Nowasays,  around 1 billion people use Instagram every single month – that’s around 13 percent of the world’s population. Also, 80 percent of Instagram users follow one or more businesses, and 72 percent of users have purchased a product that they first saw on Instagram.

Is Instagram a size thing or are the most popular interior design brands thinking beyond “consumers” and building a true relationship?

What happened in the last 5 years amongts the first 10 positions?

Created with Fanpage Karma

 

What are the most popular interior design brands on Instagram today?

With more than a million followers the first three interior design brands on Instagram stand out from all the others!

The most popular furniture brand on Instagram is the Danish design brand Hay with more than 1,6M followers, a little detached Vitra, the celebrated and very popular amongst architects Swiss furniture company, and Muuto, another Danish design company, with more than 1M followers both.

Although in the first 6 places, there are 4 Danish companies, there’s a large group of renowned Italian furniture and lightings brands in the first 20 places such as B&B Italia, Kartell, Flos, Cassina, Minotti, , ArtemideMoroso and Flexform.

# Brand Followers Engagement Post Interaction
1 HAY 1623597   0,33%   0,39%
2 vitra 1034979   0,44%   0,48%
3 Muuto 1013261   0,36%   0,36%
4 GUBI 623397   0,66%   0,64%
5 610380   0,35%   0,29%
6 FRITZ HANSEN 579163   0,42%   0,46%
7 B&B Italia 480193   0,14%   0,25%
8 Kartell Official 464606   0,22%   0,42%
9 Flos 461117   0,26%   0,34%
10 Knoll 426995   0,39%   0,51%
11 LAGO 390772   0,75%   0,76%
12 MENU 377309   0,28%   0,69%
13 Minotti spa 362014   0,49%   0,3%
14 Cassina 358995   0,2%   0,41%
15 Louis Poulsen 349637   0,65%   1,09%
16 Moooi 329961   0,18%   0,35%
17 andtradition 329443   0,64%   0,64%
18 Artemide 306304   0,18%   0,43%
19 MOROSO 302142   0,36%   0,46%
20 FLEXFORM 296216   0,3%   0,35%
date: 26/04/2021

Most engaging interior design brands on Instagram

If the number of followers gets our attention, what really matter is the engagement rate.

The engagement rate shows an average amount of how often a fan interacts with the posts of a page. It is a metric used to calculate the level of engagement generated from created content or a brand campaign.

It is calculated by dividing the daily amount of likes, comments and shares by the number of fans. It provides an accurate representation of content performance than simply looking at individual absolute measures such as the number of likes, comments, shares, etc. It is a more comprehensive metric even if it is unable to evaluate the value of an interaction.

We calculated the latest 3 month engagement rate of 100 of the most popular interior design brands on Instagram. As you can see thread are many design brands that not appears amongst the top 50.

# Brand Followers Engagement Post Interaction
34 Dinesen 126705   1,64%   1,74%
23 antoniolupi 240544   1,5%   1,5%
29 Ligne Roset 178317   1,11%   1,33%
Bisazza 52421   0,96%   0,76%
26 Carl Hansen & Søn 224537   0,89%   1,02%
39 Dedar 110287   0,83%   0,72%
41 USM Modular Furniture 98532   0,75%   1,31%
11 LAGO 390772   0,75%   0,76%
24194   0,75%   0,68%
31 Fredericia 156653   0,74%   0,78%
36 Mutina 125604   0,74%   0,71%
47 Thonet GmbH 78361   0,74%   1,14%
Tribù 30409   0,72%   1,61%
4 GUBI 623397   0,66%   0,64%
15 Louis Poulsen 349637   0,65%   1,09%
57222   0,65%   1,95%
17 andtradition 329443   0,64%   0,64%
dk3 17841   0,61%   1,3%
Marsetbcn 66357   0,59%   1,36%
30 Vibia 169286   0,58%   0,82%
date: 26/04/2021 – period January 2021 – April 2021

A brilliant job has been made by the marketing and communications teams of Dinesen, antoniolupi and Ligne Roset that are amongst the most popular but even amongst the kost engaging brands.

Bisazza, Kristalia, Tribù, Davide Groppi, dk4 and Marset that are not amongst the first 50 positions get an excellent engagement rate innthe latest 3 months.

Most engaging funriture and lighting brands on Instagram with the highest post interaction  

Not all the brands are daily active, therefore it’s interesting even to evaluate the weight and the effect of each single post. The post interaction shows how active the fans engage with a post of a page.

It shows the average amount of all interactions (likes, shares, comments) for each fan per post. As opposed to the Engagement Rate, the Post Interaction ignores days without any posts.

# Brand Followers Engagement Post Interaction
Davide Groppi 57222   0,65%   1,95%
34 Dinesen 126705   1,64%   1,74%
Tribù 30409   0,72%   1,61%
Riva Industria Mobili S.p.A 47676   0,44%   1,57%
23 antoniolupi 240544   1,5%   1,5%
Marsetbcn 66357   0,59%   1,36%
29 Ligne Roset 178317   1,11%   1,33%
41 USM Modular Furniture 98532   0,75%   1,31%
dk3 17841   0,61%   1,3%
Ceramic Flaminia 21650   0,44%   1,21%
Rolf Benz 36848   0,53%   1,19%
42 EDRA 97545   0,33%   1,18%
47 Thonet GmbH 78361   0,74%   1,14%
Cappellini 44780   0,41%   1,13%
15 Louis Poulsen 349637   0,65%   1,09%
SANCAL 34005   0,49%   1,05%
luceplan 35831   0,31%   1,04%
26 Carl Hansen & Søn 224537   0,89%   1,02%
MAXALTO 42294   0,47%   1,01%
EMU Outdoor Living 22034   0,53%   1,0%
Laufen Bathrooms AG 40742   0,51%   1,0%
date: 26/04/2021 – period January 2021 – April 2021

In this special key performance indicator, as Mies van der Rohe said “less is more” (less followers, more engagement), emerge again brands such as Davide Groppi, Tribu, antonilupi. 

Louis Poulsen, appearing in all the three rankins, stands out in with the best balance amongst followers, engagement and post interaction.

If you are curious about architecture and social networks discover which are the most popular architecture firms on LinkedIn.