In 2023, the home decor industry is estimated to be worth over 660 billion dollars. It’s expected to increase even further to over 800 billion by 2026. To put it lightly, the home industry is excelling. Now more than ever, it feels like a necessity to curate and put time and effort into the space you surround yourself with every single day. Many people spend hours a week scrolling through feeds of home brands and influencers looking for a new project or product that fits their space.
Is your home brands’ feed the one being scrolled? It should be. Here’s why.
It’s no surprise to anyone that social media is one of the main drivers of revenue for brands in 2023, and home brands are no exception. In fact, home and decor brands were some of the first to break into the world of social with platforms like Pinterest essentially being made to share new products and home inspiration.
We can guarantee that if you’re a home brand and you’re reading this, you have social media. But is it being used to its full potential? In the era of social entertainment, it’s no longer enough to post a couple of photos on Instagram or pins on Pinterest a week. It’s time to branch out of your comfort socials, and join (or build) a community for home brand lovers, by home brands using unique, and exciting content.
While it’s easy to identify a general rule of thumb home brands can follow to succeed on social, it’s actually more valuable to break down actions by platform. Capitalizing on the strengths and differences of each channel allows home brands to expand their reach far beyond their regular clientele.
Here’s how your home brand can use every popular social media platform to boost your content strategy to the next level:
Instagram is a home decor lover's dream. It has truly become a space for sharing all types of inspiration whether it be big or small. While static images may not be as popular or engaging as they once were, it’s still imperative to plan your content strategy and remain active on your main feed. A great way to do this is by leveraging UGC. Implementing user-generated content into your strategy not only breaks up the consistency of your feed, but it also shows your consumers that you see them, and not only that you see them, but you appreciate them enough to repost their photos of their homes.
While this is a great tactic for your static feed, we all know Instagram is changing. This once photo-focused app is now making its way into the world of video. If your home brand hasn’t already, it’s time to adapt to Instagram Reels.
Instagram Reels are an opportunity to bring your still Instagram content to life. Additionally, they’re the perfect outlet for creating engaging short-form content featuring influencers, your products, tutorials and sneak peeks. Consumers love this type of content because it gives them the context that is missing from a single image or carousel post on their feed.
The future of Instagram is Reels, so it’s time to work them into your content strategy as often as possible.
There is a reason TikTok is the most popular social media in the world right now, and as a home brand, it’s time to take advantage. One of the best things about the app is how it allows brands to show a less formal, more personal side of their brand. Unlike most other socials, the aesthetic of your feed and the quality of your content is less important than the amount of entertaining and interesting posts you’re producing.
Beyond posting behind-the-scenes, funny content, home brands can also participate in the constantly shifting trends that are sure to go viral. Just prepare to be sold out after making your way to the FYP.
As a home brand, we’re sure you’re no stranger to Pinterest. Most people who use Pinterest use it to plan purchases. They create vision boards of the beautiful kitchens, bedrooms, and living rooms they wish they had, and a big part of that is the furnishing that goes into each room. That's why brands need to have a thoughtful Pinterest marketing strategy.
Your boards should Include rich pins where possible to pull website data into the platform and increase click-through traffic to your site. Your posts should be utilizing Pinterest Shop to make product pins shoppable when possible in order to make purchasing as seamless as possible. These are two strategic ways to make sure your customers not only see your home brand products in pins but enables them to purchase.
YouTube offers brands the unique ability to provide long-form, almost documentary-style content. Home brands can utilize this opportunity to showcase their static content from other platforms, in motion and in-depth. YouTube is the perfect medium for thorough product breakdowns and walking consumers through the process of creating a piece from start to finish. This type of content can create an immersive experience for customers who may be interested in the “why” of your home brand.
If this type of long-form content is feeling a little daunting to begin with, you can always repurpose your other short-form videos into YouTube Shorts.
When it comes to making your mark and building a community on social media as a brand, Facebook is the gold standard. With the integration of groups and pages, home brands have multiple ways to get in touch with their users. A Facebook page is the more public of the two, which can be used for product launches, and more general, engaging content that you may want to catch the eye of users outside of your target audience.
Groups are where you can get a little more personal with your home decor lovers. These invite-only, moderated spaces are the perfect place to build rapport with your consumers, pose questions and give sneak peeks as a reward to your most loyal followers.
We know, Twitter may not be the first social media you would consider promoting your home brand on, but it certainly shouldn’t be the last. Similar to Facebook, Twitter has a very unique community-building element. Communities on Twitter are started and managed by users, with admins and moderators who guide the conversation surrounding specific topics.
As a home brand, try starting your own community and inviting users who show interest. Start conversations, ask and answer questions, and interact with users who love the home industry as much as you do. Remember, tweets from within your community can be seen by anyone on Twitter, but can only be responded to by community members.
Some of the most important home brands in the world use Dash Hudson. From Brooklinen to Home Depot, these brands are consistently utilizing in-depth analytics to better inform their content strategy, photo and video performance prediction, and LikeShop as a simple link-in-bio solution that delivers substantial ROI. It’s time to make Dash Hudson your home away from home on social.
Some home brands that really excel on social media include IKEA, Anthropologie, Wayfair, and H&M. These brands have put a lot of effort into establishing their home brands as leaders in the space and their follower counts and engagement rates show it.
How many times, and ways can we say yes? 49% of consumers depend on influencer recommendations. Of course, you want to leverage and build relationships with influencers that make sense with your home brand, but once you find the right ones that work for you, ROI is unmatched.
People aged 25-45 years old purchase the most home goods. Why is that? The answer is simple. These are the people moving out, buying homes, or relocating. While many people younger than 25 or older than 45 and doing the same things, they may not have the same level of disposable income to purchase home goods like those in the mid-range.