Perfectly styled corners and curated color palettes might earn you a like, but these days design prowess alone rarely earns trust — or new business. Interior designer Tommy Landen Huerter’s rapid rise on social media offers a useful case study in what today’s content-hungry viewers are really craving.
Taking a page from Huerter’s playbook, Interior Design 411 features lessons in sparking design dialogues online. Here’s what you need to know to start igniting your own.
Why “Behind the Scenes” Content Works
Huerter didn’t go viral with a jaw-dropping renovation or a hot take on an ugly trend. He started out by reviewing Real Housewives’ homes, something accessible, fun, and a little unexpected. But that was just the hook. He built his real audience, over 126,000 followers on TikTok, by pulling back the curtain on the interior design industry itself.
Instead of staying in the saturated DIY lane, he leaned into content few were touching: fee structures, sample ordering processes, sourcing timelines, and the business realities of the trade. That insider knowledge positioned him as an interpreter of the industry, someone who could explain the unspoken rules and logic of a field that often feels opaque to outsiders.
The 411 Takeaway: If you want more engagement from your posts, try offering your audience an education. What feels routine to you, like explaining why a design fee is structured hourly vs. flat-rate, might be eye-opening to the client or aspiring designer scrolling past.
Money Talks (And People Are Listening)
One of the most quietly radical things Huerter does is talk openly about money. Not just pricing, but value. That is, how designers calculate it, justify it, and deliver it. That kind of content has practical appeal to both ends of the spectrum. Clients who have never hired a designer and designers navigating how to package their services will be drawn in.
When leads from Huerter’s social channels weren’t quite ready for full-service fees, he launched hourly consulting packages, a minimum of 20 hours. This gave potential clients a foot in the door while giving him a revenue stream and a chance to grow his portfolio. These clients want access, advice, and flexibility. Social media brought them in, and clear service tiers kept them around.
The 411 Takeaway: Monetization doesn’t always require brand partnerships or influencer gigs. Build lower-barrier service packages that meet your audience where they are and advertise them directly on your feed.
Pretty Alone Won’t Cut It
Designers are used to selling the visual. But Huerter makes a compelling case that visuals alone don’t spark real engagement. Users will scroll, like, and then forget. What they remember and share are ideas. Offer a take on why a top brand is floundering. Break down how tariffs impact that Restoration Hardware price tag. Even a thoughtful critique of a design-centric news article can spark meaningful dialogue. Keep the conversation going by invoking curiosity with your content. Make them ask: What does that mean? How does that look? Would I do this?
This is what builds community and credibility. Audiences want to know what you think, not just what you’ve styled. The most engaging posts are those that ask questions, explain nuance, or challenge assumptions. These invite comments, saves, and shares, an algorithm’s best friend. And unlike fleeting likes, thoughtful content builds lasting client interest.
The 411 Takeaway: Use news, trends, or even memes as a jumping-off point to share your professional insight. Don’t be afraid to be the designer who has something to say.
Make the Platforms Work for You
It’s easy to see social media as a distraction or marketing burden. Huerter sees it as a side job with long-term payoff. His content work enhances his client work by pre-educating leads, reducing friction in onboarding, and building brand trust long before a discovery call ever happens.
He doesn’t try to be everything to everyone. His audience may not always convert immediately, but his clear positioning as a designer who demystifies the business makes it easy to attract the right-fit client when the time comes.
The 411 Takeaway: Social media can amplify your design business without overwhelming it. Start small, stay consistent, and use your content to lay the groundwork for smarter conversations with future clients. For tips on carving out your own niche on social media, read The Secret To Attracting Your Dream Design Client (Hint: It’s Your Niche!).
As Huerter proves, sharing your expertise online builds influence faster than any picture-perfect post or before-and-after ever could. If you’re looking to grow your audience, convert smarter leads, or just bring more meaning to your social strategy, try starting where most designers stop: explaining the “why” behind the work.
