Photos by Chelsie Lopez
Instagram isn’t just a portfolio—it’s a powerful tool for storytelling, sales, and brand credibility. Yet, many design-build professionals make the mistake of treating it as a static showcase rather than a marketing asset. In part two of our exclusive digital marketing series, Morgan Molitor of construction2style shares expert insights on using Instagram strategically. From common pitfalls to high-performing content strategies, engagement tactics, and the role of ads, she breaks down how designers, builders, and more can leverage the platform to attract the right clients, build trust, and result in a paying customer.
What are the biggest mistakes design-build pros make when marketing their work on Instagram?
One of the biggest mistakes designers make when marketing on Instagram is being too territorial about it. Some treat it like a sacred portfolio that can’t be touched, copied, or shared without their control—but that’s missing the point. Instagram isn’t just a place to showcase your work; it’s a tool to tell a story, sell, build trust, and create credibility. Some of those efforts are measurable, some aren’t, and that’s OK.
Instead of worrying about every little detail or gatekeeping your content, focus on the bigger picture. Consumers use Instagram as a resource—and if your content is being saved, shared, or referenced, that’s a good thing. It means you’re building brand awareness, staying top of mind, and positioning yourself as an industry leader.
The biggest mistake? Getting stuck in the weeds on things that don’t actually matter. Use Instagram as an extension of your business—a marketing “arm” that works for you. This is the sale you might not be able to visibly see. When used strategically, it can open doors, attract the right people, and help you grow beyond the app itself.
How important is it to show your personality versus just your work?
It really goes back to your goals, but I always recommend showing your personality. Most consumers want to know who they’re buying from—they’re not just investing in the overall look; they’re buying into a brand, vision, and team they connect with.
When you show up authentically—whether it’s you or your team—you build trust, attract the right clients, and create a business that feels human. People want to work with people, not just pretty pictures. So, don’t be afraid to be a little vulnerable, share your process, and let your personality shine. That’s what makes you memorable.
What types of Instagram posts (reels, carousels, stories) tend to perform best?
It’s not just what you post but how you present it. A few key strategies to maximize engagement include:
- Use text overlays on carousels, reels, and stories to guide the viewer and tell a clear story. Many people scroll with the sound off, so visuals and captions matter. Think of Instagram as your own digital TV channel.
- Instagram is shifting to a content-based model rather than a follower-based one. The algorithm prioritizes posts that hold attention. The longer someone stays on a post—reading, watching, or engaging—the more Instagram sees it as valuable and shares it with a larger audience.
- Diversify your content. Reels are best for reach, carousels drive engagement, and stories foster connection. A strategic mix ensures your content stays relevant and impactful.
How often should design-build pros post to stay relevant without burning out consumers (and themselves)?
Consistency matters more than frequency. Designers should aim to post regularly enough to stay top of mind. For us at construction2style, that’s every day on all social channels, which can feel a tad overwhelming if not properly using the right scheduling tools.
With Instagram’s algorithm, only about 10% of your followers see your content, which means posting more often increases the chances of reaching your audience. However, burnout is real, and it’s important to find a sustainable rhythm that works for you.
A good balance is posting reels and carousels three times a week to maintain visibility and engagement, while using stories daily (if you can) for connection and real-time updates.
Long-form content like Instagram Lives or in-depth breakdowns can be shared once or twice a month for deeper storytelling. The key is sustainability. Posting every day won’t matter if you burn out after a month. Instead, focus on a schedule that feels manageable while keeping your content high-quality and strategic. It’s better to post consistently with impact than to post constantly with no direction.
What’s the best approach for hashtags and captions to improve discoverability?
In 2025, the role of hashtags on Instagram has evolved. While they were once a primary tool for expanding reach, their impact has diminished as the platform’s algorithms now prioritize content quality, relevance, and user engagement over metadata like hashtags. According to recent insights, using two to five specific, niche hashtags can aid in content categorization, but they no longer guarantee increased reach. Instead, focusing on creating high-quality, engaging content and incorporating relevant keywords naturally into your captions are more effective for improving discoverability. This approach aligns with the platform’s shift toward enhanced search functionalities and AI-driven content recommendations.
Do you recommend Instagram ads, or do you find organic strategies more effective?
Instagram and Meta ads (Facebook + Instagram) can absolutely be worth it—if you take a strategic approach. Running ads just to “increase visibility” isn’t enough. Instead, focus on using them as part of a larger marketing funnel that actually converts followers into potential clients.
One of the most effective ways to use ads is by offering something valuable for free first. Rather than just promoting your design services, give people a reason to engage—maybe it’s a free paint color guide, a styling checklist, or a renovation budgeting worksheet. Once they download it, you now have their email, which is huge. From there, they can be nurtured through an email funnel where you provide more value, showcase your expertise, and eventually introduce your paid services.
For designers specifically, this strategy works well because most people don’t hire a designer overnight. They need time to research, get inspired, and feel confident in making that investment. If you’re simply running ads to a “work with me” page, you might miss out on a much larger audience that isn’t quite ready yet. Instead, by collecting their email first, you can stay in their inbox, build trust, and re-target them later when they are ready to hire.
How should industry professionals use Instagram DMs and comments to build relationships with potential clients?
Instagram DMs and comments are more than just engagement tools—they’re a direct line to potential clients. The key is to be intentional, approachable, and strategic in how you use them.
- Start by engaging first. Don’t just wait for inquiries—be proactive by commenting on local businesses, past clients, and ideal customers’ posts. Responding to stories with a genuine comment or reacting to their content helps build rapport without feeling salesy.
- When someone comments on your posts, reply thoughtfully. A simple “thank you” is fine, but taking it a step further by asking a follow-up question or sharing a quick insight can keep the conversation going. Instagram’s algorithm also favors posts with active conversations, so meaningful interactions boost visibility.
- In DMs, make the next step easy. If someone reaches out with a question, don’t just respond—guide them. Whether it’s sharing a link to book a consultation, sending them to a relevant blog post, or even using automated tools like ManyChat to direct them to your contact form, streamlining the process keeps potential clients engaged.
- At construction2style, we use DM trigger words—for example, if someone comments “work with us,” they automatically receive a DM with a direct link to our contact form. This removes friction and makes it easier for people to take action.
- Finally, use stories and polls to invite conversation. Asking design-related questions, sharing behind-the-scenes insights, or using the “DM me for details” approach can encourage people to reach out naturally.
When you consistently show up, engage, and make communication seamless, you build trust—turning casual followers into paying clients.
