Before-and-after renovation stories have always been popular in print and on TV, but since the emergence of social media, we’ve been able to see them fleshed out on an unprecedented scale. While Pinterest is big on moodboards, TikTok is full of hacks and YouTube is the place for documentary-style home stories, Instagram (IG) has become the leading platform for home renovators keen to share their DIY experiences in the most accessible way. Using images, videos (reels) and links to other content, the reach is huge and growing.
Some proponents have started – and remained – small, posting only a select number of pictures that showcase the aesthetics of their renovations. Others began modestly and grew their profiles steadily until their home refurbishment was no longer a money pit but rather a money maker, care of clever collaborations with suppliers. As a result, some savvy operators now start the process with dollar signs as well as design in their
