746 → 16,900 Instagram Followers for a Full-Service Interior Design Firm

This interior design social media case study follows Hendrickson Interiors, a full-service design firm, through three years of working with Wingnut Social.

PROBLEM

Julianne Hendrickson approached Wingnut Social with the goal of growing her Instagram following to 10,000. This growth was desired not just for vanity metrics, but as a strategic move to attract a higher caliber of clientele whose tastes and project scopes aligned with Julianne’s design aesthetic and professional aspirations. She felt that her current social media presence, while engaged, wasn’t translating into the types of design opportunities she was seeking.

SOLUTION

Wingnut Social developed a comprehensive social media management strategy for Julianne, with a primary focus on Instagram while also optimizing content for Facebook.

The plan ensured a consistent presence with five posts per week on Instagram, including Reels, to maintain engagement. Community management was a key element, with active inbox management and prompt responses to comments and messages to nurture community interaction. Monthly reports were delivered to Julianne, alongside weekly internal reports for performance tracking and strategic refinement. Paid advertising campaigns on Facebook or Instagram were run each month to increase reach and engage specific audiences. Monthly meetings were held with Julianne to review progress, refine goals, and adjust strategies as needed.

In addition, the Wingnut Growth Boost strategy was implemented to proactively engage with potential clients and build relationships. Content on Facebook was continually monitored and fine-tuned to maximize its impact and support overall social media goals. Bi-weekly “Wingnut Wins” meetings were conducted to share insights, celebrate successes, and enhance team learning.

This well-rounded approach ensured a consistent, dynamic presence on Instagram, while leveraging Facebook’s reach to help achieve Julianne’s business objectives.

LET’S GET SPECIFIC

Over a three-year period, Hendrickson Interiors has experienced impressive growth, gaining more than 16,000 followers. When the client first partnered with Wingnut Social, they had only 746 followers. Today, Hendrickson Interiors boasts a following of 16,900.

During this period, Hendrickson Interiors garnered a total of 2.1 million impressions on Instagram. Impressions refer to the total number of times content is viewed, including multiple views by the same person, and are key to measuring the reach and potential engagement of the content.

On average, Hendrickson Interiors reaches 4,200 users on Instagram each month. Their engagement rate has consistently hovered around 4.18% over the past three years, well above the average rate of 1-3% for accounts of this size.

In the past three years, Hendrickson Interiors has accumulated 7,000 comments, 57,000 likes, 1,400 website clicks, 24,400 profile views, and over 4,800 saves. Julianne Hendrickson typically receives 4 to 8 leads or service inquiries annually through Instagram or Facebook direct messages alone. This number does not include inquiries submitted via the website’s contact form, even when those visits originated from social media referrals. Most importantly, Julianne reports that most of her clients now find her through Instagram.

One of those clients found Hendrickson Interiors on Instagram from across the country. In Julianne’s words:

“I have a client right now who found us on Instagram solely from California, and they are moving here to Florida and building a massive, beautiful custom home, and we are getting the pleasure of working with them. I won’t say the other design firm’s name, but they are a very, very highly sought-after design firm that she interviewed alongside me… and she chose us… I really feel like if my Instagram wasn’t where it should be… that would never have happened.”

HEAR IT FROM JULIANNE…

“I’ve been a Wingnut Social client for almost two years now. I’m so thankful for Wingnut. When I first started using Instagram myself for my personal business, I didn’t know who my core audience was, and I didn’t know how to use all the special features on Instagram. Wingnut Social is an expert in doing both things. They have taken my social media and they have made it something that I could not have done myself. I am so thankful and have no intention of not using them for a very, very long time.”

— Julianne Hendrickson, Hendrickson Interiors
From her video testimonial. Julianne is still a Wingnut Social client today.