Most popular interior design brands didn’t miss the chance to use Instagram to show their products, engage customers and post original stories to show the way their creations are made, their design philosophy, behind the scenes images, events and all that goes around their brand.
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?
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, Lago, Artemide, Moroso 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 | Tom Dixon | 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% |
Kristalia | 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% |
Davide Groppi | 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.