How to find home decor and interiors influencers on Instagram

On Instagram, interiors is a look before it's a subject. The grid shows a creator's style in one screen, and followers come for that style. Two questions sort most accounts: what kind of home is it, and what kind of change is being made?

Home tours and styling

Finished rooms, shelf arrangements and seasonal restyling. Fits decor, textiles, lighting, art and furniture that has to look right in a styled shot.

Renovation diaries

A house mid-project, day by day in Stories and in before-and-after carousels. Fits kitchens, flooring, paint, tiles and hardware, chosen while the work happens. For the building work itself, see home improvement creators on YouTube.

Renter-friendly

Changes that leave with the tenant: peel-and-stick, freestanding storage, plug-in lighting. Fits products that come out without a trace, and only those.

Small spaces

Studio layouts, storage and furniture that folds or does two jobs. Fits compact furniture and storage.

Style communities

Accounts built around a look: colourful maximalism, Scandi minimalism, Japandi, period cottages, mid-century. A bright rug brand has little to say to a strict minimalist.

Designers and stylists

Professionals posting client projects. Credible for higher-priced pieces, but a client's home needs the client's permission before your product features in it.

Thrifted and upcycled

Second-hand finds and furniture flips. Fits paint, hardware, tools and resale platforms.

• small living room ideas
• rental kitchen makeover
• renter friendly hallway
• new build makeover
• victorian terrace renovation
• colourful home
• neutral bedroom ideas
• shelf styling
• home office corner
• small bathroom ideas
• furniture flip
• first home on a budget

Name the home as well as the room. "New build", "Victorian terrace" and "rented flat" return people living in that kind of house. By hand, hashtags help: home accounts tag their house type, their style and the project, and some give their house its own hashtag, which shows the whole renovation in order.

• Before-and-after carousel. The room before, the product going in, the room after, with sources on the last slide.
• Room reveal Reel. A walk-through of the finished room. Shows scale and light, which one photo can't.
• Stories during a project. Daily progress with a poll ("which tile?") or a question sticker, so your product arrives as part of the story. Stories disappear after 24 hours unless the creator adds them to a Highlight (Instagram's help), so ask for a Highlight for the room.
• Sources list. Followers ask where things are from, and creators who answer keep sources in captions, Highlights or link-in-bio pages. Being named there keeps a product findable months later.
• Long-term follow-up. The sofa a year on, the paint after a winter of muddy boots. Shows how a product lasts, which a styled shot can't.

A Collab post appears on every co-author's profile, up to five collaborators (Instagram's Collabs help), which suits a brand, a creator and a designer sharing one project.

• Whether your product fits the grid. Scroll the last 12 posts with your product in mind. If it would clash with every room, it will look like an ad.
• Own or rent. Renters usually can't knock through or retile. Bios and captions may say "renting" or "our first home". Ask before sending anything permanent.
• Claims renters will test. "Removes without damage" and "no tools needed" are objective claims, and the UK advertising code requires evidence for claims like these before an ad runs (CAP Code section 3, rule 3.7). Give creators only claims you've tested.
• Gifted, loaned and giveaway pieces. The CMA's guidance for creators names gifts, items on loan and giveaways among things to label as ads, so a free sofa, a lamp lent for a shoot and a prize you supply all need "Ad" and the paid partnership label. See disclosure rules.
• Their privacy. A home tour can show a street, a front door or a view. Don't ask for exterior shots or a location tag.
• Lead times. A sofa or worktop that takes weeks to arrive has to be agreed before the room is due to be finished.

Interiors posts are made to be kept: people save a room for later or send it to whoever they live with. Saves and shares count as interactions in the creator's insights (About Instagram insights), but saves don't show on the public post, so (likes + comments) ÷ followers misses part of the response. Ask for saves and shares on posts like the one you'd buy.

• Leave giveaways out. Giveaway posts collect "tag a friend" comments, and group giveaways that make entrants follow several accounts can add followers who came for the prize. Take the median over ordinary posts, and see whether engagement sags after a run of giveaways.
• Sources questions count most. Comments asking where something is from, or which paint colour, are followers shopping. Emoji rows aren't.
• Reveal spikes. A finished room can draw far more than a usual post. The median handles one spike; ask what everyday posts do.

The Instagram engagement rate calculator does the sums, and spotting fake followers covers the rest.

Styled rooms and renovation diaries run on different clocks. For styling, check when your products sell and when searches for them rise on Google Trends, and agree posts a few weeks before. Renovation diaries follow the project instead, so agree a product before the work reaches that stage.

Nakodo reads your website and writes a brief you can edit, with your markets, a follower range and 3 to 6 groups of search keywords, so a storage brand for rented flats gets "rental hallway storage" rather than "home decor". Off-topic words set aside accounts whose recent captions are mostly about something else: a decor brand might add "extension" and "groundworks" to leave out build-heavy renovations.

On Instagram it reads public professional accounts through Meta's Business Discovery API: followers, bio, website and the latest 12 posts. It doesn't read comments there, so questions like "where is the lamp from?" are yours to read, and it doesn't search Pinterest. Every account gets a score from 0 to 100 with written reasons. Nakodo emails the best fits with a published email, or only those you pick, and introduces the ones who say yes. See how it works.