How the Blocking of Instagram* and Other Restrictions Will Affect Designers' Work

On March 14, Instagram* stopped working on Russian territory. The social network was not only a means of communication or an opportunity to follow the lives of friends: many people developed their businesses, promoted their personal brands and projects there. We spoke with Russian designers and found out how the new reality and restrictions affect their work.

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"It's Hard to Create Art: A Designer Has Become a Calculator"

Julia Babintseva — Interior Designer

It feels like every day lived is like a month. A month of life. A month of work. Previously, it was possible to make forecasts for projects a year ahead, but now the picture has changed. It's become very difficult to engage in creativity: a designer has become a calculator. We constantly look for something, calculate, numbers don't add up anywhere, and every RFP requires a mental reset. Personally, I planned to visit Isaloni this year, but in today's context, it seems like an unattainable dream.

Design: Julia Babintseva

I have projects where I don't understand how to implement them under new conditions, and it makes me uneasy. Previously, ceramic tiles cost 3500 rubles per sq. m, but now they're far over 7000 rubles. Try finding them anywhere. There's nothing in showrooms, warehouses are empty. Of course, we adapt to the new market, making something beautiful out of nothing, but it will take a thousand times more effort and work.

I have agreements with all clients that we don't panic and don't pour the budget into those positions that have become 2–3 times more expensive. We're waiting. The market needs time to adapt: some left, others will come.

Design: Julia Babintseva

I have a page in VK and I've created a Telegram channel, it won't hurt to have one. I really want to believe that we won't be cut off from our wings: over the years, Instagram* has become our home and workspace. I always believe in a miracle until the last moment, time will show. But what's happening now is a reason to think that you shouldn't put all your eggs in one basket.

It's very important to be fast and flexible, adapt to new conditions and continue working. If Instagram* is blocked, we'll develop other social networks, give more attention to platforms for designers. We'll come up with service packages for clients. We're alive, healthy, and that's what matters most.

"We Will Find a Way Out of Any Situation"

Daria Maksimova — Interior Designer

It's hard to say how the new reality will affect work in the future. We've felt changes in ongoing construction projects. There's been a very strong increase in prices: we quickly completed objects — construction projects even accelerated, because clients were worried about the availability of goods. There were big problems with stone — prices have nearly doubled.

Design: Daria Maksimova

Projects currently in progress were adjusted: it's unclear what will happen with European tiles. As far as I know, Italian manufacturers have problems with launching products: electricity costs have increased, expenses have risen. I think they're currently reviewing their product range and solving logistics problems. Suppliers told me that it's unclear when ground shipments will arrive, but all sea container shipments should come.

It can be said that an artificial panic has emerged, a state of fear: there is little sanitary equipment available — everyone is buying it up. This also influenced project formation. But we've already pre-purchased items in which we're confident. Then we'll look at the situation and suppliers who will be on the market.

Design: Daria Maksimova

Many large European brands don't plan to leave: they're only solving logistics issues. Most likely, our own brands will appear, taking over the empty niches. I'm taking this calmly, from an observer's standpoint. Mostly, we're solving current issues with construction projects — there's no panic.

Our perspective on tiles has changed: we've looked at ceramic and Indian tiles, which also have interesting samples. Possibly, collections from Turkey will increase in supply — it's hard to evaluate now how much everything has changed. We need to wait a month or two, but we will find a way out of any situation.

The question about social networks is the biggest for me: I haven't done much advertising, never placed ads on the platform. About 40% of traffic came from Instagram*, the rest — through recommendations or clients we've already worked with. I don't know how much this will affect us: I've created a Telegram channel, but I'm not yet sure how to manage it. There's TenChat — I've also registered there, it's more for business. Maybe the future is also there. I think the main thing is to focus on one or two social networks.

"Further — More, As They Say! We Will Break Through"

Violetta Golubeva — Interior Designer

So far, we've only felt the price increase for materials. The new reality hasn't affected our work in any other way. We maintain full calm, and continue working just as we did before.

Design: Violetta Golubeva

We don't plan to develop new social networks. I didn't significantly grow Instagram*. Since our client base is high-level, there are well-known personalities, such clients usually come not from the street but only through recommendations. From Instagram*, maybe one new client per year came. So we're not upset, everything will be as it should be! Further — more, as they say! We will break through.

"The Main Thing Is to Remain Human and Act According to Circumstances"

Kristina Chemelova — Interior Design and Renovation

I'm still staying in Instagram*, I have an active Telegram channel — I post informational messages suitable for this platform there. I'm looking at VK because it has similar features regarding stories and blog management. In principle, when you're the one who managed content creation, it's not hard to rework it into another format. Our knowledge will remain with us no one can take it away, so I don't feel like something has been taken from me. Though my blog is quite large.

There are small changes in our work: some have given up future projects, others have only strengthened their desire to start implementation. I can't say there are global changes here.

Design: Kristina Chemelova

I would recommend diversifying your offer: you can not only do design but also create guides and checklists. I also think that designers shouldn't raise prices now. It's better to focus on optimizing the offer for clients: everyone is in a difficult position, everyone has to give up something. A designer can make an offer for a client so that everyone benefits: you'll have orders, and clients will understand they're not abandoned in a situation where everything around is sold out but they're missing something. The main thing now is to remain human and act according to circumstances.

Design: Kristina Chemelova

"Working with a domestic client and the current situation lead to studying new options"

Pavel Bakanych — Interior Design

The blocking of Instagram* will significantly impact the development and promotion of many designers, especially beginners. Thanks to Instagram*, it's possible to show a potential client who you are and introduce yourself in advance. Clients have a wide choice of designers for future interior work.

Photo: /pavelbakanov

For me, as a designer working abroad, nothing has changed. Clients I work with abroad remain in contact. However, working with domestic clients and the current situation have led to exploring a wider market of domestic manufacturers due to price increases and delivery difficulties for many European items.

Photo: /pavelbakanov

"The process of analysis and experimentation is currently underway"

Vlad Sedov — Founder of Design Studio LINES

The interior design market has changed quite significantly now. In segments working with low price points, there are fewer projects. Prices for construction, materials, and interior items are unstable and growing rapidly, while buyers' purchasing power has decreased.

Design: Studio LINES

In the more premium segment, the situation is a bit different. There are clients who continue to work as before, and others who pause project implementation but plan to return eventually. Since Studio LINES operates in this segment, we have almost no project delays, the team continues working with current clients, and we're searching for new ways to deliver materials and contact our audience.

Project promotion in interior design has also changed. For example, working with Instagram* has become more difficult. Of course, many users continue using this social network with VPN, but some segment of people has moved to other platforms. Therefore, now is a good time for companies that planned to reach international audiences to begin.

We also had Telegram channels long ago, and we regularly share design solutions and completed projects in them. Now a lot of audience from Instagram* is actively joining our channels, and we continue creating useful content for them.

Design: Studio LINES

The situation with promotion on YouTube is a bit more complex. Studio LINES has an active channel where we publish project reviews and talk about design — this communication channel is very important for us. Despite seeing a large increase in YouTube user activity over recent weeks, which isn't planning to leave these platforms yet, there are still challenges in promoting for business. YouTube can stop working at any moment, but even now Russian companies cannot launch any ads there.

It can be said that we're currently launching a process of analysis and experimentation. We collect feedback from our clients, see how our audience behaves in the current situation, where it's better to communicate with them and in what format. We also planned to test new advertising platforms this year, particularly Yandex Zen and VK. Events of the last few weeks have pushed us even more toward this research.

We don't plan to fully shift our studio's promotion to new channels yet, but after analyzing audience behavior patterns and client feedback, we will be able to act correctly in the current situation. For now, we will continue creating useful content, working with familiar platforms, and caring for our studio team.

"Our Advertising Campaign Policy Is Currently Waiting"

"ArtMonopolia" — Design Studio

Instagram* has become part of both personal and commercial life for us. We, like many companies, invested our effort, money, and soul into developing such a sales channel as Instagram*. It was a tool that allowed creating a brand not just through monetary investment in advertising, but by creating content that was useful to people.

With the blocking of Instagram*, we lost a huge portion of the market, both in terms of clients and employees and suppliers. What future awaits us is unclear for now. Of course, there are other social networks, and the question is which one to bet on. Instagram* was interesting because it contained practically everyone: companies, craftsmen, and users of all ages. Currently, we see a split between young users who moved to TikTok and the rest of the audience, wandering between resources. For ourselves, we've identified the following development channels.

"ArtMonopolia"

In TikTok, we're only beginning our journey. This platform allows you to get an incredible number of views, even if you're a newcomer. And of course, the audience is now attractive for us as employees, and in five years, it will be attractive as clients.

Due to sanctions, many now look at WhatsApp with suspicion, as it's a product of Meta. We've seen a sharp surge in new users, so we moved to a Telegram channel in one day. But there are no tools yet to ensure your channel is seen by users. Therefore, it's not suitable as the main platform for us.

"ArtMonopolia"

We didn't abandon VK, so it was easier for us to return and continue operating there. But as a sales tool, VK is significantly inferior.

We definitely plan to be present on Yandex.Dzen. But the platform is more for tips than brand positioning.

It turns out there are many social networks, but they only partially replace the departed Instagram*. Our advertising campaign policy is currently waiting. We will observe where the audience goes and where it consciously stays. Fortunately, we can afford to do this because we have contextual advertising in Yandex and the old good word-of-mouth.

Photo on the cover: Kristina Chemelova's project

*Meta Platforms, Facebook and Instagram have been recognized by a Russian court as extremist organizations, the activities of which are prohibited on the territory of the Russian Federation.