Photos by Spacecrafting || Project by Jkath Design Build + Reinvent
As a professional in the home industry, you’ve probably heard it countless times: Building a strong online presence is essential for business success. But what does that mean, exactly? Beyond simply getting your name in front of potential clients, social media is where you define your brand identity—showcasing your work, pulling back the curtain on your processes, and sharing the personality behind the screen.
For Katie Kath, creative director at Jkath Design Build + Reinvent, social media isn’t just an add-on—it’s a core part of the firm’s marketing strategy. And it’s paying off. With a loyal audience of more than 50,000 Instagram followers, Jkath has found the platform to deliver the strongest return. “Instagram is where our homeowners and key demographic are,” she explains. “Our followers look to our posts for inspiration.”
The Content Mix
With so many Instagram tools and content types available—feed posts, stories, reels, highlights, and more—it can feel overwhelming to know where to focus your energy. So, where should you start? Your feed is where followers go first, so it’s the best opportunity to showcase your work and craftsmanship. From there, think about how to layer in ways to connect, engage, and retain your audience.
Reels, in particular, have become a powerful driver of engagement. “Reels tend to have the greatest reach, showcasing the before, process, and after to tell a story,” Kath says. Whether it’s a professionally shot video walkthrough of a completed project, a simple iPhone clip of the build process, or a slideshow of images, reels offer a dynamic way to show multiple phases of a project. They can also be cross-posted to Facebook, extending your visibility.
Kath also points to carousel posts with text overlays as an effective tactic. “Carousel posts have been a recent strategy that does really well [by] engaging the audience and keeping them on the post longer,” she says. With attention spans shorter than ever, interactive posts like these give viewers a reason to pause and admire, rather than scroll past.
The Human Factor
Beautiful photos are just one piece of the puzzle when it comes to branding online. Balancing a polished brand presence with authentic, approachable content is what builds connection. For Kath, that means leaning into Instagram stories. “We use stories for the day-to-day content—what we’re up to at that time—which feels different than the in-feed posts,” she notes.
To support this, the firm partners with a videographer for seasonal shoots, where the team collects general B-roll footage that can be used throughout the year. But Kath emphasizes you don’t need a big budget to achieve big results, explaining how iPhone videos can get the job done as well.
The key is intention. “We always ask, ‘Is this something we’d look for in a professional service company?’” Kath says. “The energy, behavior, and expertise are a few examples of filters we use when posting online.”
Consistency Is Key
At the end of the day, Kath’s biggest piece of advice is to stay consistent. Tools like AI can help generate captions or brainstorm content, but your voice should always come through. “Use a variety of content and consider the opportunity to be an expert in your space and what that means for your brand,” she advises. Think in terms of value—what insider tips can you share? What design decisions can you explain? What resources can you offer? Shape your posts around those answers. “Make your captions compelling,” she adds. “This will help keep eyes on your content for longer.”
