This article is the third of a three part series entitled “How to Stay Connected and Relevant in the Digital Age of Design?” and is featured on MarketScale AEC
Social media influencing isn’t an official science (yet). But it is undeniable that brands and individuals have cultivated enormous followings that change buyer behaviors and consumer demand. The phenomenon of the “social media influencer” is just as important to the AEC industry.
The majority of architects still don’t see marketing as a hugely important part of their business, according to Archipreneur. And it starts at the top. Many principals don’t prioritize or even take the marketing of their firm into account. The result? Some of the best architecture firms are flying way below the radar.
Having an authentic presence on social media is directly tied to better recruiting, increased sales, and differentiation from the competition.
There is a newer school of thought that centers around social media platforms, Instagram especially, being “required reading” for design professionals. It makes sense – a visual medium that shows the most up to date interiors in the most idyllic light is bound to attract eyeballs (and clicks). The visual nature of Instagram can feel like it was made for the A&D industry at times.
To pay homage to the individuals who are setting the pace and influencing the masses (one post at a time), we’ve compiled a list of names to keep an eye on in a number of categories relevant to the AEC market. We scoured the internet – read more “Top 10” lists than we care to admit (don’t believe us? Check the footnotes for a few of them), interviewed dozens of industry professionals, and eventually landed on the following list:
A “Not So Definitive” Ranking of Social Media Influencers for the Architecture and Design World:
Whether it is sketches in their free time, unexpected shapes in unexpected places, or materials that you’ve never seen matched together – these designers are using Instagram to tell their own unique design stories, which is why they made our list.
Trendsetter: Dana Tomic Hughes, Yellowtrace
Location: Sydney, Austrailia
Instagram Followers: 2.2K + 149k, respectively
Thought Leader: Cindy Allen, Interior Design Magazine
Location: New York, NY
Instagram Followers: 15.6K + 1.3M, respectively
Disruptor: Sarah Sherman Samuel
Location: Los Angeles, CA
Instagram Followers: 221K
Furniture + Industrial Design
It isn’t all about colors and textures. Very often, spaces are defined by the furniture within them. This section of the list focuses on the “makers” of the world and how their brands stand for curating great design and solving complex problems in simple, beautiful ways.
Location: Antwerp, Belgium
Instagram Followers: 9.4K
Thought Leader: Design Bunker
Location: London, England
Instagram Followers: 421K
Disruptor: KEM Studio
Location: Kansas City, MO
Instagram Followers: 1K
Photographing a beautifully designed interior isn’t nearly as hard as capturing the essence of exterior architecture. These three architects do a masterful job of balancing the inside and outside of spaces in a way that inspires.
Trendsetter: Alexander Gorlin Architects
Location: New York, NY
Instagram Followers: 7.4K
Technology in Design
Technology threatens nearly every industry in one way or another, and interior design is no different. These three tech companies are pushing the envelope and democratizing design for the masses. Along the way, they’re using social media to mobilize a tribe of people who appreciate great design.
Location: Culver City, CA
Instagram Followers: 43.8K
Thought Leader: Houzz
Location: Palo Alto, CA
Instagram Followers: 475K
Disruptor: Home Polish
Location: New York, NY
Instagram Followers: 1.8M
Is this list comprehensive? Absolutely not. This isn’t the list of accounts with the most followers or flashiest brands (check the footnotes of this article if you’re interested in that list).
Influence can change faster than design itself. But if you’re an AEC professional looking to stay on top of your game, this list is a great starting point to make sure you have your finger on the pulse of architecture and design.
Independent.co – Why Instagram Has Become a Vital Tool for Interior Designers
Influence Digest – Top 20 Interior Design Influencers on Social Media
Architectural Digest – 26 Must-Follow Designers and Architects on Instagram
Klear – Top 10 Architecture Influencers
ArchDaily – 25 Architecture Instagram Feeds to Follow Now
The Next Web – How Architecture is Changing Interior Design