REVEALED: How Much Your Home Instagram Account Could Be Earning You

Analysis from Ellis & Co reveals how much some of the most popular home Instagram accounts could be earning  

Ellis & Co analysed over 100 Instagram accounts1 dedicated to documenting interior design, home renovations and period properties, as well as those from celebrities and influencers, to find out how much they could be earning from sharing on social media, and who might be earning the most.  

Ten home renovation Instagram accounts and estimated earnings per post  

For those documenting a big renovation project, it appears there’s plenty of opportunity to monetise the journey. With behind-the-scenes insight into the finished results, the decisions along the way (and the costs), it seems following the journey of a renovation is appealing to a lot of people, with some of the most popular renovation accounts having almost 400k followers.  

Susanna Hawkins, a former neuroscientist who documented her property renovation in Bath on social media, has built up a following of 385,423 followers and could now be earning £1,361 per post. Since the start of the first lockdown, Susanna has amassed more than 70k followers, growing her account from 308k to over 385k – which could be thanks to people looking for home inspiration during this time.  

The account with the second largest following is Katie Woods (@comedowntothewoods), who is a dentist by day with 4 children – her 220,197 followers mean she could be earning £777 per post. In third place is @whathavewedunoon, an account run by couple Claire and Cal, who are working to restore a 1900s stone villa. With their 176,429 followers they could be earning £624 per post.  

Ten celebrity and influencer home accounts and estimated earnings per post 

Celebrities and Influencers are cashing in on their home accounts too 

With an appetite for more access to celebrity lives thanks to popular reality TV shows such as The Only Way Is Essex, Made in Chelsea and Love Island, it should come as no surprise that people love to follow celebrity home accounts. From sharing their lavish homes and interior styles to full on transformative home renovations, users love to follow along to see behind the scenes. 

When it comes to the potential to earn big online, Love Island star Olivia Bowen could be earning the most with her home account.  It’s estimated that Olivia could earn £2.5k per post when teaming up with a brand for an AD – not bad for a second Instagram account. Likewise, Billie Faiers from The Only Way Is Essex, who has almost 600k followers on her home account, which documents her home renovation, could be earning an impressive £2,102 per post.  

However, it’s not just celebrities cashing in on their second accounts, as popular fashion influencers including Lydia Millen and Victoria (InTheFrow) have enough followers on their home focused accounts to help them earn up to £1,100 per post. It appears people are just as interested in their home style as they are their fashion.  

Lucy Mecklenburgh sits within the top five earners (per post) however, she has recently been flagged by the Advertising Standards Authority (ASA) for not accurately labelling adverts on her personal Instagram, which may have an adverse effect on her potential earnings in the future. The ASA are clamping down on social media influencers who are not complying with the UK’s advertising rules5.  

So, if you’re looking to renovate your property or feel like you have an interior style worth sharing, it could be worth documenting it on Instagram – not only to be able to look back but it could have the potential to turn into a lucrative side hustle.  

More information, the full list of home Instagram accounts and methodology can be found online: https://www.ellisandco.co.uk/news/instagram-home-influencers