day to think of something to post.
Stick to a realistic schedule. If two or three posts a day isn’t doable, commit to at least one post per day - and don’t skip days. Ever!
Then stay consistent for 6 months - not 6 weeks!
Mistake #3: You don’t understand how the algorithm works
A lot of designers think they have been ‘shadow banned’ or that their content isn’t performing well because they’re posting at the wrong time - but the truth is, Instagram rewards all content that is high quality (even if you’re a tiny creator).
But if you don’t understand how the Instagram algorithm actually works you’ll struggle to grow.
Here’s what’s really happening…
Instagram doesn’t just show your posts in order of when you post them - it ranks them based on a few key factors:
📌 Engagement: Instagram first shows your post to a small group of your followers. If they engage with it (e.g. like, comment, share or save), Instagram pushes it to more people. If nobody is engaging at that first step, your post will stop there.
📌 Watch Time: the longer people watch your reels the better. If they scroll past quickly, Instagram assumes your content isn’t interesting.
📌 Shares and Saves: Instagram prioritises content that people actively want to keep or send to others. This is why educational and inspirational posts perform well.
📌 Relationship Score: If someone regularly engages with your content, Instagram will keep showing them your posts. If your audience isn’t interacting with you, they’ll stop seeing your posts altogether.
So if your content isn’t performing, it’s not because you posted at 2 PM instead of 5 PM - it’s because it’s not triggering the right signals for the algorithm to push it out.
How to fix this:
Create save or share worthy content - e.g. surprising things people don’t already know, details from your projects that are clever or different, new ideas etc.
Use strong hooks - your first line needs to grab attention - e.g. “Most designers do this wrong - here’s what my clients get instead…” or “Here’s the trend that is taking over interiors in 2025.”
Focus on engagement - Instagram will keep pushing your content out for days (even weeks) if it performs well. What matters is creating content that is saveable or shareable (as these are the metrics Instagram currently preferences).
It’s not about fighting the algorithm - it’s about giving it what it wants.
Mistake #4: Not being yourself
This one is huge.
Too many designers try to impress other designers rather than speaking to potential clients.
They post about high-end design trends, fancy furniture brands or their latest trip to events like the Salone del Mobile. While that might impress fellow designers, it’s not really what their ideal clients care about.
Most clients don’t know (or care) about the latest trends from Europe. They’re just trying to create a functional, beautiful home that fits their lifestyle.
How to fix this:
Speak like a real person - write your captions the same way you’d talk to a client. Keep it natural, friendly and approachable
Know your ideal client - think about who you’re actually trying to attract. If you’re targeting busy families, talk about real-life design challenges they face - like clever kids toy storage ideas - will be what they find most useful
Show up as YOU - the best way to stand out is to be yourself. Share behind-the-scenes content, personal stories and your unique perspective. People connect with people, not faceless brands.
If you want to impress other designers, create a separate account for that. But if you’re using Instagram to get clients, focus on what the clients care about.
Final thoughts
Instagram can be a game changer for your design business if you use it the right way.
It’s not about chasing trends, stressing over the best time to post or thinking the algorithm is out to get you.
It’s about:
✔ Telling a consistent story that is aligned with your brand
✔ Creating engaging content that people save and share
✔ Being yourself
✔ Posting daily for months and years (not days and weeks)
To take action in this post…
📌Review your Instagram feed - does it clearly communicate your niche and expertise? If not, refine your storytelling.
📌 Look at the stats on your last 5 posts - did get a lot of saves or shares? If not, rethink your content strategy
📌 Start posting every day
The designers who win on Instagram are the ones who make it a core part of their marketing strategy, not an afterthought that they cram into the end of their day.
Thanks for reading and catch you in my next post :)
Clare x
Dr Clare Le Roy
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