Under the Influencers: Spotting Sponsored Content in Decorating Accounts
By David Barrett
Under the influencers: spotting sponsored content among decorating influencers
While I work I listen to audiobooks and podcasts — a habit that's given me hours of company on site and, recently, a sharper eye on decorating influencers. One podcast in particular, Brothers of The Brush, opened my eyes to how common paid promotions and product partnerships have become on social media within our trade. That sparked a ten-minute scroll through Instagram that left me spotting the same patterns across accounts I previously trusted.
What the podcast revealed
Brothers of The Brush is just one decorator chatting to another about running a business, the trade and day-to-day life. It’s informal but honest, and I’d recommend it to anyone in decorating. One episode discussed how companies send products to tradespeople in exchange for a series of social posts. The recipient might be asked to post daily or weekly about the kit, and it didn’t matter whether the product performed well — the brief was to feature and praise it.
After hearing that, I recognised the behaviour on accounts I follow: frequent product tags, long lists of supplier hashtags, giveaways and a steady stream of promotional posts with little critical comment. On one account — mentioned on the podcast — the amount of branded content was startling. That account once impressed me with the quality of work; now I find myself wondering how much of what I see is genuine recommendation and how much is sponsored content.
My approach to product reviews
A few years ago I reviewed Isomat Paint after being approached via Decorators Forum on Facebook. All paint was supplied for that review and my opinion was entirely my own — if something failed to meet my standards I said so. I apply the same approach to products from major suppliers; despite being a Dulux Select member, I’ll call out anything that doesn’t perform.
Hearing decorators describe the pressure to post promotional content made me question how many purchases I’ve made because I trusted a social post. It’s a useful reminder to separate genuine word-of-mouth from paid-for endorsements.
Brands and personal preference
Different products work for different tradespeople. This year I’ve used Dulux Heritage Velvet Matt and Benjamin Moore Scuff X on most jobs, and find them reliable. Others prefer Johnstone’s Durable Matt or Aqua Guard and are perfectly happy with their results. Tools make a difference too — brushes, rollers and spray guns are often chosen because they suit an individual’s technique as much as because of brand reputation.
How to spot paid-for or sponsored posts
- Frequent product tags and hashtag lists — posts that end with a long list of supplier names and branded hashtags can indicate a paid partnership.
- Sudden variety of brands — when an account moves rapidly between rival products without clear explanation, it may be responding to short-term sponsorships.
- Repeat giveaways and competitions — constant competitions framed as spontaneous can sometimes be part of a promotional agreement.
- Excessive praise with no critique — genuine reviews usually note strengths and limitations; unqualified praise for every product can be a red flag.
- Missing disclosures — in the UK, sponsored content should be clearly marked; absence of a disclaimer suggests you should read posts with caution.
Choosing what to trust and where to get reliable advice
If you want trustworthy recommendations, balance social media with other sources. Ask colleagues in person, read independent reviews and look for tradespeople who transparently share their experience. For a sense of how we work and the feedback we receive, you can read customer feedback on our reviews page and learn more about our business on the about us page.
When making purchasing decisions, consider these practical steps:
- Request a sample or trial application to test a product in your working conditions.
- Ask tradespeople about long-term performance rather than just appearance on application day.
- Check multiple independent sources rather than relying on a single social post.
- If engaging with a tradesperson, ask what products they recommend and why — genuine advice will explain how a product suits their method and the client’s needs.
- For project-specific quotes and recommendations, request a site visit so the advice is tailored rather than generalised.
Looking at social media with a critical eye
Social platforms are a powerful tool for showcasing workmanship, sharing knowledge and finding new ideas. They’re also a marketing channel, and that’s fine when it’s transparent. The key is critical thinking: ask whether praise is based on long-term use or short-term promotion, and seek multiple opinions before changing the products and methods you trust.
Listening to that podcast reminded me that even experienced tradespeople can be influenced by what they see online. I’ll still follow accounts for inspiration, but I’m more careful about letting their posts shape my purchasing decisions. If you want a second opinion on products or a considered recommendation for your project, get in touch and we can discuss what will work best for your property.