Regardless of demographic, Americans agree that picking the right home decor is important. That sentiment was on full display last year when U.S. consumers collectively spent more than $180 billion on home decor products.
But whether you fancy yourself a design expert or freely admit you need all the help you can get, we can all use a little inspiration when it comes to filling out our perfect living space.
Home decor influencers are valuable resources for consumers who need fresh ideas and classic styles. And for brands supplying the products that help make a house a home, there are no better partners to collaborate with.
What is a home decor creator?
A home decor influencer is any social media creator who produces content that inspires interior and exterior style decisions, DIY projects, or overall aesthetic upgrades.
These creators can include, but are not limited to:
- Interior designers
- Architects
- Mommy bloggers
- DIY/craft influencers
- Artists
Many of these creators have grown a dedicated and engaged following thanks to their unique style and willingness to give audiences a behind-the-scenes look at their creative process.
Their followers trust them for home improvement and interior design tips, making home decor influencers the perfect partners for brands hoping to get their products and services in front of a captivated target audience.
What content works best for home decor creators?
Home tours
Home tours are a great way for influencers to give their followers an intimate look at their design taste. Home tours are especially effective on live streams because audiences can ask questions about specific products and engage with the creator in real time.
Budget makeovers
Top-of-the-line home renovation content is always a good time, but budget makeovers are the way to go for creators who are really looking to inspire and engage with their audience. Decorating a home can be a daunting task, but there are plenty of influencers who can walk you through the process without the stress of accumulating a massive credit card bill at the end of the makeover.
Sustainable DIY
Amazing home decor doesn’t always have to come from a retail store. For designers on a budget or those who want to make their decor uniquely their own, there are plenty of influencers to turn to for inspiration and tutorials. These creators are also an excellent match for craft and art supply brands who want to showcase their products’ possibilities.
Shop with me
“Shop with me” content is some of the most popular and engaging for home decor creators. By taking their audiences inside their favorite stores, creators can speak about particular items, talk about budget, and give followers a look at their thought process when they first begin conceptualizing a space. It’s also a savvy way for brands to spread awareness of new products.
Interior design trends to watch
Multipurpose spaces
When the COVID-19 pandemic forced us indoors, many people realized the importance of making the most out of every inch of space in their homes. Whether it was a guest bedroom that doubled as an at-home gym or a dining room that also served as an office, everyone rethought their home layout. And in 2022, we’re still looking to get the most out of what we have.
“The pandemic led us to acknowledge the importance of the ‘home’ as a haven. We will continue to see the demand for versatility in the home where one space can be transformed and molded for different activities: a dining table or kitchen island can double as a desk.”
— Alice Dahbura-Borges, Miami-based designer and architect
Plenty of earth tones
Nature is one of the finest sources of inspiration for home design in 2022. Sometimes a warm accent wall can be all a room needs to reach its potential. Other times, bathing an entire room in a strong earth tone can bring out just the right soothing aesthetic.
“The new neutrals for home colors are actual nature colors. 2022 will see more designs bringing in those muted nature colors such as leafy greens, bark browns, ocean and sky blues, sandy beiges, cloudy whites, and more into the home.”
— Linda Hayslett of LH.Designed
Sustainable materials
Sustainability is good for business and the planet. Many consumers are willing to pay a little more for sustainable products, but for those who aren’t, there are plenty of options for DIY home furnishings that look great and don’t break the bank.
“We are starting to see lots of new brilliant options for sustainable fabrics and materials. I think this should now be a priority for all designers.”
— Marcus Barwell, Managing Director of Soho House Design
AR options for decor purchases
Earlier this year, Pinterest released Try On for Home Decor, a new way for users to shop for home decor inspiration on Pinterest using augmented reality. The AR tool lets users place over 80,000 items from retailers like Crate and Barrel, Walmart, and Wayfair in their homes using the Pinterest Lens camera.
Pinterest’s internal data suggests that users are five times more likely to purchase from AR-enabled pins than standard pins. However, the evolution of its technology will play a major role in how conversions shake out long-term.
“There’s early evidence to suggest that AR can help increase the conversion rate, but its success really depends on the quality of the AR tools,” said Jasmine Enberg, eMarketer senior analyst at Insider Intelligence. “If the experience and technology are clunky, that can even dissuade people from making a purchase.”
Examples of successful campaigns with home decor influencers
Target
Target is one of the largest retailers in the U.S., but it prefers to partner with smaller creators for influencer marketing. Target produces regular content with high-performing micro influencers who can showcase the brand’s affordable products stylishly and tastefully.
West Elm
West Elm launched The Collective, the brand’s first ambassador program, in April 2021. The Collective features two categories of creators: insiders and tastemakers. Tastemakers include industry leaders who receive monthly features on the West Elm website, while Insiders consist of emerging creators from around the world. Each member of The Collective shares their favorite pieces with their audiences, and West Elm shares each collection on its website and social feeds.
Pottery Barn
In 2018, Pottery Barn’s “Loveliest Looks of Christmas Home Tour” featured partnerships with nine popular bloggers and Instagram and Pinterest influencers. Each creator posted their favorite holiday looks and tagged Pottery Barn in their captions with a URL for each featured item. Each post’s “home tour” theme resulted in high engagement rates across the board.
Top 20 home decor creators to follow on social media right now
Top home decor influencers on Instagram
1. Elena Lohse
Elena grew her following by sharing the renovation process of her Toronto home. Her warm, natural aesthetic should serve as great inspiration for anyone looking to make their space a bit cozier. Elena also shares affordable finds from her shopping trips and builds lists of her must-have products from various retailers.
You can also follow Elena on TikTok and her blog.
2. Abhinav Yadav
Abhinav was all set to go to ESCP Europe business school in 2020 until COVID-19 canceled his plans. While stuck at home, he started his “Create Your Taste” Instagram channel to share DIY projects he made to pass the time. As his platform gained popularity, Abhinav shifted his focus to spotlighting local artisans from his hometown of Varanasi, India, to help them sell their handmade bamboo, jute, and cane products.
3. Luis Arturo
Luis is a digital marketer and home decor enthusiast. He is known for bringing his Mexican heritage to life in his ever-evolving Los Angeles loft. Most of Luis’ content comes from inside his apartment, but he also travels to Mexico regularly, giving his followers a taste of Mexico City and Oaxacan inspiration.
You can also follow him on TikTok.
4. Aleksandra Morawiak
Aleksandra is an artist with a passion for collage and interior design. This Polish creator often uses plants and animals to help bring her projects to life with a uniquely homey color palette. Aleksandra has done work for a number of publishers, brands, and agencies in Poland and abroad.
You can also follow her on Pinterest and Facebook.
5. Kate Morgan
Kate loves bright colors—specifically pink. Her taste might not be for everyone, but if it’s for you, you’ll find endless inspiration for all of your wildest, most colorful dreams. Kate is also the co-host of Colourful Home Vibe, an account that features other vibrant rooms from around the world.
You can also follow Kate on Facebook and TikTok.
Top home decor influencers on TikTok
1. Lizzy Ahlbrandt
@lizzyahlbrandt #backyard #patio #firepit #fuquayvarina #northcarolina #summer #outdoors #outside #diy #diyproject #bbq #backyardvibes #porchvibes #patioideas ♬ Scar Tissue – Red Hot Chili Peppers
Lizzy is a home decor and DIY creator from North Carolina. She’s recently tackled several backyard projects like building a DIY firepit and outdoor dining area. When she’s not sharing her home improvement content, she’s sharing plenty of what’s for dinner and day-in-the-life content with her family.
You can also follow Lizzy on Instagram and Twitter.
2. David Quarles
@david.quarlesiv Just in case you need your reminder of giving yourself the flowers you deserve – literally and figuratively. Happy Wednesday #youreamazing #flowers #joy ♬ Hold On – The Internet
David is a Memphis-based interior designer, jewelry designer, content creator, and fitness instructor. From design resources to vegan recipes and DIY tutorials, David views his creativity as a way of life rather than an activity.
You can also follow him on Instagram.
3. FiveFootFeminine
@fivefootfeminine DIY Easter Basket Floral Arrangement #floralarrangements #flowerarrangements #diyflowerarrangement #easter #easterdecor #springdecor ♬ As It Was – Harry Styles
Brittany started her FiveFootFeminine blog to share her love for all things petite, feminine, and girly. She’s a “finance lady” by day and an “extreme shopper” by night. Brittany loves sharing her home decor finds with her followers and helping women with similar body types source hard-to-find clothing sizes and styles.
You can also follow Brittany on Instagram and her blog.
4. As Told By Michelle
@astoldbymichelle My personality in home form❤️ #ByeByeSundayBlues #ImoniCarly #homedecor #cozyhome #hometour ♬ My apartment is my main personality trait – Sydney Chase
Michelle is a lifestyle and home decor blogger providing weekly design ideas and tips for creating a happy home. With a love for cozy spaces, Michelle helps her followers with budget-friendly design tips and what to buy from her favorite brands and shops.
You can also follow Michelle on Instagram and Pinterest.
5. Reeves Connelly
@reevcon Fluorescent lights are the enemy #interiordesign ♬ As It Was – Harry Styles
Reeves is an architect and interior designer. Always up to date on the latest trends, Reeves shares helpful tips with his followers looking for a clean, minimalist approach to interior design. He also shares insights on how the proper use of space and light can help improve a room’s overall aesthetic.
Top home decor influencers on YouTube
1. Mister Preda
Daniel, aka Mister Preda, uploads content related to home decor, interior design, skincare, puppies, travel vlogs, and everything in between. His home decor content makes Daniel the perfect follow for anyone looking to do a room makeover on a budget.
You can also follow him on Instagram and Twitter.
2. BudgetHobby
BudgetHobby produces fun and “geeky” DIY projects made with budgeted and recycled materials. The easy-to-follow videos are dedicated to popular characters from video games, cartoons, anime, and other pop culture avenues.
You can also follow BudgetHobby on Instagram and Facebook.
3. Chelley Royston
Chelley is a mother of three who loves posting videos on organizing, home decor, beauty, and more. Some of her most popular content is “clean with me” videos shot after her children tear through a room, leaving destruction in their wake.
4. Emily Rayna
Emily graduated from Endicott College with a BFA in design/architecture and a minor in dance. If it involves art or the color yellow, Emily is into it.
You can also follow her on TikTok, Instagram, and Facebook.
5. Candis Halligan
Candis shares lifestyle, cleaning motivation, organization techniques, and home decor tips with her followers. Her “all day get it done” videos go through a whole day in the life of the military wife and mom of two, from a delicious dinner recipe to organizing the pantry and unpacking an IKEA haul.
Top home decor influencers on Pinterest
1. Preetisusant
Preeti is an interior designer and product stylist from Kolkata, India. The self-proclaimed “plant-obsessed” creator takes a #homegarnishing approach to home decor, highlighting wreaths, masks, hats, or anything you can use to adorn a wall.
You can also follow Preeti on Instagram.
2. Whiskey & Whit
Whitney is a midwestern girl who loves farmhouse decor and a good budget craft project. Her channel features DIY tutorials, Cricut tips, home decor finds, money-saving hacks, and the occasional family and life update.
You can also follow her on Instagram and YouTube.
3. Claire Lynn
Claire started her original blog, The Rustic Pig, in 2012 when she decided to step away from her job as an elementary school teacher to pursue her passion for writing, DIY, and home decor. Some of Claire’s favorite content involves antique furniture and how to flip a piece after upgrading it.
You can also follow her on Facebook, TikTok, and Instagram.
4.Kansas Michalke
Kansas runs the business Michalke Made with her husband, Brandon. The couple spent years traveling Texas while transforming homes and eventually turned their love for fixer-uppers into a full-time job. They pride themselves on pushing creative boundaries and inspiring women to have the confidence to stand out in a crowd.
5. Turtle Creek Lane
Jennifer Houghton is the mind behind Turtle Creek Lane. Her goal is to create an interior design aesthetic that feels like a hug. And as someone who believes in celebrating just about everything, Jennifer provides ideas and inspiration to help make everyone’s home a place where people want to gather and feel joyful.
You can also follow Jennifer on Instagram.
Key takeaway: Home decor influencers drive inspiration and conversions
Home decor creators are one of the most reliable choices for consumers looking for a bit of inspiration on their next house project. Audiences count on these influencers to provide them with the hottest styles at the most affordable prices and fully trust their opinions regarding product recommendations. Home decor companies that partner with brand-aligned creators gain access to an engaged target audience willing to experiment with new trends and products.
Learn more about influencer marketing: Influencer Marketing 101
