How Marketers Can Tap Into the Growing Home Decor Segment

For brands and Marketers looking to capitalize on the most popular trends, products, and verticals on social media, the home decor market continues to gain remarkable traction amongst digital audiences and everyday consumers. 

Why has the home decor category suddenly taken off? And how can home brands and brands trying to crossover to this lucrative industry tap into this momentum and make the most of the rising interest in this category? Let’s dive in.

The Ascendance of Home Decor

In recent years, the home decor segment has witnessed a significant uptick in consumer sentiment and interest. 

Internally, we’ve seen an impressive growth in clicks and sales to home decor through Collective Voice affiliate links, including:

• Seasonal decor showcased an outstanding YoY click growth of 672.82%
• Outdoor products surged significantly with a remarkable +98% growth QoQ
• Bath & rugs categories both experienced a substantial 27% growth QoQ

The pandemic, with its global impact, prompted people to spend more time indoors, leading to a renewed emphasis on creating comfortable and aesthetically pleasing living spaces. And as many continue to work from home, interest in clean, organized, stylish homes hasn’t waned.  

As a result, consumers are not just purchasing products; they’re investing in a lifestyle and an expression of their personal taste.

Social Media’s Role in the Home Decor Boom

Fueling the home decor frenzy is the role of social media platforms as visual and inspirational hubs. Instagram, Pinterest, and TikTok, in particular, have become hotspots for individuals seeking ideas and trends to elevate their living spaces. 

The visual nature of these platforms makes them ideal for showcasing home decor products, interior design inspirations, and DIY projects. And social media’s move towards viral trends has given rise to buzzy home category moments like slow living and cottagecore.

Creators Taking Center Stage

Simultaneously, Creators—those with a flair for design, a passion for decor, and an ability to connect with audiences—are emerging as influencers in the home decor domain. 

The rising prominence of short-form video has fueled Creators’ storytelling, giving them quick, fun, digestible formats to showcase their home design projects. From fridge restocking videos to room-flipping series, more and more Creators are turning their focus to home decor.

These individuals, armed with engaging content and a dedicated following, are becoming trusted voices in the space, influencing purchasing decisions and shaping trends.

9 Strategies for Brands and Marketers

Now that the landscape is set, how can brands and Marketers leverage their Creator Marketing efforts to capitalize on this growing home decor segment? Here are some strategies:

1. Embrace All Meanings of “Home”

You don’t have to be a legacy home brand to capitalize on this growing category. In some ways, any brand can embrace home decor. After all, homes are where we relax, host parties, store our most precious belongings, and curate the items and activities that make up our lives. 

Consider how you can partner with home decor Creators to showcase your brands and products in their daily lives. For example, if you’re a beauty brand, you could partner with a home-focused Creator to showcase the way they organize their 10-step skincare routine. Or if you’re a travel brand, collaborate with a Creator on content that highlights how they bring their favorite pieces of home with them when they travel.

2. Cast a Diverse Mix of Creators

When it comes to casting a campaign, finding Creators who are the right fit is an essential key to success. But don’t feel limited by your category; you may discover that Creators from different niches and verticals can contribute positively to a campaign’s success!

Casting a diverse mix of Creators from different backgrounds, with different sized audiences, and focusing on different categories might allow you to tap into a variety of audiences. 

Even if you’re not a home decor brand, working with home decor Creators, interior designers, and DIY’ers can not only help you tap into this growing consumer interest, but it can encourage creative content that showcases your brand in new ways.

3. Forge Long-Term, Authentic Partnerships

Foster authentic partnerships with Creators who align with your brand values and aesthetic. A long-term partnership demonstrates commitment and trust in a Creator’s skills and vision, and helps position Creators as brand ambassadors. 

Creators who develop long-term relationships with a brand tend to incorporate that brand’s products and messaging in their organic content, creating a halo effect that extends beyond the bounds of potential campaigns. 

4. Partner with Creators Who Can Drive Awareness and Sales

Of course, sales and brand awareness are top of mind for any Creator campaign, and casting Creators who can accomplish these goals is crucial for success! Meeting these objectives in the home category requires a diversified casting strategy that activates different types of Creators within our network for each campaign goal. 

First, many consumers seek value when shopping for big-ticket home furniture and appliances; partnering with promotion-driven Creators, who push the limited-time sales to their niche audiences looking for the best deals, is a great way to push shoppers further down the funnel to conversion. This strategy is particularly powerful when paired with seasonal tentpole moments like Easter, Memorial Day, and 4th of July.

Meanwhile, Marketers who want to spread buzz and awareness to their home categories should look for Creators who are trendy tastemakers. From time-lapse transformation videos to DIY room makeovers, these tastemakers lean on video content to create viral moments that bring plenty of eyeballs to their new home and decor finds. 

5. Encourage Creative Freedom

Providing Creators with freedom to express themselves during a campaign encourages more authentic, creative content. Creators know their audience best, and understand what they’re looking for, so encourage Creators to develop content that seamlessly integrates your products into their real life. 

6. Curate Challenges

Leverage the challenge culture on platforms like TikTok by creating decor challenges related to your products. This not only boosts brand awareness and engagement, but it also generates user-generated content that you can show off on your social channels. 

7. Showcase Transformation Stories

On social media, few things are as satisfying as a good transformation story! From room makeovers to furniture flips, challenge Creator partners to show off the full range of their Creative talents and come up with stories that highlight the essential role of your brand. 

Short-form video, in particular, is a very effective format for before-and-after content. Transformations not only provide a visual appeal but also demonstrate the tangible impact of your products on improving living spaces.

8. Provide Exclusive Collaborations

Explore exclusive home decor product collaborations with Creators. 

Interested in working with a Creator who’s built a loyal, dedicated niche by reviewing candles and fragrances? Work with them on a custom candle! 

Limited-edition items or curated collections can create a sense of urgency, driving sales and fostering a sense of exclusivity among consumers.

9. Leverage User-Generated Content

User-generated content (UGC) can provide brands with authentic, consumer-driven content that resonates with audiences and drives sales. You can leverage UGC to break into the home category through campaigns encouraging users to share their own decor setups. Reposting and acknowledging this content not only strengthens community ties but also provides a constant stream of fresh, authentic content.

The rising home decor segment offers a lucrative opportunity for brands and Marketers to tap into a growing consumer base. As the saying goes, “Home is where the heart is,” and in the digital age, the heart of marketing lies in understanding and catering to the evolving needs and interests of consumers. 

By strategically partnering with Creators who have a finger on the pulse of this trend, brands can enhance their reach, boost engagement, and drive both brand awareness and sales.