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Successful on Instagram: Zeitwerk Design follows a clear strategy with professional images in the image network.
wooden heroes
31 May 2022
Well thought out, implemented with commitment: Zeitwerk Design has achieved a great reach on Instagram. Customer inquiries are now bubbling up.
Denny Gilles
Authored Articles
- More than 12,000 followers on Instagram: Snedkeriet Zeitwerk Design has built a reach in the image network that only a few craft companies can achieve.
- One of the company’s secrets: it only uses professional footage from its projects for its channel. “We want to show pictures that could be published in any interior design magazine,” says entrepreneur Marina Zeitler.
- One led to the other when an influencer discovered the company’s well-maintained channel. “It gave us a huge push,” Zeitler says.
- Over time, the company has built a network of interior design enthusiasts on Instagram. In this way, the channel continuously generates new inquiries.
Everyone who is active on Instagram knows that the success of the photon network does not come by itself. The strategy must be right and a lot of effort and time must be invested, so that the number of followers grows significantly.
The carpentry in Baden-Württemberg Zeitwerk Design has succeeded as only a few workshops in Germany. The guild’s Instagram channel currently has 12,600 followers. It has a nice effect on customer acquisition: “New customer inquiries have become a sure success thanks to Instagram,” explains Marina Zeitler. The carpenter and the trained architect runs the company together with her husband and master carpenter Daniel Zeitler and has created the company’s Instagram channel.
Instagram before the website
In 2016, the couple founded Zeitwerk Design as a part-time project. In a short time, it has developed into a company with today 14 employees. Marina Zeitler also attributes the success to the company’s Instagram presence. Zeitwerk Design launched its channel there in 2017, long before its own website went online.
The carpenter knows: “Instagram is real work.” She uses the platform for about 2.5 hours a day. Not just to publish your own content, but also to find inspiration for your business and – very importantly – to network. “Via Instagram, we have built up a network of interior enthusiasts, which we must and will cultivate. We show presence, keep in touch, exchange ideas, ”explains the artisan. It is more important than the old Instagram wisdom to have to post a post every day.
The company made its breakthrough on the platform in 2018. “An influencer discovered us and bought bathroom furniture from us,” says Zeitler. “Gina” – a white washbasin with solid oak cover plate, named after the customer – was shared like crazy on the internet. “The vanity ran on all sorts of platforms and gave us a huge boost,” says the entrepreneur.
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Professional photos make the difference
The fact that the lucrative contact with the influencer came about was not least due to an obvious detail of the channel: the imagery. “It was extremely important for me to have good photos,” says Marina Zeitler. The company relies on a professional eye here. “We work with our graphic designer and photographer, who also helped develop our corporate identity and shaped our style,” says Zeitler. She regularly visits completed client projects with the photographer to take pictures for the channel and the company website. “Our customers are always super happy and proud when I come with the photographer,” says the carpenter.
The visual language of the images focuses on the effect of the furniture in the room. Capturing the character of a piece of furniture and conveying a feeling is much more important than squeezing it as completely as possible into a photo. In the pictures of the carpenters, the furniture can be boldly cut or even reduced to a crisp detail. “We want to show images that appeal to customers and that could be published in any interior design magazine,” concludes Marina Zeitler.
Future plans: Furniture lines in small series
This fits in with the carpentry work’s creative positioning, which aims to combine simplicity with expressiveness in its furniture. When the architect designs the interior, the architect likes to orientate himself on the architectural language of the respective house to create a sustainable design that you will enjoy having in the house for a lifetime. “We want to make modern furniture without implementing any harsh fashion trend,” she says.
This style is so well received online that the company’s Instagram presence can easily deliver the majority of all customer inquiries. “We have reached a point where things are going really well on the query page, and we can manage a little: If we want to sell more sinks, we make more posts in the feed or the stories,” the person in charge of Instagram explains. Furniture that customers can easily buy in selected stores and online may soon appear in the advertisements: In the future, the company wants to develop its own furniture lines, which are manufactured in small series. “We already have this to a certain extent with the washbasins, but there are often many custom-made products,” says Marina Zeitler.
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