our reach got cut in half, but our client list doubled: THE NEW ERA OF INSTAGRAM

why instagram reach doesn’t matter as much as you think in 2025

photography:  studio rh / anna derzhanovska  interior design:  tiffany leigh design  build:  mueller custom build

we recently hit full client capacity at the studio, and now we’re in the process of growing our team to prepare for the next phase in our business. it still feels a little surreal, especially because we didn’t get here by going viral or chasing big numbers.

our instagram following is still under 2,000. engagement is way down compared to what we were seeing a couple of years ago when we had just 500 followers. we haven’t boosted a post or run an ad campaign in a long time. and yet, our business is thriving.

the reason is simple. reach isn’t everything anymore.

what matters more is the right reach. a large audience doesn’t mean much if the people seeing your content aren’t the ones who actually want to work with you.

for us, growth has come from a small but highly aligned community. through our instagram account, we’ve connected with our dream clients in los angeles, vancouver, NYC and beyond. all through content that’s organic and true to our values.

photography: studio rh / anna derzhanovska interior design: tiffany leigh design build: mueller custom build

we’ve shifted our approach, and our clients’ too

this shift has changed how we create content for ourselves and the brands we work with. instead of trying to appeal to as many people as possible, we focus on speaking clearly to the right ones.

that means:

• choosing audio that matches the tone of the brand, even if it’s not trending

• using specific keywords like 'malibu interior designer' instead of broad ones like 'luxury interior designer'

• creating content with the ideal client in mind, not just whoever happens to scroll past

instagram still rewards engagement, but in a more refined way. when someone watches a reel all the way through, it signals that the content is worth paying attention to. that’s how visibility starts to grow—slowly, steadily and in a way that actually converts.

growth looks different this year

right now, our priority isn’t to bring in more clients. it’s to make space for our future. that means hiring, refining our systems and staying grounded in the work we care about most.

if your reach has dropped this year, you’re not alone. but that doesn’t mean your strategy isn’t working. in fact, you might be seeing fewer views and stronger leads—and that’s a sign you’re on the right track.

have you felt the shift too? we’d love to hear what your experience with reach has been lately!

photography:  studio rh / anna derzhanovska interior design:  tiffany leigh design  build:  mueller custom build