Written for Influencer Intelligence
Whilst influencer marketing best practice as a process doesn’t differ hugely from one sector to another, there are varying considerations and KPIs when planning influencer strategy and outreach that will hold more relevance to certain brands than others. The following post in this sector specific series will address some of the recommendations for homeware and interiors brands when working with creators, providing tips on the most efficient ways to execute an effective campaign in this space. Whether a home and kitchen, interiors or furniture brand, this post is a blueprint for success.
Objectives
As with any influencer activity, it is essential that marketers in this space identify their audience, campaign objectives and KPIs before thinking about ambassadors. Once the deliverables of the campaign are known, marketers at publishing companies can explore creators who will be best equipped to deliver the right results. Overall, for homeware or interiors brands, typically objectives for content creation are sales or conversions, reviews, reach and web traffic. Owing to homes and interiors natural focus on appealing imagery, UGC is a common objective for home brands, soliciting organic content showcases customer-centric product application.
Content Hooks
Home-focused brands should endeavour to stay on top of any relevant and appropriate events, awareness days or social media trends. Those within the field will be well aware of the #decor, #DIY, #homeinspo #instahome and #interiordesign hashtags that bring together a community of enthusiasts. It pays to delve into more niche topics within the wider category such as #tablescapes, #homeorganisation, #hosting, #cosycore and #cleantok, along with genres like #boho, #vintage or #industrial and seasonal touchpoints such as #christmasdecor, #halloweendiy, #mothersdaygift or #thanksgivingtable. There are copious events and tentpole celebrations throughout the year that can be capitalised on via influencer activations, including The Ideal Home Show, Black Friday, World Interiors Day, World Art Day and London Craft Week.
Platforms
It is pivotal that marketers determine the most effective platforms for home-related content specifically. Traditionally, thanks to its propensity to accommodate longer form content, YouTube is a great channel to explore home renovation or tours, whilst TikTok and Reels’ shorter clip format may complement DIY tutorials or home décor ideas and inspiration. Homeware and lifestyle content has always found a home on Instagram and Pinterest, where aesthetics are priority, and homeware products, furniture and room decoration can be showcased with high quality photography. Brands should endeavour to work outside of social media, considering key content such as listicles and online shopping or gifting roundups on influencer blogs.
Campaign Type
One of the best ways to solicit reviews and spread the word is to gift product to influencers to shout about to their followers, though this may not guarantee positive feedback or recommendation, the same could be said for home and lifestyle bloggers to create aspirational content. For product promotions, influencers could be engaged with affiliate codes to track impact on sales or limited-time offers. When it comes to interiors, brands could team up with interior designers and artists on a design collaboration to add credibility to an exclusive new drop.
Content Themes
The themes of an influencer campaign will differ dependent on the type of brand in question, and its target market, but a good basic starting point would be in inspiring consumers to recreate a look and feel, such as home décor or entertaining and hosting inspiration or in highlighting the practical and creative use of a product, such as DIY hacks or solutions-based product ‘finds’ and ‘how to’ tutorials. Keeping abreast of micro-trends will also be key for homes and interiors brands, allowing for play with trending aesthetics that their merchandise fits in to, such as ‘strawberry girl’, ‘cottagecore’, or ‘regencycore’ crockery thanks to Bridgerton.
Influencer Types
The simplest answer is most often the way to go, with homes and interiors brands partnering up with homes and interiors influencers. These content creators are most likely to be skilled in accessing that core, dedicated audience with a keen interest in the subject, and are often seen as trustworthy sources of information. That being said, other verticals could lend themselves nicely to an endorsement within the space, such as cooking influencers, crafters or parenting influencers, for example. As long as there is some sort of precedent for or organic predisposition to homeware, or an aligned aesthetic and target audience – brands can test the water with an outside influence. Use Influencer Intelligence to measure audience overlap and track influencer conversations to find a perfect match.
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