Deliver impressive enough results, and a brand may roll out signature merchandise, like Ms. Vogelpohl’s line of rugs from Orian.

Much of an account’s success depends on the enthusiasm of its followers. To keep them engaged, an account must feel authentic, and that means sharing more than just your new decorative mirror. Followers will drift off and brands will doubt your marketing potential if few people like or comment on bland photographs with banal captions peppered with rainbow emojis and a string of advertising hashtags and links.

To avoid that fate, an account needs to share a certain number of personal anecdotes, complete with photos of the children and the clutter. But not too much clutter, because no one wants to see a real-life mess, even if it comes with a deal on a Swiffer.

“When you get on Instagram and you’re trying to take a break from your real, tough life — maybe it’s because your kid has been asking for something to eat every 30 seconds — you don’t want to see your own stuff; you want to see the dream” of an idealized home, said Allison Schaeffer, 44, who lives in San Diego and follows dozens of personal home-décor accounts. “It’s just relatable enough and just out of reach enough.”

Of course, there is a risk to sharing your home life with half a million or so strangers. About 18 months ago, Ms. Vogelpohl posted about her family’s struggles: Her husband, Dusty Vogelpohl, 41, a lawyer, lost his job around the same time that Ms. Vogelpohl had heart surgery.

While many followers expressed sympathy, others questioned her honesty and motives. Some doubted the seriousness of the family’s financial problems, given the well-appointed, 4,800-square-foot house and lavish trips like a cruise in Mexico, or wondered if she was sharing her difficult experiences to attract more followers. In a teary Instagram story, Ms. Vogelpohl challenged the doubters, pointing out that if it weren’t for her successful Instagram account, the family would not have been able to weather the financial setback.

“If I hadn’t done the Instagram thing, we would have had to have sold the house, because we wouldn’t have been able to afford it,” Ms. Vogelpohl, now the sole breadwinner in the family, said in a telephone interview. “The house has kept me in the house.”