Social Media Strategy (Instagram)

Social Media & Instagram Strategy

Jason Lewis Furniture

Research compiled Jan 2026 | Updated Feb 2026

ACCOUNTS

@jasonlewisfurniture — Main studio feed (changed from @jlfprojects, Feb 2026)

@offcut.shop — Offcut brand (2,459 followers, 208 posts)

pinterest.com/jlfurniture — Exists, no strategy yet

JASON'S APPROACH (Decided Feb 2026)

• 1 post every 1-2 weeks (NOT a content farm)
• Portfolio/catalog style — finished work, install shots, events
• Mostly carousels (4-6 slides)
• Personal tone, Jason's voice
• Purpose: alternate online catalog + community connection
• Jason drives content; Claude helps with calendar and accountability

Recent posts (Feb 2026)

• Install shots — dark/moody custom cabinets, design by Kadlec
• RC01 rocking chair in oiled white oak — first project of 2026
• Holiday open house & gift sale — Dec 2025
• Offcut tagged posts — Nov 2025
• Group exhibition of scrap-made design

Instagram Algorithm 2026 — Key Insights

Top ranking signals (confirmed by Instagram head Adam Mosseri)

• Watch time — How long viewers stay with content
• Likes per reach — Engagement relative to impressions
• DM shares — Content shared via direct messages

Most valuable interactions (ranked)

• Shares — Strongest signal
• Saves — Content is useful/reference-worthy
• Comments — Especially longer replies
• Likes — Important but less weight

Content Format Performance

Reels: 2.25x reach multiplier vs static posts. Best for discovery.

Carousels: Highest engagement rate (0.55%). Up to 20 images. Best for existing audience.

Static photos: 0.45% engagement. Limited to existing audience.

NOTE: Jason's current approach (carousels of finished work) is naturally aligned with the

highest-engagement format. No need to pivot to Reels unless he wants to

experiment.

Hashtag Strategy

Use 15-20 relevant hashtags per post.

Core set for @jasonlewisfurniture

#customfurniture #woodworking #chicagomaker #solidwood #jasonlewisfurniture #furnituredesign

#handcraftedfurniture #modernfurnituredesign #heirloomquality #traditionaljoinery

Geo hashtags

#chicagofurnituremaker #chicagodesign #chicagoartisan #midwestmaker

For Offcut posts

#sustainabledesign #upcycledfurniture #offcutshop #zerowaste #scrapwood

PEER ACCOUNTS (for reference)

@fernwehwoodworking — 149K followers (Bend, OR) — Strong process content

@sentientfurniture — 31K (Brooklyn) — Similar positioning

@asherisraelowstudio — 7K (Brooklyn) — Original handmade, similar to JLF

What works for them

• Document the process (before/during/after)
• Educational content (explain the "why" and "how")
• Authenticity (share both successes and struggles)
• Sustainability messaging
• Consistent aesthetic

PINTEREST STRATEGY (Research needed)

Account: pinterest.com/jlfurniture

Status: Exists but dormant. No strategy.

Why Pinterest matters for furniture

• Search engine, not social media — SEO-first
• High-intent users (designers/homeowners actively searching)
• Long content lifespan (pins surface for months/years)
• Low effort (repurpose existing photos)

Potential board structure

• Custom Furniture (portfolio)
• By product type (Dining Tables, Desks, Shelving, etc.)
• By wood species (Walnut, White Oak, Maple, etc.)
• By room (Kitchen, Living Room, Office)
• Process & Making
• Inspiration (curated)

Cross-posting: Instagram → Pinterest workflow to be developed

OFFCUT SOCIAL (@offcut.shop)

Current: 2,459 followers, 208 posts

Cadence: Post when product is available (1-2/month)

Content: Product shots, scrap sales, events, process

Cross-post highlights to @jasonlewisfurniture when relevant

Shopify tie-in: Link to offcut.shop for purchase

Sources

• Buffer — Instagram Algorithm 2026
• Shopify Blog — Instagram Algorithm / Posting Frequency
• Agorapulse — Reels vs Posts
• Social Insider — Instagram Benchmarks
• DesignWanted — 15 Makers on Instagram
• Feedspot — Top 100 Woodworking Influencers

Last updated: February 13, 2026