In 2018, Noell Jett decided that she wanted to document her home construction process. To this end, she started the Jett Set Farmhouse Instagram account. Her videos, featuring everything from construction footage to DIY home decor tips, quickly attracted attention. She is now a formidable social media influencer with nearly 5 million TikTok followers, over 500K Instagram followers, and over 300K YouTube subscribers.
Noell Jett sat down to speak with Brandon Kosters about her experiences as a social media superstar.
You’re a significant influencer in the realm of interior design and home goods. What was your point of entry into all of this?
Honestly, it all started pretty simply. My husband and I were just trying to fulfill one of his lifelong dreams of building a home for our family. We were doing this on a limited budget, so we were doing everything we could ourselves, from framing walls to laying tile. I started sharing little bits of that journey online, not because I had some big plan, but because I wanted to show people that you can create a dream home even if you don’t have a huge budget or a construction crew. It was real, messy, and honest and I think people connected with that authenticity. That’s really what opened the door to everything that came after.
The Jett family home, by Leslie Brown PhotographyDid you ever imagine that you would garner such a large social media following?
Not even a little bit. Honestly, I didn’t even know social media marketing and influencers were really a thing. I was just a mom with a phone, covered in paint and drywall dust, trying to keep my kids fed while figuring out how to finish this massive undertaking. I never dreamed it would turn into a full-blown platform or business. But looking back, I think people saw themselves in our story, building something from scratch, both literally and figuratively. The growth was completely organic, and I’ve never taken for granted that people choose to follow along and invite me into their homes and lives.
You’re engaged with multiple social media platforms. Do you have a favorite platform?
TikTok has really stolen my heart lately. It’s such a creative space, fast-paced, raw, and real. I love that you can connect with people so quickly through a single video. Instagram will always be home base, but TikTok is so fun!
Social media users are always vying for visibility, but I’d imagine that once you reach a certain stature that the returns begin to diminish – I’m imagining online harassment, strained family relations. What are some of the hidden downsides of being a social media influencer?
Somehow we have been able to carve out this perfect little niche in the online world that allows us to support our family and build a life we once only dreamed of without having to put too much pressure on ourselves to continually make new content or try to get more eyes on us. There’s absolutely a side people don’t see. The internet can be amazing, but it can also be brutal. When your life is so public, people sometimes forget you’re human. You have to have incredibly thick skin and truly learn to not let the negativity have any space in your mind or heart. And yes, it can strain relationships if you’re not careful — especially when your home, your teens, and your marriage are part of the content. But I’ve learned to create boundaries. I share a lot, but I protect the parts of my life that matter most. I remind myself daily why I started to inspire and connect, not to please everyone. That perspective keeps me grounded.
Where would you like to see yourself in five years?
Hopefully, we will have completed our forever home! We would also like to have our own product line, something that makes beautiful designs more accessible for real families. But more than anything, I just want to keep doing what I love while keeping my family at the center of it all.
