The Home Industry Social Media Benchmarks
The Social Media Benchmarks for Home Brands To Maximize ROI
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To win in today’s social media landscape, home brands must understand what truly resonates with their audiences to maximize ROI and achieve lasting success. While metrics like follower count and growth rate remain essential, home brands are focusing on metrics such as engagement, owned reach and posting cadence to gain a deeper understanding of how content is received.
In Dash Hudson’s latest TikTok, Instagram and YouTube benchmark reports, uncover which KPIs are critical to home brands’ social strategies and learn how leading brands are staying ahead of the competition.
Home Industry Benchmarks and Statistics
Average Monthly Social Media Growth Rate for Followers/Subscribers
TikTok
5.9%
0.7%
Youtube
1.7%
* Follower growth rate data taken from the 2024 Home Industry Benchmarks. See the report for the full methodology.
The Average Monthly Growth Rate measures the rate at which a home brand increases its follower count month-over-month. Brands can expect different growth trajectories per channel, with TikTok still seeing significant follower growth. Many brands in the Home industry have well-established Instagram presences, leading to a natural saturation in growth. YouTube has recently experienced growth as users increasingly shift from traditional media to social media for entertainment.
Home Industry Highlights From Leading Brands
Home brands uncover opportunities in entertainment and content consistency across social media. Instagram reveals a need for more engaging video content, TikTok shows a ready audience for increased output and YouTube highlights high retention with potential for Shorts.
Ototo Design
Ototo Design stands out on social with its unique and playful approach to everyday household items. Its products’ visual appeal, which range from kitchen gadgets to home accessories, receive high engagement.
Ototo Design outperforms the average engagement rate for home brands by +65.85%.
Tekla Fabrics
Tekla Fabrics effectively uses Instagram to highlight its minimalist and sustainable home textiles and bedding. The strategy focuses on simple, yet high-quality imagery with an aura of comfort around its products. This resonates with Instagram’s audiences who value aesthetics and environmental consciousness.
Tekla outperforms the average engagement rate for home brands by +500%.
West Elm
West Elm innovates with its informative commercials, which act as how to tutorials. Everything from how to decorate guest rooms to how to fold napkins, this educational approach appeals to viewers interested in upping their home aesthetics game.
West Elm outperforms the average video views for home brands by +144%.
In This Home and Hone Decor Industry Benchmark Report You’ll Learn:
- The need for home brands on Instagram to enhance their video strategy for better engagement and audience resonance.
- Opportunities on TikTok for the home industry to expand its reach through optimized content and increased video production.
- The untapped potential of YouTube Shorts for home brands, despite high retention rates with their current long-form content.
- Strategies for improving entertainment value and consistency, key to unlocking growth and engagement across platforms.
Dash Hudson pulled a sample of global and international companies across TikTok (n=1,073), Instagram (n=2,965), and YouTube (n=685), analyzing their activity between Jul 1, 2023 – Dec 31, 2023, to determine average performance against a predetermined set of KPIs. We have included handles with a minimum of 1K followers.