Fashion may have the largest appeal to influencers and audiences alike, but home decor and furniture surely come in a close second. A good indicator is the number of home decor shows followed by millions of viewers who love to watch what tips and tricks are used to shape a beautiful room or home makeover. Suddenly the hosts of these shows, such as Jillian Harris or Sarah Richardson found themselves on the celebrity list, their followers demanding more home decor tips and ideas.
Following in their footsteps, home decor bloggers took advantage of this trend to supply their followers with more ideas for decorating and furnishing their homes. Topics vary from an entire house makeover to ideas for seasonal decor, roundups of treasured objects or beautiful finds. Many blogs started as projects documenting the remodelling of new homes or as collections of favourite objects curated by interior designers.
Home decor is a great subject matter for influence marketing because of its visually appealing nature. Great composition and lighting for interiors make the whole process like photo shoots with models. Pinterest takes great advantage of this, home decor being the third most posted and viewed category after food & drinks, and crafts. If we consider that the first two topics feature mainly inspiration for dyi projects, home decor is the most popular commercial category, as consumers pin and repin things they bought or would like to buy. That is why when using influencer marketing for a furniture and home decor brand its best bet is to look for influencers with large numbers of followers on Pinterest. Why? 47% of the US online shoppers made a purchase based on a recommendation on Pinterest and 85% of Pinterest users are women — the target audience for most home decor businesses. Instagram also applies well to this visual subject matter.
Here are more suggestions about how to make the most of your influencer campaign:
- Target your audience geographically. If you do not provide e-commerce on your site, work with influencers who are in the same city, because it is very likely they have more followers in that area. If you have an online store, target the areas where you want to create more brand awareness and get more orders.
- Choose influencers who have a style similar to yours. If you sell vintage furniture, being featured on a blog focusing on modern decor would not help much, because the readers’ interests lie with the focus of the blog.
- Involve the blogger as much as possible. Collaborating closely with the bloggers will ensure you get more value for your budget as they can contribute to the creative direction of your campaign. They can come up with new ideas that could get your campaign to the next level.
- Starting small may lead to bigger results. You may want to feature smaller items that are easier to order. Once customers get familiar with your brand and its quality it will be much easier for them to commit to larger purchases.
Our campaign with Stanley Furniture yielded impressive results. Our wonderful bloggers, Katie Dillon from La Jolla Mom, Paloma Contreras from La Dolce Vita and Jessie Kok from Mix and Chic created great content on their blog, shadowing it with social media posts. Their blog posts got a total of 1010 reads and the social media posts an engagement of 150. Most importantly, we got a click-through-rate from the blog post to the brand website of 10%, which is outstanding considering that on average the click-through-rate on the display ads is 0.06%. We also noticed readers spent a lot of time on the blog content, with an average of 3:45 minutes. Compared to any type of advertising, when the brand has little information about who even glances at the ad, this is a remarkable result that shows that readers really enjoyed the content, a great tool for brand recall.
Furniture and home decor brands are very well positioned to use influencers in their marketing. Due to its appealing, highly visual nature of its products, followers love to get inspiration for their decor ideas, which will inform their future purchases. It is never too late to get your name out there in a stylish and authentic way.